TV industry begins push for new ratings system VOZ
The television industry has started promoting the rollout of its new ratings system ‘Virtual Australia’, or VOZ, which brings together viewing numbers for both linear TV and connected devices using broadcast video on demand (BVOD).
Daily VOZ data, however, won’t be available until April. The announcement also noted VOZ is still facilitating discussions between the broadcasters about a common set of audience segments to support planning and post-analysis.
VOZ was initially slated to launch in Q1 of 2020.
Measurement body OzTAM’s CEO Doug Peiffer said VOZ will continue to change and evolve when Australia’s broadcasters eventually unite to create a shared demand-side platform, but he encouraged media buyers to start using the data now.
“VOZ insights can be used now in planning, delivering a much clearer picture of viewing on all screen types, inside and outside homes, around Australia and over time,” he said.
“VOZ is here to reveal the Total TV picture, providing an objective, transparent and standard metric to evaluate TV performance across all screens and platforms, and reinforcing that television remains the most effective way to connect audiences at scale.”
Today, OzTAM, Regional TAM and Nielsen released “top-line findings” from the new VOZ database, noting that 85% of Australians watch broadcast TV weekly and nearly a quarter watch BVOD. The BVOD audience, it said, has a median age 15 years below that of linear TV – 40 for BVOD and 55 for linear television. And only 4.2% of people watch BVOD exclusively on a weekly basis – that is, no linear TV at all.
Regional Australia accounts for 30% of Total TV connected viewing.
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Peiffer said the data had confirmed what the industry has known for a long time.
“VOZ data crystallises what we have long known intuitively was the case: reaching a target audience involves considering how all screens are used over time, and planning accordingly,” he said.
He noted that, as suspected, BVOD brings a significant weekly reach gain across the younger demographics.
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“We’ve long observed that as Australians have embraced the mind-boggling array of content, screen and platform choice now available that the reach of broadcast TV goes well beyond the TV set itself.
“It’s been unclear though to that extent such ‘any time, any place, any screen’ viewing impacts the Total TV picture, until now,” he added.
Do you still need to have an OzTam box though? Or are they finally able to measure accurately?
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