TV trading in Australia is too complex, but VOZ will make it easier
TV measurement and trading in Australia is one of the most complex systems in the world. Steve Allen, director of Pearman Media, argues the industry’s new measurement system VOZ (or Virtual Australia) is a big step forward.
In late April 2020, and for the first time, OzTAM will release daily Total TV Viewing (includes subscription TV viewing and regional TV) data measuring all screen consumption including BVOD (broadcast video on demand – i.e. catch-up program viewing). Thus it is true national viewing data.
Photo by Kelly Sikkema on Unsplash
Today’s launch displayed for the first time the added audience via BVOD. This amounted to an increase in measured viewing of 4.2% over a week. This becomes more important and impactful in the younger demographics (6.4% incremental reach gain, for example, in 16-24s). The added benefit is when adding/ scheduling free-to-air (FTA) video (catch-up) to the strategy and media mix, there is even greater incremental added reach over seven to 28 days – at 28 days the viewing mix reach is 48.4% TV only, 44.9% TV viewing plus BVOD, and 3.0% BVOD viewing only.
Thus the profile of TV viewing over time, when this data is added, changes dramatically:
But Nielsen consistently shows that young people aren’t on BVOD platforms anywhere near the rate they’re on YouTube, which now is happening in large volumes on TV screens.
Not to mention emerging platforms that are non-TV screen focused like IGTV, Tik Tok, Snapchat, and Facebook Watch.
If the hope is that VOZ will return media dollars meant for younger demographics – you’re living on a prayer.
Not to mention, as a media buyer – the prices, effectiveness and user experience is better in many of those platforms too.
As a media buyer how do you feel about your business having to use another separate trading platform to buy converged TV/Digital from a group of Australian FTA’s?
Do you think it is more logical to simply allow agencies/advertisers to utilise existing centralised (as much as possible) trading platforms to buy, simplifying the process and essentially supporting greater fee transparency for your business? I mean who is better at technology, a tech company or a group of broadcasters who specialise in content.
Isn’t independence of tech and data a priority for many as well.
Is this a typo? The 48.4%b would be total ??
The added benefit is when adding/ scheduling free-to-air (FTA) video (catch-up) to the strategy and media mix, there is even greater incremental added reach over seven to 28 days – at 28 days the viewing mix reach is 48.4% TV only, 44.9% TV viewing plus BVOD, and 3.0% BVOD viewing only.
Hi Gezza,
VOZ has released figures which show over 28 days, 48.4% of the ‘Total TV’ audience watch linear TV only. 44.9% of the ‘Total TV’ audience engage in a mix of broadcast video on demand (BVOD) and traditional linear TV, and 3.0% watch BVOD only.
You can read more about it, and see VOZ’s graphs for clarity in my initial story here:
https://mumbrella.com.au/tv-industry-begins-push-for-new-ratings-system-voz-618921
I hope this helped,
Vivienne – Mumbrella
If TV wants to compete with digital then they need to open up their trading platforms in the same way folks can buy ads on YouTube, Facebook and TikTok. VOZ seems to be an entirely overcooked and inaccessible creation that mismatches the needs of the average marketing activator with the self interest of the TV networks.
Show me where I can login and buy TV spots via an easy to use GUI, that makes got an accessible, credible and frictionless buying and post campaign experience.
That table in the article is as old as the TV industry