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2024 TV and Streaming Ratings Discussion

The_Wookie

Bench
Messages
2,764
There are changes coming as the whole ratintgs system moves over the VOZ.

New year, new ratings data from OzTAM: Big changes in TV audience measurement​

Mediaweek Original byJames Manning

The way Australian TV audiences are measured will change significantly next week as OzTAM embraces Total TV audience reach in a bid to provide greater engagement measurement for marketers.

From Monday 29 January, OzTAM will launch two new daily VOZ website reports that provide Total TV Overnight and 7-day reach totals in addition to the top program rankings.

The official home of TV audience measurement telegraphed the changes last year. However, exact details about what the new publicly available data would include were kept under wraps.

OzTAM said at the time: “Learnings from [the testing] phase will determine the launch timing, anticipated in calendar 2024.”

In a briefing to Mediaweek yesterday, OzTAM revealed that four weeks into 2024 the VOZ button is being pressed. The changes will see Mediaweek and other publications switch to the VOZ reports from Monday, however, media agencies will continue to use TAM ratings until internal agency trading systems are updated. It is uncertain how long this cross-over of different metrics will last.

The changes will mean that daily TV ratings data, which are currently eleased just after 9am with an embargo of 10am, will no longer be available. The VOZ Total TV figures will now be released by 11.35am by OzTAM.

The changes come just before Foxtel’s launch of its new ratings data collected by Kantar. Those first figures could be just days away. It is not expected the Foxtel panel data will be released daily.

Measuring TV audiences: OzTAM history​

The new ratings provider OzTAM was formed by the commercial broadcasters Seven, Nine and Network Ten and released its first data in 2001. The new ratings system was believed to have negatively impacted Nine at the time. The network lost its top spot in the ratings and is believed to have cost then-Nine CEO David Leckie his job. He later turned up at Seven of course where he had more success.

The biggest challenge OzTAM has faced over the years has been keeping pace with the changing way audiences are consuming entertainment on a growing range of digital devices.

Running OzTAM for 12 years was Doug Peiffer who stepped down as CEO last July. His time in the role saw him work on the evolution of online-delivered broadcast content (BVOD) measurement and Australia’s all-screen, cross-platform Total TV database, VOZ.

That was just part of the role. Another part was being mindful of the competing interests of the three OzTAM partners – Seven, Nine and now Paramount ANZ.

Running OzTAM since the end of November 2023 has been new CEO Karen Halligan. She joined the audience data collector from KPMG.

The starkest example of differences in the OzTAM boardroom was the push for a national TV audience figure. Seven’s James Warburton has been strident in his criticisms of the data OzTAM released. He often claimed the audience measurement numbers being released were the smallest possible figures. That is about to change.

See also: Everything you need to know – OzTAM launches VOZ viewing data

Reach is the new norm​

While average audience numbers will still be available, OzTAM will rank the data in its new VOZ Total TV reports by the national reach of the programs.
The new VOZ Total TV reports feature:
1) Total TV Overnight Top 30 programs

• Free-to-air programs ranked on National Total TV reach
• Total TV National and BVOD audience thousands for the top 30 programs
• Overnight National cumulative reach of Total TV, Broadcast TV and BVOD to be broken out at top of the report
• Demographics: Total Ppl, Ppl 25-54, Ppl 16-39, Grocery Shoppers (18+)
2) Total TV Consolidated 7 Top 30 programs
• Free-to Air programs ranked on National Total TV reach for the most recent Consolidated 7-day
• Total TV National and BVOD audience thousands for the top 30 programs over the most recent Consolidated 7-day period
• 7-day National cumulative reach of Total TV, Broadcast TV and BVOD to be broken out at top of the report
• Demographics: Total Ppl, Ppl 25-54, Ppl 16-39, Grocery Shoppers (18+)
Total TV includes National Broadcast TV and National BVOD.

From January 29 OzTAM will cease production of the daily Overnight and Consolidated viewing reports, including the Daily Total Program Ranking, currently emailed to media with data licence agreements each morning.

OzTAM said the enhanced VOZ website reports offer a clearer picture of the audience consuming broadcaster content across all platforms and devices on a daily and weekly basis and highlight the continued growth of BVOD viewing.

Timing of OzTAM daily reports​

The new VOZ website reports will also be published at the earlier time of approximately 11:35am – an hour earlier than the current release schedule of approximately 12:35pm.
However, as noted above, it means there will be no longer a daily release to media of any data earlier in the morning.

How do reach and audience figures differ?​

An OzTAM explainer made available this week outlines the change to reach as the key metric when ranking the success of TV shows.
• Reach is the sum of unique (individual) viewers who have watched at least one minute of a program or daypart across its total duration. This means an individual is only counted once if they have viewed at least one minute (broadcast TV) and/or 15 seconds (BVOD) of the program
• Reach differs to [average] audience, which is the sum of all individuals watching each minute of a program/daypart divided by the duration of the program/daypart to give an average minute audience across the duration of the event being analysed

OzTAM has also explained why the daily overnight TAM and STV reports and the daily rolling FTA C7 TPR distributed to journalists is ceasing.

• Understanding the true picture of Total TV performance requires a Total TV view
• Total TV reach figures provide the most accurate picture of all-screen program consumption and campaign performance over time
• The move to Total TV reach-based reports supports the industry’s move towards VOZ as currency
• [This] will streamline and simplify reporting practices and minimise confusion between the various datasets

As to why historical audience reports are no longer available on the OzTAM and VOZ websites, the organisation explained:
• To avoid confusion and not-like-for-like comparisons
• Reach and [average] audience-based reporting are different calculations

As to why broadcast TV reach measurement is based on a viewing threshold of 1-minute and BVOD on 15-seconds, OzTAM commented:
• 1-minute reach is the industry-accepted standard for broadcast TV reach
• 15-second reach for BVOD represents the unique count of people who have watched at least 15 seconds of the program. This count provides a television reach-like number. Facebook for example requires just 3 seconds to count as a video view. On YouTube though, a view is counted after 30 seconds.
 
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The_Wookie

Bench
Messages
2,764
Foxtel will be using Kantar

Kantar Media to unlock audience insights in Australia​

Return Path Data service will unlock new insights into subscriber behaviours
26 October 2023


26 October, London – Kantar Media, a world leader in audience measurement, has been commissioned by Australian Pay TV provider Foxtel to deliver an audience measurement service ingesting data collected from their subscribers’ set top boxes using return path data technology.

The Kantar Media powered service will unlock the power of the viewing data captured through more than one million Foxtel set-top boxes installed in Australia. Foxtel Media will access the data using the powerful AdvantEdge software from Kantar Media’s TechEdge software unit. The solution incorporates data validation, processing and capping, adjusting long viewing sessions into realistic viewing levels.

Mark Frain, CEO, Foxtel Media commented “In 2023, we should all be able to confidently measure and trade digital currency in a digital world. The Foxtel Group has access to data from over one million set top boxes and more than 3.1 million streaming customers, and we’d be negligent if we leave this data idling for another minute. That is why we’ve engaged Kantar Media, a world-renowned and locally familiar measurement player, to process and analyse viewing data from the true scale of set top boxes being used in Australia. We’re looking forward to delivering new insight into our audiences to aid media planning.”

The service will be able to provide a granular understanding of Pay-TV consumption and subscriber behaviour. It will be available for Foxtel Media clients from 1 December 2023.

Keld Nielsen, Senior Director at Kantar Media, added “We are delighted to partner with Foxtel, leveraging our deep experience in processing operator data to unlock the value of their subscriber data. We are excited to explore new opportunities to serve the Australian media industry, unlocking further opportunities to integrate and enrich more data sources in the future.”

About Foxtel
The Foxtel Group is one of Australia’s leading media companies, with more than 4.7 million subscribers. The Group's services encompass subscription television, streaming, sports production and advertising, and it has four retail brands which together reach almost one in two Australian households. Foxtel Media is the innovative advertising arm of the Foxtel Group.

About Kantar Media
As people increasingly move across channels and platforms, Kantar Media’s data and audience measurement, targeting, analytics and advertising intelligence services unlock insights to inform powerful decision-making.

Working with panel and first-party data in over 80 countries, we have the world’s fastest growing cross-media measurement footprint, underpinned by versatility, scale, technology and expertise, to drive long-term business growth for our clients and partners.
 

The_Wookie

Bench
Messages
2,764

Australia's OzTam Responds to Foxtel Ad Measure Launch​

October 30 2023

In Australia, official television audience measurement body OzTAM has responded to Foxtel's launch last week of its own ad currency service, saying it 'poses the risk of confusion in the market' and that 'the industry has clearly stated that it wants one service to measure Total TV'.

Karen Halligan
Last week Kantar Media announced it had been commissioned by Pay TV provider Foxtel to deliver an audience measurement service ingesting data collected from the set top boxes of more than one million subscribers using return path data technology. Tapping into analytics from VideoAmp, Foxtel Media will access the data using Kantar TechEdge's AdvantEdge software, which incorporates data validation, processing and capping, adjusting long viewing sessions into realistic viewing levels.

Foxtel Media CEO Mark Frain said 'In 2023, we should all be able to confidently measure and trade digital currency in a digital world. The Foxtel Group has access to data from over one million set top boxes and more than 3.1 million streaming customers, and we'd be negligent if we leave this data idling for another minute'.

OzTAM has been rolling out its Virtual Australia ('VOZ') Total TV database, which brings together broadcast viewing on TV sets and connected devices, since early 2020 (public launch was the following year). OzTam is jointly owned by the country's broadcasters Nine, Seven and 10, and works with Regional TAM and supplier Nielsen to provide it. This 'first truly national picture of total television viewing' will if all goes to plan be enhanced next year with the addition of VOZ Streaming.

Earlier in October OzTAM's new CEO Karen Halligan (pictured) told media industry paper Mumbrella the VOZ system is a 'new and complex initiative', currently in the testing phase, 'with broad industry consultation and feedback from broadcasters, media agencies, third-party software suppliers, and leading ad tech providers'. Understandably, then, it's not too happy about the Foxtel launch and in its statement today opined that 'Introducing a new measurement service is expected to raise questions regarding reliability, comparability and integration into agencies' buying systems. The industry has clearly stated that it wants one service to measure Total TV and that is what OzTAM provides'.

The statement continued: 'OzTAM is Australia's only independently audited and world-class service, measuring and reporting all free-to-air and subscription television viewing, in all homes, and measuring all screens and TVs in the home, whether or not they are internet-connected (approximately one third of TV sets in households are not internet enabled).

'For example, VOZ aggregates BVOD viewership across more than 16 million connected devices. As such, OzTAM's single source-of-truth measurement service underwrites the trust brands and media buyers continue to place in broadcasters' audience delivery.

'OzTAM values our decades-long relationship with Foxtel as a participating broadcaster and OzTAM data subscriber, and we look forward to that continuing, as evidenced by its recent contract extension'. Foxtel has confirmed it will not be ending its involvement in the OzTam panel.

A week ago marcoms firm PHD Australia announced a partnership with cross-media audience measurement solution Beatgrid, giving the agency and its clients 'the most complete view of campaign measurement, in order to understand the nuances of specific media channels and how they contribute to campaign success'.
 

Iamback

Coach
Messages
17,215
Foxtel will be using Kantar

Kantar Media to unlock audience insights in Australia​

Return Path Data service will unlock new insights into subscriber behaviours
26 October 2023


26 October, London – Kantar Media, a world leader in audience measurement, has been commissioned by Australian Pay TV provider Foxtel to deliver an audience measurement service ingesting data collected from their subscribers’ set top boxes using return path data technology.

The Kantar Media powered service will unlock the power of the viewing data captured through more than one million Foxtel set-top boxes installed in Australia. Foxtel Media will access the data using the powerful AdvantEdge software from Kantar Media’s TechEdge software unit. The solution incorporates data validation, processing and capping, adjusting long viewing sessions into realistic viewing levels.

Mark Frain, CEO, Foxtel Media commented “In 2023, we should all be able to confidently measure and trade digital currency in a digital world. The Foxtel Group has access to data from over one million set top boxes and more than 3.1 million streaming customers, and we’d be negligent if we leave this data idling for another minute. That is why we’ve engaged Kantar Media, a world-renowned and locally familiar measurement player, to process and analyse viewing data from the true scale of set top boxes being used in Australia. We’re looking forward to delivering new insight into our audiences to aid media planning.”

The service will be able to provide a granular understanding of Pay-TV consumption and subscriber behaviour. It will be available for Foxtel Media clients from 1 December 2023.

Keld Nielsen, Senior Director at Kantar Media, added “We are delighted to partner with Foxtel, leveraging our deep experience in processing operator data to unlock the value of their subscriber data. We are excited to explore new opportunities to serve the Australian media industry, unlocking further opportunities to integrate and enrich more data sources in the future.”

About Foxtel
The Foxtel Group is one of Australia’s leading media companies, with more than 4.7 million subscribers. The Group's services encompass subscription television, streaming, sports production and advertising, and it has four retail brands which together reach almost one in two Australian households. Foxtel Media is the innovative advertising arm of the Foxtel Group.

About Kantar Media
As people increasingly move across channels and platforms, Kantar Media’s data and audience measurement, targeting, analytics and advertising intelligence services unlock insights to inform powerful decision-making.

Working with panel and first-party data in over 80 countries, we have the world’s fastest growing cross-media measurement footprint, underpinned by versatility, scale, technology and expertise, to drive long-term business growth for our clients and partners.

Hopefully it brings more accurate data
 

The_Wookie

Bench
Messages
2,764
Will it provide a metropolitan breakdown of the ratings?

No.

Based on what we're seeing now, there isnt even a metro/regional split.

Its Reach/Total TV/BVOD.

[VOZ captures ‘Total TV’, that is: viewing of Metropolitan, Regional and Subscription TV broadcasters’ (linear) TV content (whether viewed live or played back through the TV set up to 28 days of original broadcast) and also internet-delivered BVOD services. Participating BVOD broadcasters: ABC, Seven Network, Nine Network, Network 10, SBS and Foxtel.]

1706498816351.png

This is now the standard. There will not be a separate STV rating either. What this means is particularly dire for clubs like GWS/Gold Coast for which there may not be sufficient ratings to show on the daily top 30.

Means other sports which draw low at the best of the times will become invisible ratings wise - Basketball, Aleaguue, AFLW, WBBL, and much of the NRLW.

Record keeping going to be very scattered I suspect.
 

Iamback

Coach
Messages
17,215
No.

Based on what we're seeing now, there isnt even a metro/regional split.

Its Reach/Total TV/BVOD.

[VOZ captures ‘Total TV’, that is: viewing of Metropolitan, Regional and Subscription TV broadcasters’ (linear) TV content (whether viewed live or played back through the TV set up to 28 days of original broadcast) and also internet-delivered BVOD services. Participating BVOD broadcasters: ABC, Seven Network, Nine Network, Network 10, SBS and Foxtel.]

View attachment 83705

This is now the standard. There will not be a separate STV rating either. What this means is particularly dire for clubs like GWS/Gold Coast for which there may not be sufficient ratings to show on the daily top 30.

Means other sports which draw low at the best of the times will become invisible ratings wise - Basketball, Aleaguue, AFLW, WBBL, and much of the NRLW.

Record keeping going to be very scattered I suspect.

Time zones and different FTA games, AFL should get a bump.

US Sports too, so many people would watch them after work

NRL will be good to see total viewers, personally I watch games with start delayed. I doubt I am alone in that regard
 

Canard

Immortal
Messages
34,475
Time zones and different FTA games, AFL should get a bump.

US Sports too, so many people would watch them after work

NRL will be good to see total viewers, personally I watch games with start delayed. I doubt I am alone in that regard
It will be interesting to see how many watch the game on delay.

I can only watch sports live, unless its a re-watch after the event if I missed it, or it was a particularly good game.
 

Iamback

Coach
Messages
17,215
It will be interesting to see how many watch the game on delay.

I can only watch sports live, unless its a re-watch after the event if I missed it, or it was a particularly good game.

I have young kids, I miss the 5.30 and 6 games.

If I leave them until after I watch the other game live, Then they do things like the Live ladder.

So I have started watching all games from the start. Skip half time, video refs etc and you catch up easily.
 

BlueandGold

Juniors
Messages
1,156
Looking back on todays data: no kayo included.
Knowing Fox its Kantar stuff wont be public. ffs.

Well it was fun while it lasted

But i think its time to hang up the gloves as world champion of ratings (NRL 180m+ viewership) 2 year reign.

Its good knowing the last years of official data for comparisons, the NRL was King.

Thanks all it was a blast. haha
 

Harry O

Juniors
Messages
1,904
Rugby league is the nation's premier television sport, so much so that when nationwide ratings and attendance figures are combined for a total of 140.78 million, it still kicks well clear of the AFL at 133.28 million. Yes, the NRL, excluding State of Origin, has a bigger national combined audience than the AFL
Afl is Australia's favourite sport, my arse it is lol
 
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