OzTAM to Release 8 to 28-Day Time Shift Viewing Data

Australian television audience measurement body OzTAM is to include 8 to 28-day time shift viewing in its television ratings database from next Sunday.

OzTAM measures and reports demographics for all free-to-air metropolitan and subscription TV channels, and its data is used by the media industry to assist in program development, ad planning and to gauge the performance of TV programs and networks. Through the introduction of the new measure, the industry will be able to track viewing of television programs played back through the TV set, up to 28 days after the original broadcast. However, quarter hour audience files for 'overnight' and 'consolidated 7' will remain the trading currency - the latter clocks broadcast television played back through the TV set within seven days.

CEO Doug Peiffer (pictured) comments: 'While the majority of playback activity happens within the first day or two, it's not uncommon for people to 'binge view' a few weeks out - particularly with less time-sensitive genres such as dramas and movies. The introduction of 8-28 Day Time Shift data allows our clients to evaluate the longer-tail audience to television programs, providing a natural extension to OzTAM's 7-Day Time Shift service'.

Web site: www.oztam.com.au .