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OzTAM Tweaks TV Ratings to Reflect Modern Shopping
In Australia, official TV measurement service OzTAM will add a new 'Total Grocery Shoppers' demographic to its TV ratings database next year, alongside the existing 'Main Grocery Buyer' option.
According to www.mumbrella.com.au , the enhancement acknowledges changes in social behavior and the shopping characteristics of households, including delays to marriage and having children; shared grocery buying where both parents work; lack of meal planning due to busy schedules; and adult children contributing to grocery shopping. The two options will be available from week 1 of the 2017 ratings.
CEO Doug Peiffer opines: 'The traditional weekly shop by a main grocery buyer is increasingly less typical in Australian homes. People often now shop multiple times during the week, with duties often shared between parents and other family members. There are also more shared households in which people do their own grocery buying'.
The organisation is online at www.oztam.com.au .
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