OzTAM Adds Demographics to Broadcaster VOD Services

Australian television audience measurement body OzTAM has added demographic profiles to its Video Player Measurement (VPM) service, enabling age and gender reporting for all content consumed on participating broadcasters' video on demand services (BVOD).

OzTAM is the country's official source of TV audience measurement, and covers the five metropolitan markets (Sydney, Melbourne, Brisbane, Adelaide and Perth), plus subscription television nationwide. The initial phase of its VPM service was launched in 2016, as a complementary service to OzTAM TV ratings, capturing all online video content played live or on-demand via participating broadcasters' video players.

The new service adds to OzTAM's existing total BVOD audience and VPM reports, and will be an 'important component' of its new Total TV currency 'Virtual Australia' (VOZ). Progressively rolling out in 2019, VOZ will bring together measurement of broadcast viewing on TV sets and connected devices to provide an all-screen, cross-platform planning and reporting standard for the country's television industry.

VPM captures minute-by-minute streaming data on participating broadcasters' TV content. To provide a picture of both the content watched on BVOD and who is watching, OzTAM's new feature assigns a demographic profile to the audience using a combination of inputs, including panel-based measurement of household members' viewing across devices; total device viewing information; the repertoire of programs watched on a particular device over time; and insights derived from the audience profile of the corresponding broadcast program.

CEO Doug Peiffer (pictured) comments: 'Demographic profiles of BVOD viewing are a welcome addition to OzTAM's VPM Report. This enhancement brings us a step closer to understanding the total TV viewing picture'.

Web site: www.oztam.com.au .