MEDIA RELEASE: 5 December 2019: Australia’s media industry is getting a preview of the Virtual Australia (‘VOZ’) dashboards as OzTAM, Regional TAM and Nielsen work towards the launch of Australia’s new Total TV reporting standard.
VOZ will bring together broadcast* viewing on TV sets and connected devices (‘BVOD’) to provide all-screen, cross-platform planning and reporting. Initial VOZ data will be released to market in Q1 2020 in the first stage of a phased rollout.
To aid users, the VOZ dashboards expand on the established linear TV (‘TAM’) and BVOD report formats to illustrate Total TV consumption by program, network, market, device and demographic profile.
Importantly, VOZ will provide de-duplicated audience estimates, for the first time revealing the incremental reach that connected device viewing delivers.
For example, early VOZ top line test data showed that in the first week of September this year, 81.2 per cent of 25-39 year-olds watched broadcast television (whether linear TV on an in-home TV set, BVOD, or both).
Among those 25-39s watching, 31 per cent watched BVOD and 8 per cent watched BVOD exclusively (i.e., no linear TV).
OzTAM CEO Doug Peiffer said: “The VOZ dashboards are designed to be userfriendly and enhance the familiar TAM and BVOD report formats, showing what TV content is being watched, who is watching, how long they spend watching, and the devices they’re watching on.
“Excitingly, we’re now seeing the unique reach that BVOD delivers, and how it can be a sizeable proportion of the overall audience to certain programs – demonstrating that any connected device can be a ‘TV in your pocket.’
“After three years in conception, development, testing and verification, VOZ is helping us see the true picture of Total TV viewing.
“We look forward to sharing further insights from phase 1 of the VOZ rollout in the coming months.”
Website: Virtual Australia
