New VOZ ratings will begin in late April, OzTAM has confirmed.
Virtual Australia, which was due in Q1, brings together broadcast viewing on TV sets (OzTAM and Regional TAM TV ratings) and connected devices (OzTAM’s VPM Report) to provide all-screen, cross-platform viewing.
The data will be in addition to the current Overnight, Consolidated, VPM and Demo numbers provided by OzTAM. But it will give a “Total TV” snapshot of how audiences are consuming content across multiple devices.
OzTAM CEO Doug Peiffer said: “We’ve long observed that as Australians have embraced the mind-boggling array of content, screen and platform choice now available that the reach of broadcast TV goes well beyond the TV set itself.
“It’s been unclear though to what extent such ‘any time, any place, any screen’ viewing impacts the Total TV picture, until now.
“Early VOZ data shows that BVOD brings a significant weekly reach gain across younger demographics.”
“VOZ data crystallises what we have long known intuitively was the case: reaching a target audience involves considering how all screens are used over time, and planning accordingly.”
This week’s release of initial VOZ insights is the beginning of a phased rollout. Although VOZ would continue to evolve, the industry can start using VOZ for planning immediately.
“VOZ insights can be used now in planning, delivering a much clearer picture of viewing on all screen types, inside and outside homes, around Australia and over time,” Peiffer said.
“VOZ is here to reveal the Total TV picture, providing an objective, transparent and standard metric to evaluate TV performance across all screens and platforms, and reinforcing that television remains the most effective way to connect to audiences at scale.”
VOZ answers key questions for Australia’s television industry, including:
Question: What proportion of Total TV content is viewed on TV sets and connected devices, and how much incremental reach does BVOD deliver to broadcast viewing?
Answer: Each week, 85% of Australians watch broadcast TV and almost a quarter (6 million people) watch BVOD. 4.2% of viewers watch BVOD exclusively, meaning they watched no linear TV during the period.
Question: How do viewers move between the TV and other screens over time, and what does longer-tail BVOD viewing add to Total TV consumption?
Answer: Over a four-week period, nearly half of linear TV viewers have also watched broadcast content on other screens. 3% of Total TV viewing is exclusively BVOD, meaning those viewers watched no linear TV during the 28- day time span.
oQuestion: How much younger is the BVOD audience compared to that for linear TV? To what extent are younger viewers gravitating towards BVOD?
Answer: The median age of BVOD viewers is 40, which is 15 years younger than that for linear TV. In fact, the median age of the BVOD audience is on par with that of TV in 2001.