VOZ ratings to launch in June

New ratings data from Virtual Australia (‘VOZ’) is set to launch in June.

The ‘Total TV’ data from OzTAM, Regional TAM and Nielsen, encompassing all channels, screens and platforms, was originally due in Q1 2019, then 2020 before COVID delayed its arrival and Q1 2021.

Speaking at a Future of TV Advertising Sydney forum today, OzTAM CEO Doug Peiffer shared top line test data.

“The latest VOZ test data illustrates the extent to which TV has become a multi-device, everywhere medium, and why advertisers need a strategic presence across all assets in the TV ecosystem,” he said.

“This is where VOZ comes to the fore, as the only service in this market that can deliver Total TV measurement, with demographic profiles, across all screens and devices nationally.

“VOZ data clearly shows the future of TV is linear + BVOD, and enables us to track how the Total TV marketplace continues to evolve.”

BVOD adds approximately 5% to linear TV audience
BVOD adds 13.9% for People 18-24 & 10.4% for People 25-39

The latest VOZ test data reveals:

  • Total TV (linear + BVOD) delivered a national average audience of over 2.4 million people daily in 2020.
  • BVOD consumption has grown 39% year-on-year+, with approximately 80% of Australians using a BVOD service over the past 12 months.
  • BVOD adds approximately 5% to the linear TV audience, and more for younger demographics: + 13.9% to people aged 18-24; +10.4% for 25-39s; +8.8% for 0-17s.
  • 66% of the Total TV audience is under 65 years-old. The median age of the BVOD audience is 41, which is 16 years younger than linear TV audience.
  • Across all major demographics, the majority of BVOD viewing takes place on the largest screen.

Doug Peiffer said VOZ was more complex to build than ever imagined.

“We leveraged all the datasets we have – OzTAM and Regional TAM linear TV ratings, streaming TV meters, and BVOD – and created a representative modelled universe of over 25 million Australians to bring it all together.

“We began delivering daily test data in December and are taking broadcaster and TPSS feedback on board.

“Now we are working to refine the VOZ methodology to ensure VOZ estimates closely align with the established TV and BVOD currencies across the board.

“Our target is to deliver daily VOZ data to subscribing clients in June.”

Majority of BVOD viewing is still to the largest screen
Linear TV + BVOD on Smart TV accounts for 95%+ of Total TV audience for all demographics

 

Virtual Australia (‘VOZ’) is the foundation of Australia’s forthcoming national Total TV reporting standard. VOZ brings together broadcaster* content viewed on TV sets (linear TV) and connected devices (BVOD) to provide all-screen, cross-platform planning and reporting for Australia’s television industry.

VOZ has also been built to allow the industry to agree a common set of audience groups or segments in future that reflect buying behaviour and support planning and post-analysis beyond standard age/sex demographics.

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