Foxtel will no longer be reported in OzTAM datasets, including VOZ for Total TV and VPM (video player measurement), from the end of December.
The break with Australia’s official television measurement body comes after Foxtel Media announced at last year's Upfronts event that it had selected Kantar Media to deliver a new audience measurement service, ingesting data collected from subscribers’ set top boxes using return path data technology.
Earlier this year, Foxtel Media CEO Mark Frain told the Future of TV Advertising conference that around 40% of Foxtel's viewer data registers as zero under OzTAM's measurement system.
"Which is why we've gone ‘we can't leave our own set top box data idling any longer, it's got a massive role to play for the value in this industry’," he said.
At the time the Foxtel-only measurement system was announced, OzTAM said that it "poses the risk of confusion in the market".
"Introducing a new measurement service is expected to raise questions regarding reliability, comparability and integration into agencies’ buying systems. The industry has clearly stated that it wants one service to measure Total TV and that is what OzTAM provides," said the industry body.
Reacting to the most recent decision, OzTAM CEO Karen Halligan said despite the best efforts of OzTAM, including presenting Foxtel with several options, it is unfortunate that the media company has decided to leave the primary measurement system in favour of exploring an alternative approach.
“We believe the industry as a whole is taking a step backward by not working together as a total video industry," she said.
"OzTAM has made significant investments in VOZ and other leading technology to measure Total Television including streaming, to support this we have implemented a comprehensive and collaborative industry change management program and we are very pleased it will be the official media currency from 29th December 2024."
Halligan said it is regrettable that Australia will not have a single, universal and independent body able to oversee and process both free-to-air and subscription TV measurement.
"Additionally, it is regrettable that agencies will no longer have access to a unified data source for evaluating advertising and content performance, despite the industry’s calls for a united, cohesive and comprehensive currency," she said.
As well as VOZ becoming the primary measurement currency later this year, OzTAM is also preparing to launch VOZ Streaming, Australia’s first solution for enhanced, multi-broadcaster programmatic BVOD trading.
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