Foxtel Media launched FOXTEL Xplore, a platform for media buyers with data from more than 8 billion viewing events per month by Foxtel subscribers.
Xplore includes both Broadcast TV and streaming viewing data, from more than 1.1 million IQ3/IQ4 set-top boxes and 1.2 million digital devices via streaming platforms Foxtel Now and Foxtel Go.
Foxtel has partnered with Experian to enable data to be enhanced by more than 300 Experian segments.
“FOXTEL Xplore is a key element in bringing the collective smarts and growing scale of the Foxtel Group to advertisers, and uniting the power of all of Foxtel’s platforms into a powerful, intelligent video offering. We have unleashed the data from our 7.5 million viewers," says Foxtel Media CEO Mark Frain.
“Like many within the industry we have been on a data transformation journey over last two years – and are more than thrilled to be able to say that, when this solution launches later this year, viewing and audience data from Foxtel Group’s platforms will be all in one place. Most importantly, it will be easily accessible to help advertisers supercharge their campaigns.”
Even without Kayo and Binge, the undertaking has involved the onboarding of 0.5 Petabytes of data into
the platform, the equivalent of 23 million copies of Harry Potter and The Philosopher's Stone.
This will grow to 1TB a day when Kayo and Binge are integrated in 2021.
The data exploration enables users to:
- Visualise billions of viewer actions, making it easier to see what’s going on across the Foxtel platform.
- View audiences in aggregate, at demographic or segment levels, and see viewing across device and across platform.
- Run reports such as the shape of day, or channel, genre and program analyses, including trends over time.
Nev Hasan, Foxtel Media executive director of agency sales, says using FOXTEL Xplore has uncovere some fascinating insights into how viewers are engaging with Foxtel.
"For example, our digital-only subscribers on Foxtel Now and Foxtel Go, which account for over a third (36%) of the total BVOD minutes viewed in Australia, are just as highly engaged as our Foxtel linear base - watching 48 million minutes of content a day," says Hasan.
"And that’s before you include Kayo and Binge.
"We’ve also been able to deep dive into some interesting viewer habits, for example finding that 40% of households with NRL fanatics, people who watch over half of all matches regardless of the teams involved, have also been regularly watching Keeping up the Kardashians.
"While the great majority of these households split viewing across devices or watch together as a family, 4.4% are one person households that watch on a primary device, demonstrating an equal interest in both League and the reality TV queens.
"It is this level of insight that we believe will provides the targeting options that are more closely aligned to client’s business goals and customer profiles.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.