Foxtel Media has announced ambitious plans to change how media is bought, valued and sold in Australia.
The company unveiled a partnership with US-based media measurement and optimisation software company VideoAmp to develop a measurement system to accurately capture viewing data from across Foxtel services.
Foxtel Media CEO Mark Frain, speaking at the 2024 Upfront, says the group has reached a digital tipping point in viewership, with 66% (3.1 million subscribers) of the customer base coming from streaming services.
He says existing ratings methodologies are struggling to keep pace with the rapid shift in viewership to digital streaming platforms.
“As a whole, the Foxtel Group has more viewership data than ever before, and we need a sophisticated solution that can leverage these large datasets," he says.
"VideoAmp is an established, proven entity in the US, and we’re excited to be working with them to create a new measurement system that’s fit for purpose and connects the dots between ad exposures, audiences, and outcomes."
The Foxtel Group holds extensive viewership data for more than four million subscribers. Under the FoxTest initiative, the new measurement system aims to support brands with advertiser appetite moving away from small measurement panels towards the utilisation of premium and scaled data sets in order to deliver better business outcomes.
“The US television market has operated as a multiple currency marketplace for several years, and we are now seeing the Australian market come around to the concept as more cross-platform audience measurement is required, and brands and agencies flag concerns about economic headwinds,” says Frain.
VideoAmp's publisher roster for its measurement services in the US include Warner Brothers Discovery, Disney, NBC Universal and Televisa Univision.
Foxtel Media and VideoAmp intend to stand up a proof of concept for streaming and linear measurement and currency in 2024 and will work with agencies and brands to define the next phase of work in 2025.
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