(l-r) Josif Zanich, Karen Halligan, Sylvano Luchhetti, Yasmin Sanders.
Television measurement body OzTAM has partnered with Samba TV and Nexxen to explore “revolutionary” measurement possibilities for Australia’s media industry.
The industry body and the two technology companies have launched a proof-of-concept (POC) project.
The POC is scheduled to run across 2025 with Phase 1 to scope the big data opportunities and benefits.
In Phase 2, the project will engage with industry leaders to design a detailed integration roadmap to combine new data sources with OzTAM’s measurement panel data.
A tender process for a production partner is also in motion, focused on aligning technologies and AI with the unique needs of the Australian market.
The POC partnerships with Samba TV and Nexxen will leverage their vast datasets, sourced from more than 2.2 million connected TV sets and representing an audience of more than five million individuals.
This will be done in tandem with OzTAM’s representative panel of 8,500 panel homes – selected from 65,000 Establishment Survey respondents annually, including 4,600 Streaming TV Meters and with 16 million connected devices.
“The global expansion of connected TV adoption and high-speed internet is unlocking a new era of audience data that promises to transform how we understand and measure viewership,’ said OzTAM CEO Karen Halligan.
“We are excited to collaborate with Samba TV and Nexxen to integrate big data with our established panel data, taking our Total TV measurement service to new heights.
“This next step in moving towards incorporating big data into the trading currency is not just a game-changer – it’s the future of audience measurement.”
Samba TV APAC managing director Yasmin Sanders said the impact for agencies, advertisers, and broadcasters will be transformative as OzTAM elevates Total TV measurement to the next level.
“Samba TV pioneered ACR technology to bring accuracy and scale to viewership measurement, and by combining our diverse first-party dataset with OzTAM’s trusted framework, we’re setting a new standard,” said Sanders .
“This partnership delivers comprehensive precision and actionability that brands and broadcasters need to navigate today’s evolving viewing landscape with confidence.
“This isn’t just an evolution—it’s a bold step toward a smarter, more transparent future for audience measurement in Australia.”
Josif Zanich, Managing Director JAPAC at Nexxen, said the proof-of-concept will bring scale and expertise in data-driven insights to the evolution of TV measurement in Australia.
“With viewing behaviours becoming more fragmented than ever, it’s critical to have a measurement approach that captures the entire audience journey,” said Zanich.
“By combining Nexxen’s unique and extensive dataset with OzTAM’s trusted panel, we aim to deliver a more holistic view of how people engage with TV content, providing greater clarity and value to advertisers and broadcasters alike.”
In the last six months, OzTAM has transitioned the market to VOZ Total TV currency, launched VOZ Streaming and expanded its Streaming TV Meters in panel homes.
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.