Virtual Australia (VOZ) data, after years in development, is due to be rolled out in June this year.
OzTam CEO Doug Peiffer says progress was made on VOZ during 2020 despite disruptions from COVID, with OzTam and Nielsen delivering initial test data to subscribers.
“VOZ was more complex than we ever could have imagined,” Peiffer told today’s Future of TV Advertising event.
“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.”
VOZ brings together broadcasters content viewers across linear TV and BVOD to provide all screen, cross-platform planning and reporting for the industry. Plans to build VOZ were initially revealed in 2018.
Peiffer also gave the latest insights from VOZ, with total TV delivering 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.
According to the insights, 66% of the total TV audience is under 65 years-old and the median age of the BVOD audience is 41, which is 16 years younger than linear TV audience.
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