VOZ will become Australia’s trading currency on Sunday 29 December 2024, following its introduction in January. TV network annual rate negotiations for CY25, which start in Q4 this year, will be based on VOZ Total TV data.
OzTAM CEO, Karen Halligan, described the milestone as “a gamechanger for the television industry.”
“It’s an extraordinary achievement that VOZ has been conceived, developed and built in Australia, delivering the clearest picture of viewing on all screen types ever,” Halligan added.
“VOZ as official currency also sets a great platform for the launch of our VOZ Streaming solution for enhanced, multi-network programmatic BVOD trading next year. OzTAM not only continues to move the industry forward, but we also now have the world’s best Total TV audience measurement system.”
The move follows industry consultation and collaboration across TV networks, Regional TAM, the Media Federation of Australia (MFA), Independent Media Agencies of Australia (IMAA), the Australian Association of National Advertisers (AANA), Nielsen, and third-party software suppliers.
Produced and delivered by Nielsen, VOZ delivers de-duplicated audience estimates across all linear TV and BVOD to produce a national picture of viewing, and introduces a currency for BVOD viewing – including co-viewing on connected TVs – for the first time.
AANA CEO, Josh Faulks, said: “In a tough economic climate, it is no surprise advertisers are looking for more accurate audience measurement to ensure their marketing investment is delivering results. Congratulations to OzTAM on their herculean effort in bringing the industry together to achieve a step change in audience measurement for TV through VOZ.”
OzTAM is currently in exploratory discussions with data partners to further enhance VOZ audience measurement. The industry body will now conduct an industry education and training program to ensure a smooth transition to VOZ as trading currency.
MFA CEO, Sophie Madden, said VOZ “represents a quantum shift in total TV audience data capability and is a remarkable achievement.”
“Overcoming the complexity and technical challenges to bring this to market has been no small feat, made possible through the substantial investment by broadcasters, third party software suppliers, and MFA members collaborating on an industry solution for all clients.
“Industry education and training is the next crucial step to ensure a successful rollout and we will continue to partner with OzTAM until this goal is met.”
IMAA CEO, Sam Buchanan, added: “On behalf of the IMAA and our members, we welcome the launch of VOZ as currency in the market and the advancements that VOZ will provide, including the growth in BVOD viewing. We would like to congratulate OzTAM on its collaborative industry approach in bringing VOZ to fruition.”
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Top image: Alicia Olson-Keating (Nielsen), Sam Buchanan (IMAA), Donna Lennox (Regional TAM), Karen Halligan (OzTAM), and Sophie Madden (MFA)