OzTAM announces internet-delivered TV measurement

OzTAM has announced it will commence internet-delivered TV measurement

• OzTAM internet-delivered TV measurement reports starting 7 February

OzTAM has announced its new Video Player Measurement (VPM) reporting service will commence on Sunday, 7 February 2016.

That means the first public reports – which encompass rolling seven-day data (i.e. cumulative viewing during the previous seven days) – will be posted to the OzTAM website the following week.

VPM Ratings will be Australia’s first official measure of the devices playing internet-delivered TV content (e.g. tablets, smartphones, smart TVs, desktop and laptop computers and games consoles).

This launch is the initial phase of a multi-stage program as OzTAM works towards including demographic data in the service in 2017.

OzTAM’s VPM Report is a separate and complementary service to OzTAM TV ratings:

OzTAM TV ratings estimate the people viewing broadcast TV content on in-home TV sets.

OzTAM’s VPM Report delivers market (census) level data on the devices playing live and on-demand video from participating broadcasters and their partners’ online services.

The VPM Report will give further insight into how Australians consume their favourite television content, whether it is live or playback viewing on TV sets – and therefore captured in OzTAM TV ratings – or via a broadcaster’s video player on the viewer’s connected device.

OzTAM’s VPM service is collecting millions of minutes from participating broadcasters’ video players each day, with volume and coverage steadily increasing as broadcasters fully plug in to OzTAM’s collection service across all devices and platforms.

At the same time, OzTAM has for the past few months been reviewing proposed reporting formats with the broadcasters.

VPM requires broadcaster cooperation, and OzTAM thanked its launch partners – ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel – for working with OzTAM towards the first VPM report and on an ongoing basis to enhance delivery of the VPM service.

Similar to audience measurement services around the world, OzTAM is actively working to expand VPM to incorporate demographic information and reach estimates.

This next step will show who is watching in addition to the devices being used.

How it works:

OzTAM provides broadcasters with a software development kit (SDK) and tools to integrate with OzTAM’s system. This includes code developed by OzTAM.

The code attaches a broadcaster-provided unique media identifier (ID) to every piece of live or on-demand content within a participating broadcaster’s video player library. This means OzTAM can correctly attribute every minute of this content played on individual devices, whatever those devices are (e.g. smart TV, smartphone, tablet, desktop/laptop, games console), the platform or operating system used (e.g. Android, iOS, web) and wherever those devices may be within Australia.

OzTAM’s collection service (OCS) then collates this data to report all plays of content from participating broadcasters. This includes the individual programs/pieces of content played; the device types that have played the content; and the number of minutes played on individual devices.

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