OzTAM has teamed up with Samba TV and Nexxen to launch of a proof-of-concept (POC) project to explore new measurement possibilities for Australia’s media industry.
The POC is scheduled to run across 2025 with Phase 1 set 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 robust measurement panel data – ultimately fuelling the next evolution of audience measurement. A tender process for a production partner is also in motion, focused on aligning cutting-edge technologies and AI with the unique needs of the Australian market.
The POC partnerships with technology leaders Samba TV and Nexxen will leverage their vast datasets, sourced from more than 2.2 million connected TV sets and representing an audience of over five million individuals.
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 – this integration of big data marks an unprecedented step toward reshaping how total video consumption is measured in Australia.
Karen Halligan, Josif Zanich, Yasmin Sanders
Globally reshaping audience measurement
“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,” Karen Halligan, OzTAM CEO, said.
“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.”
Yasmin Sanders, Samba TV APAC managing director said: “As OzTAM elevates Total TV measurement to the next level, the impact for agencies, advertisers, and broadcasters will be transformative.
“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.iThis 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.”
Samba TV’s CEO, Ashwin Navin, said: “The Australian media industry prides itself on innovation and OzTAM is no exception as the first JIC to embrace big data from a neutral provider within a currency product.”
“As the pioneer in ACR technology for viewership data and cross-platform measurement, we are beyond thrilled to see OzTAM modernize the methodology with viewership data from a multitude of TV brands that capture the geographic, cultural and economic diversity of Australia better in the future. Samba generates the world’s most diverse first-party dataset and this partnership delivers comprehensive precision, scale, and actionability that media buyers and sellers need to transact with confidence.”
Josif Zanich, managing director JAPAC at Nexxen, said: “We’re thrilled to partner with OzTAM on this proof-of-concept, bringing our 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. 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 TV measurement space, big data refers to a combination of return-path data (RPD) from cable and satellite set-top boxes, alongside automatic content recognition (ACR) data from internet-connected smart TVs. Adoption of this meshed-data approach is already reshaping audience measurement globally.
This announcement further solidifies OzTAM’s leadership in audience measurement innovation. Over the past six months alone, OzTAM has transitioned the market to VOZ Total TV currency, launched VOZ Streaming, and expanded its Streaming TV Meters in panel homes, with more announcements to come.