OzTAM, Australia’s television measurement body has confirmed that Foxtel will no longer be reported in OzTAM datasets, including VOZ for Total TV and VPM (video player measurement), from 31st December 2024.
A statement from OzTAM said:
OzTAM in conjunction with Seven, Nine, Paramount 10, ABC and SBS, remain committed to VOZ as a currency which has also been supported and celebrated by the industry. Free-to-air TV negotiations will be based on VOZ data, commencing from September and OzTAM is also currently evaluating big data opportunities and how this could integrate with VOZ in the future.
Foxtel Media revealed at its 2025 Upfront 12 months ago it was investigating launching its own measurement platform with Kantar Media.
See also: Kaboom – Foxtel Media Upfront announcements destined to shake-up TV sector
Kantar panel progress
Earlier this month, Foxtel Media CEO Mark Frain updated Mediaweek on progress with their panel. Former Foxtel Media exec Murray Love returned to the company to build it. More recently former OzTAM boss Doug Peiffer came on board too as a special advisor.
Foxtel Media will unveil more detail about the measurement system at next month’s Upfront event. But Frain did tell Mediaweek: “We’ve been working tirelessly, primarily on the sport side, to make sure that valuable content is measured accurately and consistently. We did a lot of work with our agency partners over the months leading into the 2024 football seasons.
“It’s been a record-breaking season for both codes. It’s critically important for us to have the big-ticket items of live sport accurately measured.”
See also: Foxtel Media: New platform helping advertisers justify investment decisions
‘It’s unfortunate that Foxtel has decided to leave’
A statement from OzTAM continued:
OzTAM is disappointed by Foxtel’s decision, particularly given the industry’s calls for a collaborative approach and the need for a unified TV audience measurement system. OzTAM remains hopeful, however, that future collaborations may involve Foxtel in some capacity.
OzTAM’s Karen Halligan
OzTAM CEO, Karen Halligan, said: “Despite OzTAM’s best efforts, including presenting Foxtel with several options, it is unfortunate that Foxtel has decided to leave the primary measurement system in favour of exploring an alternative approach.
“We believe the industry as a whole is taking a step backward by not working together as a total video industry. OzTAM has made significant investments in VOZ and other leading technology to measure Total Television including streaming, to support this we have implemented a comprehensive and collaborative industry change management program and we are very pleased it will be the official media currency from 29th December 2024,” she said.
“It is regrettable that Australia will not have a single, universal and independent body able to oversee and process both free-to-air and subscription TV measurement. Additionally, it is regrettable that agencies will no longer have access to a unified data source for evaluating advertising and content performance, despite the industry’s calls for a united, cohesive and comprehensive currency.”
The OzTAM statement concluded:
OzTAM has invested considerably into delivering best practice cross screen measurement, experiencing significant business momentum as a result. It will continue the progression of several key initiatives, as well as the much-anticipated launch of VOZ as trading currency, the launch of Australia’s first solution for enhanced, multi-broadcaster – including SBS On Demand – programmatic BVOD trading in VOZ Streaming, and the progression of data partnerships and technology investments.