VOZ is finally here! Wait…What’s VOZ?
Here to tell the average punter all about TV’s new measurement system is our very own Dr. Karl of TV Ratings, General Manager Data Insights & Analytics, Gareth Tomlin.
For those of you playing at home, audiences watching in cities (metro), country areas (regional) and online (BVOD) have historically been measured in separate databases. The VOZ measurement system has finally brought them all together so we can report on the total picture.
What is VOZ?
VOZ (Virtual Australia) is the combination of on-air TV and broadcast video on demand (BVOD) ratings, creating a national, all-screen ratings database.
Thanks, but what actually is VOZ?
It’s our national broadcast TV and our 10 Play ratings in the same spot!
It allows us to report and analyse our total audience, every single day on TV and 10 Play.
It also means we can plan and eventually trade with our clients on total TV campaigns, including 10 Play audiences.
What’s so good about VOZ?
At the moment, the entire industry (and journalists) focus heavily on just our capital city, overnight audiences.
We know our total audience for key programs like Australian Survivor can be up to 86% bigger when we include regional viewers and 10 Play.
As we look to make the case to advertisers for spending on TV and BVOD, it’s important we have the numbers to back it up.
How does it work?
We’ll arrange a more comprehensive overview for you in the next month, to get into the finer details. But VOZ doesn’t just add up the TV and BVOD (broadcaster video-on-demand) audiences, it also de-duplicates them so we’re not double counting. That’s thanks to new streaming meters installed in the TV ratings panel households which can also measure their BVOD viewing, in addition to TV.
How will VOZ change the current OzTAM ratings we get?
For now, VOZ will be an additional dataset, delivered in the afternoon at about 1pm.
We’ll still use the OzTAM and Regional TAM ratings each morning to talk about our performance, and to trade with clients.
Early next year, once our friends at media agencies and clients are ready, we will move to trade our TV audiences using the VOZ data. We will also build and track TV and 10 Play campaigns using the VOZ data.
Will VOZ have ratings for Paramount+ and Netflix?
Not to start, but VOZ has the capability to measure every single video streaming platform.
You’ve been talking about VOZ for a while. Why has it taken so long?
It’s complicated! VOZ is a world-leading dataset, it’s the “big data” version of the TV ratings.
No other market in the world has a solution as detailed as VOZ.
Unlike some of our competitors in other media, who mark their own homework, VOZ is independent, third-party and an audited measurement of every viewer on TV and BVOD (Broadcaster Video-On-Demand). It’s also the sole reason why I have more grey hairs than at this point in 2017.
