Australia’s OzTAM to Increase TV Ratings Panels by 50 Percent

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SYDNEY: The number of homes in OzTAM’s television audience measurement (TAM) panels will increase by 50 percent, thanks to a new three-year deal with Nielsen.

OzTAM and Nielsen’s new agreement spans 2018 through 2020. The expansion, which will be completed by the start of 2017, will take OzTAM’s metropolitan panel to 5,250 homes and its STV panel to 2,120 from the present 3,500 and 1,413, respectively. The new agreement also gives OzTAM flexibility to expand its ‘iPanel’, which is separate from the actual television ratings panels and used to test how households respond to new technologies.

Additionally, Regional TAM has announced the expansion of its own panel by 50 percent to more than 3,000 homes.

OzTAM CEO Doug Peiffer said: “Australia is a highly dynamic media market, and television is the most scrutinized and analyzed of any segment.

“To reinforce the confidence the industry retains in OzTAM TV ratings we continually invest in the service to reflect changes in the television landscape and audience behavior.

“Our longstanding and collaborative relationship with Nielsen has underpinned that effort and supported progressive innovation—for example, time-shift viewing, the inclusion of mobile-phone-only homes in the panels, and previous increases to the number of panel homes.

“This new agreement builds on our partnership, provides continuity and delivers even greater accountability. And with the additional OzTAM and Regional TAM panel homes, Australia will become the world’s largest per capita people-metered market.”

Nielsen’s head of TV audience measurement, David Ellem, said: “The Nielsen team have worked hard to deliver the TV industry an impeccable record of exceptional standards of service. The relationship with OzTAM is built on quality, expertise and independence. As OzTAM’s service evolves, Nielsen is there for them every step of the way.”