New trading currency for Australian audience measurement to launch

AUSTRALIA – Television audience measurement platform Virtual Australia (VOZ) will become Australia’s trading currency from 29th December 2024.

TV

Produced and delivered by Nielsen, VOZ measures all free-to-air and subscription TV networks.

VOZ will, for the first time, produce a national picture of viewing, bringing together OzTAM metro television ratings data and Regional TAM with a new ‘rest of Australia’ market into one database.

A currency for broadcast video on demand (BVOD) will also be introduced, including co-viewing on connected TVs (CTVs).

VOZ delivers de-duplicated audience estimates across all linear TV and BVOD viewing, and allows de-duplicated trading on all viewing to all broadcaster content across all screens.

TV network annual rate negotiations for calendar year 2025, which start from the fourth quarter of 2024, will be based on VOZ Total TV data for the first time.

The process for bringing in VOZ included industry consultation and collaboration across TV networks, Regional TAM, the Media Federation of Australia (MFA), Independent Media Agencies of Australia (IMAA), the Australian Association of National Advertisers (AANA), Nielsen and third-party software suppliers.

OzTAM will carry out an industry education and training programme to support a smooth transition to VOZ as trading currency.

OzTAM chief executive officer Karen Halligan said: “It’s an extraordinary achievement that VOZ has been conceived, developed and built in Australia, delivering the clearest picture of viewing on all screen types ever.

“Australia is the only country in the world that has a product like VOZ, with fully integrated broadcast TV and granular BVOD measurement for both content and campaign performance.  

“There is no doubt that VOZ will be a gamechanger for the television industry. VOZ as official currency also sets a great platform for the launch of our VOZ Streaming solution for enhanced, multi-network programmatic BVOD trading next year.”

Nielsen chief executive officer Alicia Olson-Keating added: “It’s great to see intensive development work and new measurement infrastructure culminating in a world-first, total TV audience measurement system, with data delivered daily.

“A long-term vision and collaborative approach have resulted in a market solution that’s not only tailored to nation-wide multi-screen measurement at scale but is future-proof and ready to meet the challenges and many opportunities ahead.” 

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts