Roll Out for Virtual Australia Total TV Database

OzTAM and Nielsen have rolled out the first phase of their Virtual Australia ('VOZ') Total TV database, which brings together broadcast viewing on TV sets and connected devices, to provide all-screen, cross-platform planning and reporting for Australia's television industry.

The new VOZ service combines OzTAM's TV ratings and its VPM (video player measurement) connected device viewing data to give a cross-screen, de-duplicated analysis of who is watching what in the country, and how. This week's release of initial VOZ insights is the beginning of a phased rollout. Daily VOZ data will be available to subscribers from late April, and VOZ has been built to allow the industry to agree a common set of advanced targets (audience segments) to support planning and post-analysis beyond standard age/sex demographics in future.

OzTAM CEO Doug Peiffer (pictured) comments: 'VOZ data crystallises what we have long known intuitively was the case: reaching a target audience involves considering how all screens are used over time, and planning accordingly. VOZ is here to reveal the Total TV picture, providing an objective, transparent and standard metric to evaluate TV performance across all screens and platforms, and reinforcing that television remains the most effective way to connect to audiences at scale'.

Web sites: www.oztam.com.au and www.nielsen.com .