OzTAM set to report 28-day TV viewing figures

TV measurement service OzTAM has launched a set of numbers looking at 28-day viewing figures for shows to give networks and media buyers a “long-tail” look at audience habits.

Currently OzTAM provides figures for ‘catch-up’ viewing for seven days after a show first airs, taking into account time-shifted viewing from people who have recorded shows.

But according to the measurement body around 15-20% of catch-up viewing then happens in the following three weeks.OzTAM’s CEO Doug Peiffer said in a statement: “While the majority of playback activity happens within the first day or two, it’s not uncommon for people to ‘binge view’ a few weeks out – particularly with less time-sensitive genres such as dramas and movies.

“The introduction of 8-28 Day Time Shift data allows our clients to evaluate the longer-tail audience to television programs, providing a natural extension to OzTAM’s 7-Day Time Shift service.”