‘Linear TV will continue to be plagued with the same instabilities’: Foxtel Media CEO speaks after company drops out of OzTAM
Australia’s TV ratings agency OzTAM has announced that Foxtel has chosen to withdraw from its measurement data from the end of the year.
This decision affects key datasets, including VOZ for Total TV and VPM (video player measurement), marking a significant shift in how the subscription service’s viewership will be tracked.
OzTAM is Australia’s official TV audience measurement body, tracking viewership across metropolitan, regional, and subscription TV markets. It provides data on live, time-shifted, and on-demand TV consumption, helping networks and advertisers understand audience behaviour across platforms.
In a statement, OzTAM said it is disappointed by Foxtel’s decision, particularly given the industry’s calls for a collaborative approach and the need for a unified TV audience measurement system.
OzTAM CEO Karen Halligan said: “Despite OzTAM’s best efforts, including presenting Foxtel with several options, it is unfortunate that Foxtel has decided to leave the primary measurement system in favour of exploring an alternative approach. We believe the industry as a whole is taking a step backward by not working together as a total video industry.
“OzTAM has made significant investments in VOZ and other leading technology to measure Total Television, including streaming; to support this we have implemented a comprehensive and collaborative industry change management program, and we are very pleased it will be the official media currency from 29th December 2024.”
Speaking to Mumbrella on Thursday, Foxtel Media CEO Mark Frain said the decision to move away from OzTAM came after consultation with industry.
“Foxtel linear TV will continue to be plagued with the same instabilities in audience reporting, should we remain under the new VOZ measurement system,” he said.
“As we announced at last year’s Upfront on October 26, we have engaged globally renowned market research firm Kantar Media to unlock the power of big data from over 1 million Foxtel set top boxes in Australia. This will provide richer, more accurate subscription TV data for clients who want a greater understanding of the audiences engaging with their brands.
“Now, more than 50% of our revenue comes from premium digital video, this revenue comes with a responsibility to report back to our clients with the most accurate data we can provide. We understand that the free to air networks must continue to leverage existing services, as there is no alternative to a panel of audio listening devices to understand how many people are still watching television via an aerial connection.
“We are not being contrary for the sake of it, we are leveraging the data we have available to partner with a global business with experience of delivering a new and authenticated standard of reporting for premium digital video.
“We have been working hard to ensure we are in the best position to begin trading using Kantar as our official currency in 2025. A new measurement solution we have proudly stood up in just 12 months, with more to be announced at our Upfront in three weeks time. Watch this space.”
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