OzTAM’s mission
OzTAM’s mission is to provide a robust, credible and independent data service that accurately reflects Australian viewing behaviours and meets client needs. To achieve this, OzTAM consults widely across the industry.
OzTAM’s formal governance processes ensure transparency:
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The ABC, SBS, MFA and AANA hold observer status at OzTAM board meetings
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OzTAM’s Technical Advisory Committee (TAC) includes industry representatives who meet regularly to discuss technical issues related to the performance, development and design of OzTAM’s measurement service, with a focus on continuous improvement
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An independent technical auditor ensures the panels perform to specification
All broadcasters and OzTAM data subscribers have access to the same audience data, which is independently collected and produced by external research suppliers on OzTAM's behalf.
OzTAM is committed to continuous service improvement, which began at launch with a series of enhancements to the pre-2001 service:
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OzTAM’s panel size of 3,000 (425 homes larger than previously) was expanded by 50 per cent to 5,250 homes in 2017, further refining OzTAM ratings estimates as Australia's population grows, and people continue to spread their viewing across new channels.
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OzTAM’s Gold Standard software accreditation system allowed for a range of third party (independent) ratings analysis software providers to enter the market. This gives clients a choice of software options, whereas previously elemental data had only been available in one proprietary system.
These, and other service enhancements – such as the introduction of Time Shift Viewing in 2010 (capturing playback viewing through the TV set up to seven days after the original broadcast, expanded to 28 days in 2016); the launch of its Video Player Measurement (VPM) Report in February 2016; and the foundation of Australia's all-screen Total TV reporting standard, Virtual Australia (VOZ) – stem from extensive industry consultation and collaboration to ensure OzTAM remains relevant and accountable.