Delivering a new, deeper measurement footprint for Australia’s media industry
OzTAM, the industry’s provider of the VOZ Total TV currency, today announced partnerships with Samba TV and Nexxen, marking the launch of a proof-of-concept (POC) project to explore revolutionary new measurement possibilities for Australia’s media industry.
The POC is scheduled to run across 2025 with Phase 1 set to scope the big data opportunities and benefits. In Phase 2, the project will engage with industry leaders to design a detailed integration roadmap to combine new data sources with OzTAM’s robust measurement panel data – ultimately fuelling the next evolution of audience measurement. A tender process for a production partner is also in motion, focused on aligning cutting-edge technologies and AI with the unique needs of the Australian market.
The POC partnerships with technology leaders Samba TV and Nexxen will leverage their vast datasets, sourced from more than 2.2 million connected TV sets and representing an audience of over five million individuals. In tandem with OzTAM’s representative panel of 8,500 panel homes – selected from 65,000 Establishment Survey respondents annually, including 4,600 Streaming TV Meters and with 16 million connected devices – this integration of big data marks an unprecedented step toward reshaping how total video consumption is measured in Australia.
“The global expansion of connected TV adoption and high-speed internet is unlocking a new era of audience data that promises to transform how we understand and measure viewership. We are excited to collaborate with Samba TV and Nexxen to integrate big data with our established panel data, taking our Total TV measurement service to new heights. This next step in moving towards incorporating big data into the trading currency is not just a game-changer – it’s the future of audience measurement.”
Karen Halligan, OzTAM CEO
“As OzTAM elevates Total TV measurement to the next level, the impact for agencies, advertisers, and broadcasters will be transformative,” said Samba TV APAC Managing Director Yasmin Sanders. “Samba TV pioneered ACR technology to bring accuracy and scale to viewership measurement, and by combining our diverse first-party dataset with OzTAM’s trusted framework, we’re setting a new standard. This partnership delivers comprehensive precision and actionability that brands and broadcasters need to navigate today’s evolving viewing landscape with confidence. This isn’t just an evolution—it’s a bold step toward a smarter, more transparent future for audience measurement in Australia.”
“We’re thrilled to partner with OzTAM on this proof-of-concept, bringing our scale and expertise in data-driven insights to the evolution of TV measurement in Australia,” said Josif Zanich, Managing Director JAPAC at Nexxen. “With viewing behaviours becoming more fragmented than ever, it’s critical to have a measurement approach that captures the entire audience journey. By combining Nexxen’s unique and extensive dataset with OzTAM’s trusted panel, we aim to deliver a more holistic view of how people engage with TV content, providing greater clarity and value to advertisers and broadcasters alike.”
In the TV measurement space, big data refers to a combination of return-path data (RPD) from cable and satellite set-top boxes, alongside automatic content recognition (ACR) data from internet-connected smart TVs. Adoption of this meshed-data approach is already reshaping audience measurement globally.
This announcement further solidifies OzTAM’s leadership in audience measurement innovation. Over the past six months alone, OzTAM has transitioned the market to VOZ Total TV currency, launched VOZ Streaming, and expanded its Streaming TV Meters in panel homes, with more announcements to come.
Download Press Release
About OzTAM
OzTAM is Australia’s official source of television audience measurement and the provider of VOZ, the industry’s Total TV currency data. VOZ integrates broadcast viewing on TV sets with granular BVOD viewing on connected devices, offering a fully national, de-duplicated, all-screen view that supports planning, trading, and reporting across Australia’s media industry.
As a trusted and neutral partner, OzTAM also delivers innovative data solutions such as Streamscape, Australia’s first independent, unified view of Total Video consumption across broadcast, BVOD, and streaming platforms, and VOZ Streaming enabling enhanced programmatic BVOD trading.
Working collaboratively with media organisations, OzTAM combines technical expertise with industry insight to support media organisations understand and navigate Australia’s evolving viewing landscape.
About Samba TV
Samba TV, a global leader in AI technology for media analytics, has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are a global leader in television technology, powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness.
Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen
About Nexxen
Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilise data and advanced TV in the ways that are most meaningful to them. Our flexible and unified technology stack comprises a demand-side platform (“DSP”) and supply-side platform (“SSP”), with the Nexxen Data Platform at its core. With streaming in our DNA, Nexxen’s robust capabilities span discovery, planning, activation, monetisation, measurement and optimisation – available individually or in combination – all designed to enable our partners to achieve their goals, no matter how far reaching or hyper niche they may be.
Nexxen is headquartered in Israel and maintains offices throughout the United States, Canada, Europe and Asia-Pacific, and is traded on the Nasdaq (NEXN). For more information, visit www.nexxen.com.
Contact
Rochelle Burbury | Third Avenue Consulting
0408 774 577 | rochelle@thirdavenue.com.au
