VOZ first insights show younger BVOD audience delivering incremental TV reach

First tranche of VOZ insights on total TV in Australia are launched

The first tranche of VOZ insights have arrived, highlighting the incremental reach BVOD delivers and the combined linear and on-demand TV viewing behaviour of Australian consumers.

According to the much-anticipated initial insights from Virtual Australia (VOZ), 85 per cent of consumers are watching broadcast TV on a weekly basis, while nearly one-quarter of us are watching broadcast video on-demand (BVOD) services. The VOZ results also showed almost half the linear TV audience has watched BVOD services in a month.  

These BVOD views are on average 15 years younger than their traditional TV counterparts – 40 years old instead of 55 - and are delivering 4 per cent incremental reach to linear TV weekly and 3 per cent monthly. A further 4.2 per cent of consumers are watching BVOD exclusively in any given week, a number that dips to 3 per cent over a monthly period.

VOZ also noted 30 per cent of total TV content consumed is done by regional viewers.

VOZ is the foundational of a new total TV reporting standard, bringing together audience data from OzTam, Regional TAM and Nielsen on viewing across linear TV as well as on-demand services – a first for cross-channel television reporting.

OzTam CEO, Doug Peiffer, said VOZ crystallises what the industry has long known intuitively: Reaching today’s TV audience is about considering how all screens are used over time and plan accordingly.

“VOZ insights can be used now in planning, delivering a much clearer picture of viewing on all screen types, inside and outside homes, around Australia and over time,” he said. “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.”

From today, VOZ is being rolled out in a phased approach, with initial insights today followed by daily reporting to subscribers from April. OzTam is also in the process of facilitating discussions around how the database can be used to build common advanced audience segments that go beyond traditional demographic data.

VOZ is also being positioned as key to the broader take-up of addressable TV in Australia, giving the capability and insights to better understand audiences.

For a full explainer on what VOZ is – and what is isn’t – check out our CMO explainer here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.   

  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

Your page is very helpful. Thank you for sharing with us

Eriona Ajvazi

10 brands making a positive difference to a world in crisis

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Great article Emma. So many gems in there. Awesome to have you in the team!

One Small Step Collective

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Sign in