Will VOZ reporting be available on an Overnight and Consolidated basis?
VOZ will deliver Overnight and Consolidated 7-day data reporting (traditional ‘What Watched’ reporting), although the VOZ database also provides the capability to deliver ‘When Watched’ reporting.
The TAM (OzTAM and Regional TAM TV ratings) databases are produced, and reporting is delivered, on a ‘What Watched’ basis. That means viewing, whenever it takes place during the 7 days following original broadcast (such as time-shifted a few days later), is attributed back to the time that the program first went to air. In other words, viewing is consolidated to the broadcast TV event.
VOZ databases are produced on a ‘When Watched’ basis, though offer both ‘What Watched’ and ‘When Watched reporting capabilities.
In ‘When Watched’ reporting, viewing is attributed to the time that the content was actually viewed. This is an important new perspective that VOZ offers on how broadcaster content is consumed over time, because a ‘When Watched’ database is able to show when that program was actually viewed, thereby revealing the ‘long tail’ of audience behaviour.
As VOZ is created as a ‘When Watched’ database it is possible to accumulate up to 28 days of time-shifted viewing, however the core service delivery for VOZ of Overnight and Consolidated 7 data aligns with the current commercial trading framework.
With respect to program rankings and audience thousands however, VOZ is able to report on the same Consolidated 7 (i.e. ‘What Watched’) basis as the TV ratings service, to facilitate user analysis.