What demographics are available in VOZ?

As part of the construction of VOZ, OzTAM’s VPM census level data is enhanced via BVOD demographic modelling to deliver person-based estimates of viewing to live and video on-demand streaming broadcaster content. The available demographics in VOZ include the standard age, gender and Grocery Shopper groups outlined below, and are the building blocks to create any customised demographics.

Demographics no longer available with the change to VOZ include Total Households, age groups of 16-24, 18-29, 25-44, 30-49, all Grocery Buyer (GB) related demographics, and all Occupational Group related demographics. 

There will be, in most cases, demographics that closely align to any unavailable demographics in VOZ and it is suggested that you speak with your planning team to help guide alternative options. 

The removal of the GB demographics is in line with the introduction of Grocery Shopper (GS) demographics. The GS demographic was introduced in 2017 to reflect the change in the grocery shopping roles within the household and includes the main grocery buyers as well as alternate grocery shoppers within the home.