VOZ provides true national, de-duplicated audience and reach & frequency estimates of all-screen broadcast TV and BVOD viewing. There are three types of duplication addressed in VOZ methodology:

  1. National view
    • VOZ unifies metropolitan and regional viewing to a national picture, accommodating viewing in overlap market areas (spill viewing*) and including a new regional market, Rest of Australia**, which is not included in TAM.

  2. Service measurement duplication
    • VOZ harmonises the formerly separate TAM and VPM measurement services to provide de-duplicated viewing estimates.
    • Current TAM measurement devices in TAM panel homes are picking up BVOD streaming viewing on connected TV sets that correspond to broadcast TV references.
    • The same BVOD viewing is being measured in VPM through SDKs.

      Current approach to resolving duplication:

    • VOZ 5.0 introduces a modelled approach to treat duplication via a post-production process to identify and remove matched viewing sessions from broadcast TV estimates and preserve them in BVOD estimates – creating a de-duplicated estimate for Total TV dayparts and program estimates.
    • On average across the day this modelled approach removes approximately 2% of broadcast TV viewing sessions. Note the level of duplication can vary by channel, daypart, and program.

      VOZ Development Roadmap will move towards a technical solution including:

    • Streaming TV meters (STVMs) used for calibration purposes in the VPM demographic modelling process, and addressing duplication, will be increased to 100% of TAM panel homes.
    • OzTAM is working with broadcasters towards a longer-term permanent solution through encoding (watermarking) for their digital streams, to identify the source of the signal.

      This will create a robust Total TV measurement technology where duplication between TAM and BVOD measurement services is eliminated.

  3. Person level
    VOZ derives person-level exposure to broadcaster content and advertising across all screens (TV sets, computers, tablets and smartphones), allowing unique viewers to be counted. That means people who have been exposed many times across screens can be counted as just one viewer reached in VOZ Total TV reach estimates.

    *Spill: in certain markets there are overlap areas where it is possible to view both metro and regional broadcast channels. ‘Spill’ is viewing to broadcast channels transmitted from a market that is outside of the market being analysed. For example, a vewer in Wollongong watches a broadcast that originated from Sydney, or a Brisbane viewer watches a broadcast that originated from the Northern Rivers.
    **Rest of Australia refers to all other regions of Australia outside of the existing OzTAM and Regional TAM markets, including the combined TV markets of Darwin, Remote Central + Mt Isa, Griffith, Mildura, Spencer Gulf (Port Pirie/Broken Hill) & Riverland/Mt Gambier.