OzTam, Australia’s official source of TV audience measurement and provider of the VOZ Total TV currency, has announced partnerships with Samba TV and Nexxen for a proof of concept (POC) to explore the fusion of automatic content recognition (ACR) data and set-top box return path data with people panel measurement.
The ultimate outcome could be the incorporation of big data into the TV joint industry currency (JIC).
Ashwin Navin, co-founder and CEO of Samba TV, claimed this makes OzTam the first JIC to embrace big data from a neutral provider within a currency product.
The POC is scheduled to run during 2025, with phase one scoping the big data opportunities and benefits.
Phase two engages with industry leaders to design a detailed integration roadmap to combine new data sources with OzTam’s robust measurement panel data.
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 will leverage the vast datasets from Samba TV and Nexxen, sourced from over 2.2m connected TV sets and representing an audience of over 5m individuals.
“In tandem with OzTam’s representative panel of 8,500 panel homes, this integration of big data marks an unprecedented step toward reshaping how total video consumption is measured in Australia,” the companies said in a statement.
Future of audience measurement
OzTam CEO Karen Halligan said: “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.
“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.”
Navin believes the use of viewership data from a multitude of TV brands will better capture the geographic, cultural and economic diversity of Australia.
Yasmin Sanders, APAC managing director at Samba TV, added: “As OzTam elevates total TV measurement to the next level, the impact for agencies, advertisers and broadcasters will be transformative.
“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 viewing landscape with confidence. This isn’t just an evolution — it is a bold step toward a smarter, more transparent future for audience measurement in Australia.”
Josif Zanich, managing director, JAPAC, at Nexxen, noted: “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.”
OzTam’s panel covers 8,500 homes selected from 65,000 establishment survey respondents annually. This includes 4,600 streaming TV meters and 16m connected devices.
In the last six months, OzTam has transitioned the Australian market to the VOZ Total TV currency, launched VOZ Streaming and expanded its streaming TV meters in panel homes.
