OzTam to release 28-day time shift audience data

Arvind Hickman
By Arvind Hickman | 30 March 2016

OzTAM will release time shift viewing data for between up to 28 days from this Sunday, which allows users to evaluate longer-tail audience figures.

This will account for between 15% to 20% of playback, in particular mini-series, dramas and feature films. As a percentage of all broadcast TV content, 8-28 day viewing accounts for approximately 1.8%. 

The release was flagged when OzTam announced its Video Player Measurement plans earlier this year.

"While the majority of playback activity happens within the first day or two, it'€™s not uncommon for people to "€'binge view'€™ a few weeks out -€“ particularly with less time-sensitive genres such as dramas and movies," OzTam CEO Doug Peiffer says.

"€œThe introduction of 8-28 day time shift data allows our clients to evaluate the longer-tail audience to television programs, providing a natural extension to OzTAM's 7-day time shift service."

Consolidated 28 data will be available for each day from the start of the 2016 ratings year, with week 1, commencing on Sunday, 27 December 2015. 

Peiffer adds the 7-day time shift would remain the standard trading currency.

Visit OzTam's website to find out about 28-Day time shift viewing guildelines.


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