Foxtel Media CEO Mark Frain opened the Subscription TV’s Upfront by addressing the “elephant in the room” : TV ratings.
This followed recent statements it would exit the OzTAM panel at the end of 2024,
“We were disappointed by OzTAM’s recent assertion of our unwillingness to collaborate. While now is not the time for more mudslinging. I do feel compelled for my team, our colleagues and our business partners, to say this publicly: We have attempted many times over the last two years to find solutions with OzTAM to address inaccuracies with the panel, to drive a more future-facing agenda, and to join as a shareholder for an equal voice,” he said.
“Unfortunately, the board and the shareholders said no, and so we moved in a different direction, one more aligned with the consumer shift to On Demand viewing, and more aligned to our business shift away from linear to digital. And the truth is this, in the last 12 months, Foxtel Media has progressed not by going it alone, but through a series of collaborations that are driving our business and our industry forward.
“It’s not always easy. More meetings, more opinions, more compromises, but comfort and growth don’t often co-exist, and leadership choices are always not that popular. But our experience has proved collaboration is bringing greater accuracy, better results, and, more importantly, new opportunities.”
Sweden’s Kantar Media, which will measure Foxtel Group audiences already measures 7m set top boxes for Sky and SingTel via return path data.
Frain said testing had delivered dramatic results for the Subscription TV broadcaster.
“For example, in August, 49% of half hour time slots were reporting No People, 25-54 audience. The truth the big data reveals is that number is actually 2%. When you count those donuts in terms of audience impacts, Kantar is 84% higher than OzTAM in August alone. Take a look at the first week of Fox Footy in September: the Midweek Tackle +24%, AFL Tonight +40%, AFLW +79%, +38% + 78% +110% and it goes on. That’s a huge impact for the AFLW and for our clients.”
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