OzTAM is moving to evolve its audience measurement capabilities beyond its existing panel sources, today announcing two new strategic partnerships with Samba TV and Nexxen that will see the ad tech businesses initiate a proof-of-concept (POC) project that will run throughout 2025.

The project's first phase will focus on exploring the opportunities and advantages of big data, with a second phase to involve collaboration with industry leaders to develop an integration roadmap. Big data in TV measurement encompasses return-path data from set-top boxes and automatic content recognition data from smart TVs.

The project seeks to merge new data sources with OzTAM's existing measurement panel data to enhance the accuracy and scope of audience measurement. A tender process is currently in progress to identify a production partner capable of aligning technologies and artificial intelligence with the specific needs of the Australian market.

The partnerships will utilise data from over 2.2 million connected TV sets, representing an audience of more than five million individuals, in conjunction with OzTAM's panel of 8,500 homes. This panel includes 4,600 Streaming TV Meters and 16 million connected devices, selected from 65,000 Establishment Survey respondents annually.

CEO of OzTAM, 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. We are excited to collaborate with Samba TV and Nexxen to integrate big data with our established panel data, taking our Total TV measurement service to new heights. 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."

The integration of big data is anticipated to redefine how total video consumption is measured across Australia, and follows OzTAM introduction of the VOZ Total TV currency at the beginning on the year.

Samba TV APAC Managing Director, Yasmin Sanders, said: "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 evolving viewing landscape with confidence. This isn’t just an evolution—it’s a bold step toward a smarter, more transparent future for audience measurement in Australia."

Managing Director JAPAC at Nexxen, Josif Zanich, said: "We’re thrilled to partner with OzTAM on this proof-of-concept, bringing our scale and expertise in data-driven insights to the evolution of TV measurement in Australia. 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."