OzTAM introduces Time Shift Viewing

Beginning Week One of the 2010 Ratings Survey Year (w/c 27/12/09) OzTam will enhance their TV measurement data to capture more accurate data reflecting modern TV consumption habits. OzTam will introduced three key reporting measurements:

• Live :: viewing of a TV program or content as it is being broadcast

• As Live :: viewing of a recorded television program / content that occurs within the same day (2am to2am) but is viewed at a different time to the original broadcast time.

• Time Shift :: viewing of a recorded television program / content up to 7 days after the original broadcast.

The key driver of these changes is the growth in consumer use of PVRs (Personal Video Recorders) which shifts the time of viewing.

The changes will come into effect on 27th December. Monitoring and post-analysis metrics will need to be discussed with your media planner in order to achieve the most accurate measurement for your campaign.