Omnicom Media Group (OMG) has struck a new alliance with Foxtel Media, aiming to harness viewing data from over one million Foxtel set-top boxes across Australia. The deal will utilise the Kantar Media return path data service, offering a detailed view of Pay-TV consumption and subscriber behaviour.

The data gathered will be key in developing new audience measurement methodologies for targeted audience segment trading.

Kristiaan Kroon, Chief Investment Officer at Omnicom Media Group Australia, said of the new alliance: “We are very pleased to be partnering with Foxtel as they evolve their audience measurement with Kantar. The audience insights from 1 million set top boxes along with 3 million+ users of streaming products like BINGE and Kayo Sports will provide a new level of granular data for our clients. This complements our recent exclusive launch of the ADgile Catalyst product as OMG leads the market on advanced CTV analytics,” he said.

The new service is set to launch in 2024, providing quarter-hour format data for agency systems and two years of comparison data back to January 2022. This will allow agencies to better understand viewing habits and trends, and to tailor their strategies accordingly.

“There is a clear need for these products as the Australian CTV market is becoming far more complex for advertisers accessing Foxtel, YouTube, TV Networks, SBS, Vevo, Netflix, LG, Samsung and soon Amazon Prime," Kroon said. "Alternative audience measurement is inevitable and, in our view, complementary to established audience measurement through a composite approach that unlocks deeper insights and value for OMG clients.” “Australia is heading down the same path America took a few years ago with multiple measurement products and alternative currencies driving innovation and opportunity. We will be using our US grown capability and experience to enable Australian use cases and frameworks, starting with Foxtel Group products and platforms, to give a clear market advantage to our clients in the rapidly evolving CTV universe,” he added.

Mark Frain, CEO of Foxtel Media, said: “A robust and independently verified audience measurement system is a critical tenet of television advertising – and should bring together the best available data to maximise value and opportunity for clients. We are excited to be working with OMG, who are known innovators, to help drive this new opportunity. They were on the phone the day after the Upfronts!” he stated.

Omnicom Media Group has media billings in excess of $2bn annually in Australia and employs over 885 across the country.