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Foxtel hires ex-OzTAM chief Doug Peiffer as it takes audience data into own hands

Foxtel Media has appointed broadcasting audience measurement specialist Doug Peiffer as a senior advisor to the Australian group.

Doug Peiffer

The appointment comes at a time when streaming providers and free-to-air (FTA) broadcasters grapple with new challenges in accurate audience measurement along the video supply chain.

Peiffer brings 35 years of broadcasting and audience measurement expertise to the team.

Reporting to Foxtel Media CEO Mark Frain, Peiffer will develop new reach and effectiveness metrics across linear and streaming channels, while also supporting Foxtel Media by analysing ratings data from Foxtel set-top boxes in partnership with Kantar Media.

Peiffer was previously CEO of Australia’s FTA broadcasting measurement platform OzTAM, which is co-owned by networks Nine, Seven and Ten, a position he held for over 12 years.

He navigated the biggest period of transition for the platform as FTA broadcasters were challenged by the mass audience shift away from traditional broadcast to streamers, BVoD and social media.

Advertisers rely on data from OzTAM’s verified measurement system, to allocate spending across various broadcasting platforms.

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