Numeris and its partner Kantar Media have released the first VAM (Video Audience Measurement) dataset, the initial step in the creation of a cross-platform video solution.

VAM captures video consumption from linear television, OTT services and online viewing on all devices and platforms, and provides measurement by demographic, market, device and platform. Similar to metered measurement for linear TV viewing, the VAM data is collected through a meter that is attached to a household’s internet router, measuring every time a member of the household views white-listed, digital video content.

To put it simply, VAM is a holistic attempt to measure video viewing in a fragmented age, getting a full picture of consumption, be it to compare the value of investments in digital and linear platforms, or to create integrated strategies that encompass the full journey of video viewing.

This first dataset represents more than 50% of the Canadian market, Ontario and French Quebec, using two separate panels – television and digital. This release contains August and September viewing data.

Numeris began testing VAM back in 2017, and began rolling it out nationally earlier this year. From here, the VAM dataset will be available on an ongoing basis to Numeris clients, with a complete national rollout of single-source data expected to be available by mid-2023.

Numeris’ plan is to also add audio to the cross-platform service in mid-2022 starting in the major markets where the Portable People Meter (PPM) resides today, namely Toronto, Montreal, Calgary, Edmonton and Vancouver.