DAZN Upfronts 2027: AudienceProject partnership adds independent cross-platform measurement – DAZN Media+ has partnered with AudienceProject to introduce independent cross-platform audience measurement across its premium video ecosystem from 2027.
The partnership will give advertisers a single view of reach and frequency across Kayo Sports, BINGE, Foxtel Go and linear TV.
Measurement has become one of the biggest questions in total TV buying as audiences move between linear channels, streaming services and apps. DAZN Media+ is positioning this partnership as a way to prove the incremental reach delivered by streaming alongside traditional TV.
The agreement follows the Video Futures Collective collaboration with AudienceProject to bring independent cross-media measurement to Australia. DAZN Media+ is a founding member of the collective.
The solution will combine census-level campaign delivery data from DAZN Media+ platforms with AudienceProject’s independent audience panel.
Measuring incremental reach
Advertisers will be able to assess campaign demographics, co-viewing, reach and frequency, and audience overlap across platforms using a consistent methodology.
DAZN Media+ says previous analysis found streaming added 36 per cent reach to AFL campaigns and 27 per cent reach to NRL campaigns. The AudienceProject partnership is designed to turn that type of testing into an ongoing measurement product.
The measurement solution will be available to DAZN Media+ clients from 2027.
For more DAZN coverage, visit TV Central’s DAZN section. More information about AudienceProject is available at audienceproject.com.
