TAM Ireland to Track Time Shifted Viewing

TV ratings body TAM Ireland is to expand the size of its television audience measurement panel, while introducing the ability to track time shifted viewing (TSV) - a move which it says makes Ireland among the earliest countries to measure such trends in viewing behaviour.

The programme will be carried out by Nielsen, which was re-appointed for a five year term following a tendering process in 2008. This contract will now run until August 2017; two years longer than the original contract award.

As part of the expansion, the number of homes on the panel will increase from 670 to 800 in September, and to 920 next year. By the end of 2010, this will have increased to 1,050, which TAM Ireland says will make it the largest per capita panel in Europe.

Other features of the service include the introduction of UNITAM meters in all homes, to measure viewing on all types of TV sets, minute-by-minute, and TSV.

It will also include a new reference site to cross check metered viewing against more than two hundred channels, and new software to enable programmers and ad agencies to better understand viewing preferences and behaviour.

'Television audience measurement is unique in that every single minute of viewing by every member of the household (aged four years and over), and their guests, is measured,' explained TAM Ireland Chairman, Aidan Dunne. 'The data is collected every night and made available to agencies, advertisers and programmers the next day - no other medium subjects itself to such intensive scrutiny or accountability.'

The EUR 3m bill for the upgrade is being funded jointly by all broadcasters in Ireland and the major ad agencies in the country.