TAM Ireland 'to Measure All Viewing by 2017'

TV audience measurement body TAM Ireland has set out its plans for the extension of its measurement services over the next few years, including its intention 'to measure all forms of viewing across all devices by 2017'.

In its 'TAMvision' document, the organisation says its 'ambitious' timescales are 'on a par with global leaders in this space', requiring it to move forward on several fronts. These include a current pilot of Extended Screen measurement, capturing viewing on Laptops and PCs; the development of tagging solutions 'to identify content no matter what device or platform is it viewed on'; and discussions regarding the possible incorporation of return-path data.

TAM is made up of the majority of commercial broadcasters operating in the country, together with its key media buying agencies, and is charged with overseeing an accurate and effective audience measurement system for the whole of the Republic's TV advertising industry. Actual measurement is contracted to Nielsen.

Web site: www.tamireland.ie .