TAM Ireland Picks Fifty5Blue for Ad Currency Contract

Ad currency body TAM Ireland has chosen Fifty5Blue - the former Kantar Media - to provide cross-platform audience measurement services for Irish television and video.

TAM Ireland is the JIC responsible for producing independent television audience measurement for the Irish market, and includes most of the country's commercial broadcasters - RTÉ, Virgin Media, TG4, Channel 4, Sky Ireland and Paramount - as well as its main media buying agencies.

Recently-renamed Fifty5Blue will set up a nationally representative panel of 1,050 households, and deliver data on cross-screen viewing behaviour using a combination of People Meters and Focal Meters. Recruitment for the panel is expected to begin shortly, with the data scheduled for launch in January 2028.

TAM Ireland says it is committed to 'innovation, unparalleled methodological rigour and broad industry collaboration,' and cites Fifty5Blue's experience in television and video audience measurement from work across more than 80 international markets. The measurement body's CEO Jill McGrath (pictured) says the new provider's technical expertise, understanding of international measurement standards, and commitment to collaboration were 'clear throughout the selection process.' Patrick Béhar, Global CEO of Fifty5Blue, comments, 'We are thrilled that TAM Ireland has chosen Fifty5Blue as its partner to deliver the next generation of measurement in Ireland. This achievement reflects the dedication of our teams and continues to demonstrate our capability to provide cutting-edge technology and innovation in audience measurement - as part of our broad commitment to bring clarity to an increasingly complex media landscape.'

Final contract negotiations are still in process, notes the awarding body, and further details on the transition and implementation will be communicated to stakeholders 'in due course.'

Web sites: www.tamireland,ie and www.fifty5blue.com .