Fifty5Blue to provide TAM Ireland’s cross-platform TV measurement

Fifty5Blue – formerly Kantar Media – has been selected by TAM Ireland as its next provider of audience measurement services for the Irish television and video market.

The service is scheduled to launch in January 2028. The current TAM Ireland audience measurement contract is held by Nielsen.

Subject to contract completion, Fifty5Blue will establish a nationally representative panel of 1,050 households using its People Meter and Focal Meter to deliver cross-platform viewing measurement across TV sets, tablets, PCs and smartphones.

TAM Ireland (Television Audience Measurement Ireland) is a Joint Industry Committee (JIC). It includes the majority of commercial broadcasters operating in the country (namely RTÉ, Virgin Media, TG4, Channel 4, Sky Ireland and Paramount) and the main Irish media buying agencies.

Fifty5Blue has been tasked with “delivering a modern audience measurement solution designed to meet the needs of broadcasters, advertisers and agencies, while maintaining the high standards of robustness, transparency and independence that underpin the Irish trading currency.” 

Jill McGrath, CEO of TAM Ireland, says: “Fifty5Blue’s technical expertise was clear throughout the selection process. So was their understanding of international measurement standards, and commitment to collaboration.”

Fifty5Blue’s global CEO Patrick Béhar (pictured) comments: “We are thrilled that TAM Ireland has chosen us as its partner to deliver the next generation of measurement in Ireland.”