TAM Ireland news May 2011

TAM Ireland news May 2011

For the information of all users, the following is an update on a number of projects underway or proposed related to the ongoing management of the television audience measurement system in Ireland.

TAM Ireland and Nielsen TAM have agreed to commission the independent research company, RSMB to review proposed changes to the Panel Controls and viewing trends among younger adult audiences.

Panel Controls are reviewed on an ongoing basis to ensure that the panel accurately reflects the make up of TV Homes in the Republic of Ireland.  These routine procedures ensure that the Irish TV viewing measurement service continues to meet the highest standards. An independent view ensures that the TAM service is consistent with international best practice and reflects TAM Ireland’s determination to respond to the increasing demands and complexity of the ROI Television industry.

Separately, TAM Ireland and Nielsen TV Audience Measurement Ireland have requested that RSMB report back on trends on young adult viewers. The Quality Control programmes currently in place are adhered to, thus ensuring that the audience data produced is to the highest standards.  By their nature, QC programmes require constant dialogue between the TAM Ireland Technical Committee and Nielsen. From time to time, both parties agree to seek independent advice.

We anticipate a report from RSMB on younger adult viewing in June. The separate review of proposed Panel Controls will be available shortly thereafter and will be considered jointly by TAM Ireland and Nielsen.

TAM Ireland’s contract with Nielsen TAM also allows for the opportunity to undertake a wider audit of the panel once per year.  Audits are commonplace with TV measurement companies and provide an independent assessment of the service. Discussions are underway within the TAM Ireland Technical Committee as to the scope and timing of an audit, although it is likely to be later this year. A recommendation will go from the Technical Committee shortly to the Board of TAM Ireland for approval.

Aidan Dunne
Chairman
TAM Ireland