TAM Ireland today announced that it has selected Fifty5Blue as its new provider of audience measurement services for the Irish television and video market and to deliver the next phase of audience measurement for TAM Ireland.
The selection of Fifty5Blue, which remains subject to the completion of final contract negotiations, follows a comprehensive procurement and evaluation process and represents a significant step in the continued evolution of Ireland’s audience measurement system, ensuring it remains robust, future-ready and reflective of changing viewing behaviours across linear television and digital video platforms.
Fifty5Blue will be responsible for 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.
A nationally representative panel of 1,050 households will be established by Fifty5Blue using its latest measurement technology – combining People Meter and Focal Meter – to deliver clear cross-platform viewing measurement across TV sets, tablets, PCs and smartphones. Recruitment for the panel is expected to begin shortly with the new service planned to launch in January 2028.
The new partnership will support TAM Ireland’s commitment to innovation, methodological rigour and industry collaboration, as audiences continue to engage with content across an increasingly complex video landscape.
Fifty5Blue – formerly Kantar Media – brings extensive experience in television and video audience measurement across more than 80 international markets, including the UK.
Jill McGrath, CEO of TAM Ireland, said: “Fifty5Blue’s technical expertise and understanding of international measurement standards, and commitment to collaboration were clear throughout the selection process. We look forward to partnering closely together to deliver a measurement system that continues to serve the needs of the Irish market.”
Patrick Béhar, Global CEO, Fifty5Blue, commented: “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.”
Further details on the transition and implementation will be communicated to stakeholders in due course.