TAM Ireland commissions contractors to provide research services, including the production of audience viewing figures, on its behalf. The audience measurement contract is held by Nielsen. Nielsen Television Audience Measurement have been providing the ratings measurement service in Ireland since 1996. Their current measurement contract runs from 1st September 2017 until 31st August 2019. TAM Ireland adheres to the highest research standards and the rigor with which it undertakes its task provides a gold standard for TV viewing measurement.
How the system works?
The system works via a combination of in-home monitoring of TV set use via electronic meters, together with an Establishment Survey (ES) to ensure that the homes being monitored are representative of Irish TV viewing as a whole.
– Behaviour and Attitudes conduct the ES (the largest random probability sampling survey in Ireland) on behalf of TAM Ireland/Nielsen. A total of 9,350 households per annum (across 2 waves) are interviewed about their TV Set and device ownership, reception type, broadband access, along with household make-up, this survey provides us with the TV landscape upon which to base our panel. The ES also provides the data to create the TV Universes as well as being the source for panel recruitment.
-In-home monitoring is done via the Panel. It is made up of 1,090 homes (approx. 2,700 individuals and 1500 sets). There is a meter attached to every TV set in these homes and all sources connected – Virgin/Sky boxes, games consoles, PVRs, DVRs etc. The meter identifies both channels being watched and the devices used to view.
Viewers register every time the TV set is in use. The meter then listens to the audio and converts this into an audio signature – this is stored in the meter. Every night at 3am the meter is accessed and information from the previous day is downloaded (programme audio signatures & data on the individuals who were viewing)
At the reference site every channel is playing continuously all day every day from all different reception platforms. These are converted into an audio digital signature. The data from the reference site is timestamped and signatures collected from the homes are matched to the reference site. Live content is matched first. Then the matching system scans back to up to 7 days post transmission. The matched data is then put through a rigorous quality control process and it is weighted to ensure it is as reflective of the viewing population as possible
The broadcasters send through transmission and commercial logs which identify the specific times that programmes and commercials aired and these are merged with the viewing data to provide programme and commercial audience viewing data
The data is released at 9.30am each morning reporting the previous day’s viewing. TAM Ireland delivers a vast range of programme and spot advertising performance data including overnights, dayparts, programme and commercial information, time lengths, reach, and channel share of viewing. The data plays a vital role in delivering and measuring the success of marketing campaigns for brands and underpins programme development and broadcasting in the Ireland.
The document below gives more information on how TV audiences are measured in Ireland.
This document gives a full explanation of the TAM Ireland Nielsen service in a simplified easy to use format.
We have also put together videos on how the TV measurement system in Ireland works.
The Establishment Survey
The Establishment Survey is a foundation stone of the television measurement service, providing both the detail of television-related equipment in homes from which Universes can be accurately calculated, and a pool of homes we can recruit for the TV viewing panel.
The TV Measurement Process
(7) The UniTAM Remote.
Barry Leahy, Operations Director, Nielsen, explains the UniTAM Remote.
(12) Weighting and audience measurement
Andrew Haugh, Nielsen, explains weighting and television audience measurement.
(8) The UniTAM Meter
Barry Leahy, Nielsen, gives a run through the UniTAM Meter
(10) The Reference Site
Barry Leahy, Nielsen, explains the reference site.
(9) How the meter works
Barry, Nielsen, explains how the the meter know what is being watched
(6) The Panel
Barry, Leahy, Nielsen Ireland, explaind the panel.