Who we are

TAM Ireland (Television Audience Measurement Ireland Ltd) oversees an accurate and effective audience measurement system for the whole of the television advertising industry in Ireland.

TAM Ireland is made up of the majority of commercial broadcasters operating in Ireland and the main Irish media buying agencies.

TAM Ireland is a Joint Industry Currency and the organisation is made up of stakeholders from across the industry.

TAM Ireland commission Nielsen TV Audience Measurement to carry out the actual measurement service.

The mission of TAM Ireland is to provide precise viewership data and promote the power of television with a commitment to excellence, vision and adaptability.

Structure of the Board of TAM Ireland:

TAM Ireland is managed by a Board of Directors, who represent all member broadcasters and agencies. The board of directors meet every 6 weeks and manage the business of TAM Ireland. The structure of the board is illustrated below:

In addition, TAM Ireland has 4 working groups:

1. The Panel Operations Group composed of experts in the field of TV research from both broadcasters and agencies
2. Broadcaster VOD Group
3. Communications Group
4. Data Implementation Group

The various groups & their activities are coordinated by the CEO of TAM Ireland, Jill McGrath.

The Panel Operations Group

The Panel Operations Group (POG) members meet every month. The committee includes representatives from all broadcasters plus a number of representatives from the ad agencies. There are currently a total of 24 members.

The role of the POG is to ensure the integrity of the data and monitor Nielsen’s performance based on agreed KPI’s. The groups responsibilities include quality control, data queries, reporting and software. The group is key to the smooth running of TAM Ireland.

The Broadcaster VOD Group (BVOD)

The BVOD Group also meet on a monthly basis. Their long-term objective is to measure all forms of video, both long and short-form from all devices both inside and outside of the home.

With technology changing at a rapid rate, it is vital that as an industry we ensure the measurement of new technologies is investigated and developed on an on-going basis. This group regularly liaise with International experts and they also work with parties outside the broadcast industry to ensure that TAM Ireland is at the very fore-front of measurement across multi platforms.

The Communications Group

The Communications Group is made up of broadcasters only. The key objectives of the Communications Group are to improve the reputation of TAM Ireland and to promote the power of Television. Working closely with the Head of Marketing for TAM Ireland, Eimear Keane, they produce quarterly newsletters for the industry and organise events and training for the TAM Ireland community.

Data Implementation Group (DIG)

The Data Implementation Group is made up of broadcasters only. Its role is to manage all data that feeds into and reports out of systems used by the TV advertising industry in Ireland. The data systems involved are Caria, Nielsen Attributions, Mediaocean, Techedge, Landmark, Digitex, and Channel 4.

This group also assesses the impact any changes within TAM and Attributions are likely to have on commercial software systems or trading.

TAM Ireland is also a member of The Global TV Group, the informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America. The Global TV Group is a forum for sharing knowledge, exchanging best practice and collating global TV intelligence www.theglobaltvgroup.com.