Fifty5Blue has been selected by TAM Ireland as the new provider of audience measurement services for the Irish television and video market.
Subject to final contract negotiations, the company will deliver a new cross-platform measurement system covering viewing across TV sets, tablets, PCs and smartphones.
The service will be based on a nationally representative panel of 1,050 households using Fifty5Blue’s People Meter and Focal Meter technology. Recruitment is expected to begin shortly, with the new service planned to launch in January 2028.
Fifty5Blue, formerly Kantar Media, will replace the current system with a measurement solution designed to support broadcasters, advertisers and agencies as viewing continues to fragment across platforms.
Jill McGrath, CEO of TAM Ireland, said Fifty5Blue’s technical expertise, international measurement experience and collaborative approach had stood out during the selection process.
Patrick Béhar, global CEO of Fifty5Blue, said the contract reflected the company’s ability to provide technology and innovation in audience measurement for an increasingly complex media market.
Further details on the transition and implementation will be provided to TAM Ireland stakeholders in due course.
