London, 23rd April 2026 – Fifty5Blue has been selected by TAM Ireland as its new provider of audience measurement services for the Irish television and video market.
Subject to the completion of final contract negotiations, 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.
Fifty5Blue will establish a nationally representative panel of 1,050 households using its latest measurement technology – combining People Meter and Focal Meter – to deliver 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, unparalleled methodological rigour and broad 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.
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.
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About TAM Ireland
TAM Ireland (Television Audience Measurement Ireland) is the Joint Industry Committee responsible for producing independent television audience measurement for the Irish market.
TAM Ireland is made up of the majority of commercial broadcasters operating in Ireland (RTÉ, Virgin Media, TG4, Channel 4, Sky Ireland and Paramount) and the main Irish media buying agencies.
About Fifty5Blue
Fifty5Blue delivers clarity to brands, agencies and media owners in how people consume media. We lead the world in audience measurement, consumer insight and advertising intelligence.
We bring transparency and consistency to the media industry. Operating in over 80 countries, our data is the trusted currency that powers smarter decisions and drives the evolution of the media ecosystem.