The agreement with Irish audience measurement body TAM Ireland, subject to completion of final contract negotiations, will see Fifty5Blue establish a nationally representative panel of 1,050 households in the country.

Fifty5Blue said it would deliver cross-platform viewing measurement across television, tablets, PCs and smartphones as part of the arrangement, with recruitment for the panel to begin shortly ahead of launching the new service in January 2028.

TAM Ireland is the joint industry committee responsible for producing independent television audience measurement for the Irish market, and is made up of commercial broadcasters operating in Ireland and the main Irish media buying agencies.  

Jill McGrath, chief executive at 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 chief executive at Fifty5Blue, added that the agreement reflected the “dedication of our teams” and demonstrated its “capability to provide cutting-edge technology and innovation in audience measurement” in a complex media landscape.