Page 39 - TAM Ireland | 2016 Review
P. 39
The Background
The Future Group was formed about 4 years ago – made up of
researchers from all of the broadcasters plus representatives
from an ad agency and digital agency. They were tasked with
understanding and keeping abreast of measurement initiatives
and developments around the world.
Technology as we know is developing at a rapid pace but the
measurement of the consumption of that technology naturally
lags behind its growth and is complex.
TAM Ireland have commissioned a Total Viewing Study on 4
occasions since 2012. This trends all viewing of all formats across all
devices. This is showing increasing levels of viewing outside of the
TV set which we are not currently equipped to measure
The focus of the Future Group is to deliver cross platform
measurement: the following pages outline the strategy adopted
for delivering this.
