TAM Ireland taps MetaBroadcast and Gracenote to boost TV viewership insights
MetaBroadcast, the UK’s metadata management specialist, has announced that it was awarded a three-year contract from TAM Ireland (Television Audience Measurement Ireland CLG), the Joint Industry Committee (JIC) representing Irish broadcasters and advertising agencies, to operate a programme data harmonisation system.
MetaBroadcast will work with Gracenote, the content data business unit of Nielsen, to deliver TAM Ireland an ID mapping solution that will provide enhanced data to the market.
The collaboration will improve accuracy of combined data files by providing access to enriched Gracenote programme metadata, including customer-specific genres and unique content identifiers. This will result in improved data quality and a better understanding of TV viewership at the programme genre level.
Working with Gracenote’s parent, Nielsen, TAM Ireland provides trusted audience measurement for the Irish television and advertising industries. The industry body’s stakeholders include broadcasters operating in Ireland – RTÉ, Virgin Media Television, TG4, Channel 4, Sky Media Ireland, and Paramount, as well as major media buying agencies including Core, WPP, Dentsu, Havas, and Omnicom Media Group.
Jamie Mackinlay, CEO, MetaBroadcast: “MetaBroadcast is delighted that TAM Ireland has recognised the value of the robust metadata management capabilities of Atlas, our cloud-based active data platform, and best-in-class Gracenote program metadata. Scalable, time-sensitive data ingest, mapping, and matching are key to reducing data duplication and improving operational efficiency that will help TAM Ireland better serve their stakeholders.”
Tim Cutting, Chief Revenue Officer, Gracenote: “Gracenote’s programme metadata and IDs plus MetaBroadcast’s advanced data platform give TAM Ireland unprecedented insight into content viewership at a granular level. We’re pleased to expand our work with MetaBroadcast which will help TAM Ireland deliver the best possible solutions to Irish broadcasters and marketers.”
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
