TAM Ireland Begins Laptop / PC Viewing Data Trial

TV audience measurement body TAM Ireland has begun a pilot scheme to capture data on laptop and PC viewing, using an initial test panel of 60 homes established using Nielsen's Netsight meter.

The body set out its plans for the extension of its measurement services in the summer, in its 'TAMvision' document. This included the current 'extended screen' measurement pilot, which TAM Ireland says is now beginning to generate an understanding of the profile of this audience and the amount of time they spend viewing online.

The pilot will continue over the next few months, and TAMvision says it aims to measure all viewing to all devices by 2017.

Web site: www.tamireland.ie .