Irish MediaTech company Engager and TAM Ireland (Television Audience Measurement Ireland Ltd) have announced their partnership for SocialTV audience measurement in the Irish market. Broadcasting networks, advertising agencies, and production companies can now access and understand how their audiences are behaving across the top 7 social media networks in the world while watching TV. Given the imminent launch of FacebookWatch in Europe and other emerging content platforms, this is a timely and welcomed partnership across the Irish television industry.
“I am delighted to announce our partnership and be working with TAM Ireland. There is no denying that a shift in content consumption has taken place. It is refreshing to see some of the Irish networks and agencies are adapting early to understand the data behind this shift and inform their future strategies,” said Charlie Byrne, CEO of Engager.
The partnership is a strong strategic fit, leveraging both parties’ respective strengths. The existing panel of 1,050 homes will continue to be the heart of measurement for the TV set but there is a fundamental necessity to incorporate an independent data provider for SocialTV in Ireland given the evolution of the landscape.
Jill McGrath, CEO of TAM Ireland said “TAM Ireland is delighted to be working with Engager. The Engager data will provide us with further evidence of the power of TV and it’s impact on the social media activity of viewers. The knowledge of this type of viewer behavior will provide added insights into the strong bond viewers have with the programmes they are watching and give us a greater sense of engagement levels.”
So far this year the Irish television industry has seen over 1 million audience interactions across Facebook and Twitter with linear TV content. The Late Late Show, Dancing with the Stars and Gogglebox Ireland among the top 5 shows of last season.
Paul Loughrey, Head of Insights at RTE said “In RTÉ Television we are very happy with the Engager product. It is particularly helpful in that it has a focus on TV and I’m not aware of any similar products that can do this. I would certainly recommend the product if trying to understand the link between social and TV content.”
Engager has offices in Dublin and Limerick, and they have recently set up an office in Los Angeles as they have plans to service the US and UK markets in the coming year. The company is currently raising capital in Ireland and the UK to finance this international expansion.