TAM appoints agency to handle Twitter study

Jill McGrath, TAM

Television Audience Measurement (TAM) Ireland has commissioned UK social insight company Colourtext to collect every tweet sent in Ireland for a full calendar month in a bid to find out what percentage of Twitter traffic features messages about TV content. It is estimated that as many as nine million tweets are sent every month, but the question TAM wants to get an answer to is – how many of these tweets relate to TV content?

Colourtext claims to have developed the systems to handle this kind of big data project. They expect to learn a lot about the impact TV makes on social conversations throughout the day, as well as the shows and genres that stimulate most second-screen activity. TAM plans to release their Twitter findings in June.

TAM Ireland members include RTÉ, TV3, TG4, Channel 4, Sky Ireland, UTV, Viacom and Setanta Ireland, along with the main Irish media buying agencies. Nielsen TV audience measurement carries out the actual measurement service, while TAM’s purpose is to provide viewership data and promote the power of TV.

TAM Ireland is run by former FM104 marketing director Jill McGrath (pictured above).

Colourtext’s mission is to change how social web data is used to understand consumers by combining the research principles with data science. They are developing semantic and network analysis technologies to reveal how ideas and trends propagate through the social web to influence markets and consumer behaviour.

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