GfK to Deliver 'Total Video Currency' for Sweden

MMS, a group representing the leading broadcasters and ad agencies in Sweden, has commissioned GfK to produce the country's first currency covering traditional linear and time-shift TV audiences, as well as those viewing video content on smartphones, tablets, laptops and PCs.

GfK will integrate MMS (Mediamätning i Skandinavien) multi-source data streams for traditional and online TV consumption into a single 'total video currency', while also providing MMS with methodological consultancy and data science expertise to produce the core metric functions for delivering daily figures. Once the existing data are fused to produce the single currency, MMS will take over continuous production and reporting.

Magnus Anshelm (pictured), CEO of MMS, comments: 'We already have successful data streams covering all the necessary audience measurement areas, but coming from a number of different sources and companies. Bringing these together into a single data set is the obvious improvement - but assigning a single supplier to start producing all the various measurement systems from new would not be cost effective. Instead, we have commissioned GfK to create processes that will accurately fuse our existing data streams as they come in, producing our ultimate aim of a total video currency'.

Web sites: www.mms.se and www.gfk.com .