Sweden Takes Step Towards 'Total Video' Ratings

In Sweden, audience measurement group MMS has published the first figures on online video viewing using GfK's new reach model, Audience Ascription Model (AAM), and describes this as 'a major step toward providing total video ratings' for the country.

GfK was commissioned to provide the currency measure six years ago this month, and in November 2017 the partners planned the creation of a Total Video service designed to measure the ROI of cross-platform video ads including linear TV, smart TV, PC, smartphone and tablet devices.

MMS (Mediamätning i Skandinavien) says the latest move provides a fully integrated dataset giving a reliable basis for granular analysis and reporting of 'even the most niche digital channels'. The first figures were published to the market last Tuesday, May 18th.

GfK's AAM adds demographic profiles from online panel-based measurement to online video streams from site census data to provide audience figures for online video channels in Sweden. One challenge was to include both big screen and kids online video viewing in the results - neither are measured in the original panel, but this was solved through additional data inputs and bespoke adaptations of the model. The new data includes viewing on all screens for individuals aged 3+.

For the moment, audience data will be delivered weekly, but MMS says the next step is to 'shorten processing times' to deliver daily data for content, as well as ads; and that the 'final goal' is a combined dataset of both linear and streamed reach for all TV and video. CEO Magnus Anshelm (pictured) comments: 'We are pleased to announce that we have reached the second milestone in the development towards a total video currency, launching an online video currency based on real panel data. Ever since we reached the first milestone, online video data based on profiled demographics, there has been a pressure from the market to move to panel data that can be fully integrated with the linear TV ratings, composing the total video currency. Therefore, this is a major step for the whole industry'. John Carroll, Global Director for Business Development at GfK Media Measurement says the delivery is 'founded on close collaboration of GfK's data science team with MMS'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.