Nielsen to Provide Sweden's Total Video Measure

Sweden's audience measurement body has extended and expanded the cross-media measurement services provided by Nielsen, which it has endorsed as the country's total measurement provider for TV and digital video from next April.

Nielsen has been measuring TV in the Swedish market for 30 years and has been working with MMS (the Swedish Joint Industry Committee, Mediamätning i Skandinavien AB) for a large part of that. In a statement, MMS said Nielsen's solutions will bring to the Swedish market a total view of video audiences on traditional TV-distribution and streaming platforms. Through a combination of Nielsen's Single Source Panel and the company's census-based measurement, MMS will provide media owners and buyers with a dataset covering a daily view of how people engage with video across broadcast and streaming platforms.

GfK currently models the TV currency that Nielsen has delivered to MMS since 1993, the census data from comScore that has been delivered since 2010, and an online panel from Kantar that MMS has had since 2016. From April 1st 2022, Nielsen will take over all these areas, although MMS will still use GfK for modelling.

According to MMS CEO Magnus Anshelm (pictured), this integrated measurement is a 'crucial step' in MMS's and the media industry's efforts to launch a common currency for viewing all video content.

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