Upgrade for Nielsen’s Audience Measurement in Sweden

February 17 2023

In Stockholm, audience measurement body MMS (Mediamätning / Skandinavien AB) has announced the expansion of its ‘total measurement’ cross-media ad currency service, operated by Nielsen.

MMS, which is the Swedish Joint Industry Committee for audience measurement, will now use a combination of Nielsen’s single source panel and its census-based measurement to provide users with a daily view of total viewing of content across both linear TV and online video.

The two organisations have been working together for more than 30 years, continuously developing measurement services for the Swedish market. In the autumn of 2021, MMS commissioned Nielsen as the sole total measurement provider for the country’s currencies, with plans to implement in three stages: a year later it introduced a new approach to the TV currency, moving to a video panel from a TV panel, as well as migrating the online video currency to be based on the two Nielsen sources. The latest move, whose first phase is this month, will complete the implementation.

MMS Chief Executive Magnus Anshelm comments: ‘MMS has for many years reported the daily viewing of linear TV and online video, which made us unique in the world. Now, by expanding our service with Nielsen, we have a measurement that reports the total viewing on all screens daily. This is yet another milestone on the way to a total currency for all viewing for content and ads across the Swedish media market’. Krister Forsman, Swedish Market Leader for Nielsen, adds: ‘The ways we consume TV and video content have dramatically changed. By transitioning to our single source online video panel solution, coupled together with our census measurements, MMS was able to launch a new approach to TV and online video currencies, and, through total reach, now provide a great step forward towards a complete view of TV and online video from all platforms and devices’.