The Swedish joint-industry committee MMS (Mediamätning i Skandinavien AB) has announced its decision to award Kantar Media the contract to deliver the Swedish television & online video audience measurement currency service.

The contract followed a competitive tender process and will see Kantar Media build a new nationally representative panel of 2,700 reporting households. The new panel will feature the deployment of Kantar Media’s latest measurement technology – People Meter 7 and Focal Meter – to deliver four-screen measurement including viewing on TV sets, tablets, PCs and smartphones. Recruitment for the panel will begin shortly with the new service set to launch in January 2027.

The integrated solution will capture live, time-shifted and on-demand viewing across almost 200 channels and online players to deliver a holistic cross-media audience measurement of content and advertisements.

Magnus Anshelm, CEO, MMS, commented: “MMS and the Swedish video industry have been at the forefront since we launched the world’s first online video (BVOD) currency in 2011. Since then, we have continuously developed and integrated it with the TV currency, enabling us to deliver Total Video Ratings over recent years. Changing our research partner is a major decision, but to keep pace with Sweden’s evolving video market, Kantar Media offered, what we believe to be, the most flexible and future-proof solution.”

Kantar Media works with panel and operator data in more than eighty markets and has the widest cross-platform audience measurement footprint in the world.

Patrick Béhar, Kantar Media’s Global CEO, said: “We are thrilled that MMS has chosen Kantar Media as its partner to power the next generation of measurement in Sweden. It is a testament to the commitment of our teams, as well as our ability to deliver world-leading technology and innovation to audience measurement.”

Stefan Svanfeldt, Managing Director of Sweden for Kantar Media, added: “Kantar Media has been present in Sweden for over seventy years where we deliver the radio as well as print readership and internet measurement currencies. We are honoured and privileged to now partner with MMS and look forward to deepening and broadening our relationship for the service of the entire Swedish media industry.”

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Tags: Kantar Media, measurement, sweden