Stockholm, Sweden, 1 October 2021: The Swedish Joint Industry Committee MMS – Mediamätning i Skandinavien AB and Nielsen (NYSE: NLSN) today announced an extension and an expansion of the cross-media measurement services. Nielsen will be endorsed as the full service measurement provider to bring a total measurement view of the TV and digital video audiences in Sweden.

Nielsen’s innovative solutions will bring to the Swedish market a total view of video audiences on traditional TV-distribution and streaming platforms. With a combination of Nielsen’s Single Source Panel and Nielsen census-based measurement it will enable MMS to provide media owners and buyers with a granular dataset covering a daily view of how people engage with video across broadcast and streaming platforms, allowing the industry to see and monetise the big picture.

Krister Forsman, Nielsen Media Client Service Director states: “The new world of video content is more complex than ever to measure. It requires an infrastructure that can not only cover a wide variety of new technical configurations to meet today’s needs, but also evolve rapidly with the times. Independent, trusted, innovative measurement is critical for media sellers and buyers to trade on audience metrics. And Nielsen’s will continue to provide the Swedish market with confidence and transparency to do so. With this new agreement we’re also taking video measurements to the next level supporting MMS and the Swedish market in building the best foundation for the total video view, measuring TV and digital video on all platforms and devices.”

“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”, says MMS CEO Magnus Anshelm.