MMS väljer GfK för att leverera en totalmätning av rörlig bild i Sverige

MMS har valt undersökningsföretaget GfK som leverantör för mätningar av rörlig bild i Sverige. Mätningarna ska för första gången inkludera all rörlig bild på nätet från smartphones, plattor, laptops, datorer samt traditionell linjär mätningen.

MMS ska för första gången slå ihop alla dataströmmar till en gemensam valuta för hela branschen. Efter att GfK samlat in datan kommer MMS att bearbeta den och sedan rapportera alla värden.

Magnus Anshelm, VD på MMS

Magnus Anshelm som är VD för MMS säger “vi har redan idag framgångsrikt hanterat dataströmmar, fast från flera olika källor och företag. Att föra samman detta till en gemensam ström är ett steg framåt samt att låta ett företag genomföra hela mätningen blir mer kostnadseffektivt.”

Här nedan finner du hela pressmeddelandet från GfK:


MMS (Mediamätning i Skandinavien) has signed up GfK to integrate their multi-source data streams for traditional and online TV consumption into a single ‘total video currency’.

MMS, which represents all leading broadcasters and advertising agencies in Sweden, has appointed GfK to integrate MMS’ different audience measurement datasets into a single Total Video Currency. This will produce Sweden’s first universal currency covering the full scope of their advanced market that includes traditional linear and time-shift television audiences as well as those viewing video content on smartphones, tablets, laptops and PCs.

GfK will provide MMS with methodological consultancy and data science expertise to produce the core metric functions for delivering daily Total Video Currency. The main tasks in the approach are harmonizing data across the streams and applying eligible algorithms for data integration. Once the existing data are successfully fused to produce the single currency, MMS will take over the continuous production and reporting.

Magnus Anshelm, CEO of MMS, comments, “Our challenge was this: We already have successful data streams covering all the necessary audience measurement areas, but coming from a number of different sources and companies. Bringing these together into a single data set is the obvious improvement – but assigning a single supplier to start producing all the various measurement systems from new would not be cost effective. Instead, we have commissioned GfK to create processes that will accurately fuse our existing data streams as they come in, producing our ultimate aim of a Total Video Currency.“

Stefan Raum, Global Head of Audience Measurement and Insights at GfK, adds, “Markets need solid, yet comprehensive currencies. We are proud that MMS has selected GfK as their consultant in producing their new Total Video Currency for Sweden’s TV market. Such integrated analytics of data from all relevant sources are key to the dynamic development of video markets around the world.”