GfK to integrate Mediamätning i Skandinavien multi-source data streams for traditional and online TV consumption into a single total video currency

Nuremberg, 13-5-2015 — /EuropaWire/ — 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.”

About MMS

MMS measures the moving image in Sweden. Since 1993, MMS has implemented statistically reliable measurements of Sweden’s television viewing. In 2011, MMS expanded this to include WebTV measurements, in cooperation with participating Web TV market players. MMS also monitors market trends, develops new methods for measuring the moving image, and publishes reports and surveys. Their clients are primarily TV channels, media agencies and advertisers.

About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices. For more information, please visit or follow GfK on Twitter:

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GfK SE, Global Communications
Jan Saeger
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