About Nielsen TAM Sweden

Nielsen TV Audience Measurement (TAM), a part of The Nielsen Company, conducts independent TV audience measurements on TV-sets, computers, smartphones or tablets. Nielsen is a world-leading provider of television and internet audience measurement. 

In Sweden, Nielsen TV Audience Measurement has delivered the official viewing data since 1993. We have an audience measurement panel of 1350 households that represent the Swedish population. The members report their TV viewing with an electronic meter, called People meter. We are responsible for gathering the data and all the contact with the panelists. Our customer, MMS (Mediamätning i Skandinavien AB), deliver the viewing data to the media industry in Sweden. 

The Nielsen Company is a global information and media company with a leading position in market research. Operating in areas such as retail and media measurements. The company, is listed on the New York Stock Exchange (NLSN), and is active in more than 100 countries with a main office in New York, USA. In Sweden, Nielsen has been active since 1957 and has approximately 90 employees.

 

The Panel

We regularly conduct a large survey to collect demographics and viewing habits of the population. The households participating in this survey form the basis for selection of recruiting new households to the panel. If we find your household interesting for our measuring, we will offer you an option to become a member in our panel.

The panel is a statistically representative selection of households that represents the viewing of the Swedish population. We are interested in all types of households and TV viewers in order to make a demographically correct measurement of the population. A person watching TV not frequently is just as important as someone watching a lot of TV.

The information we collect about your household is only used to create a representative panel, the contact information collected is used to contact any panelist if needed. No analysis is based on specific individuals. The analysis is purely on a demographic level, such as gender or age.


The Purpose of Measuring

We are assigned to, independently, measure the TV viewing in Sweden. This information is then delivered to MMS, a joint industry committee, owned by the major TV houses, advertisers and media agencies. The viewing data is analyzed by MMS and this information is later used by the companies involved in media to fully understand the Swedish population viewing habits.

The image illustrates the process of measuring the TV viewing, step by step.

Step 1: Establishment Survey
We regularly conduct a large survey to collect demographics and viewing habits of the population. The households participating in this survey form the selection for recruitment of new households to the panel.

Step 2: The Panel
A statistically representative selection of households that represents the viewing of the Swedish population.

Step 3: The TV-meter
The meter is installed to every TV-set in the household. This equipment measures the time when the TV is on, the channels watched and  who is watching.

Step 4: Collecting Data
Every night the measured data is sent to Nielsen via the cellular network.

Step 5 & 6: Validating the Collected Data With Reference Library
 The collected data is validated in back office in order to determine what the household has been watching.

Step 7: Production
The viewing data is analyzed in Nielsen’s software. Approved data is then ensured, using a statistical process, to be representative of the entire population

Step 8: Viewing
The viewing is delivered each morning to MMS. They make analyses in relation to audience shares, viewing, reach and demography per channel.