The contract was awarded by the Swedish joint-industry committee MMS (Mediamätning i Skandinavien AB) and follows a competitive tender process.

Kantar Media will build a new nationally representative panel of 2,700 reporting households in Sweden, using its measurement tools People Meter 7 and Focal Meter to deliver four-screen measurement including viewing on TV sets, tablets, PCs and smartphones.

The panel 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.

Recruitment for the panel will begin shortly with the new service set to launch in January 2027.

Kantar Media works with panel and operator data in more than 80 markets. Earlier this year, Kantar agreed a deal to sell Kantar Media to investment firm HIG Capital for around $1bn.

Magnus Anshelm, chief executive officer at MMS, said: “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.”

Patrick Béhar, Kantar Media’s global chief executive officer, 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 at Kantar Media, added: “Kantar Media has been present in Sweden for over 70 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.”