Nielsen, a global leader in audience measurement, data and analytics, and Sweden’s Joint Industry Committee MMS – Mediamätning I Skandinavien AB, have announced the expansion of cross-media measurement service, also known as total measurement.

The first metric to be introduced to the market is total reach for Content. This is based on Nielsen’s comprehensive measurement service, which includes both Nielsen’s single-source panel and census-based measurement.

MMS will be able to report the daily view of how people, regardless of platform, consume Content across both linear TV and online video through this component. This will enhance the services offered by MMS to the Swedish market.

“MMS has for many years reported the daily viewing of linear TV and online video, which made us unique in the world,” said Magnus Anshelm, CEO of MMS. Now, thanks to our partnership with Nielsen, we have a daily measurement that reports total viewing across all screens. This is yet another step toward a total currency for all viewing of content and advertisements across the Swedish media market.”