NEWS31 October 2011

Kantar to use Arbitron PPMs to measure Swedish radio audiences

Europe New business

SWEDEN— Kantar Media has won a six-year deal to measure radio audiences in Sweden, and will use Portable People Meters (PPMs) licensed from Arbitron to carry out the work.

TNS Gallup, which is part of the Kantar Media network, will manage the project which was awarded by Sweden’s two main commercial radio broadcasters – MTG and SBS. The firm will collect information from a panel of 1,000 people, with data analysed using Kantar’s InfoSys+ tool.

Bengt Olsson (pictured), deputy managing director at TNS Gallup Sweden, said: “We’re very pleased to be working with the Swedish radio industry to provide more accurate audience measurement. As more consumers listen to radio using different devices and time-shifted patterns of consumption, the need for the industry to keep up with sophisticated measurement is vital.”

The first wave of reports will be released in August 2012.