Swedish consultancy Mediavision said that in the first six months of 2018, traditional TV ratings in Sweden have been on a continuous downward trend, even in comparison with the rather uneventful year of 2017. Total viewing for the first half decreased by 6 percent of the population aged 3 older. The decline was 15 percent among people aged 15 to 24 compared with H1 2017.
The FIFA World Cup men’s football tournament in Russia has slightly increased viewing by the total population and significantly so among younger viewers. The World Cup rights in Sweden are shared between the major commercial broadcaster TV4, owned by Bonnier Broadcasting, and public service broadcaster SVT. So far, SVT has taken the greatest relative advantage of this event, as viewing time among 15-24 year-olds has increased by 85 percent in June compared with June 2017.
Sweden’s matches are particularly popular, and the 07 July quarter final loss against England captured a 99 percent share of viewers aged 15-24. Looking at viewing by the average population, TV4 has seen a larger growth of 11 percent during June, said Mediavision.
Broadcasters not able to reap the benefits of the FIFA World Cup, namely NENT Group (formerly MTG) and Discovery, have seen their viewership dwindle during June. Mediavision said NENT suffered in 16 percent drop in viewing in June compared with the same month last year, and Discovery had a 7 percent decline. In the 15-24 age group, NENT had a 43 percent drop and Discovery a 31 percent fall.