TNS SIFO
TNS SIFO is a Swedish market research and media measurement firm, operating under the Fifty5Blue group since its 1954 founding. It provides audience measurement, media analytics, and audit services — anchored by the Sifo ORVESTO benchmark dataset and proprietary Sifopanelen — to Swedish media buyers, advertisers, publishers, and PR firms.
- Company typePrivate
- Founded1954
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2B
- OfferingServices
What TNS SIFO does
TNS SIFO is a Swedish market research and media measurement company founded in 1954 and headquartered in Stockholm. Operating under the Fifty5Blue group (parent company headquartered in London), the company provides audience measurement, media analytics, and media audit services to media buyers, advertisers, publishers, broadcasters, and PR/communications firms operating in Sweden. The firm is the de facto industry-standard source of cross-media reach and audience data in the Swedish market, with its Sifo ORVESTO product serving as the benchmark dataset for media planning and buying decisions.
The company's core offerings span subscription-based audience measurement (Sifo ORVESTO, Sifopanelen consumer panel, SifopanelenExpress rapid surveys) and project-based audit and verification services (Media Audit, Gold Standard, Influencer Marketing Audit, Email Audit, Traffic Audit, Print Audit, Campaign Audit). Recent product introductions — Poddindex for podcasts and dedicated audits for influencer and email channels — indicate expansion of the measurement franchise from traditional broadcast and print into digital and emerging media. Measurement is delivered through the proprietary Sifopanelen consumer panel, supplemented by survey-based and census-style data collection methods. Technical architecture is rooted in established panel-research methodology rather than disclosed AI/ML systems.
The business model combines recurring subscription revenue from panel data and ongoing measurement contracts with project-based professional services revenue from audits and campaign measurement engagements. Customer segments are split between primary buyers (media agencies and advertisers using measurement data for planning/buying decisions, and media sellers/publishers using it for sales positioning) and secondary users (PR and communications firms). Operations are concentrated in a single geography (Sweden), with international leverage theoretically available via the Fifty5Blue parent group's broader network.
TNS SIFO firmographics
Firmographics- Name
- TNS SIFO
- Legal name
- Fifty5Blue
- Website
- https://tns-sifo.se
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TNS SIFO is a Swedish market research and media measurement firm, operating under the Fifty5Blue group since its 1954 founding. It provides audience measurement, media analytics, and audit services — anchored by the Sifo ORVESTO benchmark dataset and proprietary Sifopanelen — to Swedish media buyers, advertisers, publishers, and PR firms.
- Ownership category
- akta.pro rank
TNS SIFO industry classification
Industry- Product category
- Media Measurement Services
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- akta.pro primary industry
- Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM)
- akta.pro secondary industries
- Media Planning Currency, Verification & Accreditation Services (MRC/Industry Audits) (MPABAOAK), Media & Audience Measurement Analytics (BPAHALAO)
Keywords
Where TNS SIFO is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
TNS SIFO business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Media Measurement Services: Revenue generated from providing media consumption measurement, audience analytics, and media intelligence services to Swedish advertisers and media buyers.
- Media Audit Services: Fees for advertising verification, print circulation audits, traffic audits, and campaign quality assessments for media buyers and sellers.
- Research Panel Services: Panel-based surveying services including SifopanelenExpress and targeted audience analysis for market research purposes.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
TNS SIFO product offering
Product offeringCore offering
TNS SIFO provides media measurement, audience research, and independent advertising audit services to Swedish media buyers, advertisers, agencies, and publishers. The firm operates a proprietary research panel (Sifopanelen) and delivers detailed statistics on Swedish media consumption across all channels, including reach, radio, advertising spend, podcast, and target-group analysis. Its audit portfolio verifies campaign quality, print circulation, email, traffic, and influencer marketing for transactions between media buyers and sellers.
Product overview
SIFO, operating as part of Fifty5Blue, offers a comprehensive suite of media measurement and market research services for the Swedish market. The portfolio includes both audience measurement solutions (Sifo ORVESTO, Radio Surveys, Reach Measurements) and audit services (Media Audit, Gold Standard, Influencer Marketing Audit, Email Audit, Traffic Audit, Print Audit, Campaign Audit). Additional offerings include specialized indices like Poddindex for podcast measurement, SifopanelenExpress for rapid surveys, and Target Group Analysis. Together, these services provide end-to-end coverage of media consumption tracking, advertising verification, and audience insights, with over 20 years of experience in analyzing and measuring advertising and PR effectiveness.
Differentiator
Problem solved
Functional benefit
Brands
- SIFO ORVESTO: Audience measurement and insight platform providing data-driven insights and workshops
- Sifopanelen
- Mediafacts
- Gold Standard
- SifopanelenExpress
Products and services
- Sifo ORVESTO Comprehensive media consumption measurement service providing insights into Swedish media habits across all media types at a detailed level, including data-driven insights workshops for clients.
- Sifopanelen Proprietary research panel of Swedish respondents used for conducting surveys and market research, providing scale and reliability for cross-channel measurement.
- SifopanelenExpress Express version of the SIFO panel for rapid surveys and quick audience insights in the Swedish market.
- Media Audit Comprehensive audit service that builds trust between buyers and sellers of advertising and PR space in Sweden's fragmented media market.
- Gold Standard Premium audit standard for media measurement ensuring highest-quality verification of advertising delivery and audience metrics.
- Poddindex Podcast measurement index tracking Swedish podcast consumption and audience metrics.
- Mediafacts Media measurement service providing factual data on Swedish media consumption patterns.
- Influencer Marketing Audit Audit service for measuring and verifying influencer marketing campaigns and their effectiveness in Sweden.
- Email Audit Audit service for measuring email marketing campaign performance and audience reach.
- Traffic Audit Service for measuring and verifying website traffic and digital audience metrics.
- Upplagerevision Printmedier (Print Audit) Print media circulation audit service for verifying printed publication distribution figures.
- Kvaliteten en Annonskampanj (Campaign Audit) Campaign quality audit service evaluating advertising campaign effectiveness and quality.
- Reklammätningar (Advertising Measurements) Advertising measurement services providing detailed statistics on the Swedish advertising landscape and spending.
- Räckviddsmätningar (Reach Measurements) Audience reach measurement services across various media channels in Sweden.
- Radioundersökningar (Radio Surveys) Radio audience survey services measuring Swedish radio listening habits and demographics.
- Målgruppsanalys (Target Group Analysis) Target group analysis service providing audience segmentation and demographic insights for the Swedish market.
Companies that use TNS SIFO
Customer profileSegments3 records
Ideal customer profiles3 records
TNS SIFO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TNS SIFO partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
TNS SIFO competitors and assessment
Company assessmentDirect peers
- Nielsen: Global audience measurement incumbent with media ratings, ad intelligence, and panel-based research. Nielsen competes directly with TNS SIFO in Swedish TV/radio audience measurement and broader campaign analytics.
- AudienceProject: Nordic-headquartered cross-media audience measurement platform. Direct competitor to TNS SIFO in the Nordic market for audience insights and campaign reach measurement across digital and traditional media.
- Ipsos: Global market research firm with significant Nordic presence. Overlaps with TNS SIFO in syndicated audience research, brand and ad tracking, and panel-based consumer insights.
- Comscore: Digital audience measurement and cross-platform analytics provider. Direct competitor in digital audience measurement, traffic verification, and campaign audience reach — overlapping with TNS SIFO's Traffic Audit and Räckviddsmätningar services.
- YouGov: Panel-based market research and audience profiling firm. Comparable to TNS SIFO in opt-in panel methodology, audience targeting, and syndicated Swedish consumer research.
- Kantar: Global leader in audience measurement and media intelligence. Kantar Media is one of the most direct competitors to TNS SIFO in Swedish market measurement and ad verification, and is materially comparable in product offering (panels, currency data, campaign effectiveness).
- GfK: Global market research and consumer intelligence firm. Comparable to TNS SIFO in panel-based consumer insights, target group analysis (Målgruppsanalys), and ad effectiveness measurement.
- Mediamätning i Skandinavien (MMS): Nordic joint industry committee for TV and online video measurement currencies. Functions as a competing industry-standard measurement body to TNS SIFO's Sifo ORVESTO for cross-platform TV and digital reach in the Nordics.
Emerging players
- Cint: Swedish-founded panel and research technology infrastructure provider. Adjacent peer — supplies panel-based sampling technology to market researchers, with comparable origins in Swedish consumer panel methodology relevant to TNS SIFO's Sifopanelen.
Broad incumbents
- Similarweb: Digital audience intelligence and web measurement platform. Overlaps with TNS SIFO's Traffic Audit and digital reach services but operates as a broader digital intelligence suite rather than a Swedish-market currency.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TNS SIFO social profiles
Digital presenceTNS SIFO financial estimates
Financial estimateRevenue estimate
Valuation estimate
TNS SIFO leadership team
Management profileNumber of profiles
TNS SIFO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TNS SIFO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TNS SIFO
What does TNS SIFO do?
TNS SIFO provides media measurement, audience research, and independent advertising audit services to Swedish media buyers, advertisers, agencies, and publishers. The firm operates a proprietary research panel (Sifopanelen) and delivers detailed statistics on Swedish media consumption across all channels, including reach, radio, advertising spend, podcast, and target-group analysis. Its audit portfolio verifies campaign quality, print circulation, email, traffic, and influencer marketing for transactions between media buyers and sellers.
Is TNS SIFO a public or private company?
TNS SIFO is a private company. It is classified as corporate owned and is currently operating.
When was TNS SIFO founded?
TNS SIFO was founded in 1954. It employs 101 to 250 people.
Where is TNS SIFO based?
TNS SIFO is headquartered in Stockholm, Sweden, in the Europe region.
How does TNS SIFO make money?
Three revenue lines are on record. Media Measurement Services are the primary driver. The others are media Audit Services and research Panel Services.
Who are TNS SIFO's main competitors?
Direct peers on record are Nielsen, AudienceProject, Ipsos, Comscore, YouGov, Kantar, GfK and Mediamätning i Skandinavien (MMS). Cint is listed as an emerging player. Similarweb is listed as a broad incumbent.
Does TNS SIFO have an API?
No public API is recorded for TNS SIFO.
What industry is TNS SIFO in?
TNS SIFO's product category is Media Measurement Services. Its primary akta.pro industry code is MPAAALAM, Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights), with a secondary code of MPABAOAK, Media Planning Currency, Verification & Accreditation Services (MRC/Industry Audits). Its NAICS code is 5418.