MTG’s ESL and DreamHack enter into Comprehensive Esport Measurement Agreement with Nielsen

MTG’s ESL and DreamHack enter into Comprehensive Esport Measurement Agreement with Nielsen

September 26, 2019
17.00 CEST
Thursday, September 26th 05.00pm CEST, 2019 — Modern Times Group MTG AB (MTG) today announces the entering into a comprehensive esports measurement agreement for esports portfolio companies ESL Gaming GmbH and DreamHack with Nielsen, the media industry’s single source of truth for esports sponsorship valuation and media measurement. The agreement will further advance research standards in esports and provide greater confidence to brands and properties that are considering making investments in the esports industry. 

The new agreement will intensify collaboration significantly across four areas:

  • Brand Impact: Holistic assessment of ESL and DreamHack brand partnerships, identifying and tracking brand partnership assets and impacts on audiences
  • Media & Sponsor Valuation: Measurement and tracking of media value for brand and media partners
  • Consumer Analytics: Esports audience research programs delivering quantitative consumer insights and analytics
  • Utilizing standardized metrics for esports viewership measurement and benchmarking

The agreement also enables ESL and DreamHack to regularly report monetary valuations to brand partners and advertisers based on Nielsen’s industry leading Quality Index (QI) Media methodology, allowing for credible benchmarking against other esports as well as traditional sports. Continuing their work as members of the Nielsen Esports Advisory Board, ESL and DreamHack will also support the establishment of standard audience metrics for all digital and linear esports broadcasts.

 “Standardized reliable data measured by an independent company like Nielsen is something that has been widely requested from brand partners, advertisers and broadcasters as we have worked to increase monetization of media and sponsorship rights in esports,'' said Jørgen Madsen Lindemann, President and CEO of MTG.

“This exciting new agreement represents an important step to lowering the threshold for media buyers and sponsors to fully commit their investments to esports, for instance via the introduction of KPI’s like Average Minute Audience (AMA), something that traditional sports have provided for years”, said President and CEO of MTG Jørgen Madsen Lindemann.

 “Sponsors and advertisers can understand and confidently transact upon the global brand exposure metrics we are providing to ESL and DreamHack,” said Nicole Pike, Managing Director, Nielsen Esports. ”We are pleased that MTG, ESL and DreamHack have placed their trust in Nielsen and is helping us lead efforts in supporting industry-wide standards for reporting viewership and media value.”

As part of the agreement, Nielsen will provide in-depth measurement around the recently announced ESL Pro Tour; a circuit that connects more than 20 Counter-Strike: Global Offensive tournaments and leagues from ESL and DreamHack.


For more information: MTG: Lars Torstensson, EVP Communications & Investor Relations Direct: +46 (0)702-734 879, lars.torstensson (at) Oliver Carrà, PR Director: Direct: +46 708 666 433, oliver.carra (at)

Nielsen: Gina Katzmark

About MTG AB MTG (Modern Times Group MTG AB (publ.)) ( is a strategic and operational investment holding company in esports and gaming entertainment. Born in Sweden, the shares are listed on Nasdaq Stockholm (‘MTGA’ and ‘MTGB’).

About Nielsen Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

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