It is Kantar Sifo who examines newspaper editions and as a basis for their statistics they use several parameters.
Printed edition, distribution, order and payment.
They also do random checks that are more detailed, including checking invoices.
- During our random checks, the approach that Tempus used has unfortunately not been discovered.
It was not until our in-depth review this year that it was discovered, says Lars Björkman at Kantar Sifo.
In the case of Tempus, MPRT believes that the newspaper used "an ingenious construction" to get the numbers up. Is this a method you have seen used by others?
- Not exactly this approach, but similar has been used historically by others, says Lars Björkman.
Kantar Sifo says that it was on their own initiative that they decided to examine the newspaper Tempus in depth, even though they had heard of speculation in the media.
The MPTR was then informed that the review would be carried out.
- We naturally think it is sad that this has happened.
And we will, in consultation with MPRT, see if there is reason to review our review routines, says Lars Björkman, press manager at Kantar Sifo.