Hans Tjernström works as Press Manager at Svensk Handel, the Swedish Trade Federation. In his role overseeing the organization’s media monitoring and analysis, he keeps one foot in today’s media landscape and another firmly in the future.

Svensk Handel works to influence policy on issues affecting the retail industry, with the goal of creating strong conditions for businesses in the sector. Since 2016, they have been both customers and active users of All Ears.

“For us, it’s both natural and important to stay at the forefront of technological development when it comes to media monitoring. Using AI to uncover insights is important today, but it will become even more critical for our organization in the future,” says Hans Tjernström.

Predicting greater influence through podcasts

Today, Svensk Handel primarily influences opinion leaders and decision-makers through traditional media. But as the media landscape evolves, influencer-driven media such as podcasts and YouTube are becoming increasingly important channels for advocacy and public debate.

More than 2.3 million Swedes listen to podcasts every month, and nearly everyone between 15 and 25 watches YouTube daily. Hans is convinced that these audiences will continue to grow.

“In my role, it’s important to ensure we reach today’s decision-makers. But it’s even more important to think about how we reach tomorrow’s decision-makers. I’m convinced that podcasts in particular will become an increasingly important channel for us.”

Strategic value in monitoring podcasts and YouTube

In their daily work, Svensk Handel uses All Ears alongside their text-based monitoring platform from Meltwater.

They use All Ears both to track mentions of their organization across TV, radio, YouTube, and podcasts, and to monitor discussions related to the issues they advocate for.

“It’s exciting to work with a tool that has strong strategic potential. For example, we can identify which influencers are discussing our issues in their own channels, which is extremely valuable.”

Saving time by playing clips directly in the platform

One of the features Hans appreciates most is how easy it is to listen directly to the exact moment a mention occurs.

“A podcast or a news broadcast can easily be 40 minutes long. Now I don’t have to sit and fast-forward back and forth to find the relevant part. It saves a lot of time.”

About All Ears

The media landscape is changing rapidly. Today, a growing share of media consumption happens in spoken channels, and the trend continues to accelerate.

In Sweden, people now spend four times more time listening to radio and podcasts than reading news online, and many YouTube creators attract larger audiences than traditional evening TV news programs.

All Ears was founded to help organizations monitor, understand, and measure the new landscape of spoken media.

We are the first media monitoring platform with complete coverage of spoken media. Today we analyze TV, radio, podcasts, YouTube, and social platforms across multiple markets, covering relevant media in the United States, United Kingdom, Sweden, Norway, Finland, and Denmark.

Our customers use All Ears to track mentions, manage crises, and analyze their overall media presence.