Where television audience measurement needs to go in China

Arjun Ghosh

Competition brings out the best in people and companies. The TV audience measurement industry in China seems to reflect this. Competition between the AGB NMR and CSM research agencies has given impetus to technological improvement, wider geographical coverage and sample size expansion (see Figure 1). The number of people meters and coverage in China has improved many fold. The ratio of the TV audience universe to people meters installed is also improving (see Figure 2).

Figure 1: Number of people meter markets sample size in top nine markets

Figure 2: The ratio of people meter per 1000 TV households in CHINA