One of China's leading marketers has welcomed the introduction of the market's first radio audience measurement system.

Zhou Oiong, marketing director of Shanghai Mobile Telecom said the service provided a much needed consistent currency for the sale of radio airtime to advertisers.

America's Nielsen Media Research, which already measures TV audiences, says the service will be operational in 35 cities by year end.

According to the pollster China is the world's second largest radio market after the US. The Chinese, who are served by more than 1000 radio stations spend nearly 14 hours a week listening to radio.

Data sourced from:; additional content by WARC staff