LONDON: AGB Nielsen Media Research, a 50/50 joint venture between The Nielsen Company and WPP Group's Kantar, has won the contract to provide TV audience metrics worldwide for the Beijing Olympic Games.

The measurement process will not only cover 38 nations across five continents but also, for the first time, ten provinces within China.

The domestic extension is seen as significant , since previous viewing measurements within China have been confined to a few urban areas.

Explains AGB/NMR chairman Dr Alberto Colussi: "If you have only urban data, you have only a little vision. You don't see what's around. And that was a limitation."

He admits that the whole project is "quite a challenge for our company", albeit one "that we have faced in previous years and have resolved successfully".

For the past twelve years the firm has had a seeming armlock on Olympics TV measurement, having metered the Sydney games in 2000 and Athens event in 2004.

Data sourced from; additional content by WARC staff