Measuring TV audiences in China: a 'great leap forward'
Alberto Colussi
Almost 50 years ago Mao Tsetung launched an initiative to accelerate technical and economic development across China.
With China going through a seismic period of economic growth and massive changes to the social infrastructure, it is time that TV audience measurement, too, took a 'great leap forward'.
Following the merger that created the global TV audience measurement provider that is AGB Nielsen Media Research, I undertook the task of measuring TV audiences in China at the beginning of 2005.
Following my initial analysis, two things struck me: there were...