Measuring TV audiences in China: a ‘great leap forward’

This article describes how AGB Nielsen Media Research (AGB NMR) has developed TV audience measurement in China since early 2005.

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...

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