Small is Beautiful

China and other developing markets pose many challenges to media planners and to the audience researchers keen to meet the needs of clients for actionable information that will help guide television advertising placement. This paper examines a method for establishing the rank order of TV stations, based on share of audience, in a number of Chinese cities.

Small is Beautiful

Tim FoleyOMD AsiaAndrew Whitney ACNielsen Media InternationalPhilip RichACNielsen Media International

INTRODUCTION

China is a very big place. It is also the worlds most populous nation. The structure of television means that nearly...