Who Measures TV Viewership in China?

Not only does the Nielsen Media Research company measure TV viewership in the United Stated, but they are also the company who measures the "world's fasting growing market" as well. Nielsen just recently announced that they would be launching a Homescan Consumer Panel in China, which will provide reads for key cities and provinces, as well as city-tier reporting. The Homescan panel will cover over 40,000 households in an attempt to give a true indication of the average Chinese buyer. According to Nielsen, "The panel's size and design will provide marketers with a far superior capability to measure and understand the purchasing behavior of Chinese consumers."

Over the past few years, Nielsen Media Research company has invested a lot of money in researching the behavior of Chinese television viewers. Mitch Barns, President of Nielsen Greater China, said, "Our ability to integrate the Homescan data with data from Nielsen's other services in China will enable us to provide our clients with a complete and integrated view of retail sales, media activity, and consumer purchase behavior.