TNS joint venture CSM Media Research to continue running the world’s largest continuous TV audience measurement operation
January 16th 2008 – TNS, a world leader in market information and insight, announced today that the business licence, held by its joint venture CSM Media Research and allowing the joint venture to undertake TV and radio audience measurement in China, has been renewed for a further 10 years.
CSM Media Research was established in 1996 with the joint venture today comprising TNS and its Chinese partner CTR Market Research, the leading market research company in China. With an initial licence for 10 years, the joint venture has been exceptionally successful, with city sampling panels, provincial panels and a pan-China national panel providing accurate monitoring of local, regional and national TV and radio audience levels across the country. Today, CSM Media Research is the "currency" of China’s TV, radio and advertising industry.
David Lowden, Chief Executive of TNS, said: "We warmly welcome this licence renewal and look forward to working with our local partner in China over the coming decade. This TNS joint venture will continue to run the largest TV audience measurement operation in China, and the largest continuous operation of its kind in the world. China is one of our major growth markets and our TV and radio measurement business underlines our commitment to China’s burgeoning media sector. We look forward to building on our achievements over the long term."
Paul Wang, Managing Director of CSM Media Research, said: "China’s large and rapidly advancing media industry has benefited enormously from our TV and radio audience measurement operation. Our pioneering efforts have assisted the growth of TV and radio advertising expenditure. Comprehensive audience measurement data has provided excellent support to a variety of brands, products and services seeking to build their share in China’s consumer market."
Mike Gorton, TNS Global Sector Head for TNS Media Research, which provides measurement of internet, TV and radio audiences internationally, said: "TNS and CSM Media Research have world-class expertise in TV and radio audience measurement and the renewal of this joint venture is good news for everybody involved in China’s TV, radio and advertising industries, especially in the run-up to the unprecedented media coverage that’s expected for the Beijing 2008 Olympic Games."
CSM Media Research commenced with 51 urban sampling points when the joint venture was founded in 1997. Today there are 231 panels – one covering China at the national level, with the others covering 27 provinces, the 4 municipal cities of Beijing, Chongqing, Shanghai and Tianjin, 198 other cities, and the Hong Kong SAR. These panels are equipped with the latest set-top TNS PeopleMeters™ – a proven audience measurement tool – in 47 cities with plans to extend the number of cities covered to 58 in 2008. At the end of 2007, CSM Media Research had installed 18,000 PeopleMeters in individual households across China. In addition, there are over 2,000 users of InfoSysTV, TNS’s proprietary media analysis and planning software and the most widely-used system of its kind worldwide.
For radio audience measurement, CSM Media Research is also running comprehensive field tests in Beijing of the Arbitron Portable People MeterTM (PPM) system, a move that puts CSM at the forefront of another advanced media measurement technology in the run-up to the 2008 Beijing Olympics.