The move follows a meeting in New York, where Asian media researchers were asked to outline their position in an overcrowded marketplace (Media, May 7).
Ipsos, the survey company behind ABRS, the Asian Business Readership Survey, is exploring the possibility of extending the survey after launching a longer version of its European counterpart earlier this year, with additional sections on TV viewing and websites.
It will consult survey stakeholders this summer.
"We're looking at the possibility of having a longer questionnaire," commented Simon Baty, associate director for EBRS and ABRS. "What we will do with the extra pages, we haven't decided yet."
The company is also considering extra questions on psychographics and the relationships readers have with publications.
Ipsos is also planning to launch separate media surveys in China and India. Timing hasn't been confirmed but Ipsos is hoping to have both operational by the end of next year. "It's when the market will be ready for it," Baty said.
The company already runs the JBRS in Japan.
ABRS to poll media owners, agencies on expanded study
Media owners and agencies will be asked this summer what extra questions they would like to see asked in an extended ABRS media survey.