CSM managing director Paul Wang said the objective was to eliminate the limitations embedded in media audience research by conducting in-depth, multi-layer research across the nation.
The CSM national PeopleMeter panel will grow to 4,000 households by the end of the year, while on a city level, a 400 household panel for Tianjin will represent nine million viewers across the entire municipality. A panel in Fuzhou capable of delivering overnight data will also be launched later this year.
The CSM national PeopleMeter panel will grow to 4,000 households by the end of the year, while on a city level, a 400 household panel for Tianjin will represent nine million viewers across the entire municipality. A panel in Fuzhou capable of delivering overnight data will also be launched later this year.
CSM said the upgrade aimed for greater data accuracy, utilising GSM/GPRS technology to drive the delivery of overnight ratings from both urban and rural households.
On the provincial level, CSM is implementing an increase in the number of diary and PeopleMeter sampling points and panel sizes. The research house will be adding at least one new provincial panel by the end of this year to bring the total number of provinces covered to 24.
In the first six months of this year, CSM added 22 TV PeopleMeter and diary panels, bringing total network coverage to 148 panels, representing 1.2 billion TV viewers.
