It will expand the service from its existing 11 mainland markets to more than 100 by 2005. The move should help NMR close the gap with the Taylor Nelson Sofres and Central Viewer Survey and Consulting Centre joint-venture, which currently covers more than 100 markets. NMR expects to have coverage of another 50 markets by year-end. Its ultimate aim is to monitor about 75 per cent of China's total TV viewership within two years.
NMR Asia-Pacific managing director, Forrest Didier, said: "820 million viewers will be represented in the new service, compared with just 40 million now."
While key markets will be monitored by peoplemeters, diary panels will be used in most secondary and tertiary markets. He cited China's nascent market as a reason. "Compared with many markets elsewhere in the region, China is only just opening up and the media is still tightly controlled. But that will change over time, particularly with its membership in the WTO and its hosting of the 2008 Olympics."