Nielsen launches China radio gauge

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[Shanghai, China] Nielsen Media Research has launched China's first radio audience-measurement service in response to demand from radio stations and broadcasters for data on radio listeners. Nielsen does TV audience measurement in China. "The media industry in China is in need of a consistent measurement of the performance of radio programs and radio stations and therefore a currency for sale and purchase of radio advertising airtime," said Zhou Qiong, marketing director of Shanghai Mobile Telecom.With a population of 1.3 billion people, 340 million households and more than 1,000 radio stations, China is now the world's second-largest radio market after the U.S. On average, Chinese spend almost 14 hours a week listening to radio. The service initially covers 32 major cities in China but will reach 35 by year end.