"Client response to this ambitious expansion plan has been impressive," said Steven Yung, president of ACNielsen Media International in Hong Kong. "Key international and terrestrial broadcasters, advertising agencies and media specialists have signed for the service to give them a deeper understanding of the world'sfastest growing consumer market."
Optimum Media Direction and MindShare are the first agencies to commit to the full 10-city Peoplemeter service, due to be completedby the end of the year. Once completed, the service will cover thecountry's 10 largest advertising markets, representing nearly two-thirds of the total TV ad spending in China. ACNielsen already has Peoplemeter panels operating in Beijing, Chengdu, Guangzhou and Shanghai, with additional panels under way in Fuzhou, Hangzhou, Nanjing, Shenyang and Tianjin.
Other key clients include terrestrial and satellite networks in Beijing, Guangdong and Shanghai; multinational programmers such as Rupert Murdoch's Star TV, Discovery Channel, MTV Networks Asia,STV and Sony Pictures. Among ad agencies McCann-Erickson Worldwide, Ammirati Puris Lintas and Japanese giant Hakuhodo have signed up.
Copyright July 1999, Crain Communications Inc.