CSM and GroupM roll out Single Source TV and Internet Measurement

GroupM China and television ratings company CSM Media Research today announced the rollout of a single source TV and Internet measurement study, which will provide user insights and data across these two media.

It is the first time Internet usage will be measured and compared against the industry standard currency TV rating data from CSM. The insights will provide a more comprehensive view of how Chinese audiences are using media, delivering extremely valuable insight to the media planning process.

The scope of the study covers four key markets, Beijing, Shanghai, Guangzhou and Wuhan, providing China's first ever multi-market in-depth insights into TV and Internet media usage behavior.

The study makes use of a single-source research approach, taking advantage of Kantar Media's TV and Internet measurement technologies for internet data collection. The 5000 series PeopleMeter is utilized for capturing TV viewing data, while Compete, the internet behavior measurement specialist company of Kantar, provides the Internet data collection technology.

GroupM is driving the process forward with both TV and digital specialists, from across its organization, working hand in hand with CSM to identify new and critically important insights for their clients from the new single source database.  This collaboration is essential to ensure the methodology, research and applications are developed to the maximum potential.

"In this age of rapid digital transformation, it is critical to understand what media are used and how consumers use media across different platforms.  The findings we are going to get out of this study will help us plan more accurately for clients looking to leverage different kinds of media across different markets. As the number one media communications group in China, we work with proven partners to provide cutting edge insights to help our clients target their consumers more efficiently," said Bessie Lee, CEO, GroupM China.

Paul Wang, CSM's Managing Director also noted, "We strive to stay on the cutting edge of audience measurement developments and keep pace with today's rapidly evolving media environment. This project helps us do exactly what we are hoping to do and deliver ever more advanced research methods to our clients, so they are best positioned to take advantage of market opportunities. To involve clients, such as GroupM, in the earliest stages of our work ensures that resulting industry products and services are precisely created for strong impact.

The topline findings of this groundbreaking study will be ready by the end of 2010.