Abstract:

China, with 1.2 billion people and 300 million television households, is fast becoming one of the largest advertising markets in the world. In early 1996 China had approximately 107 different television ratings surveys and there was little hope of any single currency being adopted by the industry. A joint venture between the SOFRES Group and the Central Viewers Survey and Consulting Centre has put in place a continuous, national and “single currency” ratings service in sixty-two cities in China. The formation of a Joint Industry Users’ Committee, in operation since the inception of the service, has ensured that the service is firmly linked to clients’ needs.