Abstract:

This review looks at the media research services currently available in fourteen key Asia Pacific markets, namely: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, The Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. Regional studies such as the Asian Businessmen Readership Survey or Asian Profiles are excluded from this overview. Collectively, these markets accounted for some US$69.8 billion worth of advertising expenditure in 1995 according to Zenithmedia estimates. US$27.7 billion of this was spent on television advertising, US$28.1 billion on print and US$3.8 billion on radio. The media research market in Asia/Pacific was worth an estimated US$35-40 million in 1996. Media research services of varying comprehensiveness and technical standards exist in each of the markets indicated above. This paper seeks to review what exists against a number of benchmarks representing what, in the author's opinion, would represent the ideal service in each market.