Abstract:

This paper examines examples, primarily from the Asian Business Readership Survey or ABRS, which illustrate how international media research not only tells us about the latest audience figures for the media measured, but, when viewed long term, also measures and illustrates the growth of a developing region. As well as giving some examples of how media research has measured growth in the region this paper illustrates the opportunities this can offer planners. To this end, more information about ABRS is given, concentrating particularly on the way in which the survey’s universe is estimated reliably. Examples of the marketing data available on ABRS are also provided.