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Nielsen Claims Chinese Outdoor First
In partnership with Digital Media Group (DMG), Nielsen has conducted what it describes as the 'first ever' China subway TV rating survey, using an evaluation method that the pair say has never been applied to digital outdoor media until now.
In June, Nielsen managed the two-week survey in Shanghai across four subway lines used by more than 3 million passengers, where DMG operates multimedia displays providing updated train information and infotainment.
Analysis found that to reach a specified audience of 2 million in the city, an advertiser may have to spend more than three times as much if they opt for traditional TV advertising over this emerging media.
Philip Wong, Chief Media Officer of DMG believes that this kind of comparison could not have been made without this new research, which he says enables advertisers to estimate more precisely the size of the target audience of a certain demographic and forecast their return on investment more accurately.
'This survey can help our clients evaluate accurately the performance of digital advertising in the subway environment. Its systematic approach helps advertisers to plan subway TV advertising more scientifically,' added Rita Chan, Executive Director of Nielsen.
In preparation for the Olympics, DMG has shot a series of TV commercials for the Beijing subway to help visitors get around the city during the Games. DMG and Nielsen say they intend to conduct rating research on a regular and long term basis.
Web sites: www.nielsen.com and www.dmgtv.com .
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