GfK and Sinomonitor Link for Chinese Magazine Study

Print metrics provider GfK StarchMetrix has partnered with media research specialist Sinomonitor to launch what it describes as the first study to measure consumer recall of magazine advertisements in China.

GfK StarchMetrix measures the effectiveness of print ads by asking consumers whether they recall seeing specific ads in specific issues of magazines, while Sinomonitor's syndicated database products are regarded as 'media planning currency' in China.

The firms' new syndicated print ad measurement study was conducted in seven Chinese cities, with data drawn from online panels of around 10,000 consumers by GfK StarchMetrix and Sinomonitor.

Lee Risk, Commercial Director Media, APAC at GfK, says that the partnership will provide advertisers with metrics which more accurately measure return-on-investment, to enable them to make media planning and spending decisions.

Sinomonitor Chairman Wen Zhiwu adds that the initiative represents a 'major enhancement' to the readership measurement metrics that his firm already provides to the marketplace.

Data from the GfK StarchMetrix Sinomonitor ad effectiveness study will be released on a quarterly basis.

Web sites: www.gfk.com and www.sinomonitor.com .