31/3/2008
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China
AGB Nielsen Media Research China has finished the panel extension in Hunan Province as at the end of March 2008 and has begun to release the data of Changsha, the capital of the province.
Located in the mid-southern part of China, Hunan has a total area of 211,800 square kilometres. According to the data released by the provincial Bureau of Statistics, the permanent population was 68.06 million in Hunan at the end of 2007, among which the rural population accounts for 59.6%.
The 2007 Hunan TV Establishment Survey (ES) conducted by AGB Nielsen Media Research showed that 99.54% of the Hunan households own at least one TV set, among which 5.62% have DTV set-top boxes installed; on the basis of the ES, AGB Nielsen Media Research has recruited 1,148 samples in the 14 Prefecture-Level Cities (PLCs) of Hunan, and installed over 1,000 UNITAM peoplemeters. Besides providing the data of the whole Province, the company will also provide an independent report of Changsha in the future.
Since launching TAM services in China in 2005, AGB Nielsen has covered 12 provinces and municipalities, as well as 23 cities with independent reports. Now the company has established a panel of over 13,000 sample Households, representing a TV population of 558 million which in turn represents well over 70% of the country’s GDP.
In the forthcoming two years, AGB Nielsen Media Research will provide TAM data of 900 million people across the country and have a sample of over 18,000 HHs installed in 16 provinces and municipalities. Once the market expansion is completed, the 16 provinces and municipalities AGB Nielsen Media Research covers will account for two thirds of China’s total population and represent over 80% of the country’s GDP.
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