Nielsen starts China ad, data service

MediaSearch formed with Meihua Information in Shanghai

NEW YORK -- Announcing its second Chinese partnership in as many business days, the Nielsen Co. on Monday launched MediaSearch (www.mediasearch.cn) with Shanghai-based Meihua Information.

A kind of online Yellow Pages service, MediaSearch will compile advertising rates and data for about 5,300 Chinese magazines, newspapers and television and radio stations, then offer that data free of charge, said Bernard Hughes, Nielsen China's executive director of media research.

The listings will be sponsored by the media companies, said Hughes, adding that the service replicates Nielsen North America's longtime service SRDS (Standard Rates Data Service).

The MediaSearch Web site has been in a live trial since July but will begin to get a marketing push, Hughes said. It also will cover ad rates and data about China's Web and direct marketing opportunities, he said.

Ad spending in China is expected to reach $22 billion by 2011.

Added MeiHua Information chief architect Phil Ren: "Nielsen's global reach and leadership in media research, coupled with MeiHua's local knowledge, form the cornerstone of this alliance. We are confident that MediaSearch will become an indispensable tool for industry players, both in China and internationally."

On Oct. 10, Nielsen Online partnered with the parent of ChinaRank, a leading Chinese Web-ranking firm, to form CR-Nielsen to deliver Internet measurement, research and analysis services in China.

The Hollywood Reporter is owned by the Nielsen Co.
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