CSM to test portable people metres in China

China - CSM Media Research, a joint venture between CTR Market Research and the TNS Group, will launch a test of the Arbitron Portable People Meter system for radio measurement, leading up to the 2008 Beijing Olympics.

The test, backed by Beijing radio broadcasters, seeks to evaluate the performance of the portable people metre in China's media landscape. CSM, which already measures TV and radio, will release the findings on completion of the trial.

Paul Wang, Managing Director of CSM Media Research, said China's large and rapidly advancing media industry requires an advanced and reliable measurement systems.

"Both China's media industry and Beijing's broadcasters have shown the foresight to take full advantage of the PPM system's ability to deliver more accurate audience estimates from the PPM panel," he said.

"Data from the Beijing PPM test will drive new insights into how audiences interact with the radio medium."