China, already the world's fastest growing advertising market,
is on the verge of surpassing Japan as the second largest
advertising market, Nielsen Media Research (NMR) chairman and chief
executive officer Robert L. McCann has predicted.
"China will surely eclipse Japan," McCann said in an interview
with Xinhua. "It is a question of when, not if."
NMR research of advertising spending in 2005 showed China ranked
third with US$37 billion, while Japan was second with US$38.4
billion after the United States. China ranked fifth in 2004.
"For many companies, China represents one of the world's most
important opportunities because of the growing population,
continuing evolution of its market, and more people having more
money to spend," McCann said.
The 60-year-old chairman has a long-lasting ambition to expand
the Chinese market. In 1993, Nielsen first introduced its
television ratings technology to the country.
In 2003, Nielsen claimed to have expanded to more than 100
Chinese cities, offering what it called "independent transparent"
rating services.
"We expect by the end of 2007 that we will have completed the
installation of equipment that will enable us to measure
approximately 77 percent of the Chinese population," McCann said.
"Only the most far western provinces will not be measured by the
end of 2007."
He forecast a surge in business in the run-up to the 2008
Olympic Games. "There is a belief that there will be a significant
increase in 2007 and 2008 leading into the games in terms of
advertising expenditure."
Nielsen was considering methods to help the Chinese government
measure ratings internationally.
But he also expressed concern over the transparency and
independence of CTR, a competitor that is part-owned by China
Central Television (CCTV).
"Competition is fine," he said. "Clients want us. We focus on
our clients."
(Xinhua News Agency December 11, 2006)