Shanghai – Shanghai Media Group (SMG) and The Nielsen Company (Nielsen) are collaborating to measure usage of outdoor media and the internet, as well as the development of new media technology in China. The partners aim to bring international expertise and media technologies to the Chinese media and entertainment markets. A Memorandum of Understanding was signed at the SMG office on March 28 by Li Ruigang, President of SMG, and David Calhoun, Chief Executive Officer of Nielsen.
Nielsen will study consumer behaviour across all media and entertainment options, set value of commercial time and space, conduct media campaigns and develop media promotion methods. SMG will leverage its media and content development experience to contribute to the development and application of new media technologies in China.