Globally, the media industry is embarking on one of the most significant and dynamic eras of change.

Largely driving this change is technological development but the industry is also being affected by the impact of globalisation of media ownership, the phenomenal growth of the internet, and other ambient media such as outdoor, point of sale television, bus and taxi sites.

At the same time each of the main media is increasing in complexity. Electronic media will be subject to the introduction of digital transmission and reception which, amongst other things, greatly increases the number of channels available for broadcasting and introduces the option of complementary datacasting services. All of these need to be measured appropriately so that audiences can be clearly and accurately understood by media owners, planners and buyers.

The process of creating media strategies has become more complex and dynamic with the introduction of very sophisticated software designed to optimise media selection against an unending range of criteria. There is a growing movement away from the use of simple age sex demographics for most media assumptions and an increasing appreciation of the need for a more holistic understanding of current and potential customers, including characteristics such as media usage, buyer behaviour, attitudes, lifestyle and interests.

Gaining a competitive edge

Given an advertising expenditure approaching US$30 billion annually in Asia Pacific, it is important for advertisers to consider their target customers carefully and precisely, to achieve efficiency and effectiveness in their expenditure relative to the results they aim to achieve. Likewise, broadcasters must understand their audiences to help them finetune their programming schedules and to support airtime negotiations.

Your competitive advantage

Broadcasters, publishers and other media owners turn to Nielsen for answers to their most important question: how are my target audiences tuning in? How many people watched the main news? Are children watching more TV or playing more interactive games?

Nielsen’s media executives are amongst the leading practitioners in media research in the world and can provide a complete understanding of the nature of audiences to assist advertisers and agencies achieve their objectives.

ACNielsen has a thorough understanding of your research needs, planning, organising and managing a wide range of research services for the media industry.