Earlier this year the two agencies became subscribers of CTR's single-source marketing and media study, the 60-city China National Resident Survey (CNRS).
Target Group Ratings is a service which fuses consumer behavioural targeting information from CNRS into the TV audience measurement data produced by CSM, offering more comprehensive insights into consumer's lives by analysing TV audiences beyond simple demographics, thanks to the integration of product usage, brand consumption and other variables into the CSM dataset.
"We believe that data integration techniques have a big part to play in the future of media research in China, giving clients a new way to maximise the impact of their marketing campaigns in this competitive TV marketplace in China," said Madam Chen Ruoyu, president of CTR Market Research.
"As a leading-edge practitioner in media, Omnicom Media Group continues to invest in innovative tools, new currencies and services that allow us to support our clients in the development of their business in China and maximising return on investment," said Elaine IP, CEO, Omnicom Media Group China.
"We will be piloting TGRs, and by bringing consumer behaviour data to bear on TV planning, thereby enhancing the capability of OMD China and PHD China to identify the optimum TV choices for our clients."
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