Pilot Project - China 3-Screen Measurement

As digital technologies advance, consumers are increasingly exposed to information and entertainment content across media platforms. Television, Computer and Mobile Phone screens have become the indispensable ‘3-Screens’ of a modern consumer.

Building on the successful launch of the TV/Internet Convergence Research Panel and positive feedback on the ‘Anytime Anywhere Media Measurement (A2/M2) Three Screen Reports’ in the United States, The Nielsen Company is launching an innovative, single-source research panel in China.

This research is designed to provide insights into Television, Internet and Mobile consumption of 300 Chinese homes, approximately 800 individuals in Shanghai. The objective is to develop a viable methodology and establish industry standards to measure audience activities across the three screens.


Homes are primarily recruited from the Shanghai TAM database; homes turned over from other Nielsen panels are also included. All TV sets from every participating household will be measured; at least one computer connected to the Internet and one active mobile phone must be included in the measurement of the same household. 

Nielsen technicians will install the TVM5 peoplemeter and plug-in toolbar program (developed by CR-Nielsen, Nielsen’s joint-venture in Mainland China) for TV and Internet audience measurement respectively. Households will also be asked to complete a media usage questionnaire immediately following their agreement to join the panel. Individual household members will be invited to participate in monthly online Mobile surveys, which will be administered throughout the household’s entire tenure.

Benefits to Clients

China 3-Screen Measurement offers media operators, advertisers and agencies unprecedented information and unique integrated insights on:

        Changing media consumption habits

        Media usage of different consumer segments

        Convergence of media and cross-media behaviours

It is an effective tool to help develop relevant entertainment content and commercials via the ‘best available screen’ to the target audiences. The 3-Screen research will also help a company refine its TV, Internet and Mobile strategies, which can help differentiate their services from each competitor.

Anticipated Key Findings

China 3-Screen Measurement aims to provide the following insights and actionable research data for clients:

·        Time spent and reach across screens

·        Usage patterns and overlap between TV and Internet

·        TV/Internet simultaneous usage (multi-tasking)

·        Specific Internet site reach, time spent and simultaneous usage

·        Specific TV channel reach, time spent and simultaneous usage

·        Mobile usage analysis