Its mission will be to provide rights owners and sponsors with comprehensive sports analysis from TV ratings to measurement of the value of sports rights.
CSM (CVSC/Sofres Media), which is part of the (TNS) Taylor Nelson Sofres Group, is the largest market research company in China, and provides the corporate and government sector with a full spectrum of product based as well as bespoke research services.
CSM is ideally positioned to provide this service given that it already provides the TV Audience Measurement service in China. The panel is made of more than 26,000 homes and 80,000 individuals. It provides viewing data using the most up-to-date technologies for the major 80 cities, the most populated 15 provinces and China as a single market with 1.1billion potential viewers. Tracking over 700 main TV channels every day of the year, it is not surprising that this is the single largest TV Measurement Panel in the world.
Said Mark Cornish, managing director of TNSSport: “We will be able to provide our customers with unique insights to the Chinese market. The timing of which will suit many sponsors and rights owners keen obtain market intelligence."
TNSSport China will be managed by Pierre Justo and based in Beijing.
For a summary of topics discussed at last week's China seminar, hosted in London by law firm Norton Rose and SportBusiness Group, see the features section of sportbusiness.com
