ISSUE 92 April 2000
T H E G L O B A L L E A D E R I N M A R K E T R E S E A R C H , I N F O R M AT I O N A N D A N A LY S I S
Kids Market Revelations
• Increased focus on brands • Cross-referenced analysis with similar studies in the US and Latin America The survey looked at attitudes towards major consumer items (fashion, toys, food) as well as aspirations and lifestyle (hobbies, entertainment, trends). s More details, see Pages 8 and 9.
ACNielsen appointed to provide key research in Asia
MTV has appointed ACNielsen Media International to provide media research services for the next three years in China, Taiwan, India, Indonesia and the Philippines. The recently signed contract also provides for expanded TV ratings services to track cable and satellite viewing in other Asian markets. “MTV is dedicated to understanding the youth market and proving the value of this audience to our advertisers through the best available research. We do this by ensuring our programming is continually being monitored and evaluated,” said Frank Brown, president, MTV Asia. ACNielsen considers the contract a milestone. “It brings together two global leaders in their respective fields in a very powerful partnership,” said Steven Yung, president, ACNielsen Media International. s
New GenerAsians – the most comprehensive youth study ever done in Asia Pacific
Marketers need to understand the key drivers affecting young people in the region
Latest research into the attitudes and aspirations of kids aged 7 to 18 across 14 countries shows surface similarities to be highly deceptive. They do not reveal the motivations that influence the way young people think and feel, and more importantly, how they can be expected to act. New GenerAsians, a regional survey conducted by ACNielsen for Cartoon Network and sponsored by Optimedia, penetrates the veneer covering the region. Despite some common attraction to top-line brands, especially footwear and soft drinks, there are striking divisions between countries. The lack of consistent attitudes is one of the key findings of the research, which surveyed more than 7,700 young people, an equal number of boys and girls, across four age-breaks: 7-9, 10-12, 13-15 and 16-18. While international sports stars Michael
Jordan and David Beckham command respect in half-a-dozen countries, they do not match the appeal of local personalities in Japan, Korea, New Zealand or Vietnam. This is important for marketers seeking pan-regional role models to talk to young people at their own level. Likewise, sports and socialising may be popular pastimes in Australia and New Zealand, but they do not reflect the overwhelming sense of responsibility towards work and study felt across the rest of Asia. In other categories, deep analysis is required to find the triggers that affect buying behaviour, the key to successful advertising and marketing strategies aimed at this highly sought-after demographic group. A number of factors make New GenerAsians the most comprehensive youth study ever done in Asia Pacific, including: • 14 countries – two more countries and 12 more cities surveyed than the previous study two years ago • Increased focus on the Internet and new technology
2 3 4 5 6 7 10 15 16
One area yet to have a substantial impact on retailing in Japan is private label. Growth tonics up a massive 83%
boost from new products launched by existing and new manufacturers and water’s overall performance was almost certainly helped by yearend bulk purchases related to fears about Y2K. even though overall growth in the food/toiletry/OTC drug sector was a mere 3. including multi-buys. s
Trade Account Planner for New Zealand
Build effective working relationships with retail partners in New Zealand
The launch of ACNielsen’s new account planning tool. their share in Japan is a minuscule 1. It is no coincidence that new product launches contributed to the growth of the top three market movers. Switzerland and other European countries. it is clear that the recent deregulation of the pharmaceutical industry had a major impact on channel weighting.4%. yogurt (16) and salad dressing (10%). Since April 1999.3%. deliveries to store and in-store demonstra tions. 75 showed growth while 56 contracted. with 44% for health drinks and 63% for sunscreen. All value-chain partners stand to benefit from Trade Planner because they gain access to purchasing behaviour information. total sales through all channels. sunscreen (23%).2 million). Of the 131 major categories tracked by ACNielsen ScanTrack(tm). While sales of health drinks were down 11% through the drugstore/pharmacy channel. including the food channel.
extra quantity free and taste testing • Determine the most important shopping days and times of the week in terms of volume sales for scheduling merchandising support. It also gives suppliers and manufacturers a better understanding of their retail partners’ businesses and reinforces key strategic alliances. Trade Planner. means ACNielsen’s retail ScanTrack data can be combined with ACNielsen’s Homescan panel and survey data for in-depth analysis by the Advanced Analytics team. certain health drinks are now distributed through convenience stores and food channels and are no longer considered as prescription drugs dispensed through drugstores and pharmacies. This integrated information offers the most accurate picture of the local retail scene and identifies business development opportunities. s
. in addition to information on what is going through the checkout. Whereas private label can control up to 40% of the market in the UK. The new-product contribution to hair tonic sales growth was 57%. It remains to be seen whether this share will increase substantially in the years to come.
Trade Planner helps to:
• Identify opportunity gaps based on a category’s performance within a specified chain compared to the category’s performance across all chains • Assess whether gaps exist be-cause chain shoppers buy certain brands/segments and are store loyal • Look at how closely aligned retail chain shop pers are to brand buyers using demographic
Trade Planner also provides access to purchasing behavior information
and life-stage profiles • Compile appropriate promotional programmes including effective trade promotions such as displays. mineral water (19%). Fourth-ranked mineral water received a 12%
Hair today gone tomorow.Hair Tonic Tops Japanese Growth Charts
Sales of consumer goods took off in Japan last year
Image-conscious Japanese shoppers spent a massive 83% more on hair growth tonic in 1999 than the year before. all with a minimum of 10 billion yen in sales (US$9. Digging deeper into the health drink category. coupons and advertisements • Initiate promotions retail chain shoppers buy ing the category prefer. Other prime movers were health drinks (25%). were up 28%.
Thailand. South Korea’s 1999 performance was perhaps the most significant. Total adspend fell to US$1. Vietnam and New Zealand.Total TV spend accounted for 54% of total advertising measured. Chengdu.3 billion.” said Frank Martell. In the Pacific.000 950. TV had the largest share of total adspend. Australia grew 4% to US$3. Vietnam 4% and Singapore 3%. Taiwan was the only market experiencing negative growth but still reached almost 90% of the 1997 expenditure level.959 76. Across the region. Figures for Japan are not included in this report. 70% of every advertising dollar goes to TV
Total Viewer Under-standing
The importance of TV adspend in China – the biggest medium in the biggest market in the region – underscores the strategic soundness of ACNielsen’s investment in peoplemeters.
Source: ACNielsen Media International
.9 billion.347 813. Indonesia. Hangzhou. according to latest AdEx figures compiled by ACNielsen Media International.1 billion and Hong Kong at US$3 billion. Fuzhou.392 662. Actual ad spend and market shares may differ due to undisclosed advertising industry discount rates. s For more information on ACNielsen AdEx. 27% in newspapers. “Last year was a great recovery year and some solid grounds were laid for accelerated growth in 2000.117. Thailand 31%. Of the US$4. accounting for US$1.132. There are now more than 3.684 3. In China.
Note: Figures in this article identify gross spending based on published rate cards. Shenyang.1 billion of gross spend. almost 10% came from tonics and vitamins (US$4 billion) and 8% from personal products such as skin and hair care (US$344 million).3 billion worth of TV advertising in China. ACNielsen has been pioneering peoplemeter TV ratings since 1998. Australia at $3. Taiwan suffered a 24% contraction as a result of a sharp 42% decline in newspaper advertising.516 1.544 1. TV grew 46% in South Korea. Peoplemeter information provides the currency for TV advertising industries worldwide. The Philippines grew 15%.
In China. Its dominance is most evident in China.000 peoplemeters in China’s 10 most important advertising markets: Beijing. see Response Card on Page 12. For more on TV in China. Guangzhou. Tianjin and Wuhan. All foreign exchange rates are as of December 1999. followed by Thailand at US$1. Hong Kong. Shanghai.1 billion. The Philippines was the biggest advertising market in Southeast Asia. Pre-crisis levels were exceeded in China. South Korea (33%) and Thailand (31%).000 Growth 815% 33% 4% 14% -26% 15% 31% 40% 13% 3% 16% 4%
Advertising Surge Signals Full Recovery
The US$24 billion advertising market in Asia Pacific has almost fully recovered from the regional economic crisis
All major advertising markets except Taiwan have returned to or exceeded pre-crisis levels. Gross Spend China Korea Australia Hong Kong Taiwan Philippines Thailand Indonesia New Zealand Singapore Malaysia Vietnam Year-on-Year (US$ million) 6.1 billion and New Zealand grew 13% to US$950 million. where 70¢ of every advertising dollar goes to TV. followed by South Korea at US$4. China remained the biggest advertising market in the region.767 730.093.043. TV remained the predominant advertising medium. The rebound was led by Indonesia (40%). capturing US$6. Indonesia 40%.2 billion.” Martell said.289.874. In all markets. 20% in China and 18% in Malaysia. Other prominent categories included soft drinks (US$127 million) and Chinese wines and spirits (US$146 million). see Page 16. Nanjing. 31% in magazines and 32% in radio. Malaysia 16%. “Growth was everywhere in South Korea: 46% in TV. 37% in Indonesia.892 3. chief operating officer. 33% drop in magazine advertising and 18% dip in TV. 12% below the 1997 benchmark.80 4. ACNielsen Asia and Japan. The 1999 figures are in sharp contrast to 1998 when five markets suffered contraction between 7% and 25% and another four managed just single-digit growth between 2% and 8%. 25% in Thailand. Philippines.315 1. China saw 15% growth and Hong Kong 14%.239. The 33% surge in adspend completed a stunning turnaround from a 25% slump the year before.
the most up-to-date study of this age group in Asia. sure they will get what they want in life. companionship and freedom from the pressures of their environment.
. They’re impatient and want it now. Internet chat. Many envisage leaving India at some point because of the lack of a secure future. In the north. engineering and teaching are being ditched in favour of careers in information technology and business management. similar emotions have been displayed. Calcutta and Madras identifies clear regional differences.while in the west they’re carefree and confident. Hong Kong people long for control and power over their own destiny. fame and recognition. They hold home. “Age-old Indian values such as responsibility and respect for ones elders are all that holds them back from wholeheartedly adopting a western lifestyle. pre-eminence and clear goals will be key to their success in the new millennium. In the east. see Response Card on Page 12. feel helpless and insecure about the future. These are some of the key findings from an indepth study of the attitudes and aspirations of young adults in the region.” Mak said. and the Internet will bring greater contact with the rest of the world. In India. s For further information on ACNielsen Activate. The outlook is not completely bleak. ACNielsen cus-
tomised research.security. “Job cutbacks caused by the recent economic instability and intense competition from mainland professionals have shaken the confidence of Hong Kong youth. however. although it seems to be losing its ‘trendy’ appeal in favour of bars and pubs where a relaxed atmosphere allows them to speak freely about their problems. with optimism that technological and medical advances will provide improved quality of life and convenience. Delhi. “There is a feeling the pace of life is too fast. too cramped.” Shrugging off tradition has become commonplace. All-time favourite professions such as medicine. Looking ahead.Internet chat is a common form of escape from the pressure
Young Adults Struggle for Identity and Success
Success. In India.” said Anna Mak. India. “We are nurturing a materialistic.” To escape the pressures. karaoke.” said Sarang Panchal. while in the south they’re more traditional and place greater emphasis on education and doing things the right way. increasingly overpopulated and that nothing is being done to stop it.they’re highly intellectual and willing to let life take its own course . facing greater competition from mainland China for fewer jobs instead of the stable environment of previous decades. director. The message to marketers is clear: be prepared to consider regional campaigns rather than cover-all themes that try to capture the entire market. meanwhile. brought about by an influx of multinational companies and growing exposure to luxury goods via cable and satellite television. Karaoke provides a venue for large groups to gather. ACNielsen customised research. young adults are increasingly seeking diversions through social excitement and stimulation with shopping. instant achievement and recognition are the major forces driving young adults in Hong Kong and India
Young adults in Hong Kong. India’s young adults are concerned that political instability. there is a growing sense of individual isolation amid concern over spiralling overcrowding and growing social pressure. self-centred younger generation whose primary goals in life are success.
Spot the Difference
Research into young Indian adults in the four key cities of Mumbai. friends and achievement most dear and feel that money. The study was conducted among young adults aged 18-23 by ACNielsen’s specialist qualitiative research division. young adults exhibit a philosophical attitude towards life . and politics has become synonymous with corruption with very few aspiring to it other than as a means of making money quickly. bars/pubs and ball games most popular. image-conscious residents like to show off. increased materialism and individuality is fusing with age-old values to create a generation with a distinct set of desires and aspirations. In Hong Kong. “They’re looking for temporary respite . family. corruption and a lack of opportunity will offset any positive advances from new technology. ACNielsen Activate(tm). executive director. Hong Kong.
although not all retailers are actively capturing
Two charts will accompany this story.9% per year. towns and villages across China. convenience stores have also boomed. s For more information about ACNielsen’s 1999 China Retail Market Study. fueled by an increase of outlets from 15. FMCG sales have increased at just 8. No single region experienced more than a one-point shift in its share of sales between 1997 and 1999. Not surprisingly. there were only minor shifts in the importance of FMCG sales. all under 20 square metres in size. Despite the decline in sales per outlet overall.
Invaluable China data
Answers to many important marketing and sales issues have emerged from the 1999 China Retail Market Study. increasing 20-fold in cities since 1997 to more than 4. Regionally. chains control about 75% of the supermarket business.000 over the past two years
and managing the data.000 in urban areas over the past two years. hypermarkets have substantially reduced the share of sales previously held by conventional supermarkets of all sizes.7 million shops handling FMCG products in cities. while the world’s largest retail universe has grown in sheer numbers at a rate of 9. As a result. especially in cities.000 chain stores have scanners installed. see Response Card on Page 12.000 outlets and now accounting for 4% of urban supermarket FMCG sales. towns and villages in 1999. with almost 90% of newcomers measuring less than 100 square metres. These one-stop-shops account for 7% of total urban FMCG sales and almost one-third of urban supermarket sales. supermarkets have increased in importance. most notably the expansion of both local and international hypermarkets. And within the supermarket sector itself. which shows there were 8. In Shanghai.000 to 40. structure and sales turnover of retail FMCG outlets in cities.3 million in 1997. With the development of chainstores has come the implementation of product barcode scanning. ACNielsen’s fourth study was designed to estimate the size. up from 7. for example. See Excel file slugged ‘Retail Charts’. Small grocery stores and kiosks. sales per outlet are lagging.7% in 1997 to 22. The most obvious explanation for lower sales per outlet is that most new store openings were at the bottom end of the retail chain. \worksheets 2 and 3. The results pose a challenge for FMCG manufacturers in China: companies must achieve distribution in a growing number and type of stores to retain the same share of consumer spending.000 to 40. several key developments have occurred.China Study Shows Growth in Retail Outlets
Distribution and effective supermarket strategies are key drivers of success for producers of consumer goods in China
However.3% per annum for the past two years.
. Supermarkets increased their share of urban FMCG sales from 13. Chainstores remain dominant in the supermarket sector.4% in 1999. Total turnover was worth RMB 436 billion (US$53 billion) in 1999. These figures are contained in ACNielsen’s recently published 1999 China Retail Market Study. Almost 90% of Shanghai’s more than 1. accounted for more than 60% of new outlets. At the lower end of the scale. Among the questions addressed were: • Is the growth momentum of retail outlets being maintained? • Are FMCG sales growing in line with growth in retail outlets or are sales per outlet declining? • How are supermarkets developing across the country?
The number of urban supermarkets in China increased from 15.
000 in 1997 to 45. representing an impressive 60% growth. Taiwan and India. A significant structural change can be seen. In the top 30 cities across the country. Computer ownership in Beijing reached 18%. with Guangzhou reaching 21%.2 million (7%) as of May 1999. There is every indication the boom will continue. *For more information on China: The Millennium Report. Chinese consumers have been keen to accumulate this ‘new’ wealth. Mumbai.Banking. with 2. but the boom is by no means limited to these top cities. Kaohsiung). executive director. Singapore. Singapore (US$529). Singapore. In Hong Kong. making the coastal city the leading city in Internet usage with 12% penetration.
Biggest Internet Market
Japan has been confirmed as the largest Internet market in Asia Pacific.” said Vivien Pau. 235. “To put it conservatively. Guangzhou and Beijing. Brokerage to Lead E-Commerce Surge
Asia’s continuing love affair with the Internet will lead to e-commerce transactions worth at least US$5 billion this year
Leading the way will be increased take-up of online shopping. 16% and 8% of consumers claim they will buy computer and mobile phone respectively within the coming year. depending on markets. however.000 users spent US$59 million • In Taiwan (Taipei.” said Frank Martell. both in terms of online shoppers and value of transactions. 159. According to the Millennium Report. an almost six-fold growth. compared to 9 million in the other five Asia Pacific markets combined. see Response Card on Page 12. Shanghai and Guangzhou has exceeded 1. Although ownership rates of computers and mobile phones are growing fast. especially Shanghai. Beijing 15% and Shanghai at 12% (population aged nine years and over).
Digital Age Arrives in China
China has embraced the digital age with booming popularity in Internet and mobile communications. The eFinance survey projects multiple growth in market size in the next 12 months. Other results include: • In Hong Kong. While the US$5 billion figure sounds impressive. Hyderabad.000 users spent US$11 million The Japanese average of US$893 is well ahead of the amount spent per user in India (US$548). the number of Internet users has jumped from 8. Hong Kong (US$370) and Taiwan (US$355). Consumers show strong buying intentions and penetration is expected to reach higher levels as new products offering more features and greater value for money come on to the market.500% in the next 12 months. we will see the online shopping community growing between 50% and 3. New Zealand. not far behind Hong Kong (16%) and Taiwan (14%). information is wealth. ownership of computers doubled in Shanghai and Guangzhou. ACNielsen chief operating officer. Taichung. The latest ACNielsen China: The Millennium Report identifies strong technology growth across all major cities. Findings jointly released by ACNielsen and NetRatings show Japan currently has more than 15 million surfers. Modern consumers cite convenience as the main reason driving them to high technology. Singapore and selected cities of Japan. The three most important cities also saw 24%-66% growth in mobile phone ownership. it is a conservative estimate only covering the market value of transactions in Hong Kong. they still lag behind developed markets such as Hong Kong and Singapore. Leading the push will be banking and brokerage via the Internet and mobile phone. and Internet and mobile phone brokerage. The findings are contained in the justreleased ACNielsen eFinance Survey covering five key markets. there are more than
Mobile phone banking and brokerage will form a major sector of the growth
3 million Internet users. Hong Kong. reaching 12% and 20% respectively. Australia and New Zealand have exceptionally high
. In 1999.000 users spent US$56 million • In India (Delhi. The survey shows Japanese spending presently riding highest in the region. 14% of people interviewed indicated an interest in using Internet banking in the next 12 months. Bangalore). “We expect this growth to continue with enormous market potential.000 users spent US$87 million • In Singapore. The number of Internet users in Beijing.” Martell said. representing a penetration rate of 6%. Asia and Japan. The significance of the Japanese Internet market is further underpinned by a strong 13% penetration rate. 112. Hong Kong and Taiwan. 20. far out-stripping other leading wired economies such as Australia. judging by the number of people currently with access to the facilities but not yet using them.2 million adult residents of Tokyo and Osaka processing transactions worth an estimated US$2 billion online in the past year. “In this new economic era for China. ACNielsen International Research. In Xiamen. in the consumer market where most sought after consumer products have shifted from home electrical appliances to digital communications equipment. while 18% said they would try mobile phone banking. Internet and mobile phone banking. The potential for these areas appears almost limitless.000 in 1999.
Shanghai and Guangzhou. covering more than 4. Since Nielsen//NetRatings software sits in the middle of the data stream. Among business considerations.” said Jason Felton.000 brands in 50 categories.HK Business Survey
Cautious optimism in the wake of the economic crisis
ACNielsen’s 1999 Business Outlook Survey. The findings also show just under half of PC’s in Japan as Internet capable. flexibility and breadth and depth of data available made Nielsen//NetRatings our preferred partner. the highest priorities were maintenance of a strong legal and regulatory system. In 1999. marketing manager. New Zealand. Optimedia and Turner International. the UK and Ireland.” Ann Morrison. covering 2. free port status and infrastructure. found cautious optimism the dominant theme two years after the Asian economic crisis hit the region. it promises to provide that capability. with a huge increase in the proportion of respondents predicting a “very favorable” outlook (up from 19% to 61%). LookSmart. shopping habits and brand preferences. executive director. ACNielsen conducted 44. Clients have been impressed by BannerTrack. has had an impressive rollout in Australia. Future expectations are bright with 84% of respondents foreseeing a “good” or “satisfactory” outlook for 2000. Nielsen //NetRatings will provide measurement information on more than 90% of the world’s Internet users.” said Tatsuzo Uewaki. Of the 75% of respondents with regional headquarters in Hong Kong. Looking across the border. Chongqing and beyond. Its RDD (random digit dialing) sampling technique and Java-based software ensure the best quality sample of Internet users running on different platforms. Yahoo! Australia & NZ. Fuzhou.com. three out of four respondents currently have operations in China. and the availability of high quality personnel. their media habits. this is encouraging news for the American business community and for Hong Kong. penetration rates of around 30%. China: The Millennium Report. The report indicates that growth in the consumer market is not confined to the mega cities of Beijing. media director. BMCMedia. emitch. Singapore.” s
. integrates capabilities in media. chief operations officer. Areas of weakness overall were noted as quality of the environment. and by the depth of drilldown analysis into website audiences.000 brands in 90 categories in 2000. the survey results suggest the SAR’s business environment will improve sharply next year with the positive mood continuing until 2004. Nielsen//NetRatings has also been launched in Australia. Moreover. costs of doing business. LookSmart: “We’re looking for a greater understanding of how audiences behave on our site. and human resources quality and costs. but has spread to provincial centres like Chengdu. it was clear to us that the functionality. a stirring 97% of respondents said the outlook for business in China over the next five years will be favorable (up from 91% in 1998). nearly 4% of households have mobile phones that are Internet capable. Euro RSCG: “After looking at the various Internet measurement tools coming on to the market. Moreover. compared with only 54% forecast for 1999. sponsored this year by the American Chamber of Commerce (AmCham). There was clear suppic of port for Hong Kong’s geoBusiness graphical location. where they are being referred from and where they go afterwards so we can maximise the return on our advertisers’ spend. retail and customised research to provide a comprehensive picture of Chinese consumers.” Jason Aldworth. Against this backdrop. ACNielsen plans to expand its sample size to 50. Early adopters include leading Internet players Euro RSCG. AmCham member companies are beginning to consider expanding their Hong Kong operations ag ain – 53% in 1999 compared to 46% in 1998 – which will result in an increase in hiring. 81% said they would retain their regional base. “Businesses and advertisers here and elsewhere have always wanted a clear picture of the Internet user market in Japan. “We now have it and the numbers position Japan comfortably among the leading Internet economies in the region. emitch: “The service is a significant step forward for Internet research and the Internet industry as a whole.com.000 interviews with consumers aged nine years and over in 30 cities of most economic significance.” The survey is the first step by ACNielsen and NetRatings to present accurate and reliable data on Internet usage in Japan through a Nielsen//NetRatings panel currently being established. the new global Internet measurement service offered by ACNielsen eRatings. Nielsen//NetRatings’ unique advertising post analysis system.
Client comments include:
Allan Dib. AmCham chairman. taxcover ation system. This bodes well for the SAR’s unprecedented unemployment situation and affirms positive long-term views of its future. “After a painful two-year process of corporate downsizing and lower profits. s
ACNielsen’s latest report on the world’s most populous country. Hangzhou. comoutlook survey munications network. By the end of next year. ACNielsen Japan.
Australian Web Data
Nielsen//NetRatings.000. Internet usage.
in a detailed look at the changing tastes of children through to teenagers. young people in every other country prefer local stars. One of the most striking features is a cultural divide separating Australia and New Zealand from the rest of the region. with preferences for Hollywood movie stars and international sports stars. Australians and New Zealanders are happy to name friendship and social life. whereas nine of the remaining 12 countries put schoolwork and exams at the top of the list. Such results highlight the problem of finding common themes and attitudes across young people living in a diverse set of countries at various stages of development. NakataH. forget Hollywood outside the Pacific.
Kids Offer Diverse Views in Regional Poll
Results from Cartoon Network’s New GenerAsians can help marketers gain a deeper understanding of a key target demographic group
Australia Adam Sandler/Jim Carrey
Favourite Sport: Boys
Aussie Rules Football
Favourite Sport: Girls
Favourite Sports Star: Boys
Favourite Sports Star: Girls
Cathy Freeman/ Michael Jordan Michael Jordan David Beckham
China Hong Kong
Vicki Zhao/Jackie Chan Andy Lau/Aaron Kwok/ Vicki Zhao Salman Khan Jihan Fahira
Michael Jordan Ronaldo/ Michael Jordan Sachin Tendulkar David Beckham/ Ronaldo H. When asked about the “best thing in life”. marketers can see which age groups have strong preferences about products and brands. The two Pacific countries have embraced Western culture. David Beckham Jonah Lomu Michael Jordan David Beckham Chan Park-ho Michael Jordan David Beckham Hong Son/Hyunh Duc
Sachin Tendulkar Susi Susanti
Japan Malaysia New Zealand Philippines Singapore South Korea Taiwan Thailand Vietnam
Nanako Matsushima Sharukh Khan/Ziana Zain Will Smith Jolina Magdangal Zoe Tay (heng Hui Yu) Kim Hee-son Andy Lau Num Sornram Minh Vuong
Football Football Rugby Basketball Basketball Football Basketball Football Football
Badminton Badminton Netball Volleyball Swimming Swimming Badminton Swimming/Badminton Badminton
Nakata David Beckham Jonah Lomu Michael Jordan David Beckham Chan Park-ho Michael Jordan Sicco Kiatsak Hong Son
. and track acceptance by age and gender.By drilling down into the results. When it comes to choosing celebrity endorsements. at a time when most Asians prefer home-grown identities.
Friendship and social life are the “best things” for Australian and New Zealand kids
Media and Entertainment
New GenerAsians allows marketers to check the effectiveness of their message. Apart from the popularity of Adam Sandler. They can see whether a particular TV commercial translates to a favourite brand. Jim Carrey and Will Smith in Australia and New Zealand. and which ones are undecided.
Computers & New Technology
Marketers are always asking questions such as. Achieving good grades is considered most important by 94% of regional youth. Watching TV is the most popular leisure activity with 85% of young people tuning in every day. Karaoke is tops among Vietnamese while Indonesians prefer lasers and pellet guns.30. Bottom of the pock-money list is India where young people receive an average of US$1. almost half the US$2. When asked. PC/Mac games (18% to 13%) and Sega (17% to 10%). Nokia is the favourite phone in 10 out of 14 countries. Hong Kong and Thailand. where young people receive an average US$155. “At what age do young people start owning branded products. Making up for reduced weekly allowances are large gifts on special occasions in Taiwan. “What is the best thing in life”. The most wired location is Singapore where 19% of youngsters have personal Internet access. however.70 per year in gift money. Hong Kong has the highest rate of mobile phone ownership at 25%. attention is turning to newer forms of entertainment. with the highest weekly allowances in the region.
Toys and Games
Sony has surged to the lead in the highly competitive games market with Playstation now found in 29% of homes across the region. still well ahead of last-placed India where the year-round figure is US$11. going to church/temples (4%) and reading magazines (4%). and do girls own at a younger age than boys?” New GenerAsians provides highly focused information at this level in a number of key categories. The only exception is India where Action leads the way. Singapore and Korea) while longstanding cartoon counterpart Hello Kitty holds firm as number one in Taiwan. Fashion-conscious Indians and Filipinos love trendy clothing. There are wide discrepancies when it comes to personal PC ownership and Internet access.
PC ownership ranges from a high of 33% in South Korea to less than 1% in Vietnam. followed by Japan (US$152. Hong Kong parents curtail annual gift money to US$111. The next most devoted fashion lovers can be found in the Philippines (71%) while the least fashion-conscious are Hong Kong (17%) and China (19%). Japanese have moved on from Pokemon and are now into Playstations.70) and Taiwan (US$15. Video games and CD players have remained stable at around 50%. Youngsters receive handouts of US$19.40). followed by Japan at 24% and Australia at 13%.90. more than double the second-highest figure in Korea.50 per week. Samsung (Korea) and RPG (Japan).50). while spending time with friends is a distant second at 33%. including Gameboy (down from 32% to 27%). while the Internet has more than doubled from 10% to 23%. Other countries have entirely different views. Reasons for using the Internet vary from general surfing in Australia to checking exam results in India. with no other brand appearing more than once.60) and Australia (US$128.
Favourite Fast Food
Favourite Potato Chips
Dove Ferrero Rocher
Fashion. New Zealand. with only three other brands getting a mention: Motorola (China. The least popular activities are going to parties/dancing (3%). Levi’s is the favourite jeans in seven out of 13 countries. Nintendo (27% to 18%). up from 18% two years ago. Indian youth lead the way in craving designer brands. s For more information on New GenerAsians. Not surprisingly. mini discs have appeared in 17% of homes. about 20% more than the next-placed Singapore (US$15. Vietnam). Nike and Adidas dominate the sports shoe category with 13 top spots between them.
Hong Kong’s world-weariness could possibly be linked to high levels of pocket money. Basketballer Michael Jordan and footballer David Beckham were by far the most common names on the list. Every other major games manufacturer saw contraction. highlighting the ability of sports marketers to bridge the gender gap.40 from their parents.Now that youth have almost universal access to TV sets at home. From obscurity two years ago. Clothes and Grooming
Despite their meagre allowances.90 received by second-lowest Vietnam. The lowest rate of ownership is in Vietnam. with 84% describing them as very important or quite important. followed by gaining entry to a good college or university at 93%.
Getting ahead in life remains important for many young people. young people in Hong Kong disturbingly replied: “Nothing”.
The Pokemon phenomenon launched outside Japan last year remains the predominant ‘latest trend’ in four countries (Australia. where the figure fails to reach 1%.
Local chains McDonald’s
Uncle Chip Chitato
Cadbury Silver Queen
McDonald’s KFC Bluebird Jollibee McDonald’s Lotteria McDonald’s KFC No favourite
Calbee Mr Potato McDonald’s Piatos Jack & Jill Pringle’s/Chitos Poco’s Lay’s No favourite
Lotte Cadbury Cadbury Hershey M&M’s Chic Chic Ferrero Rocher Kit Kat M&M’s
Haagen-Dazs Nestle Tip-Top Selecta Haagen-Dazs Lotte Swensen’s/Daddy Duo Wall’s Wall’s
. see Response Card on Page 12. and computers and the Internet are number one in China.
Boys and girls made the same choice of favourite sports star in 11 out of 14 countries.
see Response Card on Page 12. albeit unevenly distributed across the year. more people believe the price of new and used cars will increase compared to those who think prices will go down. “The confusion with GST is that it will lower the prices of some items. demand for housing finance will remain strong for the first six months but may then contract. whose track record forecasting trends in the Australian economy has been spot-on in recent years. the introduction of a major new tax and the impact of the Olympics
These predictions come from a most reliable source. forcing up the price of imported vehicles. leading them to purchase goods or services out of line with expected purchase patterns under the new GST. “The fiscal and monetary policies in place this year will disrupt spending patterns and make it very difficult to discern the underlying trends. 2001 could be a very bad year if interest rates rise further and the Australian dollar remains weak. Nelson warns Australians not to believe reports that large price increases will occur as a result of the Goods and Services Tax (GST) being introduced on July 1. up to 25% of consumers say their spending patterns will be greatly affected during the games in September.
Motoring Economy To Hit Speed Bump
New motor vehicle sales are always a good indicator of economic strength. raise some others.
Australian retailers are in for a chaotic year
.6% down on the 1998 record.5 billion) in tax cuts which will increase household disposable income by 3% and in turn increase retail spending by 0. despite the fact that prices should fall by about 7%. where the Olympics will be held. Nelson’s findings are contained in an ACNielsen report Millennium Mullings. executive director. ACNielsen Advanced Analytics. Other segments believe that some prices will go down. “This will be the only way to make the best decisions. In fact. His forecasts have implications for retailers and policy planners trying to build realistic models for the local economy. all consumers have at least some inaccurate perceptions.” s For more information on Millennium Mullings. “The problem for retailers is caused not so much by the tax rates themselves but by people’s perception of how prices may change.” Nelson said. which was itself 2. Sales are expected to be slow in the first half of the year as buyers defer purchase to take advantage of cheaper post-GST prices. So what advice does Nelson have for retailers and decision-makers about the year ahead? Quite simply. with severe disruptions in important sectors such as new cars and housing. Despite the late run. but across the 16 items included in the research. but should pick up in the second half of the year.” Particular discrepancies are expected with fresh food and packaged food in supermarkets. ACNielsen’s Charlie Nelson. For instance. By contrast. In Australia.” Nelson said. Many consumers are quite simply confused. based on findings from 900 consumers surveyed nationwide. In New South Wales. many have inaccurate price perceptions.” Nelson said.Roller Coaster Ride Predicted for Australian Consumer Market
Australian retailers are in for a chaotic year as sales growth is disrupted by the legacy of Y2K stockpiling. while leaving still others unchanged. says Australia-watcher Charlie Nelson. A large segment of consumers believe simply that all prices will rise. “It’s going to be absolutely vital for business and government alike to use expert tracking services to understand the underlying trends. vehicles and established housing. overall volume will struggle. Offsetting the GST will be A$12 billion (US$7. get the best information and analysis you can and be prepared. sales this year aren’t expected to reach the level of 1999. “The 1998 record will not be broken in 2000 or 2001. Unfortunately. New car sales will be slow in the first half but accelerate in the second. Overall. it will be another year of good growth for retailers.6%.” said Nelson.
cleanliness and wide range. supermarkets and convenience stories
ACNielsen Thailand’s 1999 Shopping Behaviour Study has shown that people are shopping less frequently in all types of outlets. with up to 34% of shoppers changing stores.5% to 3.65) or less.
A marginal increase in the amount spent on groceries per month (up 2. As for consumer expenditure. The average time spent in a store is about an hour and the average time taken to travel to a store is 22 minutes. Managers are warned to manage inventory carefully given shoppers’ lack of forgiveness for out-of-stock items. s
.Despite the arrival of hypermarkets.8%). Missing food and non-food categories are more likely to lead to a lost sale. Only 8% and 11% of shoppers will switch brands if faced by out of stocks on baby milk powder and facial moisturiser respectively.40) while more than 70% of shoppers’ spend on their last visit was 100 baht (US$2. More than 50% of shoppers prefer to buy at the weekend. and shoppers are likely to be influenced by shelf advertising. The most preferred promotion is a basic price cut followed by free gift and free sample. 7-Eleven remains the market leader in terms of shopper awareness and penetration. with the exception of wet markets. shoppers spent an average of 947 baht (US$25) in 1999. Among convenience stores. while all shoppers say they pay attention to pricing and promotion. Information for the survey was gathered from more than 500 face-to-face interviews conducted in Bangkok homes with females aged 18-65. Convenience store average spend dropped by 16% to 129 baht (US$3. with Sunday the most popular day. especially youth. about the same as the year before.398 baht. Among the key findings: • The average number of visits to supermarkets has decreased from four times a month to three • Fewer people are shopping in provision stores but more people. old shopping habits still persist in Thailand
Shopping Habits Die Hard in Thailand
Wet markets continue to dominate shopping behaviour in Thailand despite spirited competition from hypermarkets. are shopping in convenience stores • Less than half of shoppers are aware of private labels • Hypermarkets are becoming more popular Shoppers say they are attracted to supermarkets because of the quality of fresh food.4%) negating lower spend on non-food (down 13. or US$90) was the result of higher average spend on food (up 15.
“Through our parent company. “As Asia recovers from the 1997 economic downturn. we have had a long and successful association with ACNielsen Homescan in Europe and the US.
Household Panel Launch a First for Asia
New levels of customer understanding will result from the arrival of ACNielsen’s Homescan(tm) panel to Hong Kong
Manufacturers and retailers will be among the first to benefit from a deeper understanding of consumer buying habits. Using a handheld barcode scanner. L’Oreal. ACNielsen Asia and Japan. retail measurement services.” said Frank Martell.
We would like further information on the following item(s) in ACNielsen Insights 92 (please tick ): Name: Title: Company/Organization: Telephone: E-mail: Address: Facsimile:
u ACNielsen Activate u ACNielsen AdEx u NewGenerAsians u ACNielsen’s 1999 China Retail Market Study u China: The Millennium Report u ACNielsen Homescan u Nielsen//NetRatings u Millennium Mullings
.” said Charles Lloyd III. Johnson & Johnson.Live data from Hong Kong homes will be available to clients later this year. Campbell Soup. CPC/AJI. Bestfoods. executive director. Key clients have participated on a steering committee guiding the panel offering including representatives from BMS. “Consumer diagnostics from ACNielsen’s Homescan panel – information complementary to ACNielsen’s retail measurement services – will soon be providing suppliers and retailers with access to fast. Colgate. accurate household-level information never before available to them” said David Crouch. Homescan will capture weekly grocery purchase information from a panel of households. Procter & Gamble and Watson’s. Kao. ACNielsen Hong Kong. The response from clients has been overwhelmingly positive. see Response Card below. being able to provide our clients with such in-depth analysis of consumer buying habits will greatly enhance their competitive advantage. Panel installation has been progressing quickly and live data for the service will be available to clients later this year. enabling accurate monitoring of what’s happening in the marketplace and what trends are occurring. NestlÈ. providing critical answers on consumer buying behaviour nec-
essary for success in the packaged goods and fresh produce industry. s For more information on ACNielsen Homescan. Experts will then delve deeper into the diagnostics to better analyse market trends and determine what consumer activities are driving that behaviour. Heineken. chief operating officer. managing director of CPC/AJI (Hong Kong). The same households will be tracked over time.
The recent publication of ACNielsen’s ‘Top 10 Megabrands’ shows perennial market heavyweight Wattie’s leading the way with sales of NZ$161 million.7 million. marketers have had to work extra hard on rebranding and channel development to make their mark in the past year. the fastest growing category in supermarkets. s
1999 Rank 1 2 3 4 5 6 7 8 9 10
Brand Wattie’s Quality Bakers Griffins Anchor Cadbury Bluebird Sanitarium Tegel Holiday Arnott’s 1999 Sales (NZ$m) 161 107 101 101 71 68 65 60 60 59
Rank (NZ$m) 1 2 3 4 5 6 7 8 Product Gillette Mach3 Bluebird Murphys E2
10 New Entrants
Manufacturer Gillette Bluebird Pepsi Griffins Griffins Bluebird Sara Lee Ernest Adams Ernest Adams NZ Dairy Foods Category Razor blades Snack foods New-age beverages Biscuits Biscuits Wrapped health bars Toilet cleaners Cakes Cakes Yoghurt & Dairy Food/Desserts Sales 2. China Tel: (852) 2802 1111 Fax: (852) 2564 2097 AUSTRALIA Media & Customised Level 6 168 Walker Street North Sydney.000
ASIA PACIFIC REGIONAL OFFICE Suite 5108 51/F Central Plaza 18 Harbour Road.
Total supermarket grocery sales went from NZ$7.com
. coming in ninth on the back of cigarette smokers switching from premium brands to budget brands following an increase in tobacco taxes.Top Marketing Makes the Difference in NZ
Any marketer can produce good results in a booming economy but it takes real skill to shine when market conditions are flat
With such a market environment in New Zealand. Rao Rd. The biggest mover was Quality Bakers leapfrogging Griffins into second place with sales of NZ$107 million. *Note: $NZ1 million = US$487.8 0. NSW 2113 Tel: 61 (2) 9978 3333 Fax: 61 (2) 9978 3222 CHINA Hong Kong 2/F Warwick House. ACNielsen’s 1999 survey of top supermarket brands was compiled from scanned supermarket sales throughout the country. Makati City Metro Manila Tel: 63 (2) 810 6057 Fax: 63 (2) 893 4104 SINGAPORE 51 Newton Road #09-01/12 Goldhill Plaza Singapore 308900 Tel: (65) 252 8595 Fax: (65) 253 4287 SOUTH KOREA 4-6/F Sungbo Building 90-2 Nonhyun-dong Kangnam-ku. NSW 2060 Tel: 61 (2) 9911 7200 Fax: 61 (2) 9959 4947 Retail 85 Epping Road North Ryde.0 1. Another highlight was E2.9 0. Tokyo 106-0032 Tel: 81 (3) 5573 9300 Fax: 81 (3) 5573 0601
PHILIPPINES 12-15/F Columbia Tower Ortigas Avenue Mandaluyong City Tel: 63 (2) 727 3701 Fax: 63 (2) 724 4019/20 ACNIELSEN-UNISEARCH 3/F Gloria Building 109 Aguirre Street Legaspi Village. ss. Taipei Tel: 886 (2) 2756 8668 Fax: 886 (2) 2764 8883 THAILAND 26/F United Centre 323 Silom Road Bangkok 10500 Tel: 66 (2) 231 1931 Fax: 66 (2) 236 7747 VIETNAM Tecasin Business Centre 243-243B Hoang Van Thu St Tan Binh District Ho Chi Minh City Tel: 84 (8) 847 6300 Fax: 84 (8) 842 3934 ACNIELSEN INTERNATIONAL RESEARCH Australia Tel: 61 (2) 9911 7200 Fax: 61 (2) 9959 4947
Hong Kong Tel: (852) 2563 9688 Fax: (852) 2811 5454 Japan Tel: 81 (3) 5573 9300 Fax: 81 (3) 3585 1895 Netherlands Tel: 31 (20) 556 6666 Fax: 31 (20) 556 6555 Singapore Tel: (65) 252 8595 Fax: (65) 252 0343 UK Tel: 44 (1494) 424 642 Fax: 44 (1494) 424 620 USA Tel: 1 (914) 769 4444 Fax: 1 (914) 769 7760
MALAYSIA 19/F Menara MPPJ Jalan Tengah 46200 Petaling Jaya Selangor Darul Ehsan Tel: 60 (3) 756 2311 Fax: 60 (3) 756 6490 NEW ZEALAND Level 2. a rebranding exercise that began two years ago.7
Griffins Absolutely Crackers Griffins Mega Morsels Uncle Toby’s Real Fruit Bar Ambi-Pur Ernest Adams Fab Slab Ernest Adams Yum Bars Teletubbies
Among individual products. East Wing Taikoo Place.5 1.1 0. led by Gillette Mach3 razor blades (NZ$2. which took in NZ$1. Pepsi’s entry into the new-age beverage category. Quality Bakers made its mark thanks to product innovation and growth of Nature’s Fresh bread products. Mumbai Tel: 91 (22) 4158029 Fax: 91 (22) 415 8018
INDONESIA 15/F Wisma Bank Dharmala Jl Jend Sudirman Kav 28 Jakarta 12920 Tel: 62 (21) 521 2200 Fax: 62 (21) 521 2203/4 JAPAN Kurosaki Building 4-1-4 Roppongi Minato-ku. 979 King's Road Quarry Bay Hong Kong. ACNielsen Centre 129 Hurstmere Road Takapuna. A standout was the sales growth of alcoholic beverages which jumped 11.9 million.7 million). Wanchai Hong Kong. Parel.8 million) and Bluebird Murphys snack food (NZ$2. China Tel: (852) 2563 9688 Fax: (862) 2564 2097
Beijing Rm 1201 Full Link Plaza 18 Chao Yang Men Wai Dajie Beijing 100020 Tel : 86 (10) 6588 0188 Fax : 86 (10) 6588 0199 Guangzhou 3/F Ying Nong Building 174 Dong Feng West Road Guangzhou 510180 Tel: 86 (20) 8108 2792 Fax: 86 (20) 8108 2987 Shanghai 17/F Central Plaza 227 Huang Pi Road North Shanghai 200003 Tel: 86 (21) 6375 8118 Fax: 86 (21) 6375 8119 INDIA Citi Towers 2nd Floor 61 0r.3 million to NZ$7.5 1.70 2.77 2. up NZ$4 million on the same period a year ago.5%. Auckland Tel: 64 (9) 488 3188 Fax: 64 (9) 488 3189
http://acnielsen.3 1. an increase of about 5%. The only new entrant in the top 10 was Holiday. Seoul 135-010 Tel: 82 (2) 546 1181 Fax: 82 (2) 544 8101
TAIWAN 12/F National Enterprise Centre 188 Nanking East Road Section 5. seven newcomers secured at least NZ$1 million in their first year.
The leading networks have long-standing relationships with ACNielsen Media International. long admired as the epitome of British retailing. GE’s Jack Welch and Microsoft’s Bill Gates come out on top. Motorola and Boeing. The sample size was 4. Swiss Re. all contracts have digital TV measurement built in to cater for the eventual introduction of digital broadcasting in these markets. They have been subscribers to ACNielsen’s industry-leading peoplemeter TV Ratings services since their inception in 1990 in NZ and 1991 in Hong Kong. Eight of the top12 are American.500) in 75 countries (previously 53). compared to 648 in 1998. Respect for American corporate practices was reflected in the choice of most admired business leader. and why. which three business leaders they most respected and which attributes would be necessary to make a company respected in the future. was equal 35th on the list in 1998 but disappeared completely this year. The first non-American on the list of most admired leaders is DaimlerChrysler’s Jurgen Schrempp. president. s
Networks Sign on
Partnerships reaffirmed with ACNielsen
Multi-year TV ratings contracts have been signed with ATV in Hong Kong and three major players in New Zealand: TVNZ. Taking their place are newcomers such as Berkshire Hathaway. ACNielsen Media International. Citigroup. Marks and Spencer. Chief executives were also asked to identify the most important business challenges for the coming 12 months. coverage was expanded to take in more chief executives in a greater number of countries. Respondents were asked which three companies they most respected and why. The first non-American entry is DaimlerChrysler in fifth position. “To demonstrate our technological leadership in TV ratings for the 21st century. Volkswagen and Goldman Sachs. Disney. Also out are Philip Morris. There are some surprising absentees in the rankings. The sole Australian entry in the top 50 is News Corporation. with five of the top six heading up US corporations. Each agreement is for ACNielsen to provide media measurement services tailored to individual strategies aimed at accelerating audience and advertising growth. After the success of the inaugural poll in1998. followed by Sony. with Japan’s Hiroshi Okuda (Toyota) and Nobuyuki Idei (Sony) seventh and eighth respectively. The worldwide poll of chief executives was commissioned by PricewaterhouseCoopers and based on research collected by ACNielsen across much of the world. This is the second year the survey has been conducted.” said Steven Yung. TV3 and TV4. The aim was to identify companies and business leaders most respected by their peers and the reasons for those choices.400 (previously 3. In a reflection of current stock-market sentiment.America Leads the way
General Electric and Microsoft named the worlds most admired places to work
The two monoliths were followed by CocaCola and IBM in an American sweep of the Financial Times’ annual World’s Most Respected Companies survey. Cargill. of Germany. sneaking in at number 49. which economy or economic region they most respected. “The readiness of clients to enter into multiyear contracts truly reflects the confidence they have placed in our continued partnership and our state-of-the-art peoplemeter technology. This year’s survey attracted responses from 754 chief executives. five of the top 12 most-admired companies are in information technology.” s
World’s Most Respected Companies
Rank 1999 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Rank 1998 (1) (2) (3) (4) (6) (24=) (27=) (7=) (17=) (5) (14) (9) (35=) (35=) (24=) (–) (11) (7=) (17=) (35=) Company General Electric Microsoft Coca-Cola IBM DaimlerChrysler Sony Dell Nestle Wal-Mart Toyota Hewlett-Packard Intel DuPont Nokia 3M Merck General Motors ABB McDonald’s Unilever Country US US US US Germany Japan US Switzerland US Japan US US US Finland US US US Switz/Sweden US Neth/UK
World’s Most Respected Business Leaders
Rank 1999 1 2 3 4 5 6 7 8 9 10 Rank 1998 (1) (2) (4) (3) (–) (8) (15) (7) (10) (6) Leader Jack Welch Bill Gates Lou Gerstner Jurgen Schrempp Michael Dell Warren Buffet Hiroshi Okuda Nobuyuki Idei John Browne Percy Barnevik Company General Electric Microsoft IBM DaimlerChrysler Dell Berkshire Hathaway Toyota Sony BP Amoco Investor
Most Important Business Challenges in 2000
Rank 1 2 3 4 5 6 7 Challenge Recruitment of skilled staff Increased pressure from stakeholder groups Increased environmental demands Increased world trade friction Currency volatility Access to finance Re-emergence of inflation
He has also worked with AGB McNair. responsibility for North Asia. Asia Pacific from his position as executive director. who have just entered into a partnership with the New Zealand Olympic Committee. having worked extensively in both qualitative and quantitative research and in multiple world markets. Helping companies make sense of the Internet revolution will be Hugh Bloch. USA.
Bring On the Games
Everyone knows the Olympic Games is the world’s biggest sporting event. Martell was previously managing director. Among the new services being purchased by Watson’s are regional summary reports. been managing director of the Hong Kong operation and managing director of Customised Research for Hong Kong and China. Andy Floyd. The original report was prepared by the ACNielsen team in Hong Kong. who brought together information from a series of projects in Hong Kong. “When Late Left Beats Early Right” won the Chairman’s Award as the best paper at the Worldwide Readership Symposium in Italy. North Asia and chief financial officer. Stamford. Among the interesting findings was that left-hand pages scored better than their right-hand equivalents. Southeast Asia and Japan. is leaving the region after 13 years. Lee held a variety of senior financial management positions at Strategic Management Limited. SRG Australia. The report contained fresh insights into how print advertising works. Most recently. Bloch comes to ACNielseneRatings. Bloch will have overall responsibility for launching the Nielsen//NetRatings Internet audience measurement service in Hong Kong in the second quarter of 2000. He was also a partner with Ernst & Young. Prior to joining ACNielsen last year. The paper was a joint effort by Steve Garton from ACNielsen Hong Kong and Tim Foley. led by Garton and Bega Ng. China and Singapore. The aim is to establish overall awareness of the Olympic Games and values associated with the Olympic brand. Asia Pacific. Hong Kong. The research is part of an ongoing relationship that includes analysis of the Commonwealth Games. sections and placement types. Asia. Frank Small and Associates and Yann Campbell Hoare Wheeler. he was managing director of Hong Kong for ACNielsen International Research.
Left or right — which one is right?
People on the Move
ACNielsen is pleased to announce a number of recent appointments: Frank Martell takes up the newly created position of chief operating officer. The agreement covers data and servicing across 450 stores operated in six countries by the chain. who commissioned the research. McCallum has more than 23 years’ market research experience and is one of Asia’s leading researchers. s
. The task will be undertaken by ACNielsen New Zealand. Prior to joining ACNielsen Asia Pacific in 1997. Japan as well as managing director. Asia Pacific. Finance. having moved from the UK to Asia in 1985. managing director. He has a long history with ACNielsen including a leading role setting up ACNielsen Singapore’s TV audience measurement panels and its first national retail audit in grocery and drug stores. who has been appointed managing director. playing a significant role when ACNielsen was spun off from Dun & Bradstreet. Floyd has assumed a new role in London where he will work on television audience measurement and media strategy for the company’s European operation.Marketplace
Media Paper Wins International Award
A research paper put together by ACNielsen’s Hong Kong office has been honoured at an international meeting of media professionals. regional research director of Optimum Media Direction (OMD). especially effective use of pages. but just how far the goodwill spreads from this year’s extravaganza in Sydney is about to be quantified. ACNielsen Media International. Pau is a highly experienced research professional with more than 22 years’ international experience in research in both agency and client companies.com. Watson’s has been a prior supporter of ACNielsen’s Spaceman system. with
David McCallum becomes group chief executive. Francis Lee has been promoted to chief financial officer. The results are certain to be eagerly scrutinised on both sides of the Tasman Sea. The survey has already prompted a follow-up in China and more surveys are planned in other countries. Vivien Pau has been appointed executive director. Asia Pacific. com with more than 15 years of market research experience. Hong Kong for ACNielsen eRatings. In his new position. business reviews. CEF New Asia Partners Limited and IBM. ACNielsen International Research. despite hefty premiums charged by publishers for right-side placements. She has formerly
New Deal for Watson’s
Watson’s the Chemist has signed a twoyear deal with ACNielsen to receive the most up-to-date information and analysis throughout the region. category reviews and studies of shopping habits. Customised Research. he was vice president and treasurer of ACNielsen Corporation.
media owners. “With ACNielsen’s TV ratings as the industry currency. “We work with our clients by providing extensive training and tailor-made analysis to suit their specific needs. Editor: Lisa Rippon Publisher: Redwood Asia Pacific Limited 13F Vulcan House 21 Leighton Road Causeway Bay Hong Kong Telephone (852) 2831 0058 Facsimile (852) 3832 4902. “Key international. terrestrial and cable broadcasters. ACNielsen Media International. president. Nanjing Cable. Sichuan Cable. we aim to help media owners develop their businesses more effectively. Tianjin Cable and Hangzhou Xihu Pearl Terrestrial. Liaoning Cable. Phil Rich. audience analysis and advertising.
a member of the Redwood International Customer Publishing Network. By relating our international experience and insights to the local market.Talkingpoint
China Signs on for TV Ratings
Homes in ten major merkets in China are now covered by ACNielsen’s people meters
The need for top-level information and analysis has led to strong support for ACNielsen’s peoplemeter TV ratings service in China
ACNielsen Media International has signed a number of major clients since expanding peoplemeter TV ratings coverage to include 10 major markets last year. advertising agencies and media specialists have responded favourably to our on-time delivery of the service and our professional knowledge. Chief Communications Officer.” Rich said.” Yung said. plus growing production companies such as West-Meadow (Huanle Zong Dongyuan) and Light Television Programming and Research (China Entertainment Report). s
Produced by AC Nielson Communications Department 168 Walker Street North Sydney NSW 2060 Australia. The client list now includes Hubei Cable. China/Hong Kong. said ACNielsen’s investment in China’s growing media industry went beyond setting up peoplemeter TV ratings panels. “There has been strong support in the media marketplace following the completion of our 10-city expansion plan at the end of last year. ACNielsen Media International. China’s television industry has experienced wholesale changes in terms of programming. Asia pacific: Phil Burfurd.” Since ACNielsen’s panel introduction in Shanghai in 1996.” said Steven Yung. advertising agencies and advertisers have a common language covering more than 60% of China’s advertising expenditure.
. executive director.