BEIJING, June 11 /Xinhua-PRNewswire/ -- TOWONA Media Company, ranking first in the transit media industry through its comprehensive strength, announced today an alliance with Nielsen, the renowned international survey company. Nielsen Media Research will carry out surveys on audience rating and structure as well as the effectiveness of TOWONA’s advertising modes. Nielsen will also evaluate the value of advertising on transportation networks, analyze the characteristics and value of the audience in the designated area, and collate the acquired data into a related research system (Advisor Adquest Millennium System).
Transit media has officially been cemented in its importance to the category of TV media research by Nielsen Media and this field is expected to become the most powerful competitor to traditional TV advertising.
In the wake of the rapid development of the vehicle-borne transit media industry, the benefits of advertising through transit media are becoming increasingly more obvious to advertisers and professional data research companies. As a result, AAAA advertising companies and professionals are now attaching more and more importance to research about transit media, specifically focusing on its effects and characteristics. According to the Advisor Adquest Millennium System of Nielsen Media Research, AAAA advertising companies are now introducing transit media as standard “TV media” during the initial planning and media buying stages. Spending on TV advertising is always far greater than that on outdoor media or new media and so transit media is expected to reap the benefits of such a classification.
Data indicates that the advertising expenditure in China in 2007 was USD14.7 billion, of which USD6 billion belonged to TV advertising, accounting for 40.8%, while outdoor advertising spending was USD2.1 billion, making up 14.3% of total expenditure. Therefore, this cooperation between TOWONA and ACNielsen is quite significant. It not only highlights the change of the transit media category, but also symbolizes that TOWONA is taking the initiative and successfully realizes the transition from being popular among a small audience to the masses, and from an alternative media to a mainstream media. Moreover, this also implies that TOWONA will earn its share from the traditional TV advertising market.
Of course TV advertising is not a stock market. Senior media research experts of Media-online forecast that the TV advertising expenditure in China will reach USD7.6 billion in 2008 and the number will exceed USD8.2 billion in 2009. Hence, more importantly, TOWONA will regard transit media as the territory to expand the traditional TV and make TV advertising even more fruitful together with the traditional TV.
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TOWONA also stated that it will also cooperate with domestic market survey organizations, CTR and Sinomonitor International, to focus on media research and marketing promotion activities. It is expected that such levels of cooperation will soon lead to national transit media evaluation standards.
About TOWONA
Established in Xiamen, China in 2003, TOWONA is a pioneer in transit media. With 27 subsidiaries and 10 offices nationwide, TOWONA already has advertising networks in 30 cities across China and on more than 55,000 buses and some 95,000 screen terminals. An estimated 200 million people are exposed to TOWONA’s media per day.
Such a meteoric rise has seen TOWONA earn more than USD100 million in financing from international investment firms. Moreover, the Company has continuously improved its comprehensive competitiveness and brand influential during its constant expansion and integration over the last four years.
TOWONA has developed and shaped a wide client group with more than 3,000 clients at present with prominent market support, including some top companies in China and from across the world. China Unionpay, Bank of China, Construction Bank of China, Industrial & Commercial Bank of China, Haier, Dell, Wuliangye, KFC, MacDonald’s, Coca-Cola, Mengniu, Yili, P & G, Johnson & Johnson, Shanghai Jahwa, Gome, Suning, China Unicom, Nokia, Samsung and Motorola, along with other clients famous both home and abroad have all utilized TOWONA’s dominance in this field.
TOWONA, however, not only works to gain remarkable progress in operations, but also promotes the entire transit media industry to develop in a more regulatory and systematic manner. The establishment of the research standard poses a definite orientation to the characteristics of transit media. It is also an important sign indicating that the new media develop towards maturity, and this also further establishes the leading role of TOWONA in the transit media industry.
