The study will focus on TV and internet consumption in Beijing, Shanghai, Guangzhou and Wuhan and has been touted as the country’s first ever multi-market study of its kind.

TV viewing data will be collected through Kantar Media’s 5000 Series PeopleMeter audience counting technology while Compete, Kantar’s web measurement arm, will be responsible for the internet side of the survey.

GroupM China CEO Bessie Lee (pictured) said: “In this age of rapid digital transformation, it is critical to understand what media are used and how consumers use media across different platforms. The findings we are going to get out of this study will help us plan more accurately for clients looking to leverage different kinds of media across different markets.”

Paul Wang, CSM’s managing director added: “This project helps us do exactly what we are hoping to do and deliver ever more advanced research methods. To involve clients, such as GroupM, in the earliest stages of our work ensures that resulting industry products and services are precisely created for strong impact.”

Top line results from the survey will be published in October, the companies said.