The firm said it will co-operate with “authoritative organisations to develop cutting-edge research methodologies” and set up an innovation centre in Beijing to support its activities.

Nielsen has already struck a deal with the Beijing Institute of Technology to work on a project on video watermarking, a technology for tracking video online.

In Shanghai the firm has already opened a three-screen ‘learning lab’ (TV, mobile and mobile) and an advanced global analytics and modelling hub.

Mitch Barns (pictured), Nielsen’s president for Greater China, said: “Both multinational companies and local companies need timely, accurate information regarding what consumers buy and what consumers watch in order to help capture profitable demand of their brands. We bring together local and international talent to work in conjunction with our clients to help pursue the opportunities for growth in China.”