Nielsen’s Chinese Choice: A Big Measurement Move


One of the U.S.’s top broadcast TV operators focused on serving Chinese-language consumers is getting a data boost from Nielsen.

Sky Link Media, a Southern California-based distributor of Cantonese and Mandarin-language news and entertainment programming owned by Guangzhou Media American Co, Ltd., has named Nielsen its Local TV measurement provider.

The agreement gives Sky Link Media access to Nielsen’s enhanced local TV measurement services.

It also signals Sky Link’s confidence in Nielsen with respect to its ability to measure Chinese audiences.

“Having Nielsen will finally allow us to have an Asian media marketplace with standard industry metrics,” said Michael Moon, Director of Digital Media and Business Development at Sky Link Media in San Francisco. “We want to provide ad agencies and media buyers the tools to justify increasing multicultural budgets. Being part of Nielsen is the first step in making buying the Asian market easy. We hope that other Asian media will join Nielsen with us for an inclusive view of the Asian TV landscape. Sky Link chose to start measuring the San Francisco Chinese market due to the concentrated Asian population in the area.”

Asian American Advertising Federation (3AF) President Jay Kim added,  “From 2000 to 2017, Asian-American buying power increased by 257%, to $986 billion, exceeding the increases in buying power for all other racial and ethnic groups. It is expected to reach $1.3 trillion in 2022. 3AF member agencies and media partners are ready to help savvy marketers in reaching this critical and influential consumer segment.”

Sky Link TV offers four channels. Two are for a national audience, with Cantonese and Mandarin feeds found on DISH. Charter Spectrum offers the Mandarin feed; the Cantonese feed is available as a digital multicast of KXLA-44 in Los Angeles.

Sky Link Channel 3 is a Los Angeles-targeted Mandarin-language offering, using DT3 of KXLA-44.

In San Francisco, Sky Link Channel 4 offers programming for Chinese audiences via KRON-4.2, which is also found on Comcast’s Xfinity systems via Channel 193.