收视率调查在中国经历了一个由计划向市场的转型期。20世纪90年代中后期,电视时段交易已由卖方市场向买方市场转移,广告压力迫使各电视台不得不重视收视率、不得不认真研究受众,以增加与广告商对话的砝码。市场需求催生了大大小小的调查公司。1999年,收视率调查的业务总量近1亿2千万人民币。从调查公司的服务对象与 The ratings survey has undergone a transition from planned to market in China. During the mid-to-late 1990s, the transaction in the TV market shifted from the seller’s market to the buyer’s market. Advertising pressure forced all stations to pay attention to the ratings, and they had to carefully study the audiences to increase the weight of dialogue with advertisers. Market demand has spawned large and small survey companies. In 1999, the total business volume of the survey of ratings was nearly 120 million yuan. From the survey company’s clients