What CTR Market Research does

CTR Market Research (央视市场研究股份有限公司) is a Beijing-headquartered market research firm founded in 1995 that specializes in media audience measurement, advertising monitoring, consumer panel research, and marketing effectiveness evaluation across China. The company operates four interconnected product lines: Media Intelligence (媒介智讯), a 360-degree advertising and media monitoring platform covering online and offline channels; Worldpanel by Numerator (纽锐拓消费者指数), a continuous consumer panel service covering FMCG, beauty, baby care, and telecom categories; the Media Convergence Institute (媒体融合研究院), focused on cross-platform media research, short-video analytics, and case-study consulting; and the Mobile User Index (移动用户指数), built on the proprietary Xinghan Mobile User Analysis System for mobile user behavior tracking. Its underlying technology integrates consumer panel data, media monitoring feeds, and internet behavioral data into a multi-dimensional big-data analytics engine used for cross-media attribution, with proprietary platforms including Ad Cube, Ad Metric, SiteMetric, and the Media Convergence Effect Evaluation System.

The company monetizes through two primary revenue streams: recurring subscription-based access to continuous media and advertising monitoring data (across 500+ cities in China) and bespoke professional-services market research engagements covering consumer goods, automotive, government, financial services, and telecom verticals. Customers include major domestic TV stations, broadcast and digital media companies, FMCG brands, automotive manufacturers, banks, insurers, telecom operators, and government bodies, served via a direct enterprise field-sales motion out of offices in Beijing, Shanghai, and Guangzhou with research execution teams across 36 Chinese cities. CTR leverages Kantar Group (part of WPP) parent-company methodologies and the global Worldpanel by Numerator network spanning 60+ countries to deliver cross-border research, and maintains ISO/IEC 27001 and ISO 20252 certifications to support enterprise and government mandates.

The firm is privately held under the Kantar/WPP umbrella and competes against other global research majors (Nielsen, Ipsos) as well as Chinese domestic analytics providers. Its competitive position rests on a 30-year longitudinal panel and monitoring dataset, a 4 million+ respondent online sample pool, 300+ CATI seats, and deep relationships with Chinese broadcasters and government clients — assets that create meaningful switching costs for enterprise buyers but also expose CTR to broader market-research industry headwinds and shifts in advertising spend within China.

Name

CTR Market Research

Legal name

央视市场研究股份有限公司

Website

https://ctrchina.cn

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

CTR Market Research is a Beijing-based, Kantar-owned market research firm founded in 1995 that provides media monitoring, consumer panel research, and marketing effectiveness measurement to Chinese broadcasters, FMCG brands, automakers, financial institutions, telecom operators, and government agencies across 500+ cities.

Ownership category

akta.pro rank

Product category

Market Research and Media Intelligence

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

Keywords

• Market research services
• Media monitoring platforms
• Consumer panel insights
• Advertising analytics
• Media intelligence solutions

Headquarters

HQ city

Xicheng

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Media and Advertising Monitoring Services: Continuous advertising monitoring services covering TV, radio, print, outdoor, digital media across 500+ cities in China, providing billing-based or subscription access to monitoring data and reports
2. Customized Market Research and Consulting: Bespoke research projects across consumer goods, automotive, government, financial services, telecom, covering industry studies, market entry feasibility, product research, brand studies, satisfaction research, consumer behavior, channel studies, and advertising effectiveness
3. Worldpanel Consumer Index (Numerator Partnership): Continuous consumer panel tracking service for FMCG, beauty, baby care, and telecom categories with global methodology

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

CTR Market Research (央视市场研究股份有限公司) provides subscription-based media monitoring, advertising analytics, and consumer panel insights through a suite of SaaS platforms including Ad Cube, Ad Metric, Media Brand, Mobile User Index, and Worldpanel by Numerator. The firm also delivers customized market research and consulting engagements through its Media Convergence Institute for advertisers, media companies, brands, and government clients operating in China. Its offerings combine continuous data feeds, syndicated research studies, and bespoke consulting supported by ISO 20252 and ISO/IEC 27001 certifications.

Product overview

CTR Market Research operates four interconnected product lines: Media Intelligence (媒介智讯) provides 360-degree advertising monitoring and marketing evaluation across online and offline media; Worldpanel by Numerator (纽锐拓消费者指数) offers consumer panel tracking across FMCG, beauty, mother-baby, and other categories in 60+ countries; Media Convergence Institute (媒体融合研究院) delivers case studies, media research, and short video analytics; and Mobile User Index (移动用户指数) provides mobile user behavior analytics. The products share data and methodologies across the portfolio to deliver integrated consumer insights and marketing effectiveness measurement.

Differentiator

Problem solved

Functional benefit

Brands

• CTR媒介智讯 (Media Intelligence): Media and advertising monitoring service with 30+ years of experience
• CTR移动用户指数 (Mobile User Index)
• CTR媒体融合研究院 (Media Convergence Institute)
• 纽锐拓消费者指数 (Worldpanel by Numerator)

Products and services

• Media Intelligence (媒体智讯) Subscription-based media and advertising monitoring platform providing continuous tracking of advertising spend, placements, and media activity for advertisers, agencies, and media owners in China.
• Ad Cube (广告洞察)
• Ad Metric (广视监测)
• Media Brand (品牌研究)
• Mobile User Index (移动用户指数)
• Worldpanel by Numerator (纽锐拓消费者指数)
• Media Convergence Institute (媒体融合研究院)

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature8 records

Partnerships

One partnership is on record.

• Kantar (part of WPP)coreTechnology or IntegrationKantar Group shares global leading research methodologies and best practices with CTR. CTR leverages Kantar's global research experience and models for advanced analytics in customized research projects across consumer goods, automotive, and financial sectors.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CBNData (第一财经商业数据中心): Chinese consumer data and insights platform serving FMCG, retail, and e-commerce clients with consumption trend research — overlapping with CTR's Worldpanel consumer insights and marketing effectiveness offerings.
• iResearch (艾瑞咨询): Leading Chinese internet/digital consumer research firm covering online media, advertising effectiveness, mobile, and e-commerce insights — directly comparable to CTR's digital media monitoring and consumer behavior work.
• Ipsos: Global market research firm with significant China presence, serving advertising, consumer goods, automotive, and public-sector clients across custom research and syndicated tracking — directly comparable to CTR's custom research portfolio.
• QuestMobile: China's dominant mobile internet analytics provider, offering traffic measurement, user behavior, and competitive intelligence for apps and mobile media. Closely comparable to CTR's Mobile User Index and Mobile User Analytics capabilities.
• GfK (now part of NIQ): Consumer and market research firm with deep consumer-panel methodology and strong China footprint. Closely comparable to CTR's Worldpanel by Numerator offerings in FMCG, beauty, and durable goods tracking.
• Nielsen (NielsenIQ + Nielsen Media): Global leader in media measurement and consumer panel research, with extensive China operations. Direct overlap with CTR's media monitoring, advertising effectiveness, and FMCG/consumer panel offerings.
• Analysys (易观分析): China-based digital and industry analytics firm providing market research, user behavior analysis, and industry reports. Comparable to CTR's internet analysis and industry/market research modules.

Emerging players

• Sensor Tower: Mobile app and digital advertising intelligence platform providing market tracking and competitive analysis. Comparable to CTR's Mobile User Index and digital advertising effectiveness measurements.

Broad incumbents

• Mintel: Global market research firm focused on consumer products, beauty, food, and retail insights with growing China coverage. Comparable to CTR's FMCG, beauty, and category research offerings.
• Kantar (other divisions): CTR's parent company also operates complementary research businesses globally. While not a true competitor within China, Kantar's broader portfolio shares methodologies, analytics, and client relationships with CTR.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CTR Market Research