 | Asian Marketing & Media Services |  |
| Asian Marketing & Media Services | |
ARB and Nielsen, for various reasons, have difficulties measuring the Asian market. In order to provide potential advertisers with a wide range of research tools to help them assess the market, AMMS and its client stations retained the SRI/Gallup Organization. Currently, we are working with Interviewing Service of America (ISA). These studies, which began in the Spring of 1986, have become an ongoing project.
| Sub Group | Market | Survey Date |
| Chinese | San Francisco | November 1986 |
| Chinese | San Francisco | November 1988 | Japanese | Los Angeles | October 1988 |
| Korean | Los Angeles | October 1988 |
| Chinese | Los Angeles | December 1989 |
| Vietnamese | Los Angeles | December 1989 |
| Japenese | Los Angeles | December 1990 |
| Korean | Los Angeles | December 1990 |
| Chinese | San Francisco | September 1990 |
| Chinese | San Francisco | July 1991 |
| CHI/KO/FIL | National | June 1992 |
| Chinese | San Francisco | April 1992 |
| Asian | San Francisco | September 1992 |
| Chinese | San Francisco | September 1993 |
| Chinese | Los Angeles | September 1993 |
| Chinese/Filipino* | San Francisco | March 1994 |
| Vietnamese** | San Francisco | August 1994 |
| Chinese | New York City | August 1994 |
| Korean | Los Angeles | October 1994 |
| Chinese* | San Francisco | March 1995 |
| Chinese | San Francisco | June 1995 |
| Chinese | Los Angeles | March 1996 |
| Chinese | San Francisco | March 1996 |
| Chinese (ISA)** | Los Angeles | April 1998 |
| Chinese (ISA) | San Francisco | April 1998 |
| Chinese (ISA)* | San Francisco | January 1999 |
| Chinese (ISA) | San Francisco | September 1999 |
| Chinese (ISA)* | San Francisco | October 1999 |
| Chinese (ISA)** | New York | February 2000 |
| Chinese (ISA)** | New York | February 2001 |
| Korean (ISA)** | Los Angeles | June 2001 |
| Chinese (ISA)** | San Francisco | April 2002 |
| Chinese (ISA)** | New York | March 2002 |
| Chinese (ISA) | San Francisco | June 2003 |
| Chinese (ISA)** | New York | June 2004 |
| Chinese (ISA) | San Francisco | June 2004 |
| Chinese (ISA) | California & SF | August 2005 |
| Chinese (ISA) | Los Angeles | January 2006 |
| Chinese (ISA) | San Francisco | April 2006 |
| Chinese (ISA) | San Francisco | November 2007 |
| Chinese (ISA) | San Francisco | November 2008 |
| Chinese (ISA) | San Francisco | November 2009 |
| Chinese (ISA) | San Francisco | November 2010 |
The surveys provide a broad range of specific product and brand categories including:
| HOME OWNERSHIP | HEALTH INSURANCE |
| CAR OWNERSHIP | CREDIT CARD USAGE |
| GROCERY CHAIN PATRONAGE | TOOTH PASTEBRANDS |
| BEER CONSUMPTION | CELL PHONE USAGE/CARRIER |
| LAUNDRY DETERGENT USAGE | DISPOSABLE DIAPER BRANDS |
| SHAMPOO USAGE | CLEANER BRANDS |
| FAST FOOD PATRONAGE | DISCOUNT DEPARTMENT STORE |
| MAJOR APPLIANCE PURCHASE | PERSONAL COMPUTER OWNERSHIP |
| INTERNET USAGE | CHEWING GUM BRANDS |
| DEPARTMENT STORE PURCHASE | OVERNIGHT DELIVERY SERVICE |
| AIRLING PATRONAGE | FROZEN FOOD BRANDS |
| LONG DISTANCE PHONE CARRIER | AUTO INSURANCE COMPANY |
| BANK PATRONAGE | ICE CREAM CONSUMPTION |
| VCR USAGE/OWNERSHIP | COFFEE CONSUMPTION |
| AMUSEMENT PARK PATRONAGE | TEA/MILK CONSUMPTION |
| RENO/LAS VEGAS USAGE | SHOE PURCHASES |
| LIFE INSURANCE COMPANY | HOME REPAIR SUPPLIES |
| SOFT DRINK CONSUMPTION | FACIAL COSMETICS BRANDS |
| DRUG STORE PATRONAGE | COOKING OIL BRANDS |
| WIRELESS PHONE SERVICE | EYEWEAR OWNERSHIP |
| ELECTRIC EQUIPMENT PURCHASE | FURNITURE |
| MOVIE ATTENDANCE | PIZZA CONSUMPTION |
| FINANCIAL SERVICES | AMERICAN FAMILY RESTAURANTS |
Overall, high percentages of all Asian ethnic groups watch programming in their native languages. Further, significant numbers from each group respond in a positive manner to advertising in their native tongue.
For specific research extracts contact AMMS.