Nielsen and Digital Media Group (DMG) announced last week the results of their joint study of the effectiveness of LCD screen advertising in the Shanghai subway.  The research is the first of its kind conducted in China.

Results of an initial survey conducted during two weeks in late June show that DMG's 4,110 multimedia displays on four Shanghai subway lines were viewed by 3,055,000 passengers.

DMG and Nielsen will track multimedia subway display viewership on a regular, long term basis in China.