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Audience Appreciation Survey of Phoenix TV Q3-Q4, 2011

Audience Appreciation Survey of Phoenix TV Q3-Q4, 2011. Source: CTR Market Research. 51 Regional/ Satellite Channels Surveyed. CCTV (15)

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Audience Appreciation Survey of Phoenix TV Q3-Q4, 2011

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  1. Audience Appreciation Survey of Phoenix TVQ3-Q4, 2011 Source: CTR Market Research

  2. 51 Regional/ Satellite Channels Surveyed • CCTV (15) • CCTV-1, CCTV-2, CCTV-3, CCTV-4, CCTV-5, CCTV-6, CCTV-7, CCTV-8, CCTV-9, CCTV-10, CCTV-11, CCTV-12, CCTV News Channel, CCTV Youth Channel, CCTV Music Channel • China Education TV (1)China Education TV1 • Provincial Satellite TV (32) : • Beijing Satellite, Shanghai Dragon TV, Tianjin Satellite, Chongqing Satellite, Xinjiang Satellite, Hebei Satellite, Shanxi Satellite, Inner Mongolia Satellite, Liaoning Satellite, Jilin Satellite, Heilongjiang Satellite, Shandong Satellite, Jiangsu Satellite, Anhui Satellite, Zhejiang Satellite, Jiangxi Satellite, Henan Satellite, Fujian Southeast Satellite, Hubei Satellite, Hunan Satellite, Guangdong Satellite, Shenzhen Satellite, Guangxi Satellite, Hainan Travel Satellite, Sichuan Satellite, Guizhou Satellite, Yunnan Satellite, Shaanxi Satellite, Gansu Satellite, Ningxia Satellite, Qinghai Satellite, Tibet Satellite • Phoenix Satellite (3) • Phoenix Chinese Channel, Phoenix Movies Channel, Phoenix InfoNews Channel • Sample size = 3,011 (aged 15-69, receiving Phoenix TV at home) • Covering major cities in China

  3. Part I General performance of Phoenix TV

  4. Audience Satisfaction An overall evaluation based on audience scale, channel selectivity scale, and channel popularity. Audience satisfaction% (Top 10 channels) Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  5. Channel Selectivity Scale Viewers selecting favorite channels divided by the channel penetration rate in Phoenix homes. Channel selectivity scale% Top 10 channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  6. Programme Competitiveness Viewers who select the channel with favorite TV programmes , divided by the channel penetration rate in Phoenix homes Programme competitiveness% Top 10 channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  7. Channel Popularity Viewers ‘s top favorite channels, divided by the channel penetration rate in Phoenix homes Channel popularity% Top 10 channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  8. Top 10 most searched channels when staying in hotels % channel searched actively in hotels Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011 Base: Respondents who have stayed at hotel + search TV channels (520)

  9. Distribution of Phoenix channels in the office % received in office Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011 Base: Respondents who watch TV channels in offices (83)

  10. Phoenix Chinese is the most watched oversea regional channel in the office % watched most often Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011 Base: Respondents who can received oversea regional TV channels in office (65)

  11. Part II Phoenix TV Channel Image and Analysis of Commercial Value on Phoenix TV

  12. Must watched channels when there are breaking/ important/ hot news Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011 Base: respondents who are able to receive the channels

  13. Phoenix TV viewers lead quality lifestyle and have international perspectives % agreed Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  14. Phoenix Competitive Edge Compared to Local TV Channels % agreed when compared to local TV channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  15. Word-of-Mouth Impact Viewers who have ever recommended the programmes and channels to families or friends % Agreed Top 10 channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  16. Phoenix’s advertisers are more likely to export prestigious products % agreed “advertisers export prestigious products” Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  17. Phoenix’s advertisers are emerging international brands % agreed “advertisers are emerging international brands” Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  18. The commercials of Phoenix’s advertisers are well-produced % agreed “commercials are well-produced” Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  19. Phoenix advertisers are high quality brands % agreed “advertisers are of high quality brands” Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  20. Commercial Activity Phoenix TV Vs local channels % perception of commercial activity Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  21. Phoenix TV Commercial Scheduling Phoenix viewers are less likely to surf channels during commercial breaks % not surfing channels during commercial breaks Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

  22. Definitions (1) Audience Satisfaction - An overall evaluation based on audience scale, channel selectivity scale and channel popularity. Channel Penetration - Reception rate of specified channels in Phoenix homes, expressed as a percentage. Channel Selectivity Scale - Viewers selecting favorite channels divided by the channel penetration rate in Phoenix homes, expressed in percentage. Channel Selectivity Scale = ------------------------------------------------------------------------------------- X 100% No. of viewers who view their favorite channel each time The channel penetration rate in Phoenix homes

  23. Definitions (2) Programme Competitiveness - The number of viewers who select the channel with favorite TV programmes , divided by the channel penetration rate in Phoenix homes, expressed in percentage. Programme Competitiveness = ------------------------------------------------------------------- X 100% Channel Popularity IndexThe number of viewers who select the top favorite channels, divided by the channel penetration rate in Phoenix homes, expressed in percentage. Channel Popularity Index = ---------------------------------------------------------------------------- X 100% No. of viewers who watched a specific prog on a specific channel regularly The channel penetration rate in Phoenix homes No. of viewers who like watching a specific channel The channel penetration rate in Phoenix homes

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