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C T V 6PM NEWSCAST RESEARCH REPORT

C T V 6PM NEWSCAST RESEARCH REPORT. Presented by: Gravitas Research Co. Outline. Group introduction Topic Information CTV Background Research Objective WHY Toronto/Chinese Execution Data Analysis Conclusion Objective Steps Conclusion. Group Introduction. Shelley Dong Anju Parashar

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C T V 6PM NEWSCAST RESEARCH REPORT

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  1. CTV6PM NEWSCAST RESEARCH REPORT Presented by: Gravitas Research Co.

  2. Outline • Group introduction • Topic Information • CTV Background • Research Objective • WHY Toronto/Chinese • Execution • Data Analysis Conclusion • Objective Steps • Conclusion

  3. Group Introduction • Shelley Dong • Anju Parashar • Martin Qiao • Benjamin Xu

  4. Topic Information • Search for a high profile company who is wants to do a small consumer survey research project. • Contacted company includes: Toronto Blue Jays, TSN, Country Music Television, Ontario Place …

  5. CTV Background • Established 1961, Baton Broadcasting acquired CTV and Globe and Mail in 2000 • CTV Toronto is the flagship station of the CTV, the highest share of overall viewing. • CTVNews at Six, Host Christine Bentley & Ken Shaw • With an average audience of 421,000, CTV News at Six is Canada's most-watched local newscast.

  6. Research Objective • Determine the percentage of viewing awareness of CTVNews at Six. • Determine how many times the current sample viewers watch CTVNews at Six. • Identify the different news sources used among the Scarborough Chinese Community. • Discover the percentage of news interest among target sample

  7. WHY Toronto/Chinese • Toronto the largest city in Canada, most important market for CTV • Growth of the Chinese community: 400,000 • Chinese most loyal to mother language • No major marketing information on Chinese news behaviour, habits and interest in Toronto • CTV has conducted a research in Vancouver, would like to understand Toronto as well.

  8. Execution • Target Market : Chinese Ethnic origins between ages 25-54 (CTV’s Target Market) in Scarborough Area • Survey Location and Methods: • Door To Door from 6 to 9 PM at : Finch & Cherokee, Finch & Warden, Kennedy & Sheppard • Shopping Mall from 12 to 4 pm : Market Village, Steels & Kennedy

  9. Data Analysis • Complete Survey of 272 • Coding the correspondent answer • Enter the Survey Into Access • Tabulate the Data • Review Research Objectives • Apply statistic calculation in relation of objectives and data • Create appropriate Chart and Diagrams

  10. Objective One – Step 1 • Determine the sample number ofCTV’s Target Market (Including Chinese and all other ethnic groups)

  11. Objective One – Step 2 • DetermineCTV’s Viewing percentage within the target age groups of 193 people

  12. Objective One – Step 3 • Determine the percentage of Chinese in target Age Group of 193 people.

  13. Objective One – Step 4 • Determine ChineseCTV’s Viewing percentage within the Chinese target age groups of 127 people

  14. Objective One – Step 5 • Determine Chinese target group gender ratio.

  15. Objective One – Step 6 • Male 13 of 60 watchesCTV= 22% • Female 7 of 67 watchesCTV = 10%

  16. Objective Two – Step 1

  17. Objective Two – Step 2

  18. Objective Three – Step 1

  19. Objective Three – Step 2

  20. Objective Three – Step 3

  21. Objective Three – Step 4

  22. Objective Three – Step 5

  23. Objective Four – Step 1

  24. Objective Four - Step 2

  25. Conclusion • CTVNews at Sixcurrently is doing very well in the Chinese Male Target Market with 22% Market Share, however female only has 10% • CTVNews at Sixhas a high viewing loyalty. • Television and Newspaper is the primary source of Chinese Local News Source. • Crime and Weather are the two categories most interested in the Chinese community.

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