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CSM UCM December 2008

Audience Insight Utilizing audience lifestyles to guide TV advertising selection. CSM UCM December 2008. Content. Project Introduction Background Brief introduction Project Application Project Implementation Plan. Project Introduction. TV viewers by Demographic characteristics.

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CSM UCM December 2008

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  1. Audience Insight Utilizing audience lifestyles to guide TV advertising selection • CSM UCM • December 2008

  2. Content • Project Introduction • Background • Brief introduction • Project Application • Project Implementation Plan

  3. Project Introduction

  4. TV viewers by Demographic characteristics TV viewers by lifestyle Project background Male 35 years old College qualified Office staff Monthly income RMB 5000 Married Female 32 years old Acad. qualified worker Monthly income RMB2500 Married

  5. TV viewers as consumers TV viewers by Demographic characteristics How many vehicles do you have? What type of Vehicle do you own？ Male in 25-54 years old? Monthly income RMB5000+？ Officer or Manager？ How often are you willing to replace your car？ ？ Is your vehicle a new one or used one？ Car Are you willing to replace a new vehicle? Are you the principal decision-maker？ Do you have body lotion? How often do you buy a new one? How much are you willing to spend to buy it? Project background Are you a main driver of a vehicle? Female in20-30 year old? Monthly income RMB3000+？ Junior staff /Employee？ OR Student？ ？ Body Lotion

  6. TV viewers in a single media environment TV viewers in Multimedia environments Program competition TV drama Film News Entertainment …… Audience competition Audience scale Duration on viewing… Media audience TV viewers Channel competition CCTV 1 Beijing satellite TV Hunan satellite TV Beijing TV1…… Project background

  7. TV viewers can be quantified TV viewer visualization Male College/ University/Further Female 250 200 4-14 Year-old Sen./Prof. High School 150 100 50 Junior Middle School 0 Primary Non-nomorl Education 35-44 Year-old Over 55 Year-old 45-54 Year-old Project background I often buy things on impulse Compared to most of the friends, I know the latest popular much earlier I have self-confidence in my shopping choices and tastes 15-24 Year-old I am willing to spend more money to buy branded products 25-34 Year-old Super Girl I am a fashionable person My Show China Dream I am enjoying the process of looking for and selecting the things I want

  8. Brief Introduction • Audience Lifestyle Insight Survey Project • implemented by CSM • Project implementation date：Jan. to Apr.2008 • Project implementation market：NANCHANG • Project description： Implement the media consumption and lifestyle questionnaire among 300 Diary HHs, with all panelists continuing to record 15-minute detailed every day TV viewing. On the basis of these questionnaires summarized lifestyle characteristics in addition to the conventional demographic characteristics, combined with TV ratings, to make audience, programming and advertising related analysis in InfoSys • Project results： • The questionnaire survey focuses on media contacts and lifestyle of Nanchang Audiences • InfoSys - Audience Insight Version

  9. Project Application

  10. Audience Competition • TV is still the main media to reach mass audiences • Medias such as Newspaper, Magazine, Vehicle TV, Internet compete with TV in the morning and at noon time • In the evening, Internet can meet the needs of the audiences secondarily to TV Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th

  11. Ads time band--Beer • The peak of beer advertising in the morning six to eight is not the peak time of the “beer drinkers" watching TV Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking beer more than three times per week

  12. Ads the program type-- Beer • The channel and programs show differences in preference according to the rating data of "beer drinkers" and "beer Ads" : “Beer Drinkers" watching News or TV Drama? Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking beer more than three times per week

  13. Respondence on Ads--Beer • 35% of the TV viewers that drunk beer more than three time per week will respond to the beer Ads（Direct purchase products or to learn more about information ） 35% • TV and Newspaper Ads are the main channels that push the audience who drink beer more than three times per week to learn more about products information or purchase directly Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking beer more than three times per week

  14. The factors that influence the purchase • Sales promotion /discount is the most significant influence factor to the “beer drinkers” when shopping in the supermarket： Person Chi-Square=0.029

  15. Ads time band-- Milk • Basically consistent with the overall trend between the Milk Ads and the audience rating. But in the afternoon and night time slot the curve of milk ads higher than the audience ratings Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking milk everyday

  16. Ads the program type-- Milk • The channel and programs show differences in preference according to the rating data of " milk drinker" and “milk Ads" : the milk drinker prefer to watching News or TV Drama? Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking milk everyday

  17. "Milk drinker" brand loyalty • "Milk drinkers" have a higher brand loyalty, more than half of them are willing to pre-determined the brand, then purchase directly. Compared with all the TV audience selected brands, the proportion of the milk drinker direct purchase was 10% higher Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking milk everyday

  18. Do the milk drinker drink the juice？ • There is as high as 15% of the customers who drink milk everyday drink fruit and vegetable juice/ soda / tea / vegetable protein juice. And the markets between milk and these juice are not mutually exclusive. Data Resource：CSM Media Research，Nangchang，Jan.20th to Apr.20th Based on the viewers drinking milk everyday

  19. Household goods buyers • Nearly 20% of television viewers have personal income over RMB1200. 40% of which are the primary household goods purchasers • This customer group with purchasing power and the purchase role have different preferences for watching TV programs compared with the group divided only on the basis of family income Data Resource：CSM Media Research，Nangchang, Jan.20th to Apr.20th

  20. Fashionable group • Young people aged 15-34 accounted for 40% of the overall television audience. Among them those that see themselves belonging to the fashion group occupy nearly 30% of the total young people. • Differences in channel share between the young people and the fashion group show the impact on TV ratings from different pyscological points of view Data Resource：CSM Media Research，Nangchang, Jan.20th to Apr.20th

  21. The project implementation plan

  22. UCM The formation of the project team Discussquestionnaire and matters related research Signed contract Project schedule Dec.2008 Jan.2009 Feb. to Mar. 2009 Apr.2009 May to June 2009 Field work Client Service • Client demand for • investigation • All clients involved in • discussing the project • and forming a unified • implementation of the • project questionnaire • Markets • Clients No. • Accounting price • Sign the contract • Questionnaire • survey on Panels • Update the InfoSys • and deliver the data • To introduce the • project background • Project Application • Consultation with • the customer • feedback • Interested in the • project • research budget • Agree to the • implementation model • of the project

  23. THANK YOU ! For more information, contact us at (8610) 85086666 or visit us at: www.csm.com.cn

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