Post on 26-Mar-2015
2011 CTR Quality Research into China TV Media
Source : CTR Market Research
CTR Quality Research into China TV Media
• Quality Research into China TV sets up a new standard for TV channels and TV programmes. Apart from TV ratings, qualities of TV channels and TV programmes, plus the influences to the society will be the new key benchmarks.
• When a high quality TV channel vs. low quality TV channel receiving same TV ratings, the high quality TV channel has better brand value; it would turn into a value-added factor in TV commercials. It also enhances the combination of quality and quantity evaluations.
42 Regional/ Satellite Channels Surveyed• CCTV (10 channels) : CCTV-1, CCTV-2, CCTV-3, CCTV-4, CCTV-5,
CCTV-6, CCTV-8, CCTV-10, CCTV-12, CCTV-News• Provincial Satellite TV (29 channels):Beijing Satellite, Shanghai Dragon TV, Tianjin Satellite,
Chongqing Satellite, Shenzhen 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, Guangxi Satellite, Travel Satellite, Sichuan Satellite, Guizhou Satellite, Yunnan Satellite, Shaanxi Satellite, Ningxia Satellite, Qinghai Satellite
• Phoenix Satellite TV (3 channels) : Phoenix Chinese Channel, Phoenix InfoNews Channel, Phoenix Movies Channel
CTR Quality Research into China TV Media– methodology
Survey sampling– Individuals aged 15-69 who live in 35 keys cities in
China; plus receiving overseas regional TV channels at home
– Total sample: 3,599, representing aged 15-69 TV population who are receiving overseas regional TV channels at home
– Fieldwork period: 18 May to 8 Jun 2011– Survey method: In-home face-to-face
questionnaire interview
Channels with International Image59.3
49.2
46.3
45.8
36.2
16.1
13.6
10
7.6
7.3
5.5
5.2
4.1
4.1
3.2
Phoenix Chinese
CCTV-1
CCTV-4
Phoenix InfoNews
CCTV-News
CCTV-5
CCTV-2
Dragon TV
Beijing Satellite
Hunan Satellite
Jiangsu Satellite
Zhejiang Satellite
Guangdong Satellite
Sichuan Satellite
Anhui Satellite
Agree %
Base: Sample who can receive the individual channel at home
CTR-Quality Research into China TV Media 2011
Programming Quality – Reporting with unique analysis
45.2
35.1
34.2
30.6
22.3
15.9
13.9
13.2
12.2
11.8
11.3
10.5
7.6
9.0
Phoenix Chinese
CCTV-1
Phoenix InfoNews
CCTV-News
CCTV-4
CCTV-2
CCTV-5
Beijing Satellite
Hunan Satellite
Dragon TV
Jiangsu Satellite
Zhejiang Satellite
Guangdong Satellite
Anhui Satellite
Respondents with Household Income RMB8,000+ Agree %
Base: Sample with Household Income RMB8,000+
CTR-Quality Research into China TV Media 2011
47.1
38.2
37.1
22.6
20.7
19.2
14.6
13.5
13.5
12.2
11.3
8.8
7.7
6.4
52.0Phoenix Chinese
CCTV-1
CCTV-News
Phoenix InfoNews
CCTV-4
CCTV-2
CCTV-5
Dragon TV
Beijing Satellite
Jiangsu Satellite
Hunan Satellite
Zhejiang Satellite
Sichuan Satellite
Anhui Satellite
Guangdong Satellite
Programming Quality – Reporting with in-depth analysis
Respondents with Household Income RMB8,000+ Agree %
Base: Sample with Household Income RMB8,000+
CTR-Quality Research into China TV Media 2011
Media Preference – 5-point scale on the favorability towards TV channels
266
246
244
228
206
204
201
178
163
157
150
150
147
129
121
Phoenix Chinese
Phoenix InfoNews
CCTV-1
CCTV-News
CCTV-5
CCTV-2
Hunan Satellite
CCTV-4
Beijing Satellite
Dragon TV
Jiangsu Satellite
Zheijiang Satellite
Anhui Satellite
Guangdong Satellite
Sichuan Satellite
Audience Evaluation Index
Audience Evaluation Index=Score of the channel’s favorability / Average Score of all channels’ favorabilityx100Base: Sample with Household Income RMB8,000+ 5-point scale: Dislike, Slightly Dislike, Neutral, Slightly Like, Like
Respondents with Household Income RMB8,000+
CTR-Quality Research into China TV Media 2011
275
250
242
242
211
211
207
176
159
157
154
150
150
136
124
Phoenix Chinese
Phoenix InfoNews
CCTV-1
CCTV-News
CCTV-5
CCTV-2
Hunan Satellite
CCTV-4
Jiangsu Satellite
Dragon TV
Beijing Satellite
Zhejiang Satellite
Anhui Satellite
Guangdong Satellite
Sichuan Satellite
Level of Involvement – 5-point scale on the audience intensity of interest to watch the TV programme
5-point scale: •Not really watching, at a glance•Causally watch. If there are any interesting topics, would pay attention•Pay attention to the TV programme. If there are interesting topics, would pay close attention to watch•Pay full attention to watch the TV programme•Still want to watch even the TV programme is finished
Audience Evaluation Index
Audience Evaluation Index=Score of viewers’ involvement towards a channel/ Average score of viewers involvement towards all channels x100Base: Sample with Household Income RMB8,000+
Respondents with Household Income RMB8,000+
CTR-Quality Research into China TV Media 2011
253
249
239
224
200
197
193
180
163
154
148
144
134
124
124
CCTV-1
Phoenix Chinese
Phoenix InfoNews
CCTV-News
CCTV-4
CCTV-2
CCTV-5
Hunan Satellite
Beijing Satellite
Dragon TV
Jiangsu Satellite
Zhejiang Satellite
Anhui Satellite
Guangdong Satellite
Sichuan Satellite
Media Credibility – 5-point scale on the trustworthiness towards TV channels
5-point scale : Do not Trust at all, Relatively Not Trust, Neutral, Relatively Trust, Trust Completely
Audience Evaluation Index
Audience Evaluation Index=Score of the channel’s trustworthiness / Average Score of all channels’ trustworthinessx100Base: Sample with Household Income RMB8,000+
CTR-Quality Research into China TV Media 2011
Respondents with Household Income RMB8,000+
Communication – 5-point scale on the TV programme’s ability to deliver the message
5-point scale: After watching the TV programme•it did not leave any impressions to me•I found that it is somewhat useful to me•It is useful and it did not waste my time•I learn something new•I would recommend TV programmes or discuss it with other people
Audience Evaluation Index=Score of channel’s programme communications/Average score of all channels’ programme communications x100Base: Sample who can receive the individual channel at home
Audience Evaluation IndexRespondents with Household Income RMB8,000+
CTR-Quality Research into China TV Media 2011
271
271
250
228
219
213
185
184
169
156
154
152
142
136
123
CCTV-1
Phoenix Chinese
Phoenix InfoNews
CCTV-News
CCTV-5
CCTV-2
Hunan Satellite
CCTV-4
Beijing Satellite
Anhui Satellite
Dragon TV
Zhejiang Satellite
Jiangsu Satellite
Guangdong Satellite
Sichuan Satellite
211
182
163
159
155
154
145
129
117
117
113
110
108
98
96
CCTV-1
Phoenix Chinese
Phoenix InfoNews
CCTV-News
CCTV-2
CCTV-5
CCTV-4
Hunan Satellite
Dragon TV
Beijing Satellite
Jiangsu Satellite
Anhui Satellite
Zhejiang Satellite
Guangdong Satellite
Sichuan Satellite
Commercial Effectiveness – 5-point scale on the awareness of the commercial on TV
5-point scale: Awareness of the Ad products/brands•Improve the brand impressions•Improve the positive feelings•Shorten the distance between the products/brands and I•Improve the understanding towards the products/brands•I will buy the products if I need it
Audience Evaluation Index
Audience Evaluation Index=Score of Ad awareness towards an Ad on TV channel/ Average score of Ad awareness towards Ads on all TV channels x100Base: Sample who can receive the individual channel at home
CTR-Quality Research into China TV Media 2011
Ranking of the Commercial Environment on TV channelsChannel/ Ranking Commercials on TV
channels are more trustworthy
Most advertising products are well-
known brands
Commercial interference is
low to me
Less TV commercials than other TV channels
Advertisers are international
brands
CCTV-1 1 1 1 1 1
Phoenix Chinese 2 2 2 2 2
CCTV-News 3 3 3 3 4
Phoenix InfoNews 4 4 4 4 3
CCTV-3 5 5 5 7 8
CCTV-4 6 7 6 5 6
CCTV-2 7 8 8 8 9
CCTV-5 8 6 7 6 7
Phoenix Movies 9 9 9 9 5
CCTV-6 10 11 10 11 11
CCTV-12 11 12 12 12 13
CCTV-10 12 13 11 10 14
Hunan Satellite 13 10 13 16 10
Jiangsu Satellite 14 17 18 14 16
CCTV-8 15 15 14 13 17
Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2011
頻道品牌形象觀衆認可度排名
Channel/ Ranking
Authoritative BoldnessHigh Cultural
QualityTimely Professional International
CCTV-1 1 1 1 1 1 2
Phoenix Chinese 2 2 2 2 2 1
CCTV-News 3 4 4 4 4 5
Phoenix InfoNews 4 3 6 3 6 4
CCTV-4 5 6 9 5 8 3
CCTV-2 6 7 5 7 7 8
CCTV-3 7 5 3 9 5 9
CCTV-5 8 8 13 6 3 7
CCTV-12 9 11 12 10 10 11
Phoenix Movies 10 10 10 8 13 6
CCTV-10 11 14 7 15 9 16
CCTV-6 12 12 15 14 11 12
CCTV-8 13 16 18 16 14 17
Hunan Satellite 14 9 8 11 12 14
Dragon TV 15 13 11 12 16 10
Base: Sample who can receive the individual channel at home
Ranking of the Branding on TV channels
CTR-Quality Research into China TV Media 2011
Ranking of the Programme Quality on TV channels Channel/ Ranking With the
programme I like
Good response and timely reporting
Have well-known
programmes
Programmes with rich
information
Unique analysis and
exclusive reporting
Reporting with
in-depth analysis
CCTV-1 1 1 1 1 2 2
Phoenix Chinese 2 2 2 2 1 1
Hunan Satellite 3 13 4 6 9 13
CCTV-3 4 8 3 5 8 9
Phoenix InfoNews 5 3 5 3 3 3
CCTV-News 6 4 6 4 4 4
CCTV-5 7 7 7 9 6 7
Phoenix Movies 8 10 12 16 12 12
CCTV-2 9 6 8 7 7 6
Jiangsu Satellite 10 16 10 13 15 16
CCTV-10 11 17 11 11 16 14
CCTV-6 12 15 15 15 17 15
CCTV-4 13 5 9 8 5 5
Dragon TV 14 9 14 10 10 10
CCTV-12 15 11 13 12 11 8
Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2011
Channel/ Ranking With my favourite presenters /
commentators
With Famous presenters /
commentators
High quality and professional presenters /
commentators
Presenters / commentators provide
in-depth insights
CCTV-1 1 1 1 2
Phoenix Chinese 2 2 2 1
CCTV-3 3 3 5 6
Hunan Satellite 4 6 9 9
Phoenix InfoNews 5 4 4 3
CCTV-News 6 5 3 4
CCTV-5 7 8 6 8
CCTV-2 8 7 7 7
CCTV-4 9 9 8 5
Jiangsu Satellite 10 10 11 12
Dragon TV 11 11 10 11
Zhejiang Satellite 12 16 17 14
Travel Satellite 14 14 14 17
CCTV-12 15 12 12 10
Base: Sample who can receive the individual channel at home
Ranking of the Presenters/Commentators on TV channels
CTR-Quality Research into China TV Media 2011
Channel/ Ranking
Shooting techniques are unique and lively
Well-produced / package of the programmes
Good techniques - Effectively matching with the programme
contents
Phoenix Chinese 1 1 2
CCTV-1 2 3 1
Phoenix InfoNews 3 5 4
CCTV-News 4 6 5
CCTV-3 5 2 3
CCTV-4 6 12 9
CCTV-5 7 9 7
Hunan Satellite 8 4 6
CCTV-2 9 7 8
Dragon TV 10 10 10
Jiangsu Satellite 11 11 11
CCTV-12 12 18 12
Travel Satellite 13 13 13
Phoenix Movies 14 8 14
CCTV-10 15 17 16
Base: Sample who can receive the individual channel at home
Ranking of the Programme Production Quality on TV channels
CTR-Quality Research into China TV Media 2011