2011 CTR Quality Research into China TV Media Source CTR Market Research.

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+


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+


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+


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=Score of viewers’ involvement towards a channel/ Average score of viewers involvement towards all channels x100Base: Sample with Household Income RMB8,000+



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=Score of the channel’s trustworthiness / Average Score of all channels’ trustworthinessx100Base: Sample 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+


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=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


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


Ranking of the Branding on TV channels


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


Ranking of the Presenters/Commentators on TV channels


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


Ranking of the Programme Production Quality on TV channels


2011 CTR Quality Research into China TV Media Source CTR Market Research.

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Transcript of 2011 CTR Quality Research into China TV Media Source CTR Market Research.