2014 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.

• Scientific measurements from the audience perspectives on TV Channels’ brand images, TV Programmes’ qualities and TV Commercials’ environment.

50 Regional/ Satellite Channels Surveyed• CCTV (16 channels) ： 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-13 News, CCTV-Children, CCTV-Music, CCTV- English News

• Provincial Satellite TV (31 channels)

• Phoenix Satellite TV (3 channels) ： Phoenix Chinese Channel, Phoenix InfoNews Channel, Phoenix Movies Channel

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 Guangxi Satellite Travel Satellite Sichuan Satellite Guizhou Satellite

Yunnan Satellite Shaanxi Satellite Ningxia Satellite Qinghai Satellite Gansu Satellite

Xizang Satellite

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: 3,543 representing aged 15-69 TV population who are receiving overseas regional TV channels at home

– Fieldwork period: 13 Jun to 13 Jul 2014– Survey method: In-home face-to-face

questionnaire interview

Channels with International Image60.0

55.4

48.9

32.7

29.4

16.1

15.3

13.4

11.4

10.4

8.9

Phoenix Chinese

CCTV-1

Phoenix InfoNews

CCTV-4

CCTV-13 News

CCTV-3

CCTV-2

CCTV-5

Phoenix Movies

Hunnan Satellite

Shanghai Dragon TV

Agree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

48.4

40.6

30.0

26.5

25.0

24.2

23.8

18.6

18.4

14.8

12.3

12.1

50.8CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-3

CCTV-2

CCTV-4

CCTV-5

CCTV-10

CCTV-12

Hunan Satellite

CCTV-7

Phoenix Movies

Channels with Professional ImageAgree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

34.8

34.8

30.5

24.1

21.7

21.0

15.7

15.3

14.6

36.8Hunan Satellite

Phoenix Chinese

CCTV-1

CCTV-3

Phoenix InfoNews

Jiangsu Satellite

Zhejiang Satellite

Shanghai Dragon TV

CCTV-13 News

CCTV-5

Channels with Innovative ImageAgree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

64.9

58.7

46.0

39.3

20.1

11.1

9.3

8.3

7.8

7.7

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

Hunan Satellite

Shanghai Dragon TV

CCTV-5

Live Broadcasting on Significant EventsAgree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

61.2

58.7

44.1

37.6

19.6

10.9

9.1

8.0

7.7

7.3

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

CCTV-5

Hunan Satellite

Shanghai Dragon TV

Best Choice of TV Channel on Significant EventsAgree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

64.7

53.5

52.0

30.1

27.7

12.8

12.0

10.7

10.0

8.4

Phoenix Chinese

Phoenix InfoNews

CCTV-1

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

Hunan Satellite

CCTV-5

Shanghai Dragon TV

TV Programmes with Global InsightsAgree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

67.6

59.6

49.4

44.5

24.4

13.4

11.3

9.6

8.6

8.0

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

CCTV-5

Hunan Satellite

Shanghai Dragon TV

Quick Responses and Comprehensive News Agree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

46.3

43.2

32.3

29.2

14.5

13.5

13.1

12.6

26.3

21.3

CCTV-1

Phoenix Chinese

Phoenix InfoNews

Hunan Satellite

CCTV-3

CCTV-13 News

CCTV-4

Jiangsu Satellite

CCTV-2

Shanghai Dragon TV

TV Channel with Interviews with Key Figureheads

Agree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

48.0

35.8

33.6

30.8

32.7

29.4

64.7

59.6

58.7

58.7

58.6

48.3

44.9

43.8

43.2

42.9

53.5

49.4

46.0

44.1

Rich International News andInsights

Quick Response andComprehensive Reportage

Extensive Live Coverage onSignificant Events

Best Choice TV Channel onSignificate Events

Objective Analysis

With Famous TVProgramme

Shooting Techniques areUnique and Lively

With Famous Presenters

Interviews with KeyFigureheads

Well-Produced / Packageof the programmes

Phoenix Chinese

Phoenix InfoNews

Phoenix Competitive EdgeAgree %

CTR-Quality Research into China TV Media 2014 Base: Sample who can receive the individual channel at home

Ranking of the Commercial Environment on TV channelsChannel/ Ranking Commercials

interference are low to me

Commercials on this TV channel are well-

produced with good creativities

Advertisers on this channels are

big brands

This TV station ensures the quality of advertisers prior

the TVCs on air with the channel

CCTV-1 1 1 1 1

Phoenix Chinese 2 2 2 2

Phoenix InfoNews 3 3 3 3

CCTV-3 4 4 4 4

CCTV- 13 News 5 7 5 5

CCTV-5 6 6 6 6

CCTV-4 7 12 9 8

CCTV-2 8 8 8 7

CCTV-12 9 14 14 12

Hunan Satellite 10 5 7 9

CCTV- 6 11 15 13 16

Phoenix Movies 12 9 10 10

CCTV-10 13 16 17 15

CCTV-8 14 18 16 17

Shanghai Dragon TV 15 10 12 11Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2014

Channel/ Ranking International Credibility Culture -Oriented

Innovative Professional

Phoenix Chinese 1 2 2 2 2

CCTV-1 2 1 1 3 1

Phoenix InfoNews 3 3 4 5 3

CCTV-4 4 5 9 13 7

CCTV-13 News 5 4 6 9 4

CCTV-3 6 6 3 4 5

CCTV-2 7 7 8 12 6

CCTV-5 8 8 10 10 8

Phoenix Movies 9 14 13 11 13

Hunan Satellite 10 11 7 1 11

Shanghai Dragon TV 11 15 14 8 14

CCTV-12 12 9 11 18 10

CCTV-10 13 10 5 16 9

CCTV-6 14 12 18 17 15

Jiangsu Satellite 15 19 12 6 17

Zhejiang Satellite 16 20 15 7 19Base: Sample who can receive the individual channel at home

Ranking of the Branding on TV channels

CTR-Quality Research into China TV Media 2014

Ranking of the Programme Quality on TV channels

Channel/ Ranking International Perspectives

Objective Reporting

With Famous Programmes

Good Response and

Timely Reporting

Live Coverage on Significant

Events

Best Choice on

Significant Events

Phoenix Chinese 1 1 2 2 2 2

Phoenix InfoNews 2 3 5 3 3 3

CCTV-1 3 2 1 1 1 1

CCTV-13 News 4 4 6 4 4 4

CCTV-4 5 5 11 5 5 5

CCTV-2 6 6 10 6 6 6

CCTV-3 7 8 3 7 7 7

Hunan Satellite 8 10 4 9 8 9

CCTV-5 9 9 9 8 10 8

Shanghai Dragon TV 10 11 12 10 9 10

Phoenix Movies 11 - 15 - - -

CCTV-12 12 7 13 11 11 11

CCTV-10 13 12 14 15 14 14

Jiangsu Satellite 14 13 7 12 12 13

Zhejiang Satellite 15 17 8 16 15 15Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2014

Channel/ RankingShooting techniques are

unique and livelyWell-produced / package of

the programmes

Phoenix Chinese 1 2

Phoenix InfoNews 3 4

CCTV-1 2 1

CCTV-13 News 5 6

CCTV-4 8 10

CCTV-2 9 9

CCTV-3 4 3

Hunan Satellite 6 5

CCTV-5 7 7

Shanghai Dragon TV 10 11

CCTV-12 11 15

CCTV-10 13 16

Jiangsu Satellite 12 8

Zhejiang Satellite 15 12

Beijing Satellite 17 17

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 2014