2015 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: 3,519 representing aged 15-69 TV population who are receiving overseas regional TV channels at home

– Fieldwork period: 15 May to 2 Jul 2015– Survey method: In-home face-to-face

questionnaire interview

Channels with International Image70.8

54.6

51.9

41.0

33.9

18.5

15.2

14.2

13.4

13.3

Phoenix Chinese

CCTV-1

Phoenix InfoNews

CCTV-4

CCTV-13 News

CCTV-3

CCTV-2

Hunnan Satellite

CCTV-5

Phoenix Movies

Agree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

51.5

43.2

34.5

27.7

23.4

22.4

20.4

19.8

18.0

60.7Phoenix Chinese

CCTV-1

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-3

CCTV-2

CCTV-5

CCTV-12

Hunan Satellite

Channels with Professional ImageAgree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

40.4

40.1

33.1

32.3

27.6

20.7

19.4

18.6

17.6

50.9Phoenix Chinese

CCTV-1

Hunan Satellite

CCTV-3

Phoenix InfoNews

Jiangsu Satellite

Zhejiang Satellite

CCTV-13 News

Shanghai Dragon TV

CCTV-4

Channels with Innovative ImageAgree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

65.3

63.0

51.4

50.3

23.1

10.4

9.4

8.5

8.1

8.1

Phoenix Chinese

CCTV-1

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

Shanghai Dragon TV

Beijing Satellite

Hunan Satellite

Live Broadcasting on Significant EventsAgree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

63.3

62.3

48.2

45.7

21.7

9.9

9.2

8.8

7.9

6.8

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

Hunan Satellite

Shanghai Dragon TV

CCTV-12

Best Choice of TV Channel on Significant EventsAgree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

70.0

51.0

50.3

36.0

32.7

15.5

12.5

12.5

11.6

11.4

Phoenix Chinese

Phoenix InfoNews

CCTV-1

CCTV-4

CCTV-13 News

CCTV-3

CCTV-2

Shanghai Dragon TV

Hunan Satellite

CCTV-5

TV Programmes with Global InsightsAgree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

67.3

66.4

53.0

52.2

26.3

11.9

11.2

10.4

10.3

8.8

Phoenix Chinese

CCTV-1

CCTV-13 News

Phoenix InfoNews

CCTV-4

CCTV-2

CCTV-3

Hunan Satellite

Shanghai Dragon TV

CCTV-5

Quick Responses and Timely ReportagesAgree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

54.6

47.1

37.7

34.1

21.9

19.8

15.7

14.6

31.0

22.1

Phoenix Chinese

CCTV-1

Phoenix InfoNews

Hunan Satellite

CCTV-3

CCTV-13 News

Zhejiang Satellite

CCTV-4

CCTV-2

Shanghai Dragon TV

TV Channel with Interviews with Key Figureheads

Agree %

CTR-Quality Research into China TV Media 2015 Base: Sample who can receive the individual channel at home

48.2

38.7

39.5

35.2

37.7

31.8

70.0

67.3

67.3

65.3

62.3

60.2

56.8

55.4

54.6

53.2

51.0

52.2

50.4

51.4

Rich International Newsand Insights

Quick Response andComprehensive Reportage

Objective Analysis

Extensive Live Coverageon Significant Events

Best Choice TV Channel onSignificate Events

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 2015 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 2 1 1

Phoenix Chinese 2 1 2 2

Phoenix InfoNews 3 3 3 3

CCTV- 13 News 4 6 4 4

CCTV-3 5 4 5 5

CCTV-4 6 7 6 6

CCTV-5 7 8 9 8

CCTV-2 8 11 8 7

Phoenix Movies 9 12 11 10

Hunan Satellite 10 5 7 9

CCTV-12 11 16 12 11

CCTV-8 12 15 17 16

CCTV-6 13 17 14 13

Shanghai Dragon TV 14 9 10 12

Beijing Satellite 15 14 15 14

Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2015

Channel/ Ranking International Credibility Culture -Oriented

Innovative Professional

Phoenix Chinese 1 2 1 1 1

CCTV-1 2 1 2 2 2

Phoenix InfoNews 3 3 4 5 3

CCTV-4 4 5 7 10 5

CCTV-13 News 5 4 6 8 4

CCTV-3 6 7 3 4 6

CCTV-2 7 6 8 13 7

Hunan Satellite 8 10 5 3 10

CCTV-5 9 9 16 12 8

Phoenix Movies 10 12 10 11 13

Shanghai Dragon TV 11 11 12 9 14

CCTV-12 12 8 13 15 9

Zhejiang Satellite 13 16 11 6 15

Beijing Satellite 14 13 14 14 18

CCTV-10 15 14 9 19 11

Base: Sample who can receive the individual channel at home

Ranking of the Branding on TV channels

CTR-Quality Research into China TV Media 2015

Ranking of the Programme Quality on TV channels

Channel/ Ranking Global InsigntsObjective Reporting

With Famous Programmes

Good Responses and Timely Reportages

Live Coverage on Significant

Events

Best Choice on

Significant Events

Phoenix Chinese 1 1 1 1 1 2

Phoenix InfoNews 2 3 5 4 3 3

CCTV-1 3 2 2 2 2 1

CCTV- 4 4 5 9 5 5 5

CCTV-13 News 5 4 7 3 4 4

CCTV-3 6 8 4 7 7 8

CCTV-2 7 6 11 6 6 6

Shanghai Dragon TV 8 9 10 10 9 10

Hunan Satellite 9 11 3 9 11 9

CCTV- 5 10 12 13 11 12 12

Phoenix Movies 11 - 14 - - -

CCTV-12 12 7 12 13 13 11

Beijing Satellite 13 13 15 12 10 13

Zhejiang Satellite 14 14 6 14 14 14

CCTV- 8 15 15 18 15 15 15Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2015

Channel/ RankingShooting techniques are

unique and livelyWell-produced / package of

the programmes

Phoenix Chinese 1 1

Phoenix InfoNews 3 4

CCTV-1 2 2

CCTV- 4 7 7

CCTV-13 News 4 6

CCTV-3 5 3

CCTV-2 8 11

Shanghai Dragon TV 10 9

Hunan Satellite 6 5

CCTV- 5 9 12

CCTV-12 12 15

Beijing Satellite 15 14

Zhejiang Satellite 11 8

CCTV- 8 20 17

CCTV-7 19 19

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 2015