Audience Appreciation Survey of
Phoenix TV
Q1-Q2, 2012
Source: CTR Market Research
51 Regional/ Satellite Channels Surveyed
•
CCTV (15)
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 Channel, CCTV Youth Channel,
CCTV Music Channel
•
China Education TV (1)
China Education TV1
•
Provincial Satellite TV (32) :
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,
Shenzhen Satellite, Guangxi Satellite, Hainan Travel Satellite, Sichuan Satellite,
Guizhou Satellite, Yunnan Satellite, Shaanxi Satellite, Gansu Satellite, Ningxia Satellite,
Qinghai Satellite, Tibet Satellite
•
Phoenix Satellite (3)
Phoenix Chinese Channel, Phoenix Movies Channel, Phoenix InfoNews Channel
Sample size = 3,061 (aged 15-69, receiving Phoenix TV at home)
Covering major cities in China
Part I
General performance of Phoenix TV
Audience Satisfaction
An overall evaluation based on audience scale, channel selectivity scale, and channel popularity.
78.5
76.8
Audience satisfaction%
(Top channels)
67.8
62.4
60.3
60.0
58.2
57.0
51.2
50.8
50.8
50.4
50.3
Phoenix CCTV Phoenix CCTV-5 CCTV-13 Hunan CCTV-3 Phoenix CCTV-10 Beijing CCTV-9 CCTV-4 Shanghai
Chinese General InfoNews
News
Satellite
Movies
Satellite
Dragon
TV
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Channel Selectivity Scale
Viewers selecting favorite channels divided by the channel
penetration rate in Phoenix homes.
63.6
54.8
Channel selectivity scale%
Top 10 channels
39.2
27.2
26.7
24.1
22.0
17.3
Phoenix
Chinese
CCTV
General
Phoenix
InfoNews
Hunan
Satellite
CCTV-3
CCTV-13 CCTV-5
News
Phoenix
Movies
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
17.2
14.4
CCTV-2 Shanghai
Dragon
TV
13.1
13.0
CCTV-4
Jiangsu
Satellite
Programme Competitiveness
Viewers who select the channel with favorite TV programmes ,
divided by the channel penetration rate in Phoenix homes
64.5
54.4
Programme competitiveness%
Top 10 channels
43.3
29.6
28.0
26.2
22.9
18.1
Phoenix
Chinese
CCTV
General
Phoenix
I nfoNews
Hunan
Satellite
CCTV-3
CCTV-13
News
CCTV-5
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
CCTV-2
16.7
Shanghai
Dragon TV
15.7
Jiangsu
Satellite
Channel Popularity
Viewers ‘s top favorite channels,
divided by the channel penetration rate in Phoenix homes
69.7
58.3
Channel popularity%
Top 10 channels
40.0
29.7
26.8
26.2
22.7
Phoenix
Chinese
CCTV
General
Phoenix
I nfoNews
Hunan
Satellite
CCTV-13
News
CCTV-3
CCTV-5
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
16.7
15.5
14.8
Phoenix
Mov ies
Shanghai
Dragon TV
Jiangsu
Satellite
Top 10 most searched channels
when staying in hotels
60.8
52.0
% channel searched actively in hotels
Top channels
25.4
24.6
21.6
Phoenix
Chinese
CCTV
General
CCTV-13
News
CCTV-5
Phoenix
InfoNews
18.6
CCTV-3
18.3
Hunan
Satellite
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Base: Respondents who have stayed at hotel + search TV channels
15.6
CCTV-2
14.8
Xing Kong
W ei Shi
12.8
CCTV-6
Distribution of Phoenix channels
in the office
% received in office
60
27
4
Phoenix Chinese
Phoenix InfoNews
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Base: Respondents who are able to receive TV channels in offices
Phoenix Movies
Phoenix Chinese is the most watched
oversea regional channel in the office
78
% watched most often
24
4
Phoenix Chinese
Phoenix InfoNews
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Base: Respondents who can received oversea regional TV channels in office
Phoenix Mov ies
Part II
Phoenix TV
Channel Image and
Analysis of Commercial Value on Phoenix TV
Must watched channels
when there are breaking/ important/ hot news
71.4
71.3
35.9
29.6
13.7
5.1
Phoenix
Chinese
CCTV General
CCTV News
Phoenix
InfoNews
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Base: respondents who are able to receive the channels
CCTV-4
Beijing Satellite
Phoenix TV viewers lead quality lifestyle and
have international perspectives
% agreed
Watching TV programmes
on Phoenix TV, I can
receive thorough and
completed information
92.0
Watching TV programmes
on Phoenix TV, it can
enrich my international
perspectives
76.3
TV programmes on
Phoenix TV match up my
cultural preferences
Watching TV programmes
on Phoenix TV enhance
my quality of life
68.2
62.0
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Phoenix Competitive Edge
Compared to Local TV Channels
% agreed when compared
to local TV channels
Quick Response to Breaking News
84.8
83.0
Rich International News and Information
81.1
With Sense of Social Responsbility
78.7
Appealing / New Way of Presenting
78.2
Exclusiv e Cov erage on Significant Ev ents
Conv incing commentatories
77.3
Objectiv e and Comprehensiv e Reportage
77.2
Various Perspectiv es and Different Angles
74.1
Interv iews with Key Figureheads
73.9
Stylish & Attractiv e Presenters
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
72.9
Word-of-Mouth Impact
Viewers who have ever recommended the programmes and channels to families
or friends
41.7
% Agreed
Top 10 channels
28.3
27.3
14.8
12.5
12.3
10.0
Phoenix
Chinese
CCTV
General
Phoenix
InfoNews
Hunan
Satellite
Phoenix
Movies
CCTV-13
News
CCTV-3
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
8.7
CCTV-5
7.6
7.3
Jiangsu
Satellite
Shanghai
Dragon
TV
Phoenix’s advertisers are more likely to export
prestigious products
18.3
% agreed “advertisers export
prestigious products”
5.7
Local Channels
Phoenix TV
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Phoenix’s advertisers are emerging
international brands
20.4
% agreed “advertisers are emerging
international brands”
9.2
Local Channels
Phoenix TV
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
The commercials of Phoenix’s advertisers
are well-produced
28.9
% agreed “commercials
are well-produced”
23.8
Local Channels
Phoenix TV
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Phoenix advertisers are high quality brands
% agreed “advertisers are of high
quality brands”
37.2
29.1
Local Channels
Phoenix TV
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Commercial Activity
Phoenix TV Vs local channels
Phoenix TV
Local channels
73.3
Well-produced
commercials
71.3
73.3
Variety and creative
commercials
71.9
69.9
Better commercials line-up
Shorter commercial breaks,
viewers stayed with the
channel
Fewer commercials, viewers
are likely to re-call
advertisers
66.3
69.5
65.2
69.3
67.1
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
% perception of commercial activity
Phoenix TV Commercial Scheduling
Phoenix viewers are less likely to surf channels
during commercial breaks
24.8
% not surfing channels during
commercial breaks
18.6
watching other channels
watching Phoenix TV
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q1-Q2, 2012
Definitions (1)
Audience Satisfaction -
An overall evaluation based on audience scale, channel
selectivity scale and channel popularity.
Channel Penetration -
Reception rate of specified channels in Phoenix homes, expressed
as a percentage.
Channel Selectivity Scale -
Viewers selecting favorite channels divided by the channel
penetration rate in Phoenix homes, expressed in percentage.
No. of viewers who view their favorite channel each time
Channel Selectivity Scale = ------------------------------------------------------------------------------------- X 100%
The channel penetration rate in Phoenix homes
Definitions (2)
Programme Competitiveness -
The number of viewers who select the channel with favorite TV
programmes , divided by the channel penetration rate in Phoenix
homes, expressed in percentage.
No. of viewers who watched a specific prog
on a specific channel regularly
Programme Competitiveness = ------------------------------------------------------------------- X 100%
The channel penetration rate in Phoenix homes
Channel Popularity Index
The number of viewers who select the top favorite channels, divided
by the channel penetration rate in Phoenix homes, expressed in
percentage.
No. of viewers who like watching a specific channel
Channel Popularity Index = ---------------------------------------------------------------------------- X 100%
The channel penetration rate in Phoenix homes