audience appreciation survey of phoenix tv q3-q4, 2011

Audience Appreciation Survey of Phoenix TV

Q3-Q4, 2011

Source: CTR Market Research

• 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 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 = 3,011 (aged 15-69, receiving Phoenix TV at home)

Covering major cities in China

51 Regional/ Satellite Channels Surveyed

Part I General performance of Phoenix TV

49.250.054.3

59.461.362.263.363.5

73.876.8

Phoenix

Chinese

CCTV

General

CCTV

News

Hunan

Satellite

Phoenix

InfoNews

CCTV-5 CCTV-3 Phoenix

Movies

CCTV-10 CCTV-12

Audience SatisfactionAn overall evaluation based on audience scale, channel selectivity scale, and channel popularity.

Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011

Audience satisfaction%(Top 10 channels)

Channel Selectivity ScaleViewers selecting favorite channels divided by the channel

penetration rate in Phoenix homes.

13.313.614.616.7

22.8

28.529.429.7

35.1

55.6

61.0

Phoenix

Chinese

CCTV

General

Phoenix

InfoNews

Hunan

Satellite

CCTV-3 CCTV

News

CCTV-5 CCTV-2 J iangsu

Satellite

Shanghai

Dragon TV

Phoenix

Movies

Channel selectivity scale%Top 10 channels


Programme CompetitivenessViewers who select the channel with favorite TV programmes ,

divided by the channel penetration rate in Phoenix homes

16.918.819.8

24.3

31.131.631.9

42.0

59.8

65.0

Phoenix

Chinese

CCTV

General

Phoenix

InfoNews

Hunan

Satellite

CCTV-3 CCTV

News


Satellite

Shanghai

Dragon TV

Programme competitiveness%Top 10 channels


Channel PopularityViewers ‘s top favorite channels,

divided by the channel penetration rate in Phoenix homes

14.514.715.5

22.2

30.831.333.3

37.0

59.6

69.7

Phoenix

Chinese

CCTV

General

Phoenix

InfoNews

Hunan

Satellite

CCTV

News


Satellite

Shanghai

Dragon TV

CCTV-2

Channel popularity%Top 10 channels


Top 10 most searched channels when staying in hotels

11.312.513.2

19.321.522.823.4

26.6

53.6

61.5

CCTV

General

Phoenix

Chinese

CCTV News Hunan

Satellite

CCTV-3 Phoenix

InfoNews

CCTV-5 CCTV-2 Shanghai

Dragon TV

CCTV-6

% channel searched actively in hotelsTop channels


Base: Respondents who have stayed at hotel + search TV channels (520)

Distribution of Phoenix channels in the office

72

30

11

Phoenix Chinese Phoenix InfoNews Phoenix Movies

% received in office


Base: Respondents who watch TV channels in offices (83)

Phoenix Chinese is the most watched oversea regional channel in the office

9

28

85

Phoenix Chinese Phoenix InfoNews Phoenix Movies

% watched most often

Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011 Base: Respondents who can received oversea regional TV channels in office (65)

Part II Phoenix TV

Channel Image and Analysis of Commercial Value on Phoenix TV

6.2

12.3

28.3

38.6

68.472.0

CCTV General PhoenixChinese

CCTV News PhoenixInfoNews

CCTV-4 CCTV-2

Must watched channels when there are breaking/ important/ hot news


Base: respondents who are able to receive the channels

Phoenix TV viewers lead quality lifestyle and have international perspectives

88.2

85.6

74.5

60.9

Watching TV programmeson Phoenix TV enhance

my quality of life

TV programmes onPhoenix TV match up my

cultural preferences

Watching TV programmeson Phoenix TV, it can

enrich my internationalperspectives

Watching TV programmeson Phoenix TV, I canreceive thorough and

completed information


% agreed

83.9

83.0

81.6

79.5

79.4

79.1

77.8

75.8

74.9

72.8

Quick Response to Breaking News

Rich International News and Information

With Sense of Social Responsbility

Convincing commentatories

Objective and Comprehensive Reportage

Exclusive Coverage on Significant Events

Appealing / New Way of Presenting

Stylish & Attractive Presenters

Interviews with Key Figureheads

Various Perspectives and Different Angles

Phoenix Competitive Edge Compared to Local TV Channels

% agreed when compared to local TV channels


6.57.07.69.1

10.112.5

13.6

23.0

30.1

40.9

PhoenixChinese

CCTVGeneral

PhoenixInfoNews

HunanSatellite

CCTVNews

CCTV-3 CCTV-5 CCTV-2 PhoenixMovies

J iangsuSatellite

% AgreedTop 10 channels


Word-of-Mouth ImpactViewers who have ever recommended the programmes and channels to

families or friends

3.6

13.1

Local Channels Phoenix TV

Phoenix’s advertisers are more likely to export prestigious products

% agreed “advertisers export prestigious products”


6.5

16.3


Phoenix’s advertisers are emerging international brands

% agreed “advertisers are emerging international brands”


23.0

29.8


The commercials of Phoenix’s advertisers are well-produced

% agreed “commercials are well-produced”


28.1

35.1


Phoenix advertisers are high quality brands

% agreed “advertisers are of high quality brands”


Commercial ActivityPhoenix TV Vs local channels

72.4

72.2

69.6

69.0

68.3

70.0

70.2

64.6

63.1

65.4

Well-producedcommercials

Variety and creativecommercials

Better commercials line-up

Shorter commercial breaks,viewers are likely to stay with

the channel

Fewer commercials, viewersare likely to re-call

advertisers

Phoenix TV Local channels

% perception of commercial activity


Phoenix TV Commercial SchedulingPhoenix viewers are less likely to surf channels

during commercial breaks

15.2

22.4

watching other channels watching Phoenix TV

% not surfing channels during commercial breaks


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.

Channel Selectivity Scale = ------------------------------------------------------------------------------------- X 100%

Definitions (1)

No. of viewers who view their favorite channel each time

The channel penetration rate in Phoenix homes

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.

Programme Competitiveness = ------------------------------------------------------------------- X 100%

Channel Popularity IndexThe number of viewers who select the top favorite channels, divided by the channel penetration rate in Phoenix homes, expressed in percentage.

Channel Popularity Index = ---------------------------------------------------------------------------- X 100%

Definitions (2)


No. of viewers who watched a specific prog on a specific channel regularly

No. of viewers who like watching a specific channel


audience appreciation survey of phoenix tv q3-q4, 2011

Documents

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