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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
CCTV-5 CCTV-2 J iangsu
Satellite
Shanghai
Dragon TV
Programme competitiveness%Top 10 channels
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
CCTV-3 CCTV-5 J iangsu
Satellite
Shanghai
Dragon TV
CCTV-2
Channel popularity%Top 10 channels
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
% 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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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”
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
6.5
16.3
Local Channels Phoenix TV
Phoenix’s advertisers are emerging international brands
% agreed “advertisers are emerging international brands”
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
23.0
29.8
Local Channels Phoenix TV
The commercials of Phoenix’s advertisers are well-produced
% agreed “commercials are well-produced”
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
28.1
35.1
Local Channels Phoenix TV
Phoenix advertisers are high quality brands
% agreed “advertisers are of high quality brands”
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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
Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2011
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)
The channel penetration rate in Phoenix homes
No. of viewers who watched a specific prog on a specific channel regularly
No. of viewers who like watching a specific channel
The channel penetration rate in Phoenix homes