Phoenix Movies Channel

China Business Executives Survey 2014 in 8 cities

CBES - Methodology

• China Business Executives Survey (CBES)• Conducted by CVSC-TNS Research Co. Ltd. (CTR)• Face-to-face interview• 8 cities – Beijing, Shanghai, Guangzhou,

Shenzhen, Hangzhou, Dalian, Wuhan and Chengdu

• Target audience – Middle and top management of enterprises.

• Samples represent a population of 1,240,930 business executives nationwide.

CBES Scope – Corporate Executives

Corporate Executives with the company of 50 employees from 24 industries, including: banking and financial institutions, insurance companies, business schools, Fortune 500 companies in China, international audit and law firms, and hotels. •CEO/ GM/ MD/ President/ Chairperson (or equivalent)•Deputy GM/ VP (or equivalent)•Head of Finance/ Accounting•Head of Domestic Marketing/ Sales/ Advertising•Head of International Marketing/ Sales/ Operations•Head of Production/ Operations/ R&D•Head of IT•Owners or Partners

Phoenix Movies is No.4 oversea regional channel amongst Affluent Business Executives

8.9

8.3

6.6

5.6

5.2

5.1

5.0

5.0

4.6

4.3

3.9

2.9

2.4

1.8

1.4

3.6

13.9

16.130.0

49.155.6

3.7

3.8

Phoenix Chinese or Phoenix InfoNews

Phoenix Chinese

Phoenix InfoNews

Xing Kong Wei Shi

Phoenix Movies

China Entertainment TV

Discovery

TVB8

STAR Sports

CNN

BBC

ESPN

MTV

TVB Xinghe

Channel [V]

Sun Satellite

Disney

CNBC

Bloomberg

Cartoon Network

STAR World

MASTV

FOX

% watched in past 7 days

Source: CTR CBES 2014; Regional channels watched in past 7 days.Business executives with annual household income RMB 700K+ in 8 cities in China (102,037)

Phoenix Movies is No.4 oversea regional channel amongst General Manager/ President/ CEO/

Director

5.8

2.6

1.9

1.9

1.6

1.6

1.5

1.4

1.2

1.1

1.1

0.9

0.5

0.2

0.9

1.0

1.0

38.9

35.2

17.0

10.3

6.7

1.0

Phoenix Chinese or Phoenix InfoNews

Phoenix Chinese

Phoenix InfoNews

Xing Kong Wei Shi

Phoenix Movies

China Entertainment TV

Discovery

CNN

MTV

TVB8

ESPN

Sun Satellite

STAR Sports

Bloomberg

CNBC

BBC

TVB Xinghe

Disney

Channel [V]

STAR World

Cartoon Network

MASTV

FOX

% watched in past 7 days

Source: CTR CBES 2014; Regional channels watched in past 7 days.Business executives who are general manager/ president/ CEO/ direct, in 8 cities in China (504,548)

Phoenix Movies viewers are top management, affluent and decision makers

41.2

60.5

40.6

36.2

34.1

37.7

24.7

21.6

Legal Representatives/Shareholders/ Owners or

Partners

Decision makers ofcompany annual budget

RMB 1million+

Personal annual incomeRMB 300K+

Household annual incomeRMB 500K+

Phoenix Movies viewers

CBES respondents

Profile %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

Profile %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

77.6

39.4

38.4

33.9

12.4

54.8

20.3

34.4

16.0

7.7

Consumed Wine in past12 months

Consumed Whisky in past12 months

Consumed Chinese WhiteWine in past 12 months

Consumed Brandy in past12 months

Consumed Vodka in past12 months

Phoenix Movies viewers

CBES respondents

Phoenix Movies viewers love drinking

Phoenix Movies viewers love digital products

93.3

57.5

94.3

30.7

56.8

19.4

84.5

37.8

90.3

14.4

53.9

16.2

Owned digital camera

Owned digital videocamera

Owned laptop computer

Planned to buy laptopcomputer next 12 months

Owned Tablet PC

Planned to buy Tablet PCnext 12 months

Phoenix Movies viewers

CBES respondents

Profile%

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

Phoenix Movies viewers are frequent flyers

91.5

75.2

79.2

75.3

46.1

63.9

Air travel in past 12months

Business air trip in past 12months

Leisure air trip in past 12months

Phoenix Movies viewers

CBES respondents

Profile%

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

28.8

48.4

25.1

3.2

13.9

37.7

34.2

6.2

Five-star hotel

Four-star hotel

Three-star hotel

Lower than three-starhotel

Phoenix Movies viewers

CBES respondents

Phoenix Movies viewers are more likely to stay with 4-star or above hotels

Profile%

Type of hotel usually stay with during business or leisure trips

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

53.1

41.3

34.7

28.9

28.5

25.6

22.6

22.2

17.9

16.4

45.4

25.0

22.3

17.1

14.5

9.8

13.1

11.8

7.7

8.4

Mainland China

Hong Kong/Macau

European Countries

SG/MAL/THAI/Indonesia/PHIL

Korea

Japan

Taiwan

Australia/New Zealand

North American Countries

Other Asian Countries

Phoenix Movies viewers

CBES respondents

Travel Destinations for the Next 12 MonthsProfile%

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

Phoenix Movies viewers are likely to take First or Business Classes on air travels

Class taken in most of the time on the plane

48.7

42.8

27.6

47.7

First / Business Class

Economy Class

Phoenix Movies viewersCBES respondents

Profile%

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

Phoenix Movies viewers are more likely to travel with tour groups and work units

How do you normally travel

45.6

42.5

38.5

33.6

35.2

22.1

36.3

31.4

Tour Groups

Tours with Work Units

Package Travel

Self-driving Tours

Phoenix Movies viewersCBES respondents

Profile%

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

Phoenix Movies viewers are more likely to own private cars at home

98.0

39.2

87.2

19.1

Own Private Car(s) athome

Intend to buy Car(s) athome in next 12

months Phoenix Movies viewers

CBES respondents

Profile %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)

Phoenix Movies viewers are more likely to attend postgraduate education

53.9

52.2

29.4

30.7

Currently AttendingPostgraduate Education*

Planning to AttendPostgraduate Education* in

Next Year

Phoenix Movies viewers

CBES respondents

Profile %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)*Remarks: MBA/EMBA/ EDP/ MPA/ Professional Qualifications (e.g. CPA)/ Foreign Language Training/ Postgraduate Programme/ Others

Phoenix Movies viewers lead a quality lifestyle

83.0

80.7

80.3

73.9

69.9

77.0

76.0

57.4

68.7

52.0

I like to keep up the trendof technologicaldevelopment.

I chose high-tech productbecause it makes me

efficient.

I would like to spend moremoney on brand products

It is worth paying extra forquality goods

I'd like to buy foreignbrands even they're

expensive Phoenix Movies viewers

CBES respondents

Agree / Strongly agree %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)