CTR Aug 2008 Research Report on CCME

8/8/2019 CTR Aug 2008 Research Report on CCME

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Report on ChinaReport on China MediaExpressMediaExpress

InterInter--city Bus TVcity Bus TV MediaMediaEffectiveness EvaluationEffectiveness Evaluation

To: Fujian Fenzhong Media

By: CTR Customized Research

August, 2008


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Project IntroductionProject Introduction


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Research Background

China MediaExpress, one of business project belonging to FujianFenzhong co., Ltd,

offer passengers with TV programs upon the start of the vehicle and insert a commercialof ten minutes after every thirty minutes of programs through national-patented vehicle

audiovisual equipment and an automatic control system. China MediaExpress is the

only media for a nationwide inter-city bus network in China, providing programs,

commercial information and other welfare service to a large amount of passengers.

China MediaExpress cooperates with many famous passenger transportation

companies, covering main transportation lines of major cities inChina.

Meanwhile, China MediaExpress hopes to carry out a media research by a third party.

CTR is honored to render this service to Fujian Fenzhong Media by carrying out the

research during July and August, 2008.


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Research Objectives

Reach of China MediaExpress inter-city bus TV media

Target audiences demographics of China MediaExpress inter-city bus TV ,

including age, gender, income, profession, education etc.

Targets Bus-taking Habits of China MediaExpress inter-city bus, including

taking rate, reasons for taking etc.

Target audiences attitude evaluation towards China MediaExpress inter-

city bus TV

Program preference and expected p by China MediaExpress inter-city bus

TV

China MediaExpress inter-city bus TV ad reach


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Research Design

Research Methodology: Interception Interview at China MediaExpress bus stops

Execution Area: Beijing, Shanghai, Guangzhou, Tianjin, Fuzhou, Xiamen, Nanjing and

Changzhou

Respondents Qualifications:

Age between 16 to 55

Those just stepped down from China MediaExpress Inter-city Bus

Those watched China MediaExpress inter-city bus TV during voyage

Does not work in related industries (market research, ad agencies, consulting, long-

distance public transportation etc)

Not participating any form of market research activities in the past 6 months

Sample Size:

200 samples for each city, altogether 1600 samples, actual finished 1634 samples

Data Collection: July 26th 29th.


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Research ConclusionsResearch Conclusions


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Media Evaluation of

China MediaExpress inter-city bus TV

China MediaExpress inter-city bus TV media enjoys a significant advantage

mainly in the following aspects (Cont)

Target Audience characteristics

Age, average 30 yrs old

Mainly male, major taking reason is business

High education, more than 50% respondentsare college or above

Household and personal income is about

medium, with an average monthly household

income of RMB5848 and personal income of

RMB3389

PMEB (professionals, management, private

business owner) is about 40% of all

respondents

Bus-taking Habits

About 42% of the respondents are frequent

passenger of China MediaExpress inter-city

bus, who take the bus at least once per

month. That means the target audience getmore chance to contact the programs and

commercials of China MediaExpress inter-

city bus TV .

More than 40% of the respondents spend

more than 2.5 hours on the bus.

Groups with a higher income take inter-city

bus more frequently.


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Media Evaluation of


China MediaExpress inter-city bus TV media enjoys a significant advantage

mainly in the following aspects:

Attitudes to Media

High preference of media and programs:

more than 90% of the target audience

expressed their preference to the media

and the programs launched.

Positive attitudes toward the media: China

MediaExpress inter-city bus TV serves as

an effective tool for passengers to kill

time on their way as well as an

information delivery way with high

definition visual effects and rich

program combination, which helps the

target audience to remember the brand

advertised.

High media reach: about 81% of the

respondents claimed to have noticed the

contents of China MediaExpress inter-city

bus TV . High media attention

Among the respondents who have

noticed the contents, about 80%

claimed they often pay attention to

the contents of China MediaExpress

inter-city bus TV .

Also, about 54% spend more than40% of their journey time watching

the programs on China MediaExpress

inter-city bus TV .

Media Attention


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Media Evaluation of China

MediaExpress inter-city bus TV

-By City

99919597991008796Preference

9589989797998899Program

Preference

5230304751444157Average

Watching Time

91

87

Tianjin

90

77

Guangzhou

64

79

Shanghai

87

81

Beijing

81498484Attention

81858082Media Reach

Changzhou

NanjingXiamenFuzhou%


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Program Combination ofChina MediaExpress inter-citybus TV

The top three programs that the target audience expect to watch on ChinaMediaExpress inter-city bus TV are movies, entertainment and news.

There is some difference among different age and gender groups:

Female target prefer entertainment, fashion/tourism/leisure and

music programs while the male like news and sports more.

Younger respondents are more interested in movies and

entertainment, the elder care more about news.

Ads about tourism/leisure and food/beverage are favored by most

respondents. The difference between gender groups is observed:

The male group hope to see ads of automobile, IT/digital products

and home appliances on China MediaExpress inter-city bus TV while

the female prefer ads of clothing, daily necessities, cosmetics and

dining & entertainment.


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Key FindingsKey Findings

1.1. Characteristics of Target Audience ofCharacteristics of Target Audience ofChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus

2.2. 22BusBus--taking Habits of Target Audiencetaking Habits of Target Audienceof Chinaof ChinaMediaExpressMediaExpressInterInter--city Buscity Bus

3.3. 33ChinaChinaMediaExpressMediaExpressInterInter--city Bus TVcity Bus TV

Effectiveness EvaluationEffectiveness Evaluation

4.4. ChinaChinaMediaExpressMediaExpressInterInter--city Bus TV Adcity Bus TV Ad

ReachReach5.5. Program Demands of Target AudienceProgram Demands of Target Audience


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Base: All respondents 1634 202 205 203 204 205 205 205 205

Overall, there are more male in the target audience, especially in the buses toShanghai, Tianjin and Changzhou.

Compared with other cities, there are more female in the buses to Xiamen.

65 64 72 6375

61 54 6170

35 36

28

37

26

39 46 39

30

Total BJ SH GZ TJ FZ XM NJ CZ

Female

Male

Demographics - Gender


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34 3925

15

4150

4124

37

3844

4045

3328 38

39

38

1911

2527

1412 16

2519

9 6 10 13 12 96 12 6


45-55 yrs old

35-44 yrs old

25-34 yrs old

16-24 yrs old

%

Overall, target audience of China MediaExpress inter-city bus TV are relatively young

with an average age of 30 years old.Respondents in Beijing, Fuzhou and Xiamen are even younger while there are more

respondents over 35 years old in Guangzhou and Nanjing.


Average age: 30 28 31 33 30 28 28 32 29

Demographics - Age


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10 10 6 823 15

2 415

4032 33

5240

33 61

34

39

2729 31

3415

23

29

3718

23 29 30

623 29

925 28


Undergraduate

and above

College

Seniorhigh/vocational/technical school

Junior high

school andbelow

%

About 50% of the respondents are college and above, a relativelyhigh education.

There are more respondents of high education (college and above)in Beijing,

Shanghai, Nanjing and Fuzhou, especially in Shanghai and Nanjingwith a rate of

more than 60%.


Demographics - Education


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14 14 10 4 10

2811 17

20

22 20

7 16

35

25

22

30 18

23 23

18 19

28

20

25

31

22

25 21

32

49

15 17

23

18

21

14 1928

103

918

314

2 1 3 8 3


Refuse toanswer/no idea

RMB5,000 andabove

RMB3,000-4,999

RMB2,000-2,999

Less thanRMB2,000

No income

%

Average monthly personal income of the respondents is above the average level

of all the cities, especially in Shanghai.


Demographics Monthly Personal Income

Average monthly personal income (RMB):

3389 3636 4727 3381 2367 3181 3396 2605 3727


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9 14 4 311 12 5 9

13

1614

6 11

21 1719

2911

18 9

12

29

2215 23

26

10

1715

13

2715

20 13

20

14

12

10

19

179

9 16

10

8

1314

27

12

4 817

3

11

716 13 12

6

13

7 6 717

720


Refuse toanswer/no ideaRMB10,000 andaboveRMB7,000-9,999

RMB6,000-6,999

RMB5,000-5,999

RMB4,000-4,999

RMB3,000-3,999

Less thanRMB3,000

%Monthly household income is above average level in all the cities, too.


Demographics Monthly Household Income

Average monthly household income (RMB):

5848 6486 7329 5495 4653 5992 5826 4626 6439


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15 153 5 3 3 7 1 6

18 25

4

2112 12

28 3818

2323

13

1725 27

41

53

20

17

18

20

1130 32

18

7

15

97

24

19

89

4

6

107

2626

210

1

4

8 3 719

6

28


Refuse toanswer/no ideaRMB5,000 andaboveRMB4,000-4,999

RMB3,000-3,999

RMB2,000-2,999

RMB1,000-1,999

RMB999 andbelow

%

It is the same situation as income: monthly household expense is highest in

Shanghai, followed by Guangzhou.


Demographics Monthly Household Expense

Average monthly household expense (RMB):

2807 2648 4171 3630 3027 3430 2419 2187 2782


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Demographics Occupation

PMEB (professionals, management, private business owner) is about 40% of all respondents.

There are more ordinary clerk in Nanjing which explained the relatively low average

personal monthly income.There are some proportion of students in every city mainly because the execution period isduring summer vacation.


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Overall, unmarried vs. married is about 1:1. There are more unmarried

respondents in Beijing, Fuzhou and Xiamen while married rate in Nanjing ishighest.

Among the respondents with kids, the average age of the child is 11 years old.

5061

4634

4963 58

3550

43 25

47 6344

3328

6044

7 13 63 7 4 14

4 6


Married,with child

Married, nochild

Unmarried

Demographics Marital Status

Average age of the child:

11 11 11 11 13 11 11 12 11


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About 40% of the respondents are local residents. There are more local

residents in Beijing and Tianjin, with a rate of about 50%. There are fewer

local residents in other cities, especially in Nanjing where there are only 6%.

3947

3231

50

25 306

27

6153

68 69

50

75 70

94

73


Foreignresidents

Localresidents

Demographics - Residence


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1.1. Characteristics of Target Audience ofCharacteristics of Target Audience of

ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus

2.2. BusBus--taking Habits of Target Audience oftaking Habits of Target Audience ofChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus

3.3. ChinaChinaMediaExpressMediaExpressInterInter--city Bus TVcity Bus TV


4.4. ChinaChinaMediaExpressMediaExpressInterInter--city Buscity BusTV AdTV Ad


h d


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153

1327

6 212

24 30

22

2015

42

129

13

25

402158

17

22

12 219

17

14

14

9

13

6

1926

11

19

718

9

24

2

23

35

32

15 4102

1929

722

4


4.5h and above

3-4.5h

2.5-3h

2-2.5h

1.5-2h

Less than 1.5h

%

The average travelling time is 2.5 hours.

Travelling time in buses to Shanghai, Tianjin and Fuzhou is relatively long, especially inTianjin with an average travelling time of 3.7 hours. Travellingtime is shorter in buses toGuangzhou and Changzhou.


Average travelling time (h):

2.5 2.3 3.1 1.7 3.7 3 2.9 2.1 1.9

Stay in China MediaExpressinter-city Bus (Travelling Time)


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18 17 161

28 18 22 3210

12 11 10

5

16

17 13

17

7

125 12

13

10 227

15

8

9

87

24

814

3

5

5

810 6 13

5

8

5

6

7

1722 21

2714

8

14

12

16

15

12 15

15 13 8

32

10

17

10 14 132 6 6 4 3

30


Once per weekor more

2-3 times permonthOnce per month

Once per 1-2monthsOnce per 2monthsOnce per 3months

Once per 4-5monthsOnce per 6months or less

%

Overall, about 42% of the respondents will take China MediaExpress inter-city bus

at least once per month, which means about half of the respondents are frequentpassengers of China MediaExpress inter-city bus.

There are more frequent passengers in Beijing, Shanghai, Changzhou and Xiamenwhile less in Fuzhou and Nanjing.


China MediaExpress Inter-city Bus-taking Rate in the Past 1 Year By City

China MediaExpress Inter City bus


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18 1425 25

11 1624 28 17 11

12 12

12 14

1011

1312

1410

1210

14 12

12 11

1012

12

10

910

9 7

1012

910

10

9

88

7 7

710

86

9

9

17 1815 16

1815 19 14 18

18

15 1614 13

17

189 11 14

18

10 12 5 6 14 9 96 6

14

Total Male Female 16-24yrs

old

25-34yrs

old

35-44yrs

old

45-55yrs

old

RMB3999

and

below

RMB

4000-

5999

RMB6000

and

above

Once per weekor more2-3 times per

monthOnce per month

Once per 1-2monthsOnce per 2monthsOnce per 3monthsOnce per 4-5

monthsOnce per 6months or less

%

There are more male respondents take China MediaExpress inter-city buses than female in the

past 1 year.Bus-taking rate is relatively higher in the age group of 25-44 years old.

Relatively speaking, the higher the household income the higher the bus-taking rate.

Base: All respondents 1634 1060 574 555 623 304 152 382 514 468

China MediaExpress Inter-City bus-taking Rate in the Past 1 Year ByGender/ Age/Household Income

GenderGender AgeAge Household IncomeHousehold Income


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When do you usually take aninter-city bus? By City

57

54

34

11

Visiting

family/friends

Business trip

Tourist trip

Going home

%

TotalTotal


The main reason for respondents to take an inter-city bus is visiting family/friends and

for a business trip.

More than 30% of the respondents mentioned they would take an inter-city bus when

they go on a tourist trip, especially those in Guangzhou and Nanjing.

BJ SH GZ TJ FZ XM NJ CZ

When do you usually take an inter-city


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When do you usually take an inter-citybus? By Gender/ Age/ HouseholdIncome

57

54

34

11

Visiting

family/friends

Business trip

Tourist trip

Going home

%

TotalTotal


There are more male and working class who take China MediaExpress inter-city bus for

business trip, While more female respondents take China MediaExpress inter-city bus forvisiting family/friends.

More respondents with relatively low-income take China MediaExpress inter-city bus for visiting

family/friendswhile more high-income respondents take China MediaExpress inter-city bus for

business trip.

Household IncomeAgeGender

119127101014139

343535313133373831

645637596865323464

486363635254616553

RMB6000 and

above

RMB4000-

5999

RMB3999 and

below

45-5535-4425-3416-24Fe male

Male

R f T ki Chi


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Reasons for Taking ChinaMediaExpress inter-city Bus This Time

38

31

19

10

1

Visitingfamily/friends

Business trip

Tourist trip

Going home

Others

%

TotalTotal


About 48% of the respondents this time are for business or travelling: 38% of them are

for business trips while 10% are for travelling.

There are more business or travelling people in Shanghai, Tianjin and Changzhou.



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ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus2.2. BusBus--taking Habits of Target Audience oftaking Habits of Target Audience of






Chi M di E I t it


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China MediaExpress Inter-cityBus TV Reach

81 79 7787 82 80 85 81 81

19 21 2313 18 20 15 19 19


Haven't seen

Inter-city busTV program

Have seen

Inter-city busTV program

About 81% of the intercepted passenger claimed they saw China

MediaExpress inter-city bus TV just now. Media reach is very high.

Base: All respondents who stepped off the inter-city bus (including those who havent seen inter-city bus TV )

2006 255 265 235 250 255 241 253 253

Attention to China MediaE p ess


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21 13

36

10 9 17 16

51

19

44

36

39

60 63 42 40

46

23

35

51

25 30 2842 44

3

58


Basically watchevery time

Often watch

Occationallywatch

%

About 80% of the target audience claimed they often pay attention to the inter-city bus

TV when they take an inter-city bus, among which 35% claimed they watch the inter-citybus TV program every time they take the inter-city bus.

More than 50% of the respondents in Beijing and Changzhou who watch the inter-city

bus TV program every time.


Attention to China MediaExpressInter-city Bus TV

How much time do you spend on


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5 5 3 2 1 2 2

15 9

177

2115 15 10

3424

9

26

9

27 35

20 26

41 31

16

27

33

30 19

2838

1723

28

16

23

1325

22

16

6 6

20

1023

6 515 8

1

19


80%-100% ofthe journey

60%-80% of thejourney




Less than 10%of the journey

%

Overall, about 54% of the respondents spend at least 40% of their journey on the bus to

watch the inter-city bus TV program.Respondents in Beijing spend the longest time watching the inter-city bus TV program:about 79% spend more than 40% of their journey watching the program.


watching inter-city bus TV programsduring the journey? By City

How much time do you spend on watching

i t it b TV d i th


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5 5 5 4 4 6 9 8 3 3

17 17 16 18 15 1818 17

14 18

26 25 27 20 2730 28 21 30 27

27 28 26 28 27

27 24

26 27 28

16 16 17 17 1911 16

17 17 16

10 10 8 12 9 9 5 11 8 8


old

25-34yrs

old

35-44yrs

old

45-55yrs

old

RMB3999

and

below

RMB

4000-

5999

RMB6000

and

above

80%-100% ofthe journey





Less than 10%of the journey

%

Respondents of 45-55 years old spend relatively less time watching the program.


inter-city bus TV programs during thejourney? By Gender/ Age/ Household

Income


Likeness to China MediaExpress


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1 14 4

13

1 3 5

8

1

3223

22

17 19

38

6443

26

54

45

59

7073

50

2647

62

10

29

7 13 7 84 1

11


Like very much

Quite like

Like

Don't like

Don't like at all

%

Most respondents expressed their preference to China MediaExpress inter-city

bus TV media.


Likeness to China MediaExpressInter-city Bus TV By City

Like(%): 96 96 87 100 99 97 95 91 99

Likeness to China MediaExpress Inter-


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14 5 4 3 5 58 3 4 6

32 31 33 29 3234 34 33 30 32

54 55 52

57

53 51 49 52 56 52

10 10 11 11 10 10 9 10 10 10


old

25-34yrs

old

35-44yrs

old

45-55yrs

old

RMB3999

andbelow

RMB

4000-5999

RMB6000

andabove

Like very much

Quite like

Like

Don't like

Don't like at all

%

Respondents of different groups all have a high preference for China MediaExpress inter-city

bus TV media .

Like(%) 96 95 96 97 95 95 91 97 96 94


GenderGender AgeAge

Likeness to China MediaExpress Intercity Bus TV By Gender/ Age/ HouseholdIncome

Household IncomeHousehold Income

Attitude towards China MediaExpress


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Attitude towards China MediaExpress

Inter-city Bus TV - Total

37

23

18

10

10

14

10

8

9

8

40

48

42

45

44

35

39

37

33

33

21

24

34

36

34

38

38

42

44

48

3

5

6

8

11

13

12

12

12

9

0

0

0

1

0

1

1

1

1

2

Totally agree Quite agree Agree

Not agree Not agree at allAgree

%

Agree

%

97

95

94

91

88

87

87

87

86

89

Base: All respondents N=1634

Helps to kill time on the journey

LCD image is clear and of good quality

Rich programs attract my attention

Ads broadcast in the inter-city bus TV deliver large

brand image of products/service

I can obtain some useful information from the program

broadcast

I usually focus on the programs and wont bedisturbed by external environment

Ads in the inter-city bus TV leave me deep impression

Im attracted to pay more attention to the products

advertised in the inter-city bus TV

Ads in the inter-city bus TV are reliable

Ads broadcast in inter-city bus TV deliver high

premium image of products / service

Attitude towards China MediaExpressI t it B TV B Cit (T t ll


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Inter-city Bus TV By City (TotallyAgree+Quite Agree+Agree)

97

95

9491

88

87

87

87

86

89

TotalTotal BJ SH GZ TJ FZ XM NJ CZ

99 95 95 98 99 98 97 98

98 89 100 97 97 91 88 97

96 93 100 94 99 96 80 95

97 94 95 85 98 93 83 87

94 96 95 84 93 95 76 75

96 91 95 87 94 69 78 81

90 90 94 78 99 96 64 82

93 91 98 81 96 93 64 79

96 94 98 86 96 66 82 77

96 91 95 83 96 90 77 86

Helps to kill time on the journey

LCD image is clear and of good quality

Rich programs attract my attention

Ads broadcast in the inter-city bus TV deliver largebrand image of products/service

I can obtain some useful information from theprogram broadcast

I usually focus on the programs and wont bedisturbed by external environment

Ads in the inter-city bus TV leave me deepimpression

Im attracted to pay more attention to the productsadvertised in the inter-city bus TV

Ads in the inter-city bus TV are reliable

Ads broadcast in inter-city bus TV deliver highpremium image of products / service


%

China MediaExpress inter-city bus TV performs well in all the evaluation

dimensions.


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China MediaExpress Inter-city BusTV Ad U id d VS Aid d


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48

26 22 20 1812

6

66

4537

3032

20 19

CocaCola

Taizinai

LiushenShowerGel

YuanyeTea

Zhaopin.com

ChinaTelecom(114)

Siemens

Unaided awareness Aided awareness

%

Base: All Beijing respondents N=202

TV Ad awareness Unaided VS Aided(Beijing)

Coca Cola performs best in ad awareness, followed by Taizinai and Liushen

Shower Gel.

Unaided awareness: without any aid, respondents are asked to recall by themselves the ads they have seen in China MediaExpress inter-city bus TV

Aided awareness: after the brand list is shown, respondents recall all the ads they remember having seen in China MediaExpress inter-city bus TV

China MediaExpress Inter-city Bus TVAd U id d VS Aid d


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44

2419

9 9 9 72

80

52

35 34 31 30 34

20

CocaCola

Zhaopin.com

JinsihouChocolate

LiushenShowerGel

ChinaTelecom(114)

Wahaha

Hengyuanxiang

Uni-president


%

Base: All Shanghai respondents N=205

Coca Cola performs best in ad awareness, followed by Zhaopin.com.

Ad awareness Unaided VS Aided(Shanghai)





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40

59

36 35 34 30 2718

13

86

61 61 65

5448 50

38

Wanglaoji

Huangshanghuang

MasterKong

KuaibuAminoAcids

Jiuzhitang

CocaCola

LiushenShowerGel

Uni-presidentDrinks


%

Base: All Guangzhou respondents N=203

Wanglaoji performs best in ad awareness, followed by Kuaibu Amino Acids,

Huangshanghuang and Master Kong.

Ad awareness Unaided VS Aided(Guangzhou)





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46

11 9 7 6 6 4

75

33

36 38

28 25 24

CocaCola

MasterKong

Taizinai

ChinaUnicom

Siemens

PepsiCola

TataChewingGum


%

Base: All Tianjin respondents N=204

Coca Cola performs best in ad awareness, followed by China Unicom, Taizinai

and Master Kong.

Ad awareness Unaided VS Aided(Tianjin)



China MediaExpress Inter-city Bus TVAd awareness Unaided VS Aided


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3933

21 1410 8

3 2

64 61

43 43

2934

23

11

Guirenniao

PepsiCola

Wanglaoji

Huierkang

Uni-presidentDrinks

KuibuAminoAcids

Guangfahuafu

HaimaAutomobile-Fumeilai


%

Base: All Fuzhou respondents N=205

Guirenniao and Pepsi Cola perform best in ad awareness, followed by Huierkang

and Wanglaoji.

Ad awareness Unaided VS Aided(Fuzhou)





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40 3932 29 25

16 15

2

76

60 6055

4333

45

16

Wanglaoji

PepsiCola

Guirenniao

Huierkang

KuaibuAminoAcids

Guangfahuafu

Uni-presidentDrinks

HaimaAutomobile-Fumeilai


%

Base: All Xiamen respondents N=205

Wanglaoji performs best in ad awareness, followed by Pepsi Cola and Guirenniao.

Ad awareness Unaided VS Aided(Xiamen)





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2522 21 15 14

7 4 3

67 65

5054

40

23 22 24

ChinaTelecom(114)

ChinaUnicom

CocaCola

Zhaopin.com

SupiChanganMazda

SijimugeSolarEnergy

XintianniyaDryRedW

ine


%

Base: All Nanjing respondents N=205

China Telecom and China Unicom perform best in ad awareness, followed by

Zhaopin.com and Pepsi Cola.

Ad awareness Unaided VS Aided(Nanjing)





46/57

45

18

10 95 4 4 2 1

44 43 45

31 31

2217

14

SijimugeSolarEnergy

CocaCola

ChinaTelecom

Zhaopin.com

ChinaUnicom

ChanganMazda

SupiXintianniyaDryRedW

ine


%

Base: All Changzhou respondents N=205

China Telecom, Sijimuge Solar Energy and Coca Cola perform best in ad awareness.

Ad awareness Unaided VS Aided(Changzhou)




47/57

46







4.4. ChinaChinaMediaExpressMediaExpressInterInter--city Buscity BusTV AdTV AdReachReach

5.5. Program Demands of Target AudienceProgram Demands of Target Audience

Programs Watched inChi M di E i t it b TV


48/57

47


71

37

36

14

12

(movie/critic)

\

(music/MTV)

(crosstalk/xiaopin/acro

batics/magic)

(tourist site)

(entertainment)

%

TotalTotal


Most respondents have watched , followed by and

More respondents in Fuzhou and Changzhou have watched More respondents in Shanghai, Guangzhou, Fuzhou and Xiamen have watched

More respondents in Guangzhou have watched and

More respondents in Nanjing have watched


Likeness of China MediaExpress

i t it b TV P By City


49/57

48

15 112

1 3 3 210

5

3226

25

14 14

41

64 41

31

55

47

5672

75

51

3048

58

9

27

7 13 85 4 1 6


Like very much

Quite like

Like

Don't like

Don't like at all

%

Most respondents expressed their preference to the program in China

MediaExpress inter-city bus TV .


inter -city bus TV Program By City

Like(%): 95 99 88 99 97 97 98 89 95

Likeness of China MediaExpress inter-city bus TV Program By


50/57

49

15 5 5 3 4 610 4 3 6

32 33 31 30 3235

3533 29

34

55 55 54 58 5452 49 55 59 50

9 8 11 10 10 7 6 8 9 10


old

25-34yrs

old

35-44yrs

old

45-55yrs

old

RMB3999

and

below

RMB

4000-

5999

RMB6000

and

above

Like very much

Quite like

Like

Don't like

Don't like at all

%

Program preference is a bit lower in elder age groups.

city bus TV Program ByGender/ Age/ Household Income

Like(%): 95 95 95 97 96 94 89 96 97 94



Expected Programs of ChinaMediaExpress inter-city bus TV By City


51/57

50

MediaExpress inter city bus TV By City

46

44

43

3329

28

25

20

15

15

1210

9

Movies

Entertainment

News

SportsMusic

Fashion/tourism/leisure

Weather forcast

Life service

Movie critic/trailor

Financial/economics

Military/science

Culture/history

Medical/health

%

TotalTotal



48 50 43 49 59 19 45 55

40 50 39 54 52 30 52 33

33 63 31 53 50 22 65 31

27 45 29 40 21 23 50 2917 28 30 23 43 22 34 32

14 23 45 32 26 20 42 21

20 29 34 21 28 23 27 17

13 22 30 13 21 19 22 17

5 13 23 9 17 24 24 5

5 29 25 5 14 16 12 11

8 21 5 7 7 9 23 116 10 10 6 13 7 18 10

5 8 18 4 9 11 8 6

Respondents most like movies, entertainment and news programs. There is some

difference among cities in expected programs: sports is more favored by respondents in

Tianjin and Nanjing while those in Guangzhou prefer fashion/tourism/leisure, also there are

some respondents like military/science in Shanghai and Nanjing.

Expected Programs of China MediaExpressinter-city bus TV By Gender/ Age


52/57

51

inter-city bus TV By Gender/ Age

46

44

43

33

29

28

25

20

15

15

12

10

9

Movies

Entertainment

News

Sports

Music


Weather forcast

Life service


Financial/economics

Military/science

Culture/history

Medical/health

%TotalTotal

Base: All respondents 1634 1060 574 555 623 304 152

Female respondents prefer entertainment, fashion/tourism/leisure and music programs

while male ones like news and sports.

Younger respondents are more interested in movies and entertainment and the elder are

more attracted to news.

Male Female 16-24yrs 25-34yrs 35-44yrs 45-55yrs

47 45 52 47 38 40

37 55 47 46 37 38

49 34 32 46 55 55

42 17 32 32 35 34

25 36 36 26 24 22

23 37 27 29 29 24

25 26 18 28 28 34

17 25 14 20 25 27

13 18 18 15 12 11

17 10 10 16 20 1516 4 9 11 16 14

11 9 10 8 12 14

6 13 7 6 15 15

GenderGender AgeAge

Expected Programs of China MediaExpressinter-city bus TV By Household Income


53/57

52

inter city bus TV By Household Income

46

44

43

3329

28

25

20

15

15

1210

9

Movies

Entertainment

News

SportsMusic


Weather forcast

Life service


Financial/economics

Military/science

Culture/history

Medical/health

%

TotalTotal

Base: All respondents 1634 382 514 468

Respondents of low or medium income prefer to watch entertainment program

while those of high income like news program more.

RMB3999 and below RMB4000-5999 RMB6000 and above

47 48 43

46 46 39

41 44 45

30 35 3330 29 27

24 32 27

20 28 27

17 22 20

9 15 20

12 17 16

11 11 14

11 10 9

8 8 11


Expected Ads of China MediaExpress

inter city bus TV By City


54/57

53

inter-city bus TV By City

34

32

29

28

26

23

22

19

19

15

11

109

7

Tourism/leisure

Food/beverage

IT/digital products

Automobile

Clothing

Daily necessities

Home appliances

Cosmetics

Dining/entertainment

Telecom

Wine

Real estate

Financial/insurance

Medical/health care

%

TotalTotal



28 30 35 34 45 19 49 34

22 34 30 54 51 22 25 18

20 41 34 14 33 29 31 33

22 42 30 30 29 16 22 28

16 24 38 15 30 24 34 22

18 27 30 18 29 18 26 16

18 18 41 23 20 10 29 19

9 19 34 9 27 23 17 14

10 17 19 18 18 20 28 19

7 23 36 21 9 9 10 5

3 17 36 8 7 10 8 3

4 17 8 4 8 16 11 9

2 21 8 3 11 13 8 5

7 3 10 1 6 8 9 11

Tourism/leisure" and food/beverage are most welcomed by respondents. Respondents in

Shanghai pay more attention to IT/digital products and automobile while those in

Guangzhou prefer to see ads of home appliances, telecom and wine.

Expected Ads of China MediaExpressinter city bus TV By Gender and Age


55/57

54

inter-city bus TV By Gender and Age

34

32

29

2826

23

22

19

19

15

1110

9

7

Tourism/leisure

Food/beverage

IT/digital products

Automobile

Clothing

Daily necessities

Home appliances

Cosmetics


Telecom

WineReal estate

Financial/insurance

Medical/health care

%

Base: All respondents 1634 1060 574 555 623 304 152

Male respondents prefer to watch ads of IT/digital products, automobile and homeappliances while the female are more interested in clothing, daily necessities,cosmetics and dining/entertainment ads.

Younger respondents pay more attention to tourism/leisure ads while the elder tend to focuson daily necessities.

Male Female 16-24yrs 25-34yrs 35-44yrs 45-55yrs

32 39 40 35 27 25

30 35 32 31 32 34

34 21 32 31 28 12

36 12 28 27 31 22

16 42 29 26 24 15

19 29 15 23 27 39

25 16 15 24 28 29

9 37 21 20 15 14

17 22 20 19 15 19

17 11 11 16 20 14

14 6 8 12 14 1812 5 6 11 12 12

9 9 6 10 11 11

6 8 7 4 9 15

TotalTotal GenderGender AgeAge

Expected Ads of China MediaExpressinter -city bus TV By Household


56/57

55

34

32

29

28

26

23

22

19

19

15

11

109

7

Tourism/leisure

Food/beverage

IT/digital products

Automobile

Clothing

Daily necessities

Home appliances

Cosmetics


Telecom

Wine

Real estate

Financial/insurance

Medical/health care

%TotalTotal

There is no significant difference among different income groupsregardingexpected ads.

RMB3999 and below RMB4000-5999 RMB6000 and above

31 39 30

36 30 29

23 35 29

21 29 3224 30 23

24 23 22

20 26 21

15 22 20

19 19 16

9 17 18

6 14 14

7 10 12

5 9 13

6 6 8

Base: All respondents 1634 382 514 468


income


57/57

56

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CTR Aug 2008 Research Report on CCME