phoenix satellite tv in china csm phoenix national survey 2005
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Phoenix Satellite TV in China
CSM Phoenix National Survey 2005
Methodology
Survey conducted by CSM and was initiated by Phoenix Satellite TV and its business partners – Sany Heavy Industry Co. Ltd.Wei Chai Power Co. Ltd.Board Air-conditionerTCL CorporationZenith OptimediaShenzhen Green Apple Ad. Co.Beijing Public Century Ad. Co.
Methodology
TV household• Face-to-face interview• Sample size = 5,403 (represents 367,311,500 TV
HH)Hotels (3 Star+)• CATI (Computer-assisted telephone interviewing)• Sample size = 300 (3Star : 4Star : 5Star = 185 :
81 : 34)
• Covered all China• Fieldwork time: Aug – Oct 2005• Stratified proportion (to population*) sampling*Population in China = 1,299,880,000 (Source from 2005 China Statistics Yearbook)
Methodology
TV HOUSEHOLD•Random, multi-stage proportionate sampling was employed, based on the structure of Chinese administrative system (with reference to the CSM National
Establishment Survey 2004):Urban --- Sample point --- Residents’ Committee --- HouseholdSuburb --- Sample point --- Street/ Town --- Residents’ Committee --- HouseholdRural --- Sample point --- Street/ Town --- Residents’ Committee --- Household
•Residents’ Committees were sampled by PPS method (Probability and Proportionate Sampling).•Household within committees were sampled randomly.
Methodology
HOTELS (3 Star+)•Random, multi-stage proportionate sampling was employed, based on the list of 3 Star+ hotels in China.•Data collected:
- No. of rooms/ beds- Occupancy rate- Duration of visitors stay in the hotel- Reception of Phoenix and other regional channels
Result – TV Household
Phoenix distribution in China
Phoenix Chinese Channel
- 14.23% of Total TV Homes
- 52.27 Million TV Homes
- 180 Million people
Phoenix Infonews Channel
- 8.44% of Total TV Homes
- 31 Million TV Homes
- 100 Million peopleSource: CSM 2005
Distribution of Phoenix Chinese increased by 25% in 6 years
41.78
52.27
CMMR 1999 CSM 2005
Million household
Source: CMMR 1999 and CSM 2005
+25%
Distribution of Phoenix Infonews increased by 135% in 3 year
13.2
31
Phoenix Marketing & Distribution Dept Feb2003
CSM 2005
Million household
Source: Phoenix Marketing & Distribution Dept Feb 2003 and CSM 2005
+135%
Distribution of regional channels
14.23
9.91
8.44
6.24
3.35
1.46 1.3
PhoenixChinese
Xing Kong PhoenixInfonews
CETV Sun Satellite PhoenixMovies
MTV
National distribution%
Source: CSM 2005
Phoenix Vs other regional channelMonthly personal income RMB 2,601+
82.4
33.9 32.6
26.9
11.1 9.96.2 5 5 3
PhoenixChinese
Xing Kong PhoenixInfonews
CETV PhoenixMovies
SunSatellite
CNN HBO BBC World MTV
Source: CSM 2005; Regional channels (Phoenix Vs 28 regional channels) watch most often
Top 10 channelsReach%
Phoenix Vs other regional channelMonthly household income RMB 7,001+
78.5
43.4
27.3
14.311.4 10.8 9.6
6.1 4.3 3.5
PhoenixChinese
PhoenixInfonews
PhoenixMovies
CETV Xing Kong HBO BBC World SunSatellite
CNN MTV
Source: CSM 2005; Regional channels (Phoenix Vs 28 regional channels) watch most often
Top 10 channelsReach%
Phoenix Vs other regional channelEducation level: University+
78.6
37.9
22.7
15.1
3.9 3.5 3.1 3 2.4 2.1
PhoenixChinese
PhoenixInfonews
Xing Kong CETV PhoenixMovies
Channel[V]
HBO SunSatellite
HorizonChannel
MTV
Source: CSM 2005; Regional channels (Phoenix Vs 28 regional channels) watch most often
Top 10 channelsReach%
Phoenix Vs other regional channelOccupation: Government/ Enterprise management officials
92.8
53.2
20.9
6.6 5.1 4.2 3.1 2.3 1.7 0.5
PhoenixChinese
PhoenixInfonews
Xing Kong CETV SunSatellite
CNN STARSports
NHK WorldPremium
Channel[V]
NGC Asia
Source: CSM 2005; Regional channels (Phoenix Vs 28 regional channels) watch most often
Top 10 channelsReach%
Phoenix Vs other regional channelOccupation: Government/ Enterprise officials/ technicians/
professionals
70.5
36.9
21.417.2
7.43.5 2.9 2.4 1.5 1.4
PhoenixChinese
Xing Kong PhoenixInfonews
CETV HorizonChannel
HBO SunSatellite
PhoenixMovies
BBC World STARSports
Source: CSM 2005; Regional channels (Phoenix Vs 28 regional channels) watch most often
Top 10 channelsReach%
Result – 3 Star+ Hotels
Phoenix distribution in hotels
75.164.9
88.997.1
Average 3 Star+ 3 Star 4 Star 5 Star
35.1
21.1
54.3
64.7
Average 3 Star+ 3 Star 4 Star 5 Star
Phoenix Chinese Channel
%
Phoenix Infonews Channel
%
Source: CSM 2005
Distribution of regional channels 3 Star+ hotels
75.1
35.133.4
22.119.4
15.013.512.111.111.010.48.3 6.7 5.7 5.4 4.4 4.3 3.7 3.7 2.7 2.7 2.3 2.0 2.0
Phoe
nix C
hines
e
Phoe
nix In
fone
ws
Phoe
nix M
ovies
HBO
NHK Wor
ld Premium
Kon
gCNN
BBC W
orld
Chann
el [V
]CET
V
STAR
Sports
Sun Sa
tellit
e
TV5 (
Franc
e)NG
CES
PNTV
B8
TVB Ja
de
STAR
Mov
ies I
nt'l
Korea KB
S TV
TVB Gal
axy
Disc
over
yMTV
German
y DW
-TV
Korea MBC
TV
%
Source: CSM 2005
57 Million Phoenix Chinese viewers 3 Star+ hotels
57.4
30.4
18.2
8.6
Total 3 Star 4 Star 5 Star
Phoenix Chinese annualreach in hotels (million people)
Source: CSM 2005
27 Million Phoenix Infonews viewers3 Star+ hotels
26.7
9.911.1
5.8
Total 3 Star 4 Star 5 Star
Phoenix Infonews annualreach in hotels (million people)
Source: CSM 2005
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