phoenix satellite tv in china csm phoenix national survey 2005

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


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



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



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



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


CETV HorizonChannel

HBO SunSatellite

PhoenixMovies

BBC World STARSports



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

Xing

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

phoenix satellite tv in china csm phoenix national survey 2005

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