Mobile TV Target Audience Measurement (Report 1)
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- Jasmin Wood
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1 Mobile TV Target Audience Measurement (Report 1)
2 Executive Summary VisionChina Media Inc. (NASDAQ: VISN) commissioned CTR Market Research, one of China s largest market research providers, to generate the first TV rating measurement results for mass transit based digital mobile television The results show that for a very low cost, our TV ratings are extremely high and advertisements reach more than 90% of the population of cities in which we operate With third party research clearly reporting the efficacy of mobile advertising currently available, we have concrete evidence of the value of mass transit based digital mobile television which we can draw on in our marketing and sales processes Potential advertising clients no longer need to take a wait and see approach, the evidence is in the numbers. Early key findings indicate that we still have room to increase our prices, bringing them closer to the rates of traditional television, and as the price of traditional advertising timeslot continues to rise, we should be able to increase our price at a faster rate than traditional television.
3 Background Digital Mobile TV, a new media to the market, has no industrial standard measurement on the medium s efficiency and efficacy The premature pricing structure of competitors misinterpreted digital mobile TV s media value, and has had a negative impact on VisionChina s rate-card settings Even though advertisers recognize the high target coverage of digital mobile, there is no detailed rating analysis on timeslots and delivery Potential digital mobile TV advertising businesses have no actual numbers of buses and screens to which they can refer VisionChina Media, as the market leader in digital mobile TV in China, is committed to encouraging market sophistication, and thus commissioned a third party to conduct research on target audience ratings in 16 cities continuously
4 Objective Understanding the demographic and psychographic traits of bus commuters Using ratings measurement to evaluate: rating share of different digital mobile TV operators in different cities media value of digital mobile TV in terms of timeslot and weekdays vs. weekends cost effectiveness of digital mobile compared to traditional TV media, to guide future rate-card incremental readjustments acceptance level of digital mobile TV by mass audiences
5 CTR Research Launch The first ever on-going digital mobile TV rating measurement launched on May 28, 2008 This project was recognized and endorsed by advertising industry experts including advertisers associations, 4A agencies (e.g. Mindshare), as well as market opinion leaders
6 Research Methodology City Period Frequency Methodology Sample Measurement : Q (BJ/SH/GZ/SZ) : June - July : Three times a year : Diary : 450 person/city 岁 : - Rating - Rating Share - Cost effectiveness comparison - Reach - Overall media evaluation - Target Audience profile structure
7 1 Digital Mobile TV Measurement Findings 2 Overall Media Evaluation 3 Target Profile This report focuses on Beijing, Guangzhou and Shenzhen
8 Mobile population reaches about 90% of total city population City Beijing Shanghai Shenzhen % of City Pop Total Mobile Pop 6,932,347 4,799,236 2,609,036
9 Beijing, Guangzhou and Shenzhen Mobile TV Rating
10 (Aged 15-55) Average 2.5 hours Rating Rating Two peak timeslots were found Some ratings in certain timeslots are higher than traditional TV channel performance (average 3-4 rating) Timeslot Media Ave. Week day Week end Media Ave. Week day Week end Media Ave. Week day Week end 5:30-7: % 2.88% 1.31% 1.15% 1.30% 0.80% 0.98% 1.15% 0.59% 7:30-8: % 6.40% 3.38% 2.90% 3.28% 1.95% 3.37% 3.92% 2.01% 9:00-11: % 0.97% 1.88% 0.31% 0.24% 0.49% 0.52% 0.46% 0.69% 11:30-13: % 0.51% 0.84% 0.16% 0.12% 0.26% 0.30% 0.24% 0.45% 13:30-16:59 VISN 1.29% 1.10% 1.78% VISN 0.37% 0.29% 0.55% VISN 0.44% 0.41% 0.51% 17:00-18: % 5.40% 1.95% 2.25% 2.62% 1.32% 2.54% 2.99% 1.41% 19:00-20: % 1.42% 1.04% 0.94% 1.01% 0.77% 0.96% 1.07% 0.67% 21:00-23: % 0.31% 0.31% 0.12% 0.09% 0.24% 0.36% 0.35% 0.39% 日 平 均 2.14% 2.37% 1.56% 1.03% 1.12% 0.80% 1.18% 1.32% 0.84%
11 Beijing, Guangzhou and Shenzhen Mobile TV Rating Share
12 Total Rating Share (Aged 15-55) Average 2.5 hrs Rating share By timeslot % 80.00% 60.00% 40.00% 20.00% 0.00% Rating share Leading position 60.11% VISN-BJ VISN-GZ VISN-SZ 36.44% Premier League position 66.97% VISN-BJ VISN-GZ VISN-SZ Remarks : VISN successfully secured competitor s resources after the survey period concluded Leading position % 80.00% 60.00% 40.00% 20.00% 0.00% 52.83% 72.06% 62.46% 68.08% 39.79% 36.25% 5:30-7:29 7:30-8: % 80.00% 60.00% 40.00% 20.00% 0.00% 62.44% 65.00% 61.00% 65.22% 27.93% 33.33% 9:00-11:29 11:30-13: % 80.00% 60.00% 40.00% 20.00% 0.00% 57.59% 60.27% 61.56% 64.14% 38.14% 33.38% 13:30-16:59 17:00-18: % 80.00% 60.00% 40.00% 20.00% 0.00% 59.55% 70.07% 68.18% 70.59% 47.72% 35.29% 19:00-20:59 21:00-23:30
13 Beijing, Guangzhou and Shenzhen Mobile TV Cost Effectiveness Comparison
14 Beijing, Guangzhou and Shenzhen Cost Analysis (CPRP) Traditional TV cost (TTV) / rating % Mobile TV cost / rating % after 60% discount Mobile TV Rating-VISN People aged BJ Pop 6,932,347 GZ-Pop 4,799,236 SZ-Pop 2,609,036 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 TTV 6,800 VISN-BJ 1,104 TTV 2,000 VISN-GZ 747 TTV 3,900 BJ GZ SZ VISN-SZ % 2.00% 1.50% 1.00% 0.50% 0.00% VISN-BJ 2.14% VISN-GZ 1.07% VISN-SZ 1.18% BJ GZ SZ Population Reached People in Thousand Cost/thousand (CPM) Cost / thousand people VISN-BJ 148 VISN-GZ 51 VISN-SZ 31 BJ GZ SZ TTV 98 VISN-BJ TTV 41.6 VISN-GZ TTV 149 BJ GZ SZ VISN-SZ 42 VISN CPM is approximately 23% of TTV Cost
15 Beijing, Guangzhou and Shenzhen Reach of Digital Mobile TV
16 (Aged 15-55) Reach Accumulation of 3 weeks Reach % 80.00% 60.00% 40.00% 20.00% 0.00% VISN-BJ VISN-GZ VISN-SZ 96.79% 87.28% 64.85% VISN-BJ VISN-GZ VISN-SZ
17 1 Digital Mobile TV Measurement Findings 2 3 Overall Media Evaluation Target Profile
18 Overall Evaluation Acceptance Level % % Attention Level Highly accept Highly attention Accept Pay Attention Fair Relatively not accept TTL not accept In general, digital mobile TV is highly appealing to the mass Fair low attention No attention population in terms of Positive Opinion acceptance level, attention level, level of Credibility positive opinion and Like very much credibility Highly Creditable 5.91 Like Creditable Fair Fair Relatively don't like 1.54 Relatively not creditable 2.07 Don't like 0.09 % % Non-creditable 0.08
19 Media Advantage Rich content, high broadcasting quality, and real-time broadcasting are the key competitive edge of VisionChina s Digital Mobile TV % Rich content attracts my attention Good broadcasting quality Informative message Popular advertising brands broadcasted High quality of products advertised High credibility of products advertised Good environment to focus on TV Bottom2(1+2)= Complete/Do not agree Middle (3)= Fair Top2(4+5)=Agree/Strongly agree
20 Efficacy Rating Digital mobile TV is one of the best mediums of entertainment and education while commuting % Commuting is really boring Mobile TV provides entertainment Mobile TV provides useful messages I had nothing else to do Mobile TV advertisements alone are worth watching I spent a lot of time watching mobile TV I will share the information received in mobile TV to others Mobile TV influences my consumption decisions Bottom2(1+2)= Complete/Do not agree Middle (3)= Fair Top2(4+5)=Agree/Strongly agree
21 1 2 3 Digital Mobile TV Measurement Findings Overall Media Evaluation Target Profile
22 Demographic Traits - Beijing Gender Gender Male Age Age Female Marital Marital Status Status Edu. Edu. level level Single Married Divoiced % % Personal Personal Income Income Below RMB1,000 1,000-1,999 2,000-2, % University College ,000-3,999 4,000-4, Post-Secondary Career/Prof.sch Secondary Primary ,000-5,999 6,000-6,999 No Income
23 Demographic Traits - Guangzhou Gender Gender Male Female Marital Marital Status Status Single Married Divoiced Personal Personal Income Income Below RMB1, % Age Age % % Edu. Edu. level level 1,000-1,999 2,000-2, University ,000-3, College ,000-4, Career/Prof.sch ,000-5, Post-Secondary No Income Secondary 9.06 Refuse to answer 0.94
24 Demographic Traits - Shenzhen Gender Gender Male Female Marital Marital Status Status Single Married Divoiced Personal Personal Income Income Below RMB1,000 1,000-1, % Age Age Edu. Edu. level level % 2,000-2,999 3,000-3, University College Career/Prof.sch Post-secondary Secondary Primary ,000-4,999 5,000-5,999 6,000-6,999 7,000-7,999 8,000-8,999 9,000-9,999 No Income Refuse to answer
25 Appendix Diary Measurement Card
26 Appendix - Diary Card Design Record time:5:30~23:30 日 记 卡 D E S I G N Reach time:every 5 minutes Rating criteria: To watch mobile TV at least 3 minutes continuously Record content: To watch mobile TV during commute Viewing definition: View and receive messages from mobile TV which include: Captive viewing View by chance Unconscious viewing No recollection of messages after viewing 时 段 时 间 是 否 是 否 是 否 是 否 是 否 乘 车 线 路 时 段 时 间 乘 车 线 路 时 段 时 间 乘 车 观 看 乘 车 观 看 乘 车 乘 车 线 路 30~ ~ ~ :30 ~ 11:30 ~ 17:30 ~ 05:44 35~ :44 35~ :44 35~ 人 员 姓 名 : 40~ ~ ~ ~ ~ ~ 访 问 员 编 号 05:45 ~ 11:45 ~ 17:45 ~ 05:59 50~ :59 50~ :59 50~ ~ ~ ~ 日 期 : 00~ ~ ~ 年 月 日 06:00 ~ 05~ :00 ~ 05~ :00 ~ 05~09 06:14 12:14 18: ~ ~ ~ 星 期 : 一 二 三 四 五 六 日 15~ ~ ~ :15 ~ 12:15 ~ 18:15 ~ 06:29 20~ :29 20~ :29 20~ 人 员 编 号 25~ ~ ~ ~ ~ ~ :30 ~ 12:30 ~ 18:30 ~ 35~39 06: ~39 12: ~39 18: 填 写 提 示 40~ ~ ~ 请 您 每 次 乘 公 交 车 时, 45~ ~ ~ 立 即 填 写 日 记 卡 06:45 ~ 12:45 ~ 18:45 ~ 50~54 06: ~54 12: ~54 18: 请 认 真 核 对 姓 名 人 员 55~ ~ ~ 编 号 频 道 代 码 00~ ~ ~ :00 ~ 13:00 ~ 19:00 ~ 3 7:00 对 应 时 间 段 为 05~ ~ ~09 07:14 13:14 19: :00-07:15 10~ ~ ~ 若 乘 坐 同 一 辆 公 交 车 时 15~ ~ ~ :15 ~ 13:15 ~ 19:15 ~ 长 超 过 3 分 钟, 则 在 是 否 乘 20~ ~ ~24 07:29 13:29 19: 车 处 圈 选, 否 则 不 圈 选 25~ ~ ~ 例 如 : 7:00-7:15 乘 坐 嘉 青 专 线 30~ ~ ~ 但 并 未 收 看 电 视 乘 车 线 路 记 录 07:30 ~ 13:30 ~ 19:30 ~ 35~39 07: ~39 13: ~39 19: 嘉 青 专 线 40~ ~ ~ : ~ ~ ~ :15 07:45 ~ 13:45 ~ 19:45 ~ ~54 07: ~54 13: ~54 19: ~ ~ ~ 某 时 段 内 收 看 车 载 电 视 累 计 时 间 超 过 3 分 钟 时, 在 记 录 处 00~ ~ ~ :00 ~ 14:00 ~ 20:00 ~ 填 写, 否 则 不 填 写 跨 时 05~ ~ ~09 08:14 14:14 20: 段 收 听 类 推 10~ ~ ~ 例 1: 13:03-13:05 乘 车 并 15~ ~ ~ :15 ~ 14:15 ~ 20:15 ~ 收 看 车 载 电 视, 不 记 录 20~ ~ ~ :29 14:29 20:29 25~ ~ ~ 例 2: 13:01-13:10 乘 坐 ~ ~ ~ :30 ~ 14:30 ~ 20:30 ~ 路 并 收 看 电 视 35~ ~ ~ :00 13:15 乘 车 线 路 08:44 14:44 20:44 记 录 40~ ~ ~ ~ ~ ~ :45 ~ 14:45 ~ 20:45 ~ ~ ~ ~ :59 14:59 20: ~ ~ ~ 是 否 观 看
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