CTR Aug 2008 Research Report on CCME
Transcript of 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
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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
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%.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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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Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
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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Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
Foreignresidents
Localresidents
Demographics - Residence
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Key FindingsKey Findings
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
Effectiveness EvaluationEffectiveness Evaluation
4.4. ChinaChinaMediaExpressMediaExpressInterInter--city Buscity BusTV AdTV Ad
ReachReach5.5. Program Demands of Target AudienceProgram Demands of Target Audience
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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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Base: All respondents 1634 1060 574 555 623 304 152 382 514 468
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
Base: All respondents 1634 202 205 203 204 205 205 205 205
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.
BJ SH GZ TJ FZ XM NJ CZ
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Key FindingsKey Findings
1.1. Characteristics of Target Audience ofCharacteristics of Target Audience of
ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus2.2. BusBus--taking Habits of Target Audience oftaking Habits of Target Audience of
ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus
3.3. ChinaChinaMediaExpressMediaExpressInterInter--city Bus TVcity Bus TV
Effectiveness EvaluationEffectiveness Evaluation
4.4. ChinaChinaMediaExpressMediaExpressInterInter--city Buscity BusTV AdTV Ad
ReachReach5.5. Program Demands of Target AudienceProgram Demands of Target Audience
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
Total BJ SH GZ TJ FZ XM NJ CZ
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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total BJ SH GZ TJ FZ XM NJ CZ
80%-100% ofthe journey
60%-80% of thejourney
40%-60% of thejourney
20%-40% of thejourney
10%-20% 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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total Male Female 16-24yrs
old
25-34yrs
old
35-44yrs
old
45-55yrs
old
RMB3999
and
below
RMB
4000-
5999
RMB6000
and
above
80%-100% ofthe journey
60%-80% of thejourney
40%-60% of thejourney
20%-40% of thejourney
10%-20% of thejourney
Less than 10%of the journey
%
Respondents of 45-55 years old spend relatively less time watching the program.
Base: All respondents 1634 1060 574 555 623 304 152 382 514 468
inter-city bus TV programs during thejourney? By Gender/ Age/ Household
Income
GenderGender AgeAge Household IncomeHousehold 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
Total BJ SH GZ TJ FZ XM NJ CZ
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.
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
Total Male Female 16-24yrs
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
Base: All respondents 1634 1060 574 555 623 304 152 382 514 468
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
Base: All respondents 1634 202 205 203 204 205 205 205 205
%
China MediaExpress inter-city bus TV performs well in all the evaluation
dimensions.
-
8/8/2019 CTR Aug 2008 Research Report on CCME
38/57
37
Key FindingsKey Findings
1.1. Characteristics of Target Audience ofCharacteristics of Target Audience of
ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus2.2. BusBus--taking Habits of Target Audience oftaking Habits of Target Audience of
ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus
3.3. ChinaChinaMediaExpressMediaExpressInterInter--city Bus TVcity Bus TV
Effectiveness EvaluationEffectiveness Evaluation
4.4. ChinaChinaMediaExpressMediaExpressInterInter--city Buscity BusTV AdTV Ad
ReachReach5.5. Program Demands of Target AudienceProgram Demands of Target Audience
China MediaExpress Inter-city BusTV Ad U id d VS Aid d
-
8/8/2019 CTR Aug 2008 Research Report on CCME
39/57
38
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
40/57
39
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
Unaided awareness Aided awareness
%
Base: All Shanghai respondents N=205
Coca Cola performs best in ad awareness, followed by Zhaopin.com.
Ad awareness Unaided VS Aided(Shanghai)
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
41/57
40
59
36 35 34 30 2718
13
86
61 61 65
5448 50
38
Wanglaoji
Huangshanghuang
MasterKong
KuaibuAminoAcids
Jiuzhitang
CocaCola
LiushenShowerGel
Uni-presidentDrinks
Unaided awareness Aided awareness
%
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)
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
42/57
41
46
11 9 7 6 6 4
75
33
36 38
28 25 24
CocaCola
MasterKong
Taizinai
ChinaUnicom
Siemens
PepsiCola
TataChewingGum
Unaided awareness Aided awareness
%
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)
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 awareness Unaided VS Aided
-
8/8/2019 CTR Aug 2008 Research Report on CCME
43/57
42
3933
21 1410 8
3 2
64 61
43 43
2934
23
11
Guirenniao
PepsiCola
Wanglaoji
Huierkang
Uni-presidentDrinks
KuibuAminoAcids
Guangfahuafu
HaimaAutomobile-Fumeilai
Unaided awareness Aided awareness
%
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)
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 awareness Unaided VS Aided
-
8/8/2019 CTR Aug 2008 Research Report on CCME
44/57
43
40 3932 29 25
16 15
2
76
60 6055
4333
45
16
Wanglaoji
PepsiCola
Guirenniao
Huierkang
KuaibuAminoAcids
Guangfahuafu
Uni-presidentDrinks
HaimaAutomobile-Fumeilai
Unaided awareness Aided awareness
%
Base: All Xiamen respondents N=205
Wanglaoji performs best in ad awareness, followed by Pepsi Cola and Guirenniao.
Ad awareness Unaided VS Aided(Xiamen)
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 awareness Unaided VS Aided
-
8/8/2019 CTR Aug 2008 Research Report on CCME
45/57
44
2522 21 15 14
7 4 3
67 65
5054
40
23 22 24
ChinaTelecom(114)
ChinaUnicom
CocaCola
Zhaopin.com
SupiChanganMazda
SijimugeSolarEnergy
XintianniyaDryRedW
ine
Unaided awareness Aided awareness
%
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)
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 awareness Unaided VS Aided
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Unaided awareness Aided awareness
%
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)
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
47/57
46
Key FindingsKey Findings
1.1. Characteristics of Target Audience ofCharacteristics of Target Audience of
ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus2.2. BusBus--taking Habits of Target Audience oftaking Habits of Target Audience of
ChinaChinaMediaExpressMediaExpressInterInter--city Buscity Bus
3.3. ChinaChinaMediaExpressMediaExpressInterInter--city Bus TVcity Bus TV
Effectiveness EvaluationEffectiveness Evaluation
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
48/57
47
China MediaExpress inter-city bus TV
71
37
36
14
12
(movie/critic)
\
(music/MTV)
(crosstalk/xiaopin/acro
batics/magic)
(tourist site)
(entertainment)
%
TotalTotal
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
BJ SH GZ TJ FZ XM NJ CZ
Likeness of China MediaExpress
i t it b TV P By City
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Total BJ SH GZ TJ FZ XM NJ CZ
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 .
Base: All respondents 1634 202 205 203 204 205 205 205 205
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Total Male Female 16-24yrs
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
Base: All respondents 1634 1060 574 555 623 304 152 382 514 468
GenderGender AgeAge Household IncomeHousehold Income
Expected Programs of ChinaMediaExpress inter-city bus TV By City
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Base: All respondents 1634 202 205 203 204 205 205 205 205
BJ SH GZ TJ FZ XM NJ CZ
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Fashion/tourism/leisure
Weather forcast
Life service
Movie critic/trailor
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Fashion/tourism/leisure
Weather forcast
Life service
Movie critic/trailor
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
Household IncomeHousehold Income
Expected Ads of China MediaExpress
inter city bus TV By City
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Base: All respondents 1634 202 205 203 204 205 205 205 205
BJ SH GZ TJ FZ XM NJ CZ
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Dining/entertainment
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
-
8/8/2019 CTR Aug 2008 Research Report on CCME
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
Dining/entertainment
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
Household IncomeHousehold Income
income
-
8/8/2019 CTR Aug 2008 Research Report on CCME
57/57
56
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