The Study - Fairchild TV 2 HD · 2014. 2. 14. · Home Language 5% 2% 47% 46% 0% 10% 20% 30% 40%...
Transcript of The Study - Fairchild TV 2 HD · 2014. 2. 14. · Home Language 5% 2% 47% 46% 0% 10% 20% 30% 40%...
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The Study
Ipsos Reid 2007 Canadian Chinese Media Monitor is a syndicated study jointly developed by Ipsos Reid and Era Integrated Marketing Communications.Survey period in Vancouver: April 26, 2007 to May 9, 2007Research objective:
To compare average audience/readership and reach estimates for media targeting Chinese speaking households in the Greater Vancouver areaTo determine the consumption and usage habits of Chinese consumers for selective products, services and industries
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Research ApproachA total of 1,200 telephone interviews were conducted among Chinese Canadians who are 18 years of age or older, among which 600 interviews were completed in Vancouver between April 26 to May 9, 2007, 600 were completed in Toronto between May 31 to June 7, 2007 All respondents are:
Self-identified as Chinese or Chinese CanadiansFirst generation Chinese Canadians, i.e. born outside CanadaAble to speak Mandarin or Cantonese
Margin of error for individual cities: +/-4 percentage points, 19 times out of 20. Margin of error will be larger within sub-groupsThe results were weighted, using projected 2007 Census data based on 2001 Statistics Canada results to reflect the actual demographiccomposition in terms of region, gender, source country, age and household income
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Overview of Media Usage
Television:92% watch TV78% watch Chinese TV programs, 13% watch English TV programs only
Newspaper/magazine:63% read newspapers/magazines53% read Chinese newspapers/magazines, 15% read English newspaper/magazines only
Radio:60% listen to the radio46% listen to Chinese radio programs, 23% listen to English radio only
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Demographics of the Chinese Population
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Country of Origin
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
Others, 4% Mainland China, 43%
Taiwan, 16%
Hong Kong, 37%
43% of the Chinese adults were born in Mainland China, while 37% and 16% were born in Hong Kong and Taiwan respectively
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Age Distribution
10%
18%
35%
22%
12%
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-49 50-64 Over 65Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
63% of the Chinese adults are under 50 years of age
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Years in Canada
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
Others, 7% Less than 10 years , 34%
Over 20 years, 22%
10 years to less than 20 years, 37%
71% of the Chinese adults have lived in Canada for less than 20 years
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Home Language
5%
2%
47%
46%
0% 10% 20% 30% 40% 50%
Mix of Engl ish andChinese
English
Cantonese
Mandarin
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
Nearly half of the Chinese adults speak Cantonese at home
There are almost the same number of Cantonese speaking and Mandarin speaking Chinese adults in Vancouver
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Household Income
21%22%
40%
17%
0%5%10%15%20%25%30%35%40%
Less t han$25K
$25K t ounder$45K
$45K t ounder$100K
Over$100K
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
57% of the Chinese adults have annual household income of over $45k, with 17% over $100K
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Media Usage of the Chinese Population
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Top 5 Chinese Media – weekly reach
55%49%
31% 31%30%
0%
10%
20%
30%
40%
50%
60%
Fai rchi l d TV Talentvi sion AM 1470 Sing Tao Channel MSource: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
Fairchild Television is the no. 1 medium reaching Chinese Canadians with 55% of them watched Fairchild TV last week. Fairchild TV reaches 78% more audience than Sing Tao every week and exceeds Channel M’s weekly reach by 83%.
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Top 5 Chinese Media – daily reach
39%
29%
18% 16% 16%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Fai rchi l d TV Talentvi si on AM 1470 Sing Tao AM 1320Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home
Fairchild Television is the no. 1 medium reaching Chinese Canadians on a daily basis with 39% of these people watched Fairchild TV yesterday.
Fairchild TV reaches 144%more Chinese than Sing Tao on a daily basis.
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Fairchild Television Reach
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Weekly Reach of Fairchild Television
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV
71% of the Chinese adults who have watched Chinese TV in the past week have watched Fairchild Television
Fair chi ld TV, 71%
29%
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Weekday Prime Time Reach 7pm – 11pm (Mon – Fri)
The weekly (Mon – Fri) prime time reach of Fairchild Television is 167% higher than Channel M’s
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV
32%
12%
0%
5%
10%
15%
20%
25%
30%
35%
Fairchild TV Channel M
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Daily Reach of Fairchild TV
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians18+ who speak Chinese (Mandarin and Cantonese) at home
39% of the Chinese adults watched Fairchild TV yesterday
39%
10%
0%
10%
20%
30%
40%
FairchildTV
ChannelM
290% more Chinese watch Fairchild TV than Channel M on a daily basis
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Weekly Reach of Cantonese Prime Time News (Mon – Fri)
Fairchild TV weekday Cantonese News reaches 86% more viewers than Channel M Cantonese News
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV in the past week
22%
41%
0%
10%
20%
30%
40%
50%
Channel M News8pm - 9pm
Fairchild TV News7pm - 8pm
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Weekly Reach of Fairchild TV Programs (Mon – Fri)
Evening News and Drama are the most popular programs on Fairchild TV
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Fairchild TV in the past week
69%83%
0%10%20%30%40%50%60%70%80%
Drama 8pm - 10pm News 7pm - 8pm
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Fairchild Television Audience Profile
49% male and 51% female53% were born in Hong Kong, 33% in Mainland China and 9% in Taiwan 64% speak Cantonese at home, 28% speak Mandarin at home72% are between 25 and 64 years of age48% have post secondary education or higher49% do not surf the Internet
Source: Ipsos Reid 2007 Canadian Chinese Media Monitor
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Talentvision Reach
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Weekly Reach of Talentvision
54%
25% 25% 22%16%
0%
10%
20%
30%
40%
50%
60%
Talentvi sion WorldJournal
FM 961 Channel M Sing Tao
Talentvision is the no. 1 medium reaching Mandarin speaking Chinese Canadians with 54% of them watch Talentvision every week.
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialects except Cantonese at home
Talentvision’s weekly reach is 116% higher than World Journal
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Daily Reach of Talentvision
On average, Talentvisionreaches 5.2 times more Mandarin speaking Chinese than Channel M everyday.
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialects except Cantonese at home
37%
6%0%
5%
10%
15%
20%
25%
30%
35%
40%
Talentvision Channel M
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Weekly Prime Time Reach 7pm – 11pm (Mon – Fri)
The weekly prime time reach of Talentvision is 110% higher than Channel M’s
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin or other Cantonese) at home
23%
11%
0%
5%
10%
15%
20%
25%
Talentvision Channel M
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Talentvision Weekly Program Reach
Daily Newscasts are the most popular Talentvisionprograms Evening main news has a weekly reach of 88% followed by evening China Satellite News at 62%
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialect except Cantonese at home and have watched Talentvision in the past week
88%
62%
0%
20%
40%
60%
80%
100%
News China Satellite News
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Talentvision Audience Profile
48% male and 52% female33% were born in Hong Kong, 44% in Mainland China and 18% in Taiwan 45% speak Cantonese at home, 51% speak Mandarin at home76% are between 25 and 64 years of age58% have post secondary education or higher44% do not surf the Internet
Source: Ipsos Reid 2007 Canadian Chinese Media Monitor
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The Powerful Duo – Fairchild Television and Talentvision
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Weekly Reach of Fairchild TV and Talentvision
Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV
Fairchild TV and Talentvision are your best media partners to tap into the lucrative Chinese Canadian market!
74% of the Chinese adults who have watched Chinese TV in the past week have watched Fairchild Television and/or Talentvision
Others Stat ions, 26%
Fai r ch i ld TV and
Talen t vision , 74%
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Please give us a call today for more information on how we can work with you for a cost effective way to tap into this ever growing market.
Please contact:Helen LeeController, Marketing and salesFairchild TV – Vancouver
Tel: 604-295-1302Fax: 604-295-1300Email: [email protected]
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