May 2008 Issue

Transcription

May 2008 Issue

AGB Nielsen Media Research
May 2008 Issue
10
United, Our Care From All Over the Country
for the Earthquake-hit Area
Thoughts Behind the Popular Drama Love in Countryside II
Summary of 2007 Guangzhou TV Market
TAM TrailBlazers in the Digital Broadcasting World
FOREWARD
ChinaTAM
Issue 10
ChinaTAM
May 12, 2008, which should have been an ordinary day after the Mother’s Day,
turned into a day that has struck each and every Chinese as a life-long memory. On
that day, immense number of people lost their parents, children and homes; on that
day, enormous number of people lost their lives.
How can we forget such a day, when numbers being updated on all media every
day? As of May 29, the death toll reached 68,516 in Sichuan Wenchuan earthquake
with a total of 365,399 injured and 19,350 others missing. With more than 15.14
million people evacuated, a total of 45.54 million people have been affected in this
major quake.
What is fortunate during the disaster though, is the love shown after the quake.
We should be grateful to all the media especially TV stations, for joining the whole
country as well as the world together and passing on the love to the quake-hit area.
Not all numbers are cruel. Let us see some more numbers that represent our love
and power for people affected.
According to the general headquarters of quake relief under the State Council, As of
May 29, Donations from home and abroad to China's quake-hit areas had reached
37.307 billion yuan, with 27.99 billion yuan of cash in place and 10.403 billion yuan
in cash forwarded to the earthquake-affected areas. All levels of governments had
inputted 20.938 billion for the quake-resistance and disaster relief.
Media have always been concerned about the people in quake-hit areas in their
own way. At 15:20 on May 12, CCTV News channel started the special program one
hour right after the quake, with continuous update from the site. According to AGB
Nielsen, 10 minutes afterwards, i.e. 15:30, ratings of CCTV News channel continued
to go up till after 3 hours of live broadcasting. CCTV News, CCTV1 and Sichuan
Satellite TV offered special programs one after another from the evening of the 12th
till 2am of the 13th. While from the 12th to 14th, audience totally changed their
behaviors which resulted in the high ratings of CCTV News from 20:00 till midnight.
Other local TV stations also joined the report and focused on the rescue progress.
From May 15 to 21, there have been 47 national channels (including 11 CCTV
channels and 36 Satellite channels) broadcasting quake resistance news programs.
During the 7 days, a total of more than 80% audience watched such programs via
national channels.
89 nationwide and local channels broadcasted the “Love Donation 2008 – largescale donation event – Earthquake Resistance and Disaster Relief Series” on May
18th. According to AGB Nielsen’s data, over 40% audiences watched the event via
39 nationwide channels. At the end of the event, the donation had reached 1.51429
billion yuan.
“There’s always some power that makes us weep.” Yes, such a saying still touches
us today. Let us pray: may those gone rest in peace and we alive become stronger!
If you have any opinions or suggestions,
please contact us: [email protected]
01
COMPANY
UPDATES
ChinaTAM
Issue 10
02
Sharing and Caring
All of AGB Nielsen Media Research’s Staff Mobilization to Aid Little Wenxiang
On April 15, 2008, Mr.
Frank Chang, HR Director
of AGB Nielsen Media
Research China (hereinafter
AGB Nielsen for short),
leading his party on behalf
o f M a n a g i n g D i r e c t o r,
Ms. Linda Chang, went to
At Wenxiang’s home. Frank is presenting
the donation to Wenxiang’s mother.
Wuhan, hometown of Lan
Shoutang of Meter Dept. in Guangzhou branch and visited
his sick young son, Wenxiang. The visit aimed at not only
offering the donation collected in just one week to Wenxiang’
s mother, but it is more important to extend the sincere
blessing of all the staff to Wenxiang and the family.
When found suffering from congenital hydronephrosis,
Wenxiang’s life has shifted the centre from school to
hospital. Inevitably, shuttling from hospital and school has
finally forced him to quit study. In a recent reexamination,
the physician-in-charge formally proposed that Wenxiang’
s condition had worsened and the fundamental solution at
present is preemptive kidney transplantation.
Once knowing about Wenxiang’s condition, the HR Dept. of
Guangzhou branch promptly consulted with the Insurance
Company and immediately utilized the public fund insurance
to reimburse partial medical expenses for Wenxiang. Shortly
after, the HR Dept. sent out “the compassion donation
proposal” to encourage all the staff in the big family to lend
their helping hands to Wenxiang, and by doing so, relieving
his pain and sharing his burden.
“The compassion donation proposal” was delivered via emails
and posters, informing all the staff of Wenxiang’s condition.
Thus, colleagues from all regional
branches immediately give their positive
response. They not only donate money
with generous heart but also continually
expressed their sincere wishes to Wenxiang
through telephone or mail, hoping him an
early recovery and a quick return to the
joyful campus.
As the bread-winner in the family, Lan
Shoutang serves as an on-site engineer in
AGB Nielsen. Due to the special feature of
this position, Lan is unable to accompany
his family members most of the time.
Even when Wenxiang’s diagnosis was
confirmed, he did not take care of his
son until Wenxiang’s severest period. Regarding the help
from the company, Lan Shoutang especially entrusted the HR
Dept. to issue a thank-you letter to all the staff. In the letter,
he mentioned, “Though I am not acquainted with all the
staff, I treasure perpetually your kindness of saving people in
desperate. Your aid let me feel that AGB Nielsen is no other
than a warm big family.”
Thanks to the donating activity for Wenxiang, our staff’s
hearts join tightly once again. As a colleague said during the
donation, “Seeing people’s compassion and aid to Wenxiang,
all of us feel warm in heart spontaneously. This feeling is
from AGB Nielsen, our big family ...that compassion and
love is regardless of size, region, people and time...Love is
boundless.”
“Sharing and Caring”, all the staff in AGB Nielsen wishes
Wenxiang a soon recovery!
Using TAM Data Properly to Drive the Development of China’s Digital TV
On 29 April 2008, Ms.
Shirley Chang, Client
Service Director of
AGB Nielsen Media
Research (hereinafter
AGB Nielsen for
short),China, invited
by the European
Ms. Shirley Chang, Client Service Director
Union Chamber
of AGB Nielsen Media Research China is
delivering a speech at the breakfast seminar.
of Commerce in
China (EUCCC), delivered a great presentation, namely, "The
status & future of China’s TV industry – an observation
based on TAM". Theme of the breakfast seminar held by
EUCCC in Shanghai was “Digital TV and Mobile Content”.
Shirley focused on the current situation and challenges for
China’s DTV development and provided cases to show the
significance of proper use of the TAM data.
In the seminar Shirley with the analysis of TV industry
structure explained the importance of reliable TAM data
during the DTV Age with fiercer competition in content.
Digital TV, as an inevitable trend in the global TV industry,
has become the focus of media industry all over the
world. Shirley looked deeply into the background of the
global situation, and compared the development of DTV in
several major countries based on which she introduced the
development of China’s DTV to the guests using detailed
first-hand statistics. Latest data from AGB Nielsen also
showed that in Q1 of 2008, viewing time of the digital TV
subscribers was more than that of non-digital in the markets
covered by AGB Nielsen (including 10 provinces/municipal
cities and 1 provincial capital). For both all day and prime
period, DTV subscribers spend longer time watching TV than
the non-digital, of which the differences are respectively 18%
and 19%.
COMPANY UPDATES
Shirley pointed out that with the Digital TV Age’s approaching,
audience are distracted due to the increasing number
of channels. To China’s digital TV subscribers, what they
want is no longer more channels but high-quality content
.Facing the irregular competition between TV stations and
also the downfall of media taste, Shirley emphasized the
importance of proper use of TAM data and implementation
of segmentation in ratings data, towards the evaluation of
program performances and quality improvement. AGB Nielsen,
as world’s well-known TAM company, has been always
keeping abreast with the times and now is able to measure
ChinaTAM
Issue 10
03
DTV in 15 countries and areas, which cover America, Europe,
Middle East and Asia Pacific.
China's relentless push on its technologies' infrastructure has
seen tremendous changes shortly. It now focuses its attention
to Mobile Content and Digital TV. During the seminar, another
guest speaker, Mr. Nuno Petro from McKinsey & Co, was
invited too. 30 attendants are all from well-known global
companies, including Atradius Credit Information Consulting
Co.,Ltd., KPMG, L’Oreal and JWT etc. AGB Nielsen has been a
member of EUCCC since Sep. 2007.
8 Essays Awarded the Scholarship of AGB Nielsen Media Research in 2007
Early this May, 8 essays writed by 7 students from SJTU,
Jinan Univ. and Shenzhen Univ. were awarded Outstanding
Students’ Essay Scholarship and Excellent Students’ Essay
Scholarship of AGB Nielsen Media Research (thereinafter AGB
Nielsen for short) in 2007.
academic researches on the current situation, problems and
development of China TV media by promoting joint projects
with universities. The Scholarship shows the commitment,
through the leading technology and experience of TAM
industry flooding into the universities.
Aiming at driving the academic progress in TAM industry and
encouraging more teachers and students to pursue academic
study by utilizing AGB Nielsen’s research materials, AGB
Nielsen set up the special scholarship in partner universities
in 2007, to reward the students who have achieved excellent
result in TV media research.
“It’s appreciated that I was given such an opportunity
together with precious advice from AGB Nielsen, which
would play an important role in the future in my study and
career. I will write more excellent essay in 2008 to enter the
competition.” the Outstanding Students’ Essay Scholarship
winner Li Kaixuan said.
Since its establishment in July last year, the Scholarship has
been drawing a lot of attention; meanwhile the company
has provided them with a large amount of data and analysis
support. After setting up laboratories with universities, AGB
Nielsen not only invited elites of the industry for lectures, but
also arranged for staff to be dedicated to training, together
with on-site software instructions in order to help the
students make better use of the data and improve the quality
of their essays. Judges of the essays include experts from
SJTU, Jinan Univ. and Shenzhen Univ. as well as professionals
from AGB Nielsen.
Currently, 2008 Scholarship of AGB Nielsen is in the beginning
stage. Based on last year’s experience, AGB Nielsen will offer
more all-rounded support to more teachers and students in
the universities.
The students who were awarded the Scholarship, all applied
AGB Nielsen’s first-hand data, combining with their own
research, have carried out deep analysis from the aspects of
audience and TVR etc. For instances, "TV audience comparison
between urban and non-urban areas in Guangdong", "Effect
of Seamless Advertising of Shanghai Channel Young", etc. In
the end, Li Ye from Jinan Univ., Zhu Xiaowei and Liu Jiaqiong
from SJTU and Li Kaixuan from Shenzhen Univ. were awarded
Outstanding Students’ Essay Scholarship with the premium of
RMB 2000; and Feng Shaowen from Jinan Univ., Wang Shuai
from Shenzhen Univ., etc. were awarded Excellent Students’
Essay Scholarship with the premium of RMB 1000.
Since its enterance into the China, AGB Nielsen has
been contributing to the educational development. Dr.
Colussi, Chairman of Management board of AGB Nielsen
once said that AGB Nielsen would carry out a series of
Professor Guoliang ZHANG, Dean
of School of Media & Design,
SJTU presented the award of AGB
Nielsen produced certification
of honour to Liu Jiaqiong, the
Outstanding Students’ Essay
Scholarship winner
Mr. Derek Chen, Deputy
Director of Client Service,
South China of AGB Nielsen
attended the essay scholarship
presentation ceremony held by
Jinan Univ.
Award List
Name
School
Award
Li Ye
Jinan University
Outstanding Award
Zhu Xiaowei
Shanghai Jiao Tong University
Outstanding Award
Liu Jiaqiong
Outstanding Award
Li Kaixuan
Shenzhen University
Outstanding Award
Feng Shaowen
Jinan University
Excellent Award
Wang Shuai
Shenzhen University
Excellent Award
Hu Wei
Excellent Award
INDUSTRY
NEWS
WORLDWIDE
ChinaTAM
Issue 10
04
World AdSpend Strength
in Developing Countries
Number of IPTV Households Reaches
14mn Worldwide
ZenithOptimedia downgraded its combined growth
forecasts for North America and Western Europe this year
from 4.4% to 3.8% in its first advertising expenditure
forecasts of 2008, as consumer and business confidence
is negatively impacted by current economic conditions.
However, says the report, growth continues to strengthen
elsewhere, and Zenith increased its 2008 forecasts for the
rest of the world from 10.9% to 11.1%.
The number of households
worldwide receiving IPTV
services has reached 14mn,
compared to 4.7mn in 2006,
according to research firm
Parks Associates. In a new
whitepaper entitled “TV
Services in Europe: Update
and Outlook”, the company
calculates that Europe leads
other regions worldwide and
accounts for nearly 60% of IPTV
households. The region reportedly experienced a growth
rate of 250% between 2006 and 2007 for IPTV services.
Developing market dynamism will maintain global ad
growth above ten-year average despite sluggish growth in
the developed world. Developing markets will contribute
63% of ad expenditure growth between 2007 and 2010,
and increase their share of the global ad market from 27%
to 33%. Asia Pacific will overtake Western Europe in 2010 to
become second-largest ad market. Zenith predicts continued
above-trend growth thanks to dynamism in Asia Pacific,
Central & Eastern Europe, Latin
America and the Middle East.
TV ad expenditure by 2010 is
forecast to reach $204.6 billion
and account for 37.6 of the ad
market, ranking No.1 among
all kinds of medium over the
next three years. (Source:
Research Brief)
Europe, China Lead Digital Cable Drive
At Cable Congress 2008(Madrid) in April, It’s known that the
take-up of digital cable services in Europe is growing fast
and should almost catch up that in the US in 2012.
According to data produced by Screen Digest, there were
14 million homes in the EU 27 countries at the end of 2007,
as opposed to 37 million in the US. However, China is the
fastest growing digital cable market in the world and is
expected to become its largest at the end of 2009.
Screen Digest also predicts that the number of VOD-enabled
cable homes in Europe should reach 25 million by the end
of 2009 and that the number of HD homes will rise from its
current level of just over one million to 30 million by 2012.
(Source: boradbandtvnews.com)
One of the key recommendations of the whitepaper is that
operators should examine network and customer premise
equipment upgrades for features and applications that
can personalise the entire television experience and build
customer loyalty. (Source: iptv-news.com)
Pay TV Strong in Asia
Asia’s pay-TV and broadband industries continue to benefit
from economic growth, investment and competition,
according to a report published by Media Partners Asia
(MPA).
The report measures the consumption and value of multichannel video and broadband services over multiple
distribution networks, including cable, satellite, fibre, ADSL
and mobile, across 16 markets in Asia Pacific.Over the past
five years, the region’s pay-TV and broadband industries
have grown at an average annual rate of 22 per cent,
generating more than $53 billion
in sales in 2007. According to
MPA, this revenue base could
climb at a CAGR of 11 per cent to
reach $86 billion by 2012. Over
a longer time frame, MPA sees
industry revenues growing at a
CAGR of 8 per cemt to approach
$120 billion by 2017.
(Source: advanced-television.
com)
INDUSTRY NEWS
NATIONWIDE
ChinaTAM
Issue 10
05
Over 200mn Audience Watching TV Everyday in China
Concerning the Earthquake Disaster
After May 12th’s Wenchuan
earthquake in Sichuan,
Chinese people paid high
attention to the earthquake
situation and emergency
rescue. According to the
audience measurement
results from AGB Nielsen
Media Research (hereinafter
AGB Nielsen for short), the
concern of Chinese people to the relevant TV report has
been increasing since May 12th, watching relatively long
time every day.
It is showed according to the data that over 50 million
audiences watched special earthquake news on TV on May
12th within the measuring areas of AGB Nielsen. From May
13th to 14th, more than 200 million audiences watched
disaster relief news on TV per day, and average viewing
time per viewer exceeded 70 minutes. For the general
public who concerned the earthquake-hit but could not
go there personally, watching TV to know the latest news
in earthquake-hit is the main channel to fight against the
disaster with the people in disaster area together.
On May 18th, the State Council published the announcement
that May 19th to 21st is China National Mourning Days.
According to the data from May 15th to 21st of AGB Nielsen,
on May 19th, the first mourning day, the current affairs
programs for disaster relief in nationwide channels (CCTVs
and satellite TVs) reached the peak of audiences, and over
280 million audiences watched the programs, 59% of the
universe AGB Nielsen covered. From May 15th to 21st, over
400 million audiences watched programs, which means over
80% of the universe watched the earthquake related news
via nationwide channels within 7 days.
It is also showed that 89 nationwide and local channels
broadcast the Love Donation 2008 - large-scale donation
event – Earthquake Resistance and Disaster Relief Series
on May 18th. And over 200 million audiences watched the
event via 39 nationwide channels, among which, the TVR
of CCTV 1 reached 3.0% that night, which means over 56
million audience watched that event via CCTV 1. (Source:
chinanews.com & Southern Metropolitan News).
*Remark: the data in this article is from the China markets AGB Nielsen
covers currently, including 11 provinces (municipalities) and 2 capitals of
provinces. They are Beijing, Shanghai, Tianjin, Chongqing, Guangdong,
Zhejiang, Jiangsu, Shandong, Fujian, Liaoning, Hunan, Chengdu and Wuhan.
In addition, the nationwide channels measured consist of 16 CCTVs and 38
satellite channels.
China – ASEAN Wish to Enhance the Communication and Cooperation
in Radio and TV
In the China-ASEAN Radio and TV Summit held in
Beijing on April 22nd, the officials of China and ASEAN
expressed their wishes to enhance the communication and
cooperation in Radio and TV. Wang Taihua, Minister of the
SARFT, mentioned that China pays great attention to the
communication and cooperation in Radio and TV with the
countries in ASEAN. Currently, China has signed Radio and
TV cooperation agreement with most of countries in ASEAN.
The Chief of Culture and News Dept. of Secretarial of ASEAN
suggested both TV stations can broadcast more excellent
programs of the other party, and set up liaison system for
the other party’s reporters. Tian Jin, Deputy Minister of
SARFT suggested that both parties should encourage and
support the communication and cooperation in joint report,
program exchange, joint program producing, technology
exchange, and staff training in Radio and TV organizations;
besides, he mentioned that SARFT supports the local Radio
and TV organizations in Guangxi, Yunnan, etc. to utilize
regional advantages to explore the cooperation channels
and methods with the TV organizations in ASEAN.
Following that Summit, Guangxi TV station and NBT jointly
carried out the first “China Guangxi TV Broadcasting
Week” in Thailand on May 8th. From May 8th to 14th, NBT
broadcast 7 TV features offered by Guangxi TV successively
at 17:30, such as Beautiful Guangxi, The Image of ChinaASEAN Expo, etc., to introduce the natural scenes, ethical
cultures, social economy development in Guangxi and the
communication and cooperation events between Guangxi
and Thailand or other ASEAN to Thai audience. The Acting
Director of NBT expressed that the broadcasting week will
make Thai audience understand China in multi-aspects. Since
Zhuang and Thai people has intimate relationship, Guangxi
has become the main gateway for China to connect with
Thailand and other ASEAN countries. He wished to offer
Guangxi audience a Thailand TV Broadcasting Week soon.
(Source: xinhuanet.com & people.com.cn)
INDUSTRY NEWS
NATIONWIDE
China Becomes Big Country of RFT,
and will Encourage “Go Out” of RFT
On May 8th, Wang Taihua,Minister of SARFT,stated in the
national Radio, Film and TV (RFT for short) external work
conference held in Nanning, Guangxi, that as China had
became a big country of RFT worthy of the name, the
external work of RFT should be covered in the integrated
strategy improving national cultural power, utilizing
the market player function of state-owned and private
corporations to establish the “Go Out ”strength.
Minister Taihua WANG introduced that currently our external
work of RFT have had a sound material foundation, and we
have strength in programs producing, transmission covering,
infrastructural facilities and technology progress; meanwhile,
we had accumulated valuable experiences in RFT “Go Out”
project. In the following period, we should not only enlarge
the overseas’ coverage, but also enhance the innovation of
program content and broadcasting channels in the external
work of our RFT.
Currently, we are carrying out the projects, such as China TV
Great Wall Platform, Chinese, English and Multi-language
Global Broadcasting Network; CCTV has owned 84 million
overseas audience while China Radio International has set up
11 all-frequency FM radios out of China, and the programs
in Xinjiang, Tibet, inner Mongolia, Yunnan, and Guangxi has
covered the neighboring countries; and exports of film and
television products and services, especially the oversea sales
of films keep increasing. (Source: xinhua.net)
SARFT Intends to Establish Cultural
Criteria of Drama Appraisal
In the China TV Arts 50s’ Anniversary Forum held by SARFT
on May 5th, the minister of Drama Administration Dept.
stated that the next step is to establish the cultural criteria
of drama appraisal, which must be related with TVR to
appraise a drama comprehensively. He mentioned that TVR
are only broadcast standard, but can not be considered as
the only criterion to appraise excellent drama.
In addition, he pointed out that realistic theme drama was
the mainline of China TV industry all along, which made
TV the most popular entertainment today and is also the
honorable tradition in China TV industry. Drama is suitable
to reflect the life with historic background, and can also
reflect the personal change in historic time; it is the good
opportunity for TV development. (Source: chinanews.com)
ChinaTAM
Issue 10
06
Many Local TV Stations Take Great Efforts
on Special Programs of Disaster Relief
The disaster situation of Wenchuan earthquake in Sichuan
pulls the heartstrings in the Radio & TV industry. Dragon TV,
CQ Satellite TV, and other local TVs initiated to the report
of earthquake resistance and disaster relief from the night
of May 14th. Later many other TVs also replaced their
entertainment programs to disaster relief reports.
Dragon TV launched “Special Report Focusing on Wenchuan
Earthquake” and live broadcast it all day; JS Satellite TV
then launched benefit-free performance for disaster relief
“Sing Love Together”, and one of emotional programs
went to frontline to search moving stories; SZ Satellite TV
launched live program “Earthquake Resistance and Disaster
Relief - Love in Shenzhen”, and then jointly conducted the
donation evening show with Phoenix TV, which was the first
donation performance in provincial Satellite TVs; HN Satellite
TV cancelled all entertainment programs in the week of
mourning days, replaced by dynamical reports of earthquake
resistance and disaster relief; HN Entertainment Channel was
the first medium that cancelled all commercials since the
night of May 18th, which was decided on May 14th.
6 channels in CQ broadcast system made special live
report,broadcasting the info. from authorities. CQ Mobile
TV broadcast the related news for the audience in the way
synchronously, and www.cbg.cn also announced the latest
news. (Source: China Journalism Review)
SARFT will Establish Exit Mechanism
Channel Certificate can be Cancelled
On April 9th, the leader of discipline inspection team in SARFT,
who is from CPC Central Commission for Discipline Inspection,
mentioned in the conference of national correcting of vogue
that, according to the prominent problems in channel and
program operation and administration, SARFT studied
to establish the exit mechanism recently to place severer
punishment by repealing the channel certificate or stopping
the programs.
To strengthen program supervision, based on the mechanisms
of audio and video receiving, talks, feedback, and criticism,
SARF T established audience complain and feedback
mechanism – 5 recording telephones and websites available
in 24 hours daily. Besides, it established rectification,
warning, and cancelling punishment and periodical reminder
mechanisms. Meanwhile, it established the Detailed
Regulations on Radio and TV Program Supervision to manage
the vulgar program and punishment methods, which is the
basis of content and quality appraisal and punishing on
related broadcasters. (Source: xinhua.net)
NEWS
RELEASE
ChinaTAM
07
Issue 10
United, Our Care From All Over the Country
for the Earthquake-hit Area
- Over 80% audience nationwide watching the current affairs programs for earthquake resistance
After May 12th’s
Wenchuan earthquake in
Sichuan, Chinese people
paid high attention
to the earth-quake
situation and emergency
rescue. According to the
results from AGB
exceeded 70 minutes. From May 15th to 21st, Cumulatedly
over 80% audiences of the universe AGB Nielsen covered
watched the current affairs programs for earthquake
resistance via nationwide channels within 7 days.
At 14:28 on 12th of May, an earthquake Magnitude 8.0 in
Wenchuan, Sichuan Province put over 100,000 people into
the desperate situation. At 15:20, CCTV-News started to
broadcast the special program only an hour later, updating
continuously the quake information. According to AGB
Nielsen, 10 minutes afterwards, i.e. 15:30, TVR of CCTV News
continued to go up till after 3 hours of live broadcasting.
Nielsen Media Research (hereinafter AGB Nielsen for short),
the concern of Chinese people to the relevant TV report has
been increasing since May 12th, not only every viewer was
keeping relatively long viewing time per day, but also the
total number of audience was growing gradually.
CCTV News, CCTV1 and Sichuan Satellite TV offered special
programs one after another from the evening of the 12th till
2am of the 13th. TVR of CCTV News were still on the growing
till midnight. While from 12th to 14th, audience totally
changed their behaviors which resulted in the high ratings
of CCTV News from 20:00 till midnight. Compared with the
same period during the last week, there was an obvious
ratings growth. (See Figure 1)
It is showed that the average viewing time per viewer, who
watched special earthquake news on May 12th within the
measuring areas of AGB Nielsen, was 27 minutes. From May
13th to 14th, more than half the audiences watched disaster
relief news per day, and average viewing time per viewer
Figure 1: The TVR trend comparison in all day parts - CCTV- News
TVR %
2.5
5/ 5
2
5 / 12
1.5
1
0:30
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0
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0.5
TVR %
3
5/ 6
2.5
2
5 / 13
1.5
1
9:00
8:30
8:00
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0
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0.5
TVR %
3
5/ 7
2.5
2
5 / 14
1.5
1
Remark: 2008/5/5 - 2008/5/14; CCTV - News; all day; all individual 4+ (Universe: 484,967,994)
1:30
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7:00
6:30
6:00
5:30
5:00
4:30
4:00
3:30
3:00
2:30
0
2:00
0.5
Source: AGB Nielsen Media Research
During the period, the experts expressed that the quick
response of CCTV showed the huge influence of traditional
mainstream media, becoming the main channel for Chinese
people to know the info. most effectively.
On May 19th, the first mourning day, over 60% audiences
watched the current affairs programs for disaster relief in
nationwide channels, reaching the peak of audiences in the
10 days.
Since the quake happened, all TV stations have been involved
in the report on the rescue progress. According to AGB
Nielsen’s data, there have been 11 CCTVs and 36 satellite TVs,
broadcasting the quake resistance news from 15th to 21st
May. During the 7 days, Over 80% audience nationwide of
the universe AGB Nielsen covers watched the related news via
those national channels.
Over 40% audiences watched the Love Donation 2008 - largescale donation event – Earthquake Resistance and Disaster
Relief Series on May 18th via 39 nationwide channels, among
which, over 56 million audiences watched that event via CCTV 1.
*Remark: the data in this article is from AGB Nielsen's current China markets
-11 provinces (municipalities) and 2 capitals of provinces - BJ, SH, TJ, CQ,
GD, Zhejiang, JS, SD, FJ, LN, HN, CD and WH. In addition, the nationwide
channels measured consist of 16 CCTVs and 38 satellite channels.
INDUSTRY
REPORT
ChinaTAM
Issue 10
08
Thoughts Behind the Popular Drama
Love in Countryside II
Coco Xu (Client Service, AGB Nielsen Media Research Shenyang)
Without good-looking actors and actresses, or luxurious topdressing and affected dramatics, the countryside-themed
drama Love in Countryside(hereinafter LIC for short) II hit
the screen out of everyone’s expectation . According to data
from AGB Nielsen Media Research (hereinafter AGB Nielsen
for short), the drama, premiered on CCTV1 during Feb 10th
to Mar 1st, has achieved outstanding performance in several
markets.
Table 1: Top 5 programs during 18:00-22:59 in markets
where Love in Countryside II was No.1
Market
Ranking
Program name
Channel
TVR(%)
1
2
3
4
5
1
2
Huan Zhu Ge Ge II
Nu Ren Hua
Tian Di You Qing 8
Yi Nan Wang 2 (2)
Live Smiling
Da Guo Nian
(Spring Festival)
CCTV1
Hunan Satellite
CCTV8
CCTV8
CCTV8
CCTV1
Liaoning TV City Channel
18.53
2.69
2.15
2.09
1.97
20.15
3.43
Shenyang TV1 (News)
2.19
Liaoning
1. Love in Countryside II Hitting Screens
Nationwide
Shenyang
As a local drama, LIC II laureled the first in the list of TV
drama rating in the Northeast region, with ratings in Liaoning
and Shenyang markets even reaching 18.53% and 20.15%. In
Great Beijing (including 18 districts), Tianjin and Shandong,
LIC II jumped to 7.1%, 8.23% and 6.56% during prime time
(18:00-22:59) which is the time slot that channels compete
most, topping the rating against other simultaneous hot
dramas during prime time in all the three areas. (See Table 1)
Tianjin
Great
Beijing
In addition, it not only had an outstanding performance in
Northern market, but also had a good return in Central and
South China. Especially in JS, FJ, FZ, WH and ZJ etc., it was
among top 10 TV dramas during prime period.
Shandong
3
4
Tian Mi Mi
5
1
Huan Zhu Ge Ge II
Shenyang TV3
(Film/Drama)
Hunan Satellite
CCTV1
2
Night Runner
Tianjin TV3 (Film/Drama)
6.91
3
Confrontment
Tianjin TV3 (Film/Drama)
6.84
4
Shang Men Nu Xu
Tianjin TV2 (Entertainment)
5.24
5
1
2
3
4
5
1
2
Tianjin TV2 (Entertainment)
CCTV1
BTV4 (Film&Drama)
BTV4 (Film&Drama)
Hunan Satellite
BTV4 (Film&Drama)
CCTV1
Qilu TV
4.77
7.10
5.31
4.32
4.00
3.95
6.56
5.38
Qilu TV
5.26
4
Love with no regret
Nu Ren Yi Bei Zi
Qian Jun Yi Fa
Huan Zhu Ge Ge II
Wei Lie Ru Ming Ce
Bu Bu Jing Hun
Hei Bai Ren Sheng
(Life of Black and White)
Chuang Guan Dong
Shandong Satellite
4.52
5
Cang Hai Ying Xiong
Qilu TV
4.35
1
CCTV1
4.46
Jiangsu Satellite
3.03
3
Li Xiaohuan and Miao
Cuihua
Nu Ren Hua
CCTV8
2.94
4
Shen Tan Di Ren Jie
CCTV4
1.80
5
Liao Zhai Qi Nu Zi
Jiangsu TV Film&Drama
1.46
3
2
Jiangsu
2. Bigger Gap Between Northern and
Southern Regions Compared
With Love in Countryside I
2.13
2.07
8.23
Remark: 2008/02/10-2008/03/01;18: 00-22:59; all individual 4+; Top 5 dramas; 6 markets
Figure 1: TVR comparison of Love in Countryside I and II
TVR%
21
20.15
Love in Countryside I
15
18
7.1
5.1
Sh
en
ya
n
Ti g
an
ji
Be n
ij in
C
he g
ng
Fu du
zh
o
W u
Ha uh
ng an
zh
Na ou
C njin
ho
n g
G gq
ua in
ng g
zh
G Sh o u
re
an
at
g
Sh ha
G an i
re gh
at
a
G Be i
ua ij in
ng g
d
Z h o ng
ej
ia
ng
1.3
1.1
0.9
1.3
0.74
1.2
0.82
1.04
0.49
0.77
1.71
2.54
1.39
1.34
1.18
1.28
3.39
3.26
2.12
2.51
3
1.88
2.69
6
6.15
3.78
9
8.23
6.35
12
9.8
From the data of 11 key cities and 4 provincial markets of
AGB Nielsen in 2006 and 2007, LIC I and II both had higher
TVR in the north compared with those in the south. However,
the difference is larger when it comes to LIC II. TVR of LIC II in
SY, TJ, BJ, WH and NJ surpassed LIC I with SY outperforming
others thanks to a growth of 10.35% (See Figure 1). In CD,
FZ HZ, CQ, GZ and SH,TVR of the LIC II are lower than those
of LIC I. In the 4 provincial markets, Great BJ and ZJ had
higher TVR for LIC II while Great SH and GD lost ground in
the TVR of LIC II comparing with LIC I . It is obvious that
growing markets are mainly in the north while shrinking are
predominantly in the south. Therefore TVR of LIC II presented
a picture that the strong north get stronger while the weak
south get weaker.
Remark: LIC I (2006/09/30-2006/10/16);LIC II (2008/02/10-2008/03/01);4+;
11 cities/ 4 provincial regions: Great Shanghai, Great Beijing, Guangdong, Zhejiang
INDUSTRY REPORT
ChinaTAM
Issue 10
09
3. Reasons Behind the Gap Between the
North and the South of LIC II
(1) North: retaining original audience while attracting new
According to AGB Nielsen’s data, TVR of audience with
primary school or below of LIC I is 6.91% and households
with 800yuan minus income contributed 5.29%, thus
audience with little education and less income contributed
most in the ratings of LIC I. However, more audience with
higher education and income joined the audience when LIC II
Figure 2: TVR in Great Beijing of target audience,
Love in Countryside I and Love in Countryside II
was broadcasted. Audience with senior high school education
rose from 3.77 to 8.51; while audience with college education
TVR%
10
8.51
8
6.91
6.89
6.76
6.29
5.29
4.21
3.77
4
7.37
6.56
5.75
6
8.16
im
Pr
also be seen in Tianjin, Wuhan and Shenyang. (See Figure 2
LIC II retained the original audience and also further attracted
4.09
more audience with higher education and income. High
TVR can only been reached when different target audience
are satisfied. The result also eliminated the doubts towards
0
y
plus income rose from 4.09 to 8.16. Same performance can
and Table 2)
5.51
2
ar
or above grew to 6.56 from 4.21. Audience with an 1500
d
an
b
o
el
w
Ju
ni
S
or
c
o
ho
l
Se
ni
S
or
c
C
o
ho
ol
le
l
ge
d
an
R
a
M
v
bo
B
e
80
0
d
an
b
o
el
w
R
M
B
0
80
R
M
-
0
15
B
15
0
00
d
an
a
v
bo
e
audience quality of this kind, showing that such themed
drama can also attract high-end audience.
Remark: Love in Countryside I (2006/09/30-2006/0/16) ;Love in Countryside II (2008/02/102008/03/01);4+;Great Beijing
Table 2: TVR of Love in Countryside I and Love in Countryside II
in Tianjin, Wuhan and Shenyang
Tianjin
Wuhan
Shenyang
I
II
I
II
I
II
Primary School or below
6.82
6.77
2.58
2.34
5.20
23.32
Junior High School
7.20
8.49
3.16
3.34
9.82
22.26
Senior High School
5.24
8.65
3.46
3.64
11.27
17.96
College or above
6.84
7.99
3.59
3.77
11.20
17.25
RMB 800 or below
6.28
7.21
2.88
3.10
9.15
19.80
RMB 800-1500
6.46
10.12
4.63
3.64
10.35
20.61
RMB 1500 or above
6.84
9.36
2.55
4.30
17.38
20.91
Remark: Love in Countryside I (2006/09/30-2006/0/16) ;Love in Countryside II (2008/02/10-2008/03/01);4+;Tianjin, Wuhan, Shenyang
INDUSTRY REPORT
ChinaTAM
Issue 10
10
(2) South: loss of the original loyal audience
According to AGB Nielsen’s data, comparing with all other
audience groups with dropping TVR of LIC II, age group of
15-24 had an increase in TVR. In GD, it grew from 0.52 to 0.61;
While in CQ it went up to 1.23 from 0.91 and in CD, it’s from
0.72 to 0.82 (See Figure 3 and Table 3). Although LIC II
grasped more young audience compared with LIC I, small
increase in such age group could not make up for the great
loss of the original loyal audience.
Figure 3: TVR comparison of Love in Countryside I and Love in Countryside II
in Guangdong
Table 3:TVR of Love in Countryside I and Love in Countryside II
in Chongqing, Chengdu and Shanghai
Chongqing
Chengdu
Shanghai
LIC I
LIC II
LIC I
LIC II
LIC I
LIC II
2.54
1.71
2.69
1.88
1.05
0.82
1.15
0.91
1.06
1.23
0.89
0.72
0.96
0.82
0.43
0.45
0.13
0.16
25-34
2.42
2.12
1.64
2.18
0.45
0.39
35-44
45-54
55+
1.35
1.55
5.33
1.20
0.82
3.08
1.67
2.33
6.38
1.67
1.23
3.24
1.27
1.26
1.63
1.55
1.34
0.86
Total
population
4-14
15-24
That audience of 55 or above contributing the biggst TVR to
LIC I with 2.33 shows that old audience was the main target
for LIC I. While for LIC II, ratings of 55 or above dropped from
2.33 to 0.94, a decrease for 2.5 times. This resulted in overall
TVR drop from 1.30 to 0.89. Loss of the dominant audience R
resulted in lower TVR in these markets compared with LIC I.
Remark: Love in Countryside I (2006/09/30-2006/10/16);Love in Countryside II (2008/02/102008/03/01);4+;Chongqing, Chengdu and Shanghai
4. Non-urban Audience That can not be
Neglected
According to AGB Nielsen’s data in Great Beijing, althought
non-urban audience accounts for 5% of the total TV
population, their contribution can not be neglected. Urban
audience occupied 87% in LIC I, which means only 13% were
non-urban; while urban audience accounted for 91% in LIC II,
with the other 9% from non-urban. However, TVR from nonurban audience for both dramas offered far bigger ratings
than those of urban audience. For LIC I, ratings of non-urban
reached 11.79 which were 2.5 times of the urban; While for
LIC II, it was up to 12.62 in non-urban which were 1.9 times
of urban. (See Figure 4)
3
TVR%
2
1.68
1.37 1.44
1.3
0.89 0.89
0.68
1
0
All
e
Ag
4 -1
4
A
0.9
0.52 0.61
1
ge
5 -2
4
A
2
ge
5 -3
4
A
3
ge
5 -4
4
A
2.33
1.17 1.11
4
ge
5 -5
4
0.94
55
e
Ag
+
Remark: Love in Countryside I (2006/09/30-2006/10/16);Love in Countryside II (2008/02/10
-2008/03/01);4+;Guangdong
Figure 4: Profile & TVR of urban and non-urban audience for Love in Countryside I and Love
in Countryside II in Great Beijing
Profile%
100
90
80
70
60
50
40
30
20
10
0
TVR%
87
14
91
11.79
12.62
12
10
8
6.81
4.67
LIC I Urban
6
13
LIC II Urban
Profile
LIC I Nonurban
4
9
LIC II Nonurban
2
0
TVR
Remark: Love in Countryside I (2006/09/30-2006/10/16);Love in Countryside II (2008/02/10
-2008/03/01);4+;Great Bejing
Through the popularity of LIC II and similar dramas, we can
see a group with huge potential, i.e., non-urban audience.
Along with the economic development and increasing
consuming level in non-urban area, it brings serious questions
to all media insiders that how to produce works that meets
the demand of non-urban TV population, how to better cater
their viewing requirement and how to improve their viewing
behavior. In other words, when we try hard to occupy more
in urban market where is an increasingly competitive market,
the non-urban market with huge potential is neglected. It is
a question worthy of consideration that how to maximize the
benefit in this market.
In this article, we analyzed the different performances in
northern and southern areas. In north, LIC II expanded to
higher-educated audience with higher income based on
retaining the strong group of the old audience; And in south,
despite the increasing number of young audience, the fact
that loss of the old audience brought drops in the TVR was
inevitable. Meanwhile we also saw the huge potential in the
non-urban audience.
Structure of TV audience keeps changing while level of
audience’s taste has been improving. We hope those in the TV
industry would continue to target their market and produce
more works with both high reputation and popularity.
INDUSTRY REPORT
ChinaTAM
Issue 10
11
Summary of 2007 Guangzhou TV Market
Wei Meng (Chief Editor Office, Southern TV)
Guangzhou TV market experienced a big change in 2007, which on one hand suffered from drop in viewing time, and on the
other saw more intense competition due to the increasing number of channels.
I. Change of Competition Structure
of 2007 Guangzhou TV Market
1. Market Competition Environment
Due to the total transfer to digital in cable TV network of
Guangzhou city, audience can receive a lot more channels
which added to competition.
The transfer brought changes from 2 aspects: one is the
change or swap of channels frequency, which led to the
change of audience’s original preferences and the time it
took the audience to choose the channels and the channels
to attract the audience again; the other is that number of
channels have grown up to 82 which is an increase of 30
channels in cable TV network of Guangzhou city.
The 30 news channels include Action Movie, Documentary,
City Play, Channel Young, CHC Action Movie, New Cartoon,
China Cuisine, English Learning, Tianyuan I-go, Liang Zhuang,
Charming Music, Great Sports, Golden Life, Colourful Stage,
Game, Channel Max, Dragon TV Finance, Law Life, Cartoon
Show, Health Channel, Channel Joy, CHC Family Theatre, Golf,
European Football, CCTV9, CCTV12, Qinghai Satellite, MASTV,
Guangzhou Digital TV Guide,Tibet Satellite.
In 2008, cable TV in provincial network will be totally
transferred to digital; by then the viewing situation will be
changed due to the channel frequency change or swap.
2. Competition Structure
(1) TVB HK is still the strongest media which accounts for over
one-fifth of the market share (see Figure 1). Compared with
last year, there have been increase both all day and evening
time, while in the evening the increase was as high as 4% (see
Table 1). The only TV station from Mainland that can compete
with TVB is Southern TV during the Chinese New Year and
Golden week in May. Market share of Southern TV during
these 2 periods are 24.1% and 22.2%, with TVB stayed as
21.2% and 19.1% meanwhile.
(2) Among the 3 strongest local media, Guangzhou TV is No.
1 with the share of 3.7%. Although it ranked top, it has a
drop of 2.6% in the evening period. Being No. 3, Southern
TV has drops both in all day and evening periods, which
are -9.9% and -5.8%. This is mainly due to the decrease
of channel number from 6 to 5 in 2006. TVS5 Science and
Education channel was reformed as Guangdong News
channel thus now belongs to Guangdong TV. There are 2
channels added to Guangdong TV, i.e. Guangdong News and
Guangdong Jiajia Cartoon channel, which led to more power
during competition. (See Figure 1 and Table 1)
(3) When the number of digital TV channels have increased,
individual channels fall in the category of “other channels”
due to the lack of release condition. From the doubled share
of Other Channels, we can see the crash to cable TV channels
from digital channels. (See Figure 1 and Table 1)
(4) Other provincial Satellite channels (excluding Guangdong)
have always been a strong contributor to the Guangzhou
TV viewing market. Although the share is less than 8%, it
has increased both in all day and evening period compared
with last year. (See Figure 1 and Table 1) Tianjin Satellite and
Hebei Satellite enjoyed the biggest net growth in all day
share, in 2007 of 0.38% and 0.25%. Net growth are both
0.12% which means a growth rate of 46.2% and 92.3%
respectively. Meanwhile the most significant drop belongs to
Beijing Satellite and Gold Eagle Cartoon, with a net growth of
-0.15% and -0.13% in ratings which mean a growth rate of
-68.2% and -12% compared with the year before. The launch
of Guangdong Jiajia Cartoon channel at the end of 2006 was
one of the barriers for the development of Gold Eagle and
Toonmax TV.
(5) Oversea channel Phoenix Satellite TV suffered from drop
both in all day and evening periods by about one-fourth.
Hong Kong ATV and CETV had decrease of one-fifth. Star TV
and MTV strengthened the power of competition. (See Figure
1 and Table 1)
Figure 1: 2007 market shares of TV stations in Guangzhou
MTV
0.8%
Star TV
2.8%
Other provincial
satellite TV
7.2% Others
2.7% Southern TV
16.2%
CETV
1.4%
Phoenix
Satellite
1.5%
HK ATV
4.3%
Guangdong TV
13.9%
TVB
22.1%
Guangzhou TV
18.0%
CCTV
9.1%
Remark:2007/1/1-2007/12/31;Guangzhou;all day;all individuals 4+
INDUSTRY REPORT
ChinaTAM
Issue 10
12
Table 1: 2007 market share changes of TV stations in all day and evening periods
Variables
TV Station
all day
2006 Share % 2007 Share %
18:00-24:00
net growth %
growth rate
net growth %
growth rate
Southern TV
17.98
16.20
-1.78
-9.9%
15.73
14.81
-0.92
-5.8%
Guangdong Groups
13.57
13.89
0.32
2.4%
14.16
14.43
0.27
1.9%
Guangzhou TV
17.36
18.01
0.65
3.7%
20.36
19.83
-0.53
-2.6%
-8.0%
CCTV Groups
9.30
9.06
-0.24
-2.6%
7.10
6.53
-0.57
TVB HK
21.85
22.10
0.25
1.1%
26.55
27.60
1.05
4.0%
HK ATV
5.62
4.32
-1.30
-23.1%
5.39
4.32
-1.07
-19.9%
Phoenix Satellite
2.07
1.46
-0.61
-29.5%
1.46
1.09
-0.37
-25.3%
CETV
1.79
1.42
-0.37
-20.7%
1.70
1.41
-0.29
-17.1%
Star TV
2.61
2.81
0.20
7.7%
2.06
2.29
0.23
11.2%
MTV
0.63
0.78
0.15
23.8%
0.46
0.54
0.08
17.4%
Other provincial Satellite
6.39
7.24
0.85
13.3%
4.41
4.89
0.48
10.9%
Others
0.83
2.71
1.88
226.5%
0.62
2.26
1.64
264.5%
Remark:2007/1/1-2007/12/31;Guangzhou ;all day;all individuals 4+
(6) There have been 3 stages during the competition of
Mainland TV stations and oversea ones in Guangzhou,
which are oversea dominant - all square - Mainland channels
dominant. Market share of Mainland channels first surpassed
oversea ones in 2005; while in 2007, the market share has
increased to over 67%, which means a dominant position for
3 years in a row and a net increase of almost 2%. It increased
significantly in all day, with growth rate of 2.6%. (See Table 2)
(7) “20-80” is common in the TV viewing market. Although
top 10 channels’ share dropped, it still accounts for more
than 60% of the all day market and more than 70% of the
evening. (See Table 2)
(8) Mandarin channels show strong growth. Although the 9
Cantonese channels (Hong Kong Jade channel, Southern Film
& Drama, Guangzhou 34, Guangdong Zhujiang, Hong Kong
ATV, Southern Satellite, Guangzhou News, Guangzhou Sports
and Guangzhou Sports) occupy 55% of the market, Mandarin
channels has shortened the gap with them by an increase
rate of 6%. (See Table 2)
(9) Children’s cartoon channels (including CCTV Children,
Southern Children, Guangzhou Children, Golden Eagle
Cartoon, Toonmax Cartoon, Guangdong Jiajia Cartoon)
experienced a rapid growth, with a increase rate of 35% all
day and 27% in the evening period.(See Table 2)
Table 2: 2007 market share change by category in all day and evening periods
all day
Variables
Channels
18:00-24:00
net growth %
growth rate
net growth %
growth rate
China Mainland Channels
65.43
67.11
1.68
2.6%
62.38
62.75
0.37
0.6%
Oversea Channels
34.57
32.89
-1.68
-4.9%
37.62
37.25
-0.37
-1.0%
TOP 10 Channels
65.62
64.42
-1.20
-1.8%
72.09
71.77
-0.32
-0.4%
Cantonese channels
61.93
59.70
-2.23
-3.6%
69.34
68.12
-1.22
-1.8%
Mandarin channels
38.07
40.30
2.23
5.9%
30.66
31.88
1.22
4.0%
Children's cartoon channels
3.53
4.75
1.22
34.6%
2.81
3.56
0.75
26.7%
3. Competition of Channels
(1) The top 5 channels keep 54% of the market share, which
are 21.17% of Jade, 9.49% of Guangzhou 34, 8.24% of
Zhujiang, 6.96% of Southern Film & Drama and 4.42% of
Guangzhou News. Among the top 10 channels, there are
4 from Southern TV and they are Southern Film & Drama,
Southern Entertainment, Southern Satellite and Southern
Children. (See Table 3)
(2) For channels such as Jade, Guangzhou 34, Zhujiang and
Guangzhou News, etc. they have a much stronger position in
evening period than all day. (See Table 3)
(3) None of the satellite channels from other provinces were
in Top 20 (see Table 3), Top 3 satellite channels from other
provinces, which are Hunan Satellite, Gold Eagle Cartoon and
Anhui Satellite, are listed as No. 25, 28 and 32 with the share
of 1.03%, 0.95% and 0.66% respectively.
INDUSTRY REPORT
ChinaTAM
Table 3-1: Top 20 market share in Guangzhou 2007
Issue 10
13
Table 3-2: Top 20 market share in Guangzhou 2007
Ranking
Channel (All day)
2006
2007
Difference
Ranking
Channel (18:00-24:00)
2006
2007
1
Jade channel
20.80
21.17
0.37
1
Jade channel
25.45
26.47
Difference
1.02
2
Guangzhou 34
9.65
9.49
-0.16
2
Guangzhou 34
12.04
11.20
-0.84
3
Guangdong Zhujiang
7.81
8.24
0.43
3
Guangdong Zhujiang
9.43
9.59
0.16
4
Southern Film & Drama
6.90
6.96
0.06
4
5.72
6.78
1.06
5
Guangzhou Cable News
4.15
4.42
0.27
5
Guangzhou Cable News
5.11
5.32
0.21
6
Hk ATV
5.18
3.95
-1.23
6
Hk ATV
4.93
3.95
-0.98
-1.08
7
Star TV
2.61
2.81
0.20
7
Southern Satellite
3.38
2.30
8
Southern Entertainment
3.43
2.70
-0.73
8
Star TV
2.06
2.29
0.23
9
Southern Satellite
3.44
2.38
-1.06
9
Southern Entertainment
2.75
2.25
-0.50
10
Southern Children
1.65
2.30
0.65
10
Southern Economy
2.66
1.87
-0.79
11
Southern Economy
2.56
1.87
-0.69
11
Southern Children
1.22
1.62
0.40
12
Guangdong Sports
2.35
1.81
-0.54
12
Guangdong Sports
1.82
1.44
-0.38
-0.29
13
CCTV5
1.82
1.56
-0.26
13
CETV
1.70
1.41
14
CCTV6
1.39
1.48
0.09
14
Guangdong News
0.89
1.36
0.47
15
Phoenix TV
2.07
1.46
-0.61
15
CCTV5
1.42
1.20
-0.22
16
International
2.07
1.46
-0.61
17
CETV
1.79
1.42
-0.37
16
Guangzhou Cable Film & Drama
1.05
1.13
0.08
18
CCTV3
1.24
1.31
0.07
17
18
19
20
Mingzhu
Guangdong Public
Phoenix TV
International
1.10
1.22
1.46
1.46
1.13
1.12
1.09
1.09
0.03
-0.10
-0.37
-0.37
19
Guangdong Public
1.21
1.28
0.07
20
Guangzhou Cable Sports
1.65
1.28
-0.37
(4) Southern Children, Guangzhou Economy and Zhujiang
channels had the biggest increase within all the Mainland
channels, with a net increase of 0.65%, 0.52% and 0.43%.
While Southern Film & Drama, Jade and Guangdong News
have become stronger in the evening period (see Table 4). The
net growths are 1.06%, 1.02% and 0.47% respectively.
(5) HK ATV, Southern Satellite and Southern Entertainment
though had a rather remarkable drop which was 1.23%,
1.06% and 0.73%. Significant drop during evening period
happened to Southern Satellite, ATV and Guangzhou 34, with
the decrease of 1.08%, 0.98% and 0.84%. (See Table 4)
Table 4: Top 10 significant change of channels in Guangzhou during all day and evening periods 2007
Ranking
All Day
Evening
Period
Channel
2006
2007
Net
Growth Ranking
share% share% growth%
rate
Channel
2006
2007
Net
Growth
share% share% growth% rate
1
Southern Children
1.65
2.3
0.65
39.4%
1
HK ATV
5.18
3.95
-1.23
-23.7%
2
Guangzhou Economy
0.48
1
0.52
108.3%
2
Southern Satellite
3.44
2.38
-1.06
-30.8%
3
Guangzhou Zhujiang
7.81
8.24
0.43
5.5%
3
Southern
Entertainment
3.43
2.7
-0.73
-21.3%
4
Jade
20.8
21.17
0.37
1.8%
4
Southern Economy
2.56
1.87
-0.69
-27.0%
5
Guangdong Jiajia
0.03
0.37
0.34
1133.3%
5
Phoenix TV
2.07
1.46
-0.61
-29.5%
1
5.72
6.78
1.06
18.5%
1
Southern Satellite
3.38
2.30
-1.08
-32.0%
2
Jade
25.45
26.47
1.02
4.0%
2
HK ATV
4.93
3.95
-0.98
-19.9%
3
Guangdong News
0.89
1.36
0.47
52.8%
3
Guangzhou 34
12.04
11.20
-0.84
-7.0%
4
Southern Children
1.22
1.62
0.40
32.8%
4
Southern Economy
2.66
1.87
-0.79
-29.7%
5
Star TV
2.06
2.29
0.23
11.2%
5
CCTV1
1.53
0.94
-0.59
-38.6%
Drop of HK ATV is due to changes of shareholding structure
and management strategy. In May 2007, the Cha’s family
became the major shareholder and a modification was made
on 10 Aug, which was mainly for Jade channel. The popular
drama program at 7:00pm was replaced by local Hong Kong
news which led to a significant drop of ratings. However this
also brought relief to the Mainland competitors who have
drama programs at 7:00pm.
Phoenix Satellite’s downtrend was also due to the
modification in 2007, after which Cumulated Average viewing
time per viewer dropped from 27 minutes to 17 minutes
despite the increase of reach rate from 13.8% to 14.6%.
Furthermore the viewing time dropped in all categories of
programs. (See Figure 2)
INDUSTRY REPORT
ChinaTAM
Issue 10
14
II. Audience Behaviors Change
in Guangzhou Market 2007
Figure 2: Average Viewing Time per Target Viewer of Phoenix TV
45
1. Audience Scale
Average Viewing Time per Viewer(Minutes)
2006
2007
36
In 2007 with the decrease of audience number,
average viewing time per viewer also dropped
which led to a 10% reduction in TVR.
27
18
(1) Ratings: Average ratings of all day and
evening periods have dropped by 0.8% and 0.5%
respectively. (See Figure 3)
(3) Average viewing time per viewer: 16 minutes
decrease for all day period and 10 minutes less
during evening period. (See Figure 3)
4
+
55
ind
ivi
du
ind
al
ivi
inc
du
om
al
ind
inc
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om
ivi
10
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00
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19
ind
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99
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30
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00
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i
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Se
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nio
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rh
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igh
Sc
Co
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lle
ol
ge
or
ab
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e
4
-5
45
4
35
-4
4
-3
25
14
-2
4-
15
le
ale
Fe
m
all
ind
ivi
du
(2) Reach rate: Audience who watch TV all day
has dropped by 6% while there’s an increase in
the evening time which is 0.3%. (See Figure 3)
Ma
als
0
4+
9
Remark:2006/1/1-2007/12/31;Guangzhou;all day;all individuals 4+;
Southern Phoenix TV,Guangzhou Phoenix TV
Figure 3: Changes of TVR, Reach Rate and Average Viewing Time per Viewer in Guangzhou 2007
2. Audience Structure
TVR %
2006
2007
(1) Age: audience between 35-44 accounts for
the most which was 21%, second to which are
audience between 15-24 and audience above
55, which both account for 18%. (See Figure 4-3)
2000-2999
60.5 60.8
254
2006
2007
238
176
13.5 12.9
All day
All day
18:00-24:00
18:00-24:00
All day
18:00-24:00
Remark:2006/1/1-2007/12/31;Guangzhou;all day; all individuals 4+; all channels
Figure 4-2: Audience Structure in Guangzhou 2007
College or above
<1000
44%
20%
2006
2007
29.6
12.5 11.7
(3) Income: audience with monthly salary
of RMB 2000 and below accounts for 78%;
meanwhile those who earns above RMB 3000
only accounts for 2%. (See Figure 4-1)
>3000
2%
31.1
Average Viewing Time
per Viewer (minutes)
186
(2) Education: the largest group is audience with
senior high school/technical secondary school
which accounts for 36%. (See Figure 4-2)
Reach Rate %
18%
4-14
15%
55+
18%
24%
15-24
1 6%
45-54
12%
Junior high School
35-44
21%
36%
Income
Remark:2007/1/1-2007/12/31;Guangzhou;all day;all individuals 4+;all channels
25-34
1 8%
22%
Senior high School
1000-1999
34%
Education
Age
INDUSTRY REPORT
ChinaTAM
15
Issue 10
3. Viewing Changes of Target Audience
(1) Viewing time of children, parents and
high-income audiences have grown while it is
decreasing with audience between 15-24 as well
as low-income. (See Figure 5)
Average viewing time per viewer(minutes)
350
5
-1
100
50
-12
-19
-15
-20
-22
-20
1
-1
-6
-9
-10
50
0
-8
-11
-12
0
-5
-10
-8
-13
-12
Pr
55
im
+
or ary
b S
Ju
nio elowchoo
rh
l
igh
Se
Sc
nio
ho
rh
ol
igh
Sc
Co
h
oo
lle
ge
l
or
ab
ov
e
45
-5
4
15
-2
4
414
le
ale
-1
-4
-9
-16
Fe
m
-30
-15
-20
<1
00
0
10
00
-1
99
9
20
00
-2
99
9
200
-10
-10
-26
3
Evening 150
period 100
0
-16
-27
0
10
-4
-11
-14
25
-3
4
35
-4
4
All day
Difference
2007
6
3
200
150
2006
>3
00
0
300
250
Ma
(2) As for all day period, group 4-14, group
35-44 and group with income of RMB 3000+
all have grown in viewing time, which are
respectively 3 minutes, 6 minutes and 5
minutes. There is decrease to various extents
for all the other groups. The most significant
decrease happened to group 15-24, group with
college education and above as well as to the
group with income of RMB 1000 and below. The
decreases are 27 minutes, 22 minutes and 26
minutes. (See Figure 5)
Figure 5: Average viewing time and change for target groups in Guangzhou 2007
(3) In the evening, only groups who have
increased their viewing time are group 4-14 and
group 35-44, and the increase are 3 minutes
and 1 minute. There are decreases in all the rest,
among which group 15-24 had the biggest drop
which was 16 minutes. (See Figure 5)
Table 5: Market share for each channel in 2007 as for each target group
Target audience
4-14
15-24
25-34
35-44
45-54
55+
<1000
1000-1999
2000-2999
>3000
Male
Female
Junior high School
Senior high School
College or above
Student
Self-employed
Laid-off/retired/jobless
Government official
Workers
4. Preferences of Target Groups to
Each Channel
(1) Favorite channel to group 4-14 is Southern
TV which is the second choice for audience of
group 35-44, group with income of 1000 below,
Female and audience with junior high/technical
school education. (See Table 5)
(2) Guangzhou TV has more attention from
audience with income of RMB 3000+ and laidoff/retired/jobless audience. (See Table 5)
(3) Rest of the audience prefers HK TVB.
(See Table 5)
Southern
TV
23.8
15.1
14.6
18.0
14.5
16.0
18.1
15.3
16.3
15.7
16.5
17.4
21.1
17.9
15.0
13.9
19.5
18.4
15.9
15.0
16.2
Guangdong
TV
12.0
12.8
13.8
14.0
13.1
15.7
13.3
14.9
13.3
12.5
14.3
13.2
14.0
14.5
13.9
12.1
11.6
14.3
15.1
13.6
14.1
Guangzhou
TV
12.7
16.2
17.8
16.9
20.4
21.1
17.3
18.5
17.3
19.4
18.1
17.3
16.1
16.8
18.6
19.5
14.0
17.3
20.0
17.8
18.4
CCTV HK TVB
6.0
6.1
9.9
9.8
9.9
11.6
7.6
10.5
11.2
12.7
10.6
7.6
7.4
8.8
9.5
11.5
5.5
8.6
11.0
9.5
10.5
22.2
27.3
23.5
19.7
23.1
18.6
22.9
21.5
20.3
19.3
20.1
24.0
20.0
21.8
22.4
24.4
25.6
19.2
19.6
24.0
21.2
Remark:2007/1/1-2007/12/31;Guangzhou;all day;all individuals 4+
III. Programs Viewing for Guangzhou Market in 2007
Figure 6: Broadcasting share of programs in Guangzhou in 2007
40%
2006
2007
Broadcasting share
23.4% 24.5%
20%
11.9% 13.1%
10.5%
8.6%
1.5%
1.2%
or
ts
re
isu
Le
th
Yo
u
E
Inf duc
or at
ma ion
tio
n
Do
cu
Sc me
i-T nt
ec ary
h
Fil
m
s
Cu N
rre ew
nt s
aff
air
on
t
en
rto
Ca
a
am
1.4% 1.3%
1.7%
Sp
2.6%
Ta
lk
2.3% 2.2% 2.2%
w&
3.4%
vie
3.5% 3.5%
0%
er
5.1% 5.0%
Int
10%
En
The four most broadcasted categories are
dramas, entertainment programs, cartoons and
news, with the respective shares of 36%, 25%,
12% and11%, which in total accounts for more
than 80% of all programs. Shares of dramas,
entertainment programs and cartoon have risen
compared with last year. (See Figure 6)
36.1%
30%
Dr
(1) Broadcasting share
35.3%
ter
tai
nm
1. Viewing Situation of Each Category of Program
INDUSTRY REPORT
ChinaTAM
After Jiajia Cartoon channel was launched at the end of 2006,
there are 3 cartoon channels in the market including Gold
Eagle Cartoon and Toonmax TV, and the broadcasting time
(2) Viewing Share
Issue 10
16
increased tremendously which surpassed news program as
No. 3 for 2007. (See Figure 6)
Figure 7: Viewing share of various programs in Guangzhou 2007
33.4%
33.5%33.3%
33.1%
20%
13.0%
6.1%
2.9%
5.9%
0.7%
2.7% 2.9%
2.0%
1.7% 1.6%
1.0%
Sp
or
ts
Int
er
vi
Yo
uth
Le
isu
re
E
Inf duc
or at
ma ion
tio
n
Do
c
Sc ume
i-T nt
ec ary
h
En
ter
tai
nm
en
t
m
Fil
Ca
rto
on
am
a
Dr
Cu N
rre ew
nt s
aff
air
s
0.4% 0.4%
0.5%
Ta
lk
6.4%
6.8%
0%
Figure 8: Resource utilization efficiency of categories in Guangzhou in 2007
4
2006
2007
Resource utilization efficiency
0.7
0.4
0.6
0.3 0.3
0.2
nm
en
t
Ta
lk
er
Int
tai
ter
th
E
Inf duc
or at
ma ion
tio
n
a
am
isu
Le
Dr
re
m
Fil
Do
c
Sc ume
i-T nt
ec ary
h
0.5 0.6
En
0.7
0.2
rre New
nt s
aff
air
0
0.8
w&
0.8
vie
0.9 0.9
1
ts
1.1 1.2
or
1.4
on
1.2
rto
0.9
Ca
2
Sp
2.5
2.5
Yo
u
3
3.2
Cu
Compared with 2006, there are more audience
prefer documentary and education& information
programs in 2007. Resource utilization efficiency
of documentary went up from 0.9 to 2.5 while
education& information programs went from 0.2
to 0.8. Meanwhile it experienced a drop in both
entertainment and sports programs.
(See Figure 8)
4.4%
7.3%
ew
&
10%
(3) Resource utilization efficiency
From the point of resource utilization efficiency,
news, documentary, film and leisure programs
are on the top, which are 3.2, 2.5, 1.4 and
1.2. These are the only 4 categories achieved a
higher output than input. (See Figure 8)
2006 2007
Viewing share
30%
s
In 2007, viewing share of news programs
surpassed dramas for the first time and became
audience’s favorite program that drew the most
attention. Second to news is dramas followed
by cartoon. Meanwhile entertainment programs
dropped to the fourth from its traditional third
position with nearly half of the original viewing
time. (See Figure 7)
40%
2. TV Program Ranking
Table 6: Top 20 programs of all Mainland channels in 2007
Ranking
Description(grouped)
Channel
TVR(%)
Share(%)
Counter
1
2
2007 Guangzhou Chinese Spring Festival Fireworks Show
Guangzhou 34
15.90
44.14
1
Popular Comics Selection
Guangdong Zhujiang
10.11
27.17
1
3
Local Husband and Out-of-town wife
Guangdong Zhujiang
9.58
28.09
208
4
Popular Comics Selection Broadcasting Show
Guangdong Zhujiang
9.02
25.79
1
5
Guangzhou TV News (18:30)
Guangzhou 34
8.34
30.05
364
6
Weather Forecast (19:00)
Guangzhou 34
7.75
24.23
365
7
Mu Mian Hua de Chun Tian
Guangzhou 34
7.38
20.35
36
8
Tears of the Wife
Guangzhou 34
7.23
19.54
46
9
Sui Tang Heors 2 Xue Rengui
Guangzhou 34
6.50
17.36
32
10
Special Student 2
TVS4( Film & Drama)
6.19
21.67
2
11
CCTV 2007 Chinese Spring Festival Show
CCTV1
6.10
16.79
1
12
Daily News (19:00)
Guangzhou News
5.76
16.75
315
13
2007 PRC 8th Minorities Traditional Sports Games
Guangzhou 34
5.70
14.93
1
14
New Marriage Era
Guangzhou 34
5.68
16.22
2
15
Huan Zi Cheng Long
Guangzhou 34
5.64
16.26
42
16
Manchester United Visit to Asia (Guangzhou vs ManUN)
Guangdong Sports
5.63
15.80
1
17
Today’s Focus (21:00)
Guangdong Zhujiang
5.61
14.92
361
18
Lei Heng Jian
Guangzhou 34
5.57
15.11
33
19
Jie Da Huan Xi
TVS4( Film & Drama)
5.49
23.00
254
20
Feng Shen Bang – Feng Ming Qi Shan
Guangzhou 34
5.36
15.64
38
Remark:2007/1/1-2007/12/31;Guangzhou;all day;all individuals 4+;all Mainland channels
INDUSTRY REPORT
ChinaTAM
Issue 10
17
TAM TrailBlazers
in the Digital Broadcasting World
Jorge Papanicolau (Media Instruments)
Looking back at the history of electronic audience
measurement devices, the waters of TAM were quite calm in
the 1980's when the first peoplemeters were installed around
the world - in 1976, the first peoplemeter panel was installed
in Italy(500HHs), in 1984 in the UK and in 1987 in the United
States, just to mention the three largest TV advertising
markets in the western world at that time. And, to top it,
the broadcasting universe was analog. All that was expected
from a measuring device was to detect the tuned frequency
of the TV set, or of the cable set top box, and associate that
frequency of the TV set, or of the cable set top box, and
associate that frequency with a channel. The only "difficulty"
for the meter was to detect the signal source, the antenna
or the cable set top box, for example - and know which
frequency corresponded to which channel/station for each
platform in each household.
The information was collected from the meters during the
night polling process, and this was all the complexity to be
found. A peaceful and unchallenging time for engineers
and technicians working in the industry who, however, were
always trying to come up with innovative solutions to lower
down the burden of panel members who were asked to push
a button to declare their presence in front of the nowadays
close to extinction species of the cathode ray screen.
The 1990's witnessed the growth of Cable TV, and the
corresponding availability of up to one hundred channels
per household in some countries, putting some pressure on
panel sample sizes. But as long as the signals were analog,
nothing changed from the technological side of TAM. It was
still an age in which stations and frequency channels were
interchangeable, so much so that many stations around the
world were named after the channel numbers allocated to
them. But this started to change when the threat of digital
television broadcasting became clear to the TAM industry
- at least to the most sharp witted - by the end of that
decade. Luckily enough for the engineering departments of
the TAM suppliers, in those early years of the introduction of
digital services - whether terrestrial, cable or satellite - as the
penetration was so low that the impact on the existing panels
was minimal.
H o w e v e r, t h e t h r e a t
was clear, and the first
words of the cherished
"frequency" meter's obituary
were written at that time: “He
could not cope with the harshness
of the digital era". Several stations were
time multiplexed on one frequency, and this made digital
television unmeasurable for the traditional frequency meters.
The traditional monogamous marriage of a station and a
frequency was over, and polygamy was now the name of
the game: each frequency was now linked to many digital
channels. The days of the "frequency" meter were gone in
this brave new digital world. Based on the figures provided
at that time by the different TAM suppliers, almost 100,000
meters that measured the broadcast frequency were being
used to measure analog TV ratings.
Engineers - that group of the human beings blessed with
he gifts of foresight, inventive, planning and productivity
- did not remain with their arms crossed, mourning the
death of their beloved creature. As soon as the first clouds
of the digital storm were glimpsed on the horizon of the
broadcasting landscape, they put their minds to work to give
birth to the old king's successor. The task, however, proved
to be overwhelmingly challenging. Different techniques
were implemented, but none of them managed to solve the
problem of digital signals arriving to the TV sets through
a myriad of set-top boxes, which varied according to the
diverse platforms, DTT, digital satellite and digital cable,
and diverse service providers and devices manufacturers. To
make matters worse, during the first years of the twenty first
century new set-top boxes arrived that could decode all type
of digital services - video, audio, Internet - transmitted over
the same platform, and offer interactive services thanks to
the large scale development of two-way networks.
The new techniques, that at the beginning were called "nonfrequency" measurement systems -in the same way as the
automobiles were originally called "horse-less" carriages- were
slowly deployed following the adoption rate of digital TV in
the TAM panels. One of them was to embed in the television
signal, active codes - video, audio or both - identifying the
broadcasting station. Other companies implemented one
form or another of video frame recognition, or had to rely
on custom modification of the digital receivers to get an
output out of a serial port including the tuning information
that could be read by the meter. A highly intrusive solution
consisted of installing a so called "tuner meter" connected
both to the TV set and all the ancillary devices (VCR, DVD
player, PVR, set-top boxes, etc.) in such a way that all tuning
activity was done through the meter.
The problems associated with these technologies soon
became known within the industry. To begin with, the
number of different manufacturers from all over the world
making different types of digital decoders became so huge
INDUSTRY REPORT
that any solution based on custom modifications to each of
them was impractical. What about active encoding? In this
case, the TAM providers evidently need the cooperation of all
the broadcasters transmitting in the country. As the number
of broadcasters increases, making sure that encoders,
proprietary technology supplied by the TAM company, are
installed by all of them (and their associated networks or
distributors) at all the existing transmission facilities becomes
a daunting task. This is assuming that everyone in the
industry has accepted to encode, a fact that is not granted.
The use of the built-in codes that are part of the broadcasting
standard, namely not inserted by the TAM supplier, referred
to as “Service Information” codes could be used if the SI was
available, that is, the set-top box had an output port where
the meter could look for it. This solution was implemented,
for example, in the case of service providers that had
specified to their decoders’ manufacturers the
inclusion of this port (Sky, for example,
in many countries). However, the vast
majority of decoders used for free DTT
do not yet offer this possibility.
Another proposed solution was “Picture
Matching”, installed in Vancouver,
Canada in 1998, which works as
follows: a meter connected to
the TV set samples the screen’s
luminosity at a predefined number
of points, makes some calculations
and compares the results with
those obtained at a reference site
where the same process is done for
all channels so as to identify which
program (and station) was being
watched. This solution does not work well in the presence
of interactivity because wherever a menu is opened (volume,
EPG, info button, channel scroll up and down by means of
the navigation keys, etc.) the image on the TV set necessarily
differs from the one on the reference site. The same is true
for some other features available in TV sets, such as picturein-picture and picture-and-picture (i.e. two programs sideby-side on the screen). More recently, the introduction of
different screen formats has complicated things further
for this technology. Last but not least, “Picture Matching”
can not resolve the case of simulcast transmissions, which
are frequent in some television markets. Because of its less
than acceptable recognition rates, this solution is usually
combined with other technologies implemented in the
same peoplemeter as, for example, Teletext code readers (if
present).
Another solution promoted in the early stages of digital
broadcasting was the one known as video or audio matching.
The idea was to capture the analog video or audio signal
of the TV set, namely the content that had already been
ChinaTAM
Issue 10
18
decoded from the digital stream, generate samples out of it,
digitize and compress them and finally compare them with
corresponding samples made at a reference site. Whenever a
“match” would be found, based on discretionary acceptance
thresholds, the unknown piece of content could be assigned
to a channel. This idea, abundantly described in the available
bibliography of those days, was never implemented given
some inherent limitations of the idea and the enormous
amounts of memory and computing power required.
It was in this context that AGB Nielsen Media Research
came up at the end of the last century with a revolutionary
concept: audio signature correlation technology. Instead of
comparing audio or video samples, in whatever compression
format, these samples were still audio or video files; the
idea was to describe the content by means of “signature”
univocally associated to it. Instead of embedding codes in the
audio or video stream, a “code” could be generates
out of it. The groundbreaking
assumption was incredibly simple to
formulate: “the content is the code!”
All that was needed was to generate
and store these “signatures” on the
household meter and later compare
them to similar signatures created at a
reference site. There was no room
for the idea of a “best match”
in this new technological space:
a signature is either similar or
different, that provides unrivalled
levels of accuracy in this type of
content recognition method, as
false positives were ruled out.
A new universal, independent
(i.e. no collaboration from the broadcasters was requested),
non-intrusive technology and method was now available
that provided measurement of all kinds of TV platforms
and associated devices, including the highly feared Personal
Video Recorders that were allowing unusual , at that time,
levels of time-shifted viewing. Customers around the world
welcomed the solution, which became popularly known as
“audio matching”, although it was conceptually different
from the original audio matching ideas. Introduced by
AGB Nielsen in 2001 in the United Kingdom, the audience
measurement systems based on audio signatures have now
become the state-of-the-art solution in the industry and have
been adopted by most of the TAM suppliers in recent years,
although their performance has not been proven in some of
the most demanding conditions, as has been the case with
AGB Nielsen Media Research’s mature and reliable solution.
However, the challenges keep mounting-fragmentation,
Video-on-Demand, Internet TV, Mobile Viewing are, amongst
others, the new clouds on the TAM horizon-and innovative
ideas are badly needed. What will come next?
TV
PROGRAM
RANKING
ChinaTAM
Issue 10
19
Taiwan
According to the TVR data from AGB Nielsen Media Research
in Taiwan in April 2008, Love in Taiwanese on FTV is still
incomparable, sitting easily on top of the ratings. Destiny Love
on TTV, fresh blood to the list last month, remains the runnerup with the rate over 4%, which means more than 10 million
people watched it every minute. They Kiss Again starring by
Joe Zheng and Ariel Lin has come to a sound end on April 27
after lasting on the screen for more than 4 months. Different
from the naive romance in Kiss, more character of daily life was
added in the sequel. Under the performance of the beautiful
young couples, the ordinary and trivial days turned out to be
full of the warmth and joy. The open-end ending provided the
development of the dramas with numerous possibilities.
TV dramas on the list shows few changes, basically in
compliance with last month with only a fresh face from the
introduction of a Japanese TV drama Oshin. CTV has always
taken predominant TV dramas in mainland China and other
Asian countries as a breakthrough to reach the market. The
Japanese classic inspirational TV drama Oshin was once shown
on Hunan Satellite TV in 2006. The well-described indomitable,
strong, kind-hearted Oshin enjoys a wide popularity. The
heavy bomb-tear effect can not be underestimated. Oshin sits
steadily on the 8th of the list from its debut. It is believed that
with the development of the life of the hero Oshin, the rate is
expected a further rise.
Taiwan Top10 TV Dramas - April 2008
Ranking
1
2
3
4
5
6
7
8
9
10
Tv Drama
Love
Destiny Love
I Must Succeed
Ji Gong
They Kiss Again
Chu Wai Ren Sheng
About Taiwan
Oshin
Mazu
Huan Xi Lai Dou Zhen
Channel
FTV
TTV
SANLI
FTV
CTV
FTV
SANLI
CTV
TTV
CTS
Avg,Ratings(%)
6.39
4.62
3.40
3.08
2.91
2.34
2.24
1.89
1.78
1.71
Remark:2008/04/01-2008/04/30;all Individuals 4+ ( universe:21,707,000)
000s
1387
1004
737
668
632
508
487
410
387
372
Language
Taiwanese
Mandarin
Taiwanese
Taiwanese
Mandarin
Taiwanese
Taiwanese
Janpanese
Taiwanese
Mandarin
Category
Family
Youth
Encouragement
Ancient Comedy
Youth
Encouragement
Legend
Encouragement
Ancient
Family
Data provided exclusively : AGB Nielse Media Research (Taiwan) | Peoplemeter
South Korea
According to the TVR data from AGB Nielsen Media Research in
South Korea in April 2008, the rank shows few changes. No.1
to no.5 TV dramas remained the same as last month, with
Ugly and Pretty and Lee San continuing their unconquerable
rating legend as the top two. Two shining spots this week were
brought about by the recent two hot youth idol dramas On
Air and My Last Scandal. Since the shooting, On Air has been
the hottest topic under the Korean media. Its popularity is not
only from the glamorous key crew, all-star cast Kim Ha Neul,
Park Yong-ha, Beom soo lee, Song Yoon A from Korea, but also
from many guest pop stars in it. And the most crucial part is
the unique topic. Through in-depth description of the special
profession of the four heroes in the drama, it focuses on the
underlying rule in Korea entertainment industry.
My Last Scandal is considered the middle-aged version of Full
House. It tells a story about an ordinary housewife who comes
across a pop star to whom she gave first love. Because of the
excellent performance by Jun-ho Jeong and Choi Jin Sil, two
fine-acting actor and actress absent from the screen for a
while, the drama enjoys a wide popularity and has crowded
out another drama on MBC Park Jeong Geum from the list. The
great historical teleplay King and I had its ending on 1st April,
by taking the advantage of which, it returned to the 9th after
a long absence, leaving a perfect close to the screen. With the
end of the 120-episode early morning drama Even So Love on
MBC and the impending ending of the absolute winner Ugly
and Pretty in the middle of May, it is certain that there will be
a fierce new competition next month.
South Korean Top10 TV Dramas - April 2008
Ranking
1
2
3
4
5
6
7
8
9
10
TV Drama
Ugly and Pretty(미우나고우나)
Lee San(이산)
Mom's Dead Upset(엄마가뿔났다)
The First Wives Club(조강지처클럽)
I'm Happy(행복합니다)
On Air(온에어)
My Last Scandal(내생애마지막스캔들)
Madam in Ahyeon-dong(아현동마님)
King and I(왕과나)
Even So Love(그래도좋아)
Channel
KBS1
MBC
KBS2
SBS
SBS
SBS
MBC
MBC
SBS
MBC
Remark:2008/04/01-2008/04/30;all individual 4+;nationwide _ 11 market
Avg. Rating(%)
15.8
12.4
11.6
10.5
9.4
8.8
8.5
7.3
7.0
6.9
Category
daily /Family comedy
Mon & Tue /Grand chronicle
Weekend /Family
Weekend /Life/Ethic
Weekend/Family /Romance
Wed&Tue/Realistic theme
Weekend/Romance
daily/Family /Romance
Mon & Tue/Grand chronicle
daily morning/Family /Romance
Data provided exclusively by:AGB Nielsen Media Research(South Korea) | Peoplemeter
TV PROGRAM RANKING
ChinaTAM
Issue 10
20
Thailand
According to the TVR data from AGB Nielsen Media Research
in Thailand in April 2008, the top 10 dramas are all made
in Thailand, the same as last month. CH3 launches a robust
bounce. Although it only takes 3 positions in the top 10, it
covers the heavyweight top 1 and 2. Phayak Sao Zaeb E-Lhee
shows the most obvious rise by jumping from the 6th last
month to the first with an average rating of 14.3%, which
means more than 80 million people watched it every minute.
With three dramas on CH7 leaving the list The Mixed Taste,
Dragon’s Kingdom, and The Country Music, 3 new ones Cutie
Hone, The 9th Army and Lorelei, Daughter of the Forest take
their places with high-profile debut, among which the most
eye-catching one is Cutie Hone. It directly rises to the top 5
on the list.
Thailand Top 10 TV Drama - April 2008
Ranking
TV Drama
Channel
000s
Avg. Ratings(%)
Category
1
Phayak Sao Zaeb E-Lhee
CH3
8680
14.3
Thailand
2
Escape From Heaven(Sa-wan Bieng)
CH3
8443
13.9
Thailand
3
Get Some Time to See(Joh Wela Ha Koh)
CH7
8036
13.2
Thailand
4
Bondmaid(Narag Tard)
CH7
7291
12.0
Thailand
5
Cutie Hone(Ta-Harn Ying Hua JaiI Whaew)
CH7
6544
10.8
Thailand
6
The 9th Army(Thong 9)
CH7
6532
10.7
Thailand
7
Sang Thong
CH7
6428
10.6
Thailand
8
Lorelei, Daughter of the Forest(Re-Rai Look Sao Pah)
CH7
5763
9.5
Thailand
9
Ther Kue Cheewit
CH7
4432
7.3
Thailand
10
Admiring Mdm. Western(Chom-Phoo Kaem Mam)
CH3
4354
7.2
Thailand
Remark:2008/04/01-2008/04/30;all Individual 4+ (Universe: 60,849,000)
Selected channels:CH3; CH5; CH7; CH9; NBT; TITV; TPBS
Data provided exclusively: AGB Nielsen Media Research(Thailand) | Peoplemeter
In the ratings rank of foreign dramas in Thailand, TV dramas
from Korea and Mainland China occupied 4 positions each
while the other 2 were Meteor Garden 2-2 from Japan and
Alias, which is an ABC produced Emmy Awards winner. Idol
drama The 1st Shop of Coffee Prince by MBC, which reached
top rank in Taiwan, is No. 1 while another history-themed
drama Four Guardians also achieved good result while
broadcasted in Thailand. Korean dramas are predominant in
Thailand by their exquisite idol dramas and grand historythemed series. Culture-themed dramas about old times in
China such as Journey to the West, Strange Tales of a Lonely
Studio and Suitang Hero Biographies II are also widely
recognized by Thailand audience by the legend, anecdote and
intense stories.
Thailand Top 10 Foreign TV Drama - April 2008
Ranking
TV Drama
Channel
Catogory
Avg.Rating(%)
000s
1
The 1st Shop of Coffee Prince
CH7
Korea
6.2
3765
2
Meteor Garden 2-2
CH7
Japan
5.9
3542
3
The Merchant
CH3
Korea
5.2
3147
4
Journey to The West
CH3
China
4.9
2969
5
Four Guardian
CH3
Korea
4.6
2806
6
Princess Hours
CH7
Korea
3.7
2231
7
Alias
CH7
United States
2.5
1547
8
Strange Tales of a Lonely Studio
CH3
China
2.4
1484
9
Drawing Sword
CH7
China
2.2
1323
10
Suitang Hero Biographies II
CH3
China
1.8
1089
Remark:2008/04/01-2008/04/30;all individual 4+ (Universe: 60,849,000)
Selected channels:CH3; CH5; CH7; CH9; NBT; TITV; TPBS
Data provided exclusively: AGB Nielsen Media Research(Thailand) | Peoplemeter
Are you only getting part
of the picture?
The full picture on Chinese TV
AGB Nielsen Media Research China
8/F, World Trade Tower, No.500 GuangDong Road, Shanghai 200001, China
Tel. +86 21 6362 1999 · Fax +86 21 6362 0999
www.agbnielsen.com
Television Audience
Measurement
Television Audience
Measurement
Switch on to China
Fine tune your picture
China. Both a fascinating country and a vast, emerging market for
the world’s advertisers. But how can you be sure you are sufficiently
informed to make the most cost-effective and efficient use of your
TV adspend - in this complex, multi-channel, multi-platform society?
We are the world leaders in television audience
measurement. Our high quality service is used in 26
countries, ranging from mature markets such as Australia
and Italy to the new, dynamic economies of Asia and Africa.
Our clients include many national and multi-national brand
leaders and their agencies.
Investing in China
Since 2005 we have been operating our unique UNITAM system
in China. We are committed to providing a comprehensive,
state-of-the-art system and have steadily expanded our Chinese
operations to cover sixteen provinces / municipalities,
with plans to increase our coverage even further.
This investment is just part of our ongoing commitment
to Asia and the Pacific Rim countries.
WULANHAOTE
AKSU
BEIJING
NEDONG
SHANGHAI
GUANGZHOU
Television audience specialists
AGB Nielsen Media Research is a company with
a single specialism – television audience measurement.
We stand or fall by our expert knowledge of this one
specialist area and, as a result, our technology and software
tools are regarded by the industry as best in class.
China is truly enormous. Its “villages” may have populations
of three million people, never mind the towns and cities.
So how can an audience measurement system take account
of the immense variations in communities, lifestyles,
spending powers and populations?
Rural and urban coverage
AGB Nielsen Media Research has a total population strategy
for data collection. Our service records viewership both
in urban centres and in outlying, non-urban areas,
giving our clients information across 68% of the population,
85% of the GDP and 86% of the advertising spend.
Terrestrial and new media viewing
Our unique UNITAM system uses digital recognition technology
to record all types of in-home television viewing. So, regardless
of whether our viewers are watching analogue or television
on the internet, we will capture what they are viewing.
06
The full picture
on Chinese TV
Geographic, demographic and day-part analysis
Because we have comprehensive data right down to a local level,
we can break down audience figures to give our clients
a complete analysis of reach, as appropriate for their brand
profiles and campaign media planning. So we can tell you
who is watching and how, where, when and if your message
is reaching your market. There is no other television audience
data available at this micro-level in China.
The real story
Our data and reports “tell it like it is”. This means you get
information that you can trust, free from editorial overview;
reports which are meaningful and independent;
data you can plan with.
Right for you
Straight talking doesn’t mean we can’t customise your data,
of course. We can produce tailored reports to whatever level
of sub-analysis and detail you require, covering both your own
brands and campaigns and those of your competitors.
Only TAM
Because AGB Nielsen Media Research is a specialist in television
audience measurement, you get our whole attention on your
TAM needs. We won’t want to sell you focus groups one day
and review audience figures the next.
Television Audience
Measurement
Television Audience
Measurement
Switch on to China
Fine tune your picture
China. Both a fascinating country and a vast, emerging market for
the world’s advertisers. But how can you be sure you are sufficiently
informed to make the most cost-effective and efficient use of your
TV adspend - in this complex, multi-channel, multi-platform society?
We are the world leaders in television audience
measurement. Our high quality service is used in 26
countries, ranging from mature markets such as Australia
and Italy to the new, dynamic economies of Asia and Africa.
Our clients include many national and multi-national brand
leaders and their agencies.
Investing in China
Since 2005 we have been operating our unique UNITAM system
in China. We are committed to providing a comprehensive,
state-of-the-art system and have steadily expanded our Chinese
operations to cover sixteen provinces / municipalities,
with plans to increase our coverage even further.
This investment is just part of our ongoing commitment
to Asia and the Pacific Rim countries.
WULANHAOTE
AKSU
BEIJING
NEDONG
SHANGHAI
GUANGZHOU
Television audience specialists
AGB Nielsen Media Research is a company with
a single specialism – television audience measurement.
We stand or fall by our expert knowledge of this one
specialist area and, as a result, our technology and software
tools are regarded by the industry as best in class.
China is truly enormous. Its “villages” may have populations
of three million people, never mind the towns and cities.
So how can an audience measurement system take account
of the immense variations in communities, lifestyles,
spending powers and populations?
Rural and urban coverage
AGB Nielsen Media Research has a total population strategy
for data collection. Our service records viewership both
in urban centres and in outlying, non-urban areas,
giving our clients information across 68% of the population,
85% of the GDP and 86% of the advertising spend.
Terrestrial and new media viewing
Our unique UNITAM system uses digital recognition technology
to record all types of in-home television viewing. So, regardless
of whether our viewers are watching analogue or television
on the internet, we will capture what they are viewing.
06
The full picture
on Chinese TV
Geographic, demographic and day-part analysis
Because we have comprehensive data right down to a local level,
we can break down audience figures to give our clients
a complete analysis of reach, as appropriate for their brand
profiles and campaign media planning. So we can tell you
who is watching and how, where, when and if your message
is reaching your market. There is no other television audience
data available at this micro-level in China.
The real story
Our data and reports “tell it like it is”. This means you get
information that you can trust, free from editorial overview;
reports which are meaningful and independent;
data you can plan with.
Right for you
Straight talking doesn’t mean we can’t customise your data,
of course. We can produce tailored reports to whatever level
of sub-analysis and detail you require, covering both your own
brands and campaigns and those of your competitors.
Only TAM
Because AGB Nielsen Media Research is a specialist in television
audience measurement, you get our whole attention on your
TAM needs. We won’t want to sell you focus groups one day
and review audience figures the next.
Television Audience
Measurement
The bigger picture on
The China service from AGB Nielsen
Media Research is just part of our
commitment to the dynamic
economies of Asia and the Pacific Rim.
To find out more about our full range
of services in these countries, please
feel free to contact our local offices
listed below, or alternatively please
contact our Global Communications
office in Switzerland on
+41 41 624 5920.
For general information about
and our services please visit us at
www.agbnielsen.com.
Asia Pacific Region
Australia
AGB Nielsen Media Research Pty Ltd.
Ground Floor, 166 Epping Road, Lane Cove,
NSW 2066, Australia
Tel. +61 2 94906500 · Fax +61 2 94906599
Malaysia
Sdn Bhd, 19/F Menara MBPJ, Jalan Tengah,
46200 Petaling Jaya, Malaysia
Tel. +60 3 7956 2311 · Fax +60 3 7958 7058
China
New Zealand
Level 2, ACNielsen Centre, 129 Hurstmere Rd,
Takapuna, Auckland, New Zealand
Tel. +64 9 970 41 88 · Fax +64 9 970 41 91
Shanghai
8/F, World Trade Tower, No.500 GuangDong
Road, Shanghai 200001, PRC
Tel. +86 21 6362 1999 · Fax +86 21 6362 0999
Beijing
6010-6012,Huali Building, 58 Jingbao Street,
Dongcheng District, Beijing 100005, PRC
Tel. +86 10 6525 6988 · Fax +86 10 6528 8582
Guangzhou
Room 2808, Shun Tak Business Centre, No.246
Zhong Shan Si Road, Guangzhou 510023, PRC
Tel. +86 20 8363 6788 · Fax +86 20 8363 5318
Philippines
AGB Nielsen Media Research Inc.
5th Floor, Unit 507 Web-Jet
Acropolis Building, No. 88 E. Rodriguez Jr.
Avenue, Libis, Quezon City, Philippines
Tel. +63 2 395 5142/3/4/6
+63 2 395 5164/5
Fax +63 2 635 7997
Indonesia
17/Fl. Mayapada Tower, Jl Jend Sudirman
Kav 28, Jakarta 12920, Indonesia
Tel. +62 21 521 2200 · Fax +62 21 521 1927
www.agbnielsen.com
South Korea
Dae Ryung Post Tower2 Room 401
GuroGu Guro Dong 182-13
Seoul, Republic of Korea
Tel. +82 2 2107 2200
Taiwan
12/F National Enterprise Centre,
188 Nanking East Road, Section 5,
Taipei 105, Taiwan
Tel. +886 2 2756 8668 · Fax +886 2 2749 4564
Thailand
34/F United Centre, 323 Silom Road,
Bangkok 10500, Thailand
Tel. +66 2 673 4999 · Fax +66 2 631 0221
www.agbnielsen.com.cn
天津、武汉、长沙、合肥
杭州、南京、济南、福州、成都、重庆、沈阳、
更多分公司：
传真：86-20-8363 5318
电话：86-20-8363 6788
邮编：510023
广州市中山四路246号信德商务大厦2808室
广州：
传真：86-10-6528 8582
电话：86-10-6525 6988
邮编：100005
北京市金宝街58号华丽大厦6楼6010-6012室
北京：
Shanghai:
8/F, World Trade Tower, 500
传真：86-21-6362 0999
Guangdong Road, 200001
电话：86-21-6362 1999
上海：
Fax: 86-21-6362 0999
上海市广东路500号世界贸易大厦8楼
Tel: 86-21-6362 1999
邮编：200001
Shanghai, China
艾杰比尼尔森媒介研究
Beijing:
6010-6012, HuaLi Buiding, 58
Jinbao Street, Dongcheng District
Beijing, China
Tel: 86-10-6525 6988
Fax: 86-10-6528 8582
Guangzhou:
2808, Shun Tak Business Centre, 246
Zhongshan Si Road, 510023
Guangzhou, China
Tel: 86-20-8363 6788
Fax: 86-20-8363 5318
Branchs:
Hangzhou, Nanjing, Jinan, Fuzhou,
Chengdu, Chongqing, Shenyang, Tianjin,
Wuhan, Changsha, Hefei
www.agbnielsen.com.cn

May 2008 Issue

Transcription

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