CTR Aug 2008 Research Report On CCME

Report on China MediaExpress
Inter-city Bus TV Media

Effectiveness Evaluation
To: Fujian Fenzhong Media

By: CTR Customized Research
August, 2008
0
Table of Contents
Project Introduction
Conclusions
Key Findings
1、Characteristics of Target Audience of China MediaExpress Inter-
city Bus
2、Bus-taking Habits of Target Audience of China MediaExpress
Inter-city Bus
3、China MediaExpress Inter-city Bus TV Effectiveness Evaluation
4、China MediaExpress Inter-city Bus TV Ad Reach
5、Program Demands of Target Audience
1
Project Introduction
2
Research Background
China MediaExpress, one of business project belonging to Fujian Fenzhong co., Ltd,
offer passengers with TV programs upon the start of the vehicle and insert a commercial
of ten minutes after every thirty minutes of programs through national-patented vehicle
audiovisual equipment and an automatic control system. China MediaExpress is the
only media for a nationwide inter-city bus network in China, providing programs,
commercial information and other welfare service to a large amount of passengers.
China MediaExpress cooperates with many famous passenger transportation

companies, covering main transportation lines of major cities in China.
Meanwhile, China MediaExpress hopes to carry out a media research by a third party.
CTR is honored to render this service to Fujian Fenzhong Media by carrying out the
research during July and August, 2008.
3
Research Objectives
Reach of China MediaExpress inter-city bus TV media
Target audiences’demographics of China MediaExpress inter-city bus TV ,
including age, gender, income, profession, education etc.
Target’s Bus-taking Habits of China MediaExpress inter-city bus, including
taking rate, reasons for taking etc.
Target audiences’attitude evaluation towards China MediaExpress inter-
city bus TV
Program preference and expected p by China MediaExpress inter-city bus
TV
China MediaExpress inter-city bus TV ad reach
4
Research Design
Research Methodology: Interception Interview at China MediaExpress bus stops
Execution Area: Beijing, Shanghai, Guangzhou, Tianjin, Fuzhou, Xiamen, Nanjing and
Changzhou
Respondents Qualifications:
Age between 16 to 55
Those just stepped down from China MediaExpress Inter-city Bus
Those watched China MediaExpress inter-city bus TV during voyage
Does not work in related industries (market research, ad agencies, consulting, long-
distance public transportation etc)
Not participating any form of market research activities in the past 6 months
Sample Size:
200 samples for each city, altogether 1600 samples, actual finished 1634 samples
Data Collection: July 26th –29th.
5
Research Conclusions
6
Media Evaluation of
China MediaExpress inter-city bus TV
China MediaExpress inter-city bus TV media enjoys a significant advantage
mainly in the following aspects (Con’t)
Target Audience characteristics Bus-taking Habits

•Age, average 30 yrs old •About 42% of the respondents are frequent
passenger of China MediaExpress inter-city
•Mainly male, major taking reason is business
bus, who take the bus at least once per
•High education, more than 50% respondents month. That means the target audience get
are college or above more chance to contact the programs and
commercials of China MediaExpress inter-
•Household and personal income is about
city bus TV .
medium, with an average monthly household
income of RMB5848 and personal income of •More than 40% of the respondents spend
RMB3389 more than 2.5 hours on the bus.
•PMEB (professionals, management, private •Groups with a higher income take inter-city
business owner) is about 40% of all bus more frequently.
respondents
7
Media Evaluation of
China MediaExpress inter-city bus TV media enjoys a significant advantage
mainly in the following aspects:
Media Attention Attitudes to Media
•High media reach: about 81% of the •High preference of media and programs:
respondents claimed to have noticed the more than 90% of the target audience
contents of China MediaExpress inter-city expressed their preference to the media
bus TV .
and the programs launched.
•High media attention
•Positive attitudes toward the media: China
ü Among the respondents who have
noticed the contents, about 80% MediaExpress inter-city bus TV serves as
claimed they often pay attention to an effective tool for passengers to “kill
the contents of China MediaExpress time”on their way as well as an
inter-city bus TV . information delivery way with “high
üAlso, about 54% spend more than definition visual effects”and “rich
40% of their journey time watching program combination”, which helps the
the programs on China MediaExpress
target audience to remember the brand
inter-city bus TV .
advertised.
8
Media Evaluation of China
MediaExpress inter-city bus TV
-By City
Shangh Guangz Changz
% Beijing Tianjin Fuzhou Xiamen Nanjing
ai hou hou
Media Reach 81 79 77 87 82 80 85 81
Attention 87 64 90 91 84 84 49 81
Preference 96 87 100 99 97 95 91 99
Program
Preference 99 88 99 97 97 98 89 95
Average
57 41 44 51 47 30 30 52
Watching Time
9
Program Combination of
China MediaExpress inter-city
bus TV
The top three programs that the target audience expect to watch on China
MediaExpress inter-city bus TV are “movies”, “entertainment”and “news”.
There is some difference among different age and gender groups:
Female target prefer “entertainment”, “fashion/tourism/leisure”and
“music”programs while the male like “news”and “sports”more.
Younger respondents are more interested in “movies”and
“entertainment”, the elder care more about “news”.
Ads about “tourism/leisure”and “food/beverage”are favored by most
respondents. The difference between gender groups is observed:
The male group hope to see ads of “automobile”, “IT/digital products”
and “home appliances”on China MediaExpress inter-city bus TV while
the female prefer ads of “clothing”, “daily necessities”, “cosmetics”and
“dining & entertainment”.
10
Key Findings
1. Characteristics of Target Audience of
China MediaExpress Inter
Inter--city Bus
2. 2、 Bus
Bus--taking Habits of Target Audience
of China MediaExpress Inter
Inter--city Bus
3. 3、China MediaExpress InterInter--city Bus TV
4. China MediaExpress Inter
Inter--city Bus TV Ad
Reach
5. Program Demands of Target Audience
11
Demographics - Gender
Overall, there are more male in the target audience, especially in the buses to
Shanghai, Tianjin and Changzhou.
Compared with other cities, there are more female in the buses to Xiamen.
28 26 30
35 36 37 39 39
Female 46
72 75 70
Male 65 64 63 61 61
54
Total BJ SH GZ TJ FZ XM NJ CZ
Base: All respondents 1634 202 205 203 204 205 205 205 205
12
Demographics - Age
Overall, target audience of China MediaExpress inter-city bus TV are relatively young
with an average age of 30 years old.
Respondents in Beijing, Fuzhou and Xiamen are even younger while there are more
respondents over 35 years old in Guangzhou and Nanjing.
%
9 6 10 12 9 6 12 6
13
45-55 yrs old 11 12 16
19 14 19
25 25
27
35-44 yrs old 44 28
33 38 38
38
40 39
25-34 yrs old 45
50
34 39 41 41 37
16-24 yrs old 25 24
15
Average age: 30 28 31 33 30 28 28 32 29
13
Demographics - Education
About 50% of the respondents are college and above, a relatively high education.
There are more respondents of high education (college and above)in Beijing,
Shanghai, Nanjing and Fuzhou, especially in Shanghai and Nanjing with a rate of
more than 60%. %
6 9
Undergraduate 23 29 23 29 25 28
30
and above 34 29
15
College 27 18
29 23 37
31
Senior 40
high/vocational/t 52 33 61 39
echnical school 40 32
Junior high 33 34
school and 23
below 10 10 8 15 15
6 2 4
14
Demographics –
Monthly Personal Income
Average monthly personal income of the respondents is above the average level
of all the cities, especially in Shanghai.
%
2 1 3 8 3 3
Refuse to 10 9
answer/no idea 14 19 3 18 18 14
RMB5,000 and
28 15 17
above 25 21 23 21
RMB3,000-4,999 49 20 31
28
32 22
RMB2,000-2,999 23 23 25
25
Less than 19 30 18
22 20 18 35
RMB2,000 22
No income 7 16 28
14 14 17 20
10 4 10 11
Average monthly personal income (RMB):
3389 3636 4727 3381 2367 3181 3396 2605 3727
15
Demographics –
Monthly Household Income
Monthly household income is above average level in all the cities, too.
%
Refuse to 6 6 3
7 7 12 7
answer/no idea 7 17 10 20
RMB10,000 and 16 13 12 17
above 13 17 4 8
RMB7,000-9,999 9 20 13
14 9 16
12 27
RMB6,000-6,999 15 11
10 27
17 20 13 26 8
RMB5,000-5,999 15 19 22 14
RMB4,000-4,999 18 9 15 23
13 29 10
14 21 29
RMB3,000-3,999 16 17 11
12 19
Less than 14 6 11 11 12 13
9 4 3 5 9
RMB3,000
Average monthly household income (RMB):

5848 6486 7329 5495 4653 5992 5826 4626 6439
16
Demographics –
Monthly Household Expense
It is the same situation as income: monthly household expense is highest in
Shanghai, followed by Guangzhou. %
Refuse to 8 3 7 6 1
4 7
7 19
answer/no idea 10 7 26 10 18 28
RMB5,000 and 26 2 9
above 9 8
18
RMB4,000-4,999 53 4
17 19 6
30 32 41
RMB3,000-3,999 23 24 15
11
23
RMB2,000-2,999
20 17 20
RMB1,000-1,999 25 25 27
18 28 38
RMB999 and 13 21 18
15 15 12 12
below 4 5 7 6
3 3 3 1
Average monthly household expense (RMB):

2807 2648 4171 3630 3027 3430 2419 2187 2782
17
Demographics – Occupation
PMEB (professionals, management, private business owner) is about 40% of all respondents.
There are more “ordinary clerk”in Nanjing which explained the relatively low average
personal monthly income.
There are some proportion of students in every city mainly because the execution period is
during summer vacation.
18
Demographics – Marital Status
Overall, unmarried vs. married is about 1:1. There are more unmarried
respondents in Beijing, Fuzhou and Xiamen while married rate in Nanjing is
highest.
Among the respondents with kids, the average age of the child is 11 years old.
7 6 3 7 4 4 6
13 14
Married,
with child 33
43 25 44 28 44
47
63 60
Married, no
child
61 63 58
Unmarried 50 49 50
46
34 35
Average age of the child:

11 11 11 11 13 11 11 12 11
19
Demographics - Residence
About 40% of the respondents are local residents. There are more local
residents in Beijing and Tianjin, with a rate of about 50%. There are fewer
local residents in other cities, especially in Nanjing where there are only 6%.
Foreign
53 50
residents 61
68 69 75 70 73
94
Local
residents 47 50
39
32 31 25 30 27
6
20
Key Findings
Inter--city Bus
2. Bus--taking Habits of Target Audience of
Bus
Inter--city Bus
Inter--city Bus TV
Reach
21
Stay in China MediaExpress
inter-city Bus (Travelling Time)
The average travelling time is 2.5 hours.
Travelling time in buses to Shanghai, Tianjin and Fuzhou is relatively long, especially in
Tianjin with an average travelling time of 3.7 hours. Travelling time is shorter in buses to
Guangzhou and Changzhou.
%
2 2 7 4
10 9 6 15 4
4.5h and above 19 22 7
9 29
18 22 14
3-4.5h 35 19
24
14 32
2.5-3h 23 17
58 13 42 40
21 26
2-2.5h 19 11
17 25
9
1.5-2h 22 12
15 21 13
20 27 12 24 30
Less than 1.5h 15 13 9 12
3 6 2
Average travelling time (h):
2.5 2.3 3.1 1.7 3.7 3 2.9 2.1 1.9
22
China MediaExpress Inter-city Bus-
taking Rate in the Past 1 Year – By City
Overall, about 42% of the respondents will take China MediaExpress inter-city bus
at least once per month, which means about half of the respondents are frequent
passengers of China MediaExpress inter-city bus.
There are more frequent passengers in Beijing, Shanghai, Changzhou and Xiamen%
while less in Fuzhou and Nanjing.
2 6 6 4 3
Once per week 10 14 13 10
15 13 8
or more 30
2-3 times per 15 12 15 8 32 12
month 14 8 6
Once per month 17 27 5
22 21 5 14 17
8 14 15
Once per 1-2 8
months 10 6 13 10 5
9 22 3 16
Once per 2 7 7 17
12 8 16
months 5 12 24 7
Once per 3 17 13 5
months
12 11 10 8
Once per 4-5 13 28 32 7
18 17 16 18 22
months 10
Once per 6 5
1
months or less
23
China MediaExpress Inter-City bus-
taking Rate in the Past 1 Year – By
Gender/Age/Household Income
There are more male respondents take China MediaExpress inter-city buses than female in the
past 1 year.
Bus-taking rate is relatively higher in the age group of 25-44 years old.
Relatively speaking, the higher the household income the higher the bus-taking rate.
%
Gender
Gender Age
Age Household Income
Household Income
Once per week 5 6 9 9 6 6
10 12 14 14
or more 14 13 11 14
2-3 times per 15 9
16 18
month 15 17 14 18
16 19 18
Once per month 17 15 6
18 7 7 18 8
8 9 7 10 9 18
Once per 1-2 8 10 9
months 9 12 7 12 10 9
10 14 12 10
Once per 2 12 10 12 12 9
months 10 12 14 11 13
12 12 14 10
Once per 3 12 11
months 25 25 10 28 10
18 24 17
Once per 4-5 14 11 16 11
months
Once per 6
Total Male Female 16-24yrs 25-34yrs 35-44yrs 45-55yrs RMB3999 RMB RMB6000
months or less
old old old old and 4000- and
below 5999 above
Base: All respondents 1634 1060 574 555 623 304 152 382 514 468
24
When do you usually take an
inter-city bus? – By City
The main reason for respondents to take an inter-city bus is visiting family/friends and
for a business trip.
More than 30% of the respondents mentioned they would take an inter-city bus when
they go on “a tourist trip”, especially those in Guangzhou and Nanjing. %
Total
Visiting
57
family/friends
Business trip 54
Tourist trip 34
Going home 11
25
When do you usually take an inter-city
bus? – By Gender/Age/Household
Income
There are more male and working class who take China MediaExpress inter-city bus for
“business trip”, While more female respondents take China MediaExpress inter-city bus for
“visiting family/friends”.
More respondents with relatively low-income take China MediaExpress inter-city bus for “visiting
family/friends”while more high-income respondents take China MediaExpress inter-city bus for %
“business trip”.
Gender Age Household Income
Total
Total Mal Fem 16-24 25-34 35-44 45-55 RMB39 RMB40 RMB60
e ale 99 and 00- 00 and
below 5999 above
Visiting
57 53 65 61 54 52 63 63 63 48
family/friends
Business trip 54 64 34 32 65 68 59 37 56 64
Tourist trip 34 31 38 37 33 31 31 35 35 34
Going home 11 9 13 14 10 10 7 12 9 11
26
Reasons for Taking China
MediaExpress inter-city Bus This Time
About 48% of the respondents this time are for business or travelling: 38% of them are
for business trips while 10% are for travelling.
There are more business or travelling people in Shanghai, Tianjin and Changzhou.
Total
Visiting
38
family/friends
Business trip 31
Tourist trip 19
Going home 10
Others 1
27
Key Findings
Inter--city Bus
Bus
Inter--city Bus
Inter--city Bus TV
Reach
28
China MediaExpress Inter-city
Bus TV Reach
About 81% of the intercepted passenger claimed they saw China
MediaExpress inter-city bus TV just now. Media reach is very high.
19 13 18 15 19 19
Haven't seen 21 23 20
Inter-city bus
TV program
81 87 82 85 81 81
79 77 80
Have seen
Inter-city bus
TV program
Base: All respondents who stepped off the inter-city bus (including those who haven’
t seen inter-city bus TV )
2006 255 265 235 250 255 241 253 253
29
Attention to China MediaExpress
Inter-city Bus TV
About 80% of the target audience claimed they often pay attention to the inter-city bus
TV when they take an inter-city bus, among which 35% claimed they watch the inter-city
bus TV program every time they take the inter-city bus.
More than 50% of the respondents in Beijing and Changzhou who watch the inter-city
%
bus TV program every time.
3
Basically watch 25 30 28
every time 35 42
51 44 46 58
Often watch 39
44 60 63 42 40
36 23
51
Occationally 36
watch 21 17 19
13 10 9 16
30
How much time do you spend on
watching inter-city bus TV programs
during the journey? – By City
Overall, about 54% of the respondents spend at least 40% of their journey on the bus to
watch the inter-city bus TV program.
Respondents in Beijing spend the longest time watching the inter-city bus TV program:
about 79% spend more than 40% of their journey watching the program.
%
6 5 6 1
80%-100% of 10 15 8 6
23 13 19
the journey 16 17
16 25 23
60%-80% of the
journey 22 20
23 30
40%-60% of the 27 19
journey 38 41 31
20%-40% of the 28 28
journey 33 27
26 35
10%-20% of the
journey 20 26 24 16
Less than 10% 9 34
17 21 9
of the journey 7 15 15 10 15
5 5 3 9
2 1 2 2
31
How much time do you spend on watching
inter-city bus TV programs during the
journey?– By Gender/Age/Household
Income
Respondents of 45-55 years old spend relatively less time watching the program.
Gender
Gender Age
Age Household
HouseholdIncome
Income %
10 10 8 12 9 9 5 11 8 8
80%-100% of
17 11 16 17 16
the journey 16 16 17 19 17
60%-80% of the
journey 27 24
27 28 26 27 26 27 28
40%-60% of the 28
journey
20%-40% of the 30 28
26 25 27 20 27 21 30 27
journey
10%-20% of the 18 17
journey 17 17 16 18 15 18 18
14
Less than 10% 5 5 5 4 4 6 9 8 3 3
of the journey
below 5999 above
32
Likeness to China MediaExpress
Inter-city Bus TV– By City
Most respondents expressed their preference to China MediaExpress inter-city
bus TV media.
%
7 7 4 1
10 13 8 11
Like very much 29 26
47
Quite like 50
54 59
73 62
Like 45 70
64
Don't like 43
22 38
32
Don't like at all 23 26
17 19
13 8
4 4 1 3 5 1 1
Like(%): 96 96 87 100 99 97 95 91 99
33
Likeness to China MediaExpress Inter-
city Bus TV– By Gender/Age/Household
Income
Respondents of different groups all have a high preference for China MediaExpress inter-city
bus TV media .
Gender
Gender Age
Age Household Income %
HouseholdIncome
10 10 11 11 10 10 9 10 10 10
Like very much
Quite like 54 55 52 53 51 49 52 52
57 56
Like
34 34 32
Don't like 32 31 33 29 32 33 30
4 5 4 3 5 5 8 3 4 6
Don't like at all 1
Like(%) ： 96 95 96 97 95 95 91 below
97 5999
96 above
94
34
Attitude towards China MediaExpress
Inter-city Bus TV - Total
Totally agree Quite agree Agree Agree
Agree
Not agree Not agree at all （%）
（%）
Helps to kill time on the journey 37 40 21 3

0 97
LCD image is clear and of good quality 23 48 24 50 95
Rich programs attract my attention 18 42 34 60 94

Ads broadcast in the inter-city bus TV deliver large
10 45 36 81 91
brand image of products/service
I can obtain some useful information from the program 10 44 34 11 0 88
broadcast
I usually focus on the programs and won’t be 14 35 38 13 1 87
disturbed by external environment
Ads in the inter-city bus TV leave me deep impression 10 39 38 12 1 87

I’m attracted to pay more attention to the products
advertised in the inter-city bus TV 8 37 42 12 1 87
Ads in the inter-city bus TV are reliable 9 33 44 12 1 86

Ads broadcast in inter-city bus TV deliver high
8 33 48 9 2 89
premium image of products / service
Base: All respondents N=1634

35
Attitude towards China MediaExpress
Inter-city Bus TV– By City (Totally
Agree+Quite Agree+Agree)
China MediaExpress inter-city bus TV performs well in all the evaluation
dimensions.
%
Total
Helps to kill time on the journey 97 99 95 95 98 99 98 97 98
LCD image is clear and of good quality 95 98 89 100 97 97 91 88 97

Rich programs attract my attention 94 96 93 100 94 99 96 80 95
Ads broadcast in the inter-city bus TV deliver large 91
brand image of products/service 97 94 95 85 98 93 83 87
I can obtain some useful information from the
program broadcast
88 94 96 95 84 93 95 76 75
I usually focus on the programs and won’t be 87 96 91 95 87 94 69 78 81
disturbed by external environment
Ads in the inter-city bus TV leave me deep 87 90 90 94 78 99 96 64 82
impression
I’m attracted to pay more attention to the products 87 93 91 98 81 96 93 64 79
advertised in the inter-city bus TV
86 96 94 98 86 96 66 82 77
Ads in the inter-city bus TV are reliable
Ads broadcast in inter-city bus TV deliver high 89 96 91 95 83 96 90 77 86
premium image of products / service
36
Key Findings
Inter--city Bus
Bus
Inter--city Bus
Inter--city Bus TV
Reach
37
China MediaExpress Inter-city Bus
TV Ad awareness – Unaided VS Aided
(Beijing)
Coca Cola performs best in ad awareness, followed by Taizinai and Liushen
Shower Gel.
Unaided awareness Aided awareness
66
48
45 %
37
30 32
26
22 20 20 19
18
12
6
Co Ta Liu Yu Zh Ch Sie
ca izin sh an ao ina me
Co ai en ye pin Te ns
la Sh Te .co lec
ow a m om
er (11
Ge 4)
l
Base: All Beijing respondents N=202
Unaided awareness: without any aid, respondents are asked to recall by themselves the ads they have seen in China MediaExpress inter-city bus TV
Aided awareness: after the brand list is shown, respondents recall all the ads they remember having seen in China MediaExpress inter-city bus TV
38
China MediaExpress Inter-city Bus TV
Ad awareness – Unaided VS Aided
(Shanghai)
Coca Cola performs best in ad awareness, followed by Zhaopin.com.

80
%
52
44
35 34 31 34
30
24
19 20
9 9 9 7
2
Co Zh Jin Liu Ch Wa He Un
ca ao sih sh ina ha ng i-p
Co pin ou en T ha yu res
la .co Ch Sho elec an ide
m oc o xia nt
ola we m ng
te rG (11
el 4)
Base: All Shanghai respondents N=205
39
(Guangzhou)
Wanglaoji performs best in ad awareness, followed by Kuaibu Amino Acids,
Huangshanghuang and Master Kong.

86
65 %
59 61 61
54 50
48
36 35 34 38
30 27
18
13
Wa Hu Ma Ku Jiu Co Liu Un
ng an ste aib zhi ca sh i-p
lao gs rK uA tan Co en res
ji ha on mi g la Sh ide
ng g no ow nt
hu Ac er Dri
an ids Ge nk
g l s
Base: All Guangzhou respondents N=203
40
(Tianjin)
Coca Cola performs best in ad awareness, followed by China Unicom, Taizinai
and Master Kong.
75
%
46
36 38
33
28 25 24
11 9 7 6 6 4
Co Ma Ta Ch Sie Pe Ta
ca ste izin ina me ps ta C
Co rK ai Un ns iC he
la on ico ola win
g m gG
um
Base: All Tianjin respondents N=204
41
(Fuzhou)
Guirenniao and Pepsi Cola perform best in ad awareness, followed by Huierkang
and Wanglaoji.
64 61
43 43
39 %
33 34
29
21 23
14 11
10 8
3 2
Gu Pe Wa Hu Un Ku Gu Ha
ire ps ng ierk i-p ibu an im
nn iC lao an res Am gfah aA
iao ola ji g ide i u uto
nt noA afu mo
Dri cid bile
nk s -Fu
s
me
ilai
Base: All Fuzhou respondents N=205
42
(Xiamen)
Wanglaoji performs best in ad awareness, followed by Pepsi Cola and Guirenniao.

76
60 60
55
43 45
40 39 %
32 29 33
25
16 15 16
2
Wa Pe Gu Hu Ku Gu Un Ha
ng ps ire ierk aib an i-p im
lao iC nn an uA gfah resi aA
ji ola iao g min ua d uto
fu ent mo
oA D bile
cid rin
s ks -Fu
me
ilai
Base: All Xiamen respondents N=205
43
(Nanjing)
China Telecom and China Unicom perform best in ad awareness, followed by
Zhaopin.com and Pepsi Cola.
67 65
54
50
40 %
25 22 21 23 22 24
15 14
7 4 3
Ch Ch Co Zh Su Ch Sij Xin
ina ina ca ao pi an im tian
Te Un Co pin ga ug niy
lec ico la .co n Ma e So aD
om m m zda lar ry
(11 En Re
4) erg dW
y ine
Base: All Nanjing respondents N=205

44
(Changzhou)
China Telecom, Sijimuge Solar Energy and Coca Cola perform best in ad awareness.

44 43 45
31 31 %
22
18 17
14
10 9
5 4 4 2 1
Sij Co Ch Zh Ch Ch Su Xin
im ca ina ao ina an pi tian
ug Co Te pin U ga niy
e So la lec .co nic nM aD
lar om m om azd ry
En a Re
erg dW
y ine
Base: All Changzhou respondents N=205

45
Key Findings
Inter--city Bus
Bus
Inter--city Bus
Inter--city Bus TV
Reach
46
Programs Watched in
Most respondents have watched “高速魅影”, followed by “高速节拍”and “高速曲苑”
More respondents in Fuzhou and Changzhou have watched “高速魅影”
More respondents in Shanghai, Guangzhou, Fuzhou and Xiamen have watched “高速节拍”
More respondents in Guangzhou have watched“高速曲苑”and “高速旅伴”
More respondents in Nanjing have watched “超级明星脸”
%
Total
高速魅影 (movie/critic) 71
高速节拍 \非常音乐
37
(music/MTV)
高速曲苑
(crosstalk/xiaopin/acro 36
batics/magic)
高速旅伴 (tourist site) 14
超级明星脸
12
(entertainment)
47
Likeness of China MediaExpress
inter-city bus TV Program– By City
Most respondents expressed their preference to the program in China
MediaExpress inter-city bus TV .
%
7 5 4 1 6
9 13 8
Like very much 27
30
48
Quite like 51
55 56 58
75
Like 47 72
Don't like 64 41
32 25 41 31
Don't like at all 26
14 14
12 10
5 1 1 3 3 2 1 5
Like(%): 95 99 88 99 97 97 98 89 95
48
Likeness of China MediaExpress inter-
city bus TV Program– By
Gender/Age/Household Income
Program preference is a bit lower in elder age groups.
Gender
Gender Age
Age Household
HouseholdIncome
Income
%
9 8 11 10 10 7 6 8 9 10
Like very much
52 49
Quite like 55 55 54 58 54 55 59 50
Like
35
32 33 31 32 35 33 34
Don't like 30 29
5 5 5 3 4 6 10 4 3 6
Don't like at all 1
below 5999 above
Like(%): 95 95 95 97 96 94 89 96 97 94
49
Expected Programs of China
MediaExpress inter-city bus TV – By City
Respondents most like “movies”, “entertainment”and “news”programs. There is some
difference among cities in expected programs: “sports”is more favored by respondents in
Tianjin and Nanjing while those in Guangzhou prefer “fashion/tourism/leisure”, also there are
some respondents like “military/science”in Shanghai and Nanjing.
%
Total
Movies 46 48 50 43 49 59 19 45 55
Entertainment 44 40 50 39 54 52 30 52 33
News 43 33 63 31 53 50 22 65 31
Sports 33 27 45 29 40 21 23 50 29
Music 29 17 28 30 23 43 22 34 32
Fashion/tourism/leisure 28 14 23 45 32 26 20 42 21
Weather forcast 25 20 29 34 21 28 23 27 17
Life service 20 13 22 30 13 21 19 22 17
Movie critic/trailor 15 5 13 23 9 17 24 24 5
Financial/economics 15 5 29 25 5 14 16 12 11
Military/science 12 8 21 5 7 7 9 23 11
Culture/history 10 6 10 10 6 13 7 18 10
Medical/health 9 5 8 18 4 9 11 8 6
50
Expected Programs of China MediaExpress
inter-city bus TV– By Gender/Age
Female respondents prefer “entertainment”, “fashion/tourism/leisure”and “music”programs
while male ones like “news”and “sports”.
Younger respondents are more interested in “movies”and “entertainment”and the elder are
more attracted to “news”.
Total Gender
Gender Age
Age %
Total
Male Female 16-24yrs 25-34yrs 35-44yrs 45-55yrs
Movies 46 47 45 52 47 38 40
Entertainment 44 37 55 47 46 37 38
News 43 49 34 32 46 55 55
Sports 33 42 17 32 32 35 34
Music 29 25 36 36 26 24 22
Fashion/tourism/leisure 28 23 37 27 29 29 24
Weather forcast 25 25 26 18 28 28 34
Life service 20 17 25 14 20 25 27
Movie critic/trailor 15 13 18 18 15 12 11
Financial/economics 15 17 10 10 16 20 15
Military/science 12 16 4 9 11 16 14
Culture/history 10 11 9 10 8 12 14
Medical/health 9
6 13 7 6 15 15
Base: All respondents 1634 1060 574 555 623 304 152
51
Expected Programs of China MediaExpress
inter-city bus TV– By Household Income
Respondents of low or medium income prefer to watch “entertainment”program
while those of high income like “news”program more.
Household
HouseholdIncome
Income %
Total
Total RMB3999 and below RMB4000-5999 RMB6000 and above
Movies 46 47 48 43
Entertainment 44 46 46 39
News 43 41 44 45
Sports 33 30 35 33
Music 29 30 29 27
Fashion/tourism/leisure 28 24 32 27
Weather forcast 25 20 28 27
Life service 20 17 22 20
Movie critic/trailor 15 9 15 20
Financial/economics 15 12 17 16
Military/science 12 11 11 14
Culture/history 10 11 10 9
Medical/health 9 8 8 11
Base: All respondents 1634 382 514 468
52
Expected Ads of China MediaExpress
inter-city bus TV– – By City
“Tourism/leisure" and “food/beverage”are most welcomed by respondents. Respondents in
Shanghai pay more attention to “IT/digital products”and “automobile”while those in
Guangzhou prefer to see ads of “home appliances”, “telecom”and “wine”.
%
Total
Tourism/leisure 34 28 30 35 34 45 19 49 34
Food/beverage 32 22 34 30 54 51 22 25 18
IT/digital products 29 20 41 34 14 33 29 31 33
Automobile 28 22 42 30 30 29 16 22 28
Clothing 26 16 24 38 15 30 24 34 22
Daily necessities 23 18 27 30 18 29 18 26 16
Home appliances 22 18 18 41 23 20 10 29 19
Cosmetics 19 9 19 34 9 27 23 17 14
Dining/entertainment 19 10 17 19 18 18 20 28 19
Telecom 15 7 23 36 21 9 9 10 5
Wine 11 3 17 36 8 7 10 8 3
Real estate 10 4 17 8 4 8 16 11 9
Financial/insurance 9 2 21 8 3 11 13 8 5
Medical/health care 7 7 3 10 1 6 8 9 11
53
inter-city bus TV– – By Gender and Age
Male respondents prefer to watch ads of “IT/digital products”, “automobile”and “home
appliances”while the female are more interested in “clothing”, “daily necessities”,
“cosmetics”and “dining/entertainment”ads.
Younger respondents pay more attention to “tourism/leisure”ads while the elder tend to focus
on “daily necessities”.
Gender Age %
Total
Total Gender Age
Male Female 16-24yrs 25-34yrs 35-44yrs 45-55yrs
Tourism/leisure 34 32 39 40 35 27 25
Food/beverage 32 30 35 32 31 32 34
IT/digital products 29 34 21 32 31 28 12
Automobile 28 36 12 28 27 31 22
Clothing 26 16 42 29 26 24 15
Daily necessities 23 19 29 15 23 27 39
Home appliances 22 25 16 15 24 28 29
Cosmetics 19 9 37 21 20 15 14
Dining/entertainment 19 17 22 20 19 15 19
Telecom 15 17 11 11 16 20 14
Wine 11 14 6 8 12 14 18
Real estate 10 12 5 6 11 12 12
Financial/insurance 9 9 9 6 10 11 11
Medical/health care 7 6 8 7 4 9 15
Base: All respondents 1634 1060 574 555 623 304 152
54
inter-city bus TV– – By Household
income
There is no significant difference among different income groups regarding
expected ads.
Household
HouseholdIncome
Income %
Total
Total
RMB3999 and below RMB4000-5999 RMB6000 and above
Tourism/leisure 34 31 39 30
Food/beverage 32 36 30 29
IT/digital products 29 23 35 29
Automobile 28 21 29 32
Clothing 26 24 30 23
Daily necessities 23 24 23 22
Home appliances 22 20 26 21
Cosmetics 19 15 22 20
Dining/entertainment 19 19 19 16
Telecom 15 9 17 18
Wine 11 6 14 14
Real estate 10 7 10 12
Financial/insurance 9 5 9 13
Medical/health care 7 6 6 8
Base: All respondents 1634 382 514 468
55
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CTR Aug 2008 Research Report On CCME

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CTR Aug 2008 Research Report On CCME

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Report on China MediaExpress

Inter-city Bus TV Media

To: Fujian Fenzhong Media

China MediaExpress cooperates with many famous passenger transportation

Reach of China MediaExpress inter-city bus TV media

Target audiences’demographics of China MediaExpress inter-city bus TV ,

including age, gender, income, profession, education etc.

Target’s Bus-taking Habits of China MediaExpress inter-city bus, including

taking rate, reasons for taking etc.

Target audiences’attitude evaluation towards China MediaExpress inter-

Program preference and expected p by China MediaExpress inter-city bus

China MediaExpress inter-city bus TV ad reach

Target Audience characteristics Bus-taking Habits

Average monthly household income (RMB):

Average monthly household expense (RMB):

Average age of the child:

Helps to kill time on the journey 37 40 21 3

LCD image is clear and of good quality 23 48 24 50 95

Rich programs attract my attention 18 42 34 60 94

Ads in the inter-city bus TV leave me deep impression 10 39 38 12 1 87

Ads in the inter-city bus TV are reliable 9 33 44 12 1 86

Base: All respondents N=1634

Helps to kill time on the journey 97 99 95 95 98 99 98 97 98

LCD image is clear and of good quality 95 98 89 100 97 97 91 88 97

Unaided awareness Aided awareness

Unaided awareness Aided awareness

Base: All Fuzhou respondents N=205

Unaided awareness Aided awareness

Base: All Xiamen respondents N=205

Base: All Nanjing respondents N=205

Unaided awareness Aided awareness

Base: All Changzhou respondents N=205

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