csm media research feb. 2010

CSM Media Research

Feb. 2010

How to make the spot planning At a right target

Planning -Targeting

Period : Nov. to Dec. 2009

Duration : 2 months

Market : Haikou

BYD F6

Target : 30-50 old years oldTarget Description :Good career/high income and education/high education/ high life quality

Scheduling- Targeting BYD F6 GRP Count(000

)Cost/GRP

Cost/Count(000)

1+%

2+%

3+%

30-50 843.9 2949 8567.6 2452 63.4 56.1 50.6

With purchase intent for middle size car

698.2 791 10354.7 9140 54.7 50.6 46.5

Plan to purchase the middle size car in 5 years

521.4 249 13866.2 29062 55.2 47.7 47.6

Universe(000) Sample

30-50 　　　 347 387

With purchase intent for middle size car 116 102

Plan to purchase the middle size car in 5 years 50 43

What’s the Target

CompetitionAnalysis

TargetAnalysis

Target’sMedia Contact

Media Brief

Ad. Plan

Creative Communication

OpportunityCommunication

Strategy

Key Markets

Audience Lifestyle Insight Survey Project Project implementation date ： Nov. to Dec.2009Project implementation market ： HAIKOUProject description ：

Implement the media consumption and lifestyle questionnaire among 300 Diary HHs, with all panelists continuing to record 15-minute detailed every day TV viewing. On the basis of these questionnaires summarized lifestyle characteristics in addition to the conventional demographic characteristics, combined with TV ratings, to make audience, programming and advertising related analysis in InfoSys

Project results ：• The questionnaire survey focuses on media contacts and

lifestyle of Haikou Audiences • InfoSys - Audience Insight Version

What’s the Target

What’s the Target

Rating%

Product

More than 10 product categories

Sex

Male/Female

Age

4+

Purchase Habit

Purchase habit for grocery goods

Attitude

The activities in leisure life

Primary School……

University

Occupation

Managers……

UnemployedMedia

Contact

The reaction to ads and the media source

Education

Alcohol & Beverage

Food

Cooking Category

Fast Food Shop

Cleaning products

Toiletries /Cosmetics

Baby supplies

Sanitary & Sanitary products for

female

Mobile Phone

Communication Service

Computer

Car

Home Appliances/ Digital

Products

Medicine

Sports

Finance/Investment/Insurance

Others

Alcohol & Beverage

Food

Cooking Category

Fast Food Shop

Cleaning products


Baby supplies


female

Mobile Phone


Computer

Car


Products

Medicine

Sports


Others

Product CategoryProduct Category

What’s the Target

How to target accurately

Reach and Viewing Minutes by weekdayThe reach of targets has not big difference, but at the weekends, the consumer target watched longer TV

30-50 With purchase intent for middle

size car


AvRch% for weekdays 74.7 67.8 67

AvRch% for weekends 73.6 69.1 67.1

AvMins(Viewer) for weekdays

197.5 190.3 188.4

AvMins(Viewer) for weekends

217.4 214.1 217.9

Data Source ： CSM, Haikou, TTV, Nov.-Dec. 2009

How to target accuratelyRating Trend

The prime time of consumer target starts late after 7 o’clock

0

5

10

15

20

25

30

35

40

45

02: 0

0 -

02: 1

5

03: 0

0 -

03: 1

5

04: 0

0 -

04: 1

5

05: 0

0 -

05: 1

5

06: 0

0 -

06: 1

5

07: 0

0 -

07: 1

5

08: 0

0 -

08: 1

5

09: 0

0 -

09: 1

5

10: 0

0 -

10: 1

5

11: 0

0 -

11: 1

5

12: 0

0 -

12: 1

5

13: 0

0 -

13: 1

5

14: 0

0 -

14: 1

5

15: 0

0 -

15: 1

5

16: 0

0 -

16: 1

5

17: 0

0 -

17: 1

5

18: 0

0 -

18: 1

5

19: 0

0 -

19: 1

5

20: 0

0 -

20: 1

5

21: 0

0 -

21: 1

5

22: 0

0 -

22: 1

5

23: 0

0 -

23: 1

5

24: 0

0 -

24: 1

5

25: 0

0 -

25: 1

5

Rtg%

Plan to purchase the middle size car in 5 years With purchase intent for middle size car 30-50


18: 00 - 18: 15 19: 00 - 19: 15 20: 00 - 20: 15 21: 00 - 21: 15

How to target accurateChannel Group share%

Consumer Target watched more national and provincial satellite channel group

51.5 49.738.6

22.8 19.4

17.5

17.6 22.3

29.4

6.6 6.19.5

1.4 2.5 5

0%

20%

40%

60%

80%

100%

Plan to purchase themiddle size car in 5

years

With purchase intent formiddle size car

30-50

other

city

Provincialnon-satellite

ProvincialSatellite

National


How to target accuratelyViewing time by program genre

Consumer target watched more sports and movie programs


Targets Plan to purchase the middle size car in 5 years

With purchase intent for middle size car

30-50

Genre Broadcasting time(%)

Viewing Time (%) Viewing Time (%) Viewing Time(%)

TV Drama 27.8 33.4 31.6 30.2

Special Topics 9.3 4.5 5.3 5.9

News 9.3 15.5 15.0 16.7

Life service 8.3 7.0 7.2 6.9

Entertainment 5.9 5.6 6.8 5.8

Children 4.1 2.2 3.1 2.3

Movie 4.1 3.8 5.5 4.2

Music 2.5 1.0 0.8 0.8

Business 1.7 1.0 0.8 0.7

Sports 1.6 4.5 2.6 4.2

Drama 1.0 0.5 0.2 0.4

How to shoot accurately

Spot Plan based on consumer target

Client: BYD f6Target: Plan to purchase the middle size car in 5 yearsMarket: HaikouChannel: Local ChannelsBudget: 300,000Period: 2010/1/1-2010/1/31(PM)

How to shoot accuratelyChannel ranking

Consumer target watched more CCTV channels and provincial satellite channels

Hainan general channel and Haikou news and general channel have higher rating among all local channels


30-50 With purchase intent for middle size car

Hainan TV General Channel 16.7 Hainan TV General Channel 8 Hainan TV General Channel 19.1

CCTV general channel 11.9 CCTV general channel 13.4 CCTV general channel 15.9

CCTV-8 11.2 CCTV-8 5.6 CCTV-8 8.3

Hunan TV Satellite Channel 6.3 Haikou TV News General Channel(Terrestrial)

5.5 Hunan TV Satellite Channel 6.8

CCTV-5 4.9 Hunan TV Satellite Channel 5.3 CCTV-5 4.4

Haikou TV News General Channel(Terrestrial)

4.9 NEWTV 4.4 CCTV-6 3.7

CCTV-6 4.8 Haikou TV Economics Channel 3.1 Haikou TV News General Channel(Terrestrial)

3.5

CCTV News Channel 4.4 Hainan TV Life Entertainment Channel

2.9 CCTV-10 2.5

Jiangxi TV Satellite Channel(TV1) 3.6 CCTV Youth Channel 2.8 CCTV-3 2.2

CCTV-3 2.2 CCTV-3 2.7 CCTV News Channel 2.2

How to shoot accurately

0

2

4

6

8

10

12

Rtg%

Haikou TV News General Channel(Terrestrial)

Hainan TV General Channel

Data Source ： Plan to purchase the middle size car in 5 years

0

2

4

6

8

10

12

14

08: 00-

08: 15

09: 00-

09: 15

10: 00-

10: 15

11: 00-

11: 15

12: 00-

12: 15

13: 00-

13: 15

14: 00-

14: 15

15: 00-

15: 15

16: 00-

16: 15

17: 00-

17: 15

18: 00-

18: 15

19: 00-

19: 15

20: 00-

20: 15

21: 00-

21: 15

22: 00-

22: 15

23: 00-

23: 15

24: 00-

24: 15

25: 00-

25: 15

Rtg%

直播海南

直播海南

TV Drama

TV Drama

TV Drama

热带播报

TV Drama

热带播报Weekdays

Weekends

How to shoot accuratelyThe cost and CPRP by channel by time band

Hai kou News and General Channel

0

500

1000

1500

2000

2500

3000

18: 00 -

18: 15

18: 15 -

18: 30

18: 30 -

18: 45

18: 45 -

19: 00

19: 30 -

19: 45

19: 45 -

20: 00

20: 00 -

20: 15

20: 15 -

20: 30

20: 30 -

20: 45

20: 45 -

21: 00

21: 00 -

21: 15

21: 15 -

21: 30

21: 30 -

21: 45

21: 45 -

22: 00

22: 00 -

22: 15

22: 15 -

22: 30

22: 30 -

22: 45

22: 45 -

23: 00

cost

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

CP

RP

GRP CPRP

Hainan General Channel

02000400060008000

100001200014000160001800020000

17:3

0 -

17: 4

5

17:4

5 -

18: 0

0

18:0

0 -

18: 1

5

18:1

5 -

18: 3

0

18:3

0 -

18: 4

5

18:4

5 -

19: 0

0

19:0

0 -

19: 1

5

19:1

5 -

19: 3

0

19:3

0 -

19: 4

5

19:4

5 -

20: 0

0

20:0

0 -

20: 1

5

20:1

5 -

20: 3

0

20:3

0 -

20: 4

5

20:4

5 -

21: 0

0

21:0

0 -

21: 1

5

21:1

5 -

21: 3

0

21:3

0 -

21: 4

5

21:4

5 -

22: 0

0

22:0

0 -

22: 1

5

22:1

5 -

22: 3

0

22:3

0 -

22: 4

5

22:4

5 -

23: 0

0

cost

0

500

1000

1500

2000

2500

CP

RP

GRP CPRP


How to shoot accuratelyBased on the rating of consumer target to do the spot planning, and make the spot plan done

Channel Selection

Time Band Selection

Program Selection

Date Selection

4760

5340

All Consumer Target

Male

Female

919

2016

23

40

16

1212

7

All Consumer Target

15-24

25-34

35-44

45-54

55-64

57

14

29

33

14

53

All Consumer Target

Junior middle school or below

Senior middle school

University and above

312

2423

15

42

7

7

14

232

14

All Consumer Target

Unemployed

How to reach accurately

Students

workers

Prof.Techn. and clerk

Self employee

Officer and manager

Demographics of consumer target


How to reach accuratelyThe activities in leisure life in past half year

The consumer targets have higher life quality with more culture activities

0% 10% 20% 30% 40% 50% 60% 70%

To part i ci pate i n publ i c servi ce act i vi t i es

Li steni ng to a concert ; Watchi ng musi cal / drama / cross- tal k

I nst rument pl ayi ng / Pai nt i ng / Cal l i graphy

To the Pl ayground

See Exhi bi t i on / t o the Museum / Ar t Gal l ery

Shoppi ng onl i ne

Pl ay games / computer games

Overt i me

To go to bars / go to KTV / go to di sco

Travel / Photography

Watchi ng movi es (go to ci nema / DVD / Web vi deo)

Exerci se (bal l games, outdoor , fi tness, swi mmi ng, danci ng, et c. )

Shoppi ng

Li steni ng to musi c

Di ni ng Together

Readi ng

Coff ee / t ea


How to reach accuratelyAgree ％

Knowing how to spend money is more important than knowing how to make money

26

When I go shopping, I usually compare several similar store prices 84

Using famous brands can improve a person's identity 68

When shopping, the brands advertised are more reliable 28

I like to spend time in the countryside and enjoy nature 68

I like to experience the latest technology products 47

Even if the price is higher I will buy environment-friendly products 49

Findings

Consumer Target is sensitive to Price

Trust on Brands but not so much on Ad.

Love environment-friendly and new technology products

Consumer Targets’ attitude


How to reach accuratelyMedia Contact Frequency

“U” shape

The traditional media still works well, internet becomes the new media with biggest user

0

5

10

15

20

25

30

35

Everday three t i meper week and

more

once per week once at l eastper two weeks

once at l eastper month

once at l eastper quarter

once at l eastper hal f year

no contact

TV Radi o Outdoor Transport s TV TV i n bui l di ngsMagazi ne Newspaper I nternet at home I nternet at offi ce


How to reach accuratelyThe ad response experience in past half year

46.5% Watched the products ads and then searched for more information

32.6% Watched the Ads, and then put the bradn into my shopping consideration set

Only 1% After watching an ad, I went to buy the product

The Media Source of Ads responsesTV 67.4%

Newspaper 46.5%

Internet 39.5%

Outdoor 30.2%

Magazine 23.3%

Radio 9.3%


What’s the Target

Rating%

Product

More than 10 product categories

Sex

Male/Female

Age

4+

Purchase Habit

Purchase habit for grocery goods

Attitude

The activities in leisure life

Primary School……

University

Occupation

Managers……

UnemployedMedia

Contact

The reaction to ads and the media source

Education

Alcohol & Beverage

Food

Cooking Category

Fast Food Shop

Cleaning products


Baby supplies


female

Mobile Phone


Computer

Car


Products

Medicine

Sports


Others

Alcohol & Beverage

Food

Cooking Category

Fast Food Shop

Cleaning products


Baby supplies


female

Mobile Phone


Computer

Car


Products

Medicine

Sports


Others

Product CategoryProduct Category

Support you on the accurate media planning 　

Amy Gao

[email protected]

010 85086859

mailto:[email protected]

csm media research feb. 2010

Documents

middle size car30

middle size carplan

middle size car698

yearswith purchase intent

genrebroadcasting time

accuratelyviewing time

program genreconsumer

lifestyle questionnaire