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Commanding Height for Mass Transmission

11-24-2011 09:55 BJT

An Understanding of CCTV Transmission Value

The successful reform of the channel system makes the status of “the first transmission platform” of CCTV more solid. The gathering of dozens of professional channels such as comprehensive channel, news, finance, entertainment, TV drama, sports, laws and youth and varies kinds of program types allow CCTV to take the lead in the viewing competition among different kinds of programs. The daily enhancing international influence and successful integration of new media make the value of “the first transmission platform” more outstanding.

The effect of channel reform is obvious with stable increase of audience rating

In 2011, many channels on CCTV including comprehensive channel are revised, with excellent effect obtained and stable increase of audience rating. According to the data of audience rating investigation of CSM national admeasuring apparatus, the audience rating share of CCTV was 31% in January-August, 0.81% increase. The audience share of one week was as high as 36%. The average share of single channel (calculated based on 15 CCTV channels) surpasses 2%, which is twice higher than the average audience rating share of the provincial satellite signal channel.

The competition advantage of CCTV is obvious in TV viewing market. Among the audience rating layout of different programs throughout the nation, the share of audience’s watching sports programs by CCTV accounts for 97% of the viewing of all the sports programs. The proportion of watching laws, film, music, drama, teaching, finance, news/current affairs, special issue, youth and other kinds of programs by CCTV is more than 50% of the total viewing market.

Relative audience share of different special programs types of CCTV in national market in 2011

“Watch CCTV to understand major events” has become the transmission trend

The society now is in an age of information explosion. People are always surrounded by different media and the time that can be spared becomes scattered, causing the distraction of the mass’s attention. All these major events with sensational effects will focus on the mass’s attention. According to the investigation to the media influence of major events to the people aged 15-69 in 1037 samples made in Beijing, Shanghai, Guangzhou and other ten central cities in China in June 2011, TV is the major information source among all the event reports. CCTV is the first platform for the mass to choose and it plays a significant role in guiding the active public opinion of the mass.

The high reliability of the audience to national media is the reason why CCTV can better attract the attention of the mass in case that major events happen. According to the investigation results, from the overall evaluation of the audience to the major events report of different media, the authority, reliability, report timeliness, report objectiveness and comprehensiveness of CCTV are thought-provoking, comfortable and novel, which is superior to that of other media. In addition, over 95% audience recognize that the authority, reliability, timeliness and mentioning rate of major events reported by CCTV are much higher than that of other media.

Seizing up highland for brand transmission and major events highlights CCTV’s value

When two parties fight, the one who can seize the gihhland will be in an advantageous status. It is the same with brand competition, i.e. the one who can transmit well will finally win. London Olympic Games 2012 is coming and many enterprises will invest advertisement on CCTV during that period.

During 2008 Beijing Olympic Games, the audience rating of CCTV was enhanced dramatically. The audience rating of five channels which rebroadcast Olympic Games was greatly improved than that in the first half of 2008. Furthermore, the increase amplitude of CCTV-5 was 446%, creating view miracle then.

Comparison of average audience rating of live channels all day long in 2008 (the first half of the year vs Olympic Games)

During the process of 2010 World Cup, CCTV still had absolutely high audience rating and the audience rating of CCTV-5 in 2:00-5:00am, 19:30-21:00pm and 22:00-24:00 was dramatically increased to different extents when compared to that in common days.

Besides the high audience rating brought about by major events, the consumers'attention and investment degree will also be higher and the physiological effect of advertisement investment during the process would be more obvious.

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