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
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
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
Plan to purchase the middle size car in 5 years
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
Data Source : CSM, Haikou, TTV, Nov.-Dec. 2009
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
Data Source : CSM, Haikou, TTV, Nov.-Dec. 2009
How to target accuratelyViewing time by program genre
Consumer target watched more sports and movie programs
Data Source : CSM, Haikou, TTV, Nov.-Dec. 2009
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
Plan to purchase the middle size car in 5 years
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
Data Source : Plan to purchase the middle size car in 5 years
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
Data Source : Plan to purchase the middle size car in 5 years
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
Data Source : Plan to purchase the middle size car in 5 years
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
Data Source : Plan to purchase the middle size car in 5 years
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
Data Source : Plan to purchase the middle size car in 5 years
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%
Data Source : Plan to purchase the middle size car in 5 years
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
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
Product CategoryProduct Category
Support you on the accurate media planning
Amy Gao
010 85086859