TV 2016 Beyond Summits

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Irma Lewis
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2 2 Summary: TV media market has tended to be saturated with almost 99% coverage rate in 10 years. However, Chinese are losing their interests in watching TV. The average age of real TV audience is getting older. The biggest proportion of TV audience is constituted by audience aged over 45 years old. The older TV audience are more likely to be heavy TV users. In terms of TV programs, Chinese TV content is mainly produced by CCTV and provincial satellite TVs. However, TV production and broadcasting will further separate in the future, and high-quality content will be incline to broadcast through Internet platforms. Eventually, the number of TV audience will decrease. More people will choose to watch videos online instead of on TV. Since 2014, the advertising on TV has seen a dropping trend. In the first half of 2015, TV ads even showed a negative increase. CCTV and provincial satellite TVs were still two major platforms for business to place ads into.

3 3 Summary: In 2015,TV programs were mainly broadcasting about TV series, news and various shows,accounting for 57.1% of all programs. The top five provincial TV channels swept most high-rating programs. The watching length of TV variety shows had a significant increase in Hunan Sat-TV variety shows' average rating was the highest in With the rapid development of variety shows and IP TV dramas, a rising trend of title sponsorship and ads were seen in What users watch on TV is quite similar with what they watch online. TV series, variety shows, movies and news were their favorites. Those who watch TV everyday accounted for 57.4%. Watching TV becomes an emotional communication way for families. TV audience will turn to smart phones to connect with Internet friends when watching TV.

4 4 In 2015, TV media s coverage rate tended to be saturated, close to 99%. TV Program s Coverage Rate from 2005 to % 99% 99% 98% 98% 97% 97% 96% 96% 95% 95% 94% 98.8% 98.6% 98.4% 98.2% 97.6% 97.8% 97.0% 97.2% 96.6% 96.2% 95.8% Source:National Bureau of Statistic

5 5 In the past five years, Chinese people tended to spend less time on TV. As of 2015, daily TV watching length was 156 minutes. Chinese Daily TV-watching Length (mins) Source:CSM Rating China TV market review 2015

6 6 In the past five years, loyal TV viewers have remained long watching time, but the coverage rate of TV has been declining year by year, and the scale of TV viewers has continued to shrink. Chinese Daily TV-watching Length (mins) per Capita and TV Coverage Rate from 2005 to 2015(Loyal Audience) 260 TV-watching length (mins) per capita Coverage Rate 75% 69.5% % % 66.6% 65% % 62.3% 60% 55% % Source:CSM Rating China TV market review 2015

7 7 Audience aged over 45 took the largest proportion. In addition, the older audience are more likely to be heavy TV users. TV Audience Characteristics by Age in 2015 Age Proportion Concentration Rate% 25% % 20% 17.7% % 15.5% 14.9% % % 5% 7.0% % % over 65 0 Source:CSM Rating China TV market review 2015

8 8 For the audience under 54 years old, the TV-watching length per capita decreased year by year, while the number of audience aged over 55 were steadily rising. TV Watching Length for Audience of Different Ages in 2015 (mins/day) over 65 Source:CSM Rating China TV market review 2015

9 9 In 2015, the viewing shares of CCTV and provincial sat-tv channels decreased rapidly, while the ground channels' viewing shares began to rise. 40% Viewing Shares from 2013 to % Viewing Shares During Prime Time from 2013 to % 28.7% 28.2% 33.2% 31.7% 30% 32.3% 29.8% 20% 21.3% 20.6% 20% 24.5% 24.2% 25.4% 24.4% 10% 9.4% 9.5% 9.0% 8.6% 10% 12.4% 12.0% 7.1% 7.9% 0% CCTV provincial sat-tv provincial nonsat TV local channels other channels 0% CCTV provincial sat-tv provincial nonsat TV local channels other channels Source:2015 TV and Video Dual-Screen Report

10 10 In 2015, CCTV-Comprehensive, Hunan Satellite TV, and CCTV-News(Chinese) still ranked Top 3. But the market shares of the two CCTV channels decreased, while Hunan TV's market share kept increasing significantly. Channel Market Share in 2014(%) Market Share in 2015(%) CCTV-Comprehensive Hunan Satellite TV CCTV-News(Chinese) CCTV-Movie Zhejiang Satellite TV CCTV-Variety Shows CCTV-International News Jiangsu Satellite TV CCTV-Sports CCTV-Series Source:2015 TV and Video Dual-Screen Report

11 11 Compared with other kinds of media, TV has absolute advantages in promoting the brand image and covering more audience. The Advantages of TV Broadcasting TV Internet Outdoor Radio Print Enhance The Brand Image 91% 12% 57% 13% 37% Wider Coverage 87% 31% 36% 21% 10% Effects Can Be Quantified / Accumulated Transmission for a Second Time 30% 28% 56% 37% 13% 18% 6% 4% 8% 23% High Return On Investment 20% 10% 9% 9% 3% Strong Ability Of Sales Conversion 17% 36% 17% 11% 4% Accurate Ad Placement 10% 69% 18% 24% 19% Creative And Flexible 8% 76% 18% 12% 22% Cheap Price 4% 13% 18% 51% 21% More Interactive 3% 84% 6% 15% 3% Source:CTR Media Intelligence "2016 advertisers marketing trend survey"

12 12 TV was still the most important media for advertisers, who have invested 37% of the total marketing budget into TV ads in Media Buying in 2016 Other, 7% TV, 37% Radio, 4% Print, 4% Outdoor, 12% Internet (mobile), 16% Internet (PC), 20% Source:CTR Media Intelligence "2016 advertisers marketing trend survey"

13 13 The total amount of TV ads continued to decline since TV Advertising in 2015 TV Ads Growth Rate 6,100 6,050 6,000 5,950 5,900 5,850 5,800 5,750 5,700 5,650 5,600 6,045 6, % 5, % -4.6% % 10% 8% 6% 4% 2% 0% -2% -4% -6% Source:CSM TV Advertising and Competitive

14 14 In 2015,The provincial satellite TV ads significantly increased. 300 TV Ads in 2014 & 2015 (Billion Yuan) CCTV Provincial TV Provincial Terrestrial Channels Provincial Capital City Channels Other Channels Source:CSM TV Advertising and Competitive

15 15 In 2015, among the Top 10 provincial TVs, Jiangsu satellite TV kept the leading position in ad placements. The ads placed on Top 10 provincial capital city TVs have dropped to different extent. Provincial TV 1 Channel Jiangsu Satellite TV Ad Placement (billion yuan) Channel Jiangsu Satellite TV Ad Placement (billion yuan) Henan set Hubei Satellite TV Hubei Satellite TV 8.76 Henan set Dragon TV Shandong Satellite TV Tianjing Satellite TV Zhejiang Satellite TV Heilongjiang Satellite TV Guizhou Satellite TV Tianjing Satellite TV Shandong Satellite TV Zhejiang Satellite TV Yunnan set Fujian Southeast TV Heilongjiang Satellite TV Anhui Satellite TV 6.53 Hunan Satellite TV 7.85 Source:CSM Rating China TV market review 2015 Provincial Capital City TV 1 Channel Guangzhou TV Station Ad Placement (billion yuan) 8.95 Channel Guangzhou TV Station Ad Placeme nt (billion yuan) Hefei TV Station 4.76 Kunming TV Station Kunming TV Station 4.66 Nanjing TV Station Wuhan TV Station 4.31 Hefei TV Station Nanjing TV Station 4.25 Changsha TV Station Xi an TV Station 3.74 Xi an TV Station Zhengzhou TV Station 8 Changsha TV Station Taiyuan TV Station Wuhan TV Station 3.07 Zhengzhou TV Station Hangzhou TV Station Hai erbing TV Station 2.03 Nanning TV Station 1.92

16 16 The number of hard-sell TV ads has declined, while the number of ads implanted in the content showed an increase of 30%, indicating the great potential of soft-sell TV ads. The Number of Hard-sell and Soft-sell TV Ads in 2015 H1 and 2015 H2 2015H1 2015H2 6,000 5,000 5,196 4,928 4,000 3,000 2,000 1, Soft-sell Hard-sell Source:Jirang

17 17 In 2015, the local satellite TV channels were preferred by advertisers to place ads. CCTV vs Satellite TV in Ad Placements Ad Placements in Satellite TV Q1-Q4 Q4 403 CCTV, 79 Q3 315 Q2 244 Satellite TV, 636 Q1 252 Source:Jirang

18 18 In 2015,the TV programs were mainly about TV series, News and variety shows, accounting for 57.1% of all the programs. Viewing Shares of Programs in 2015 TV series, 30.0% Topics, 6.5% Domestic Variety, 13.0% services, 8.2% News, 14.1% TV series News Variety Domestic services Topics Teens Movies Sports Legal Music Finance Drama Education Others Source:CSM Rating China TV market review 2015

19 19 In 2015, the provincial TVs relied more on TV series and variety shows to get a high rating. However, CCTV channels focused more on TV series and News. TV Program broadcast proportion% CCTV Provincial sat-tv Provincial non-sat TV Local channels viewing proportion% broadcast proportion% viewing proportion% broadcast proportion% viewing proportion% broadcast proportion% viewing proportion% TV series News Variety Domestic services Topics Teens Movies Sports Legal Music Finance Drama Education Foreign 其它 Source:CSM Rating China TV market review 2015

20 20 In 2015, among all CCTV channels, CCTV-Comprehensive got the highest rating, followed by CCTV-Movie, CCTV-Variety Shows and CCTV-News(Chinese) CCTV Channels Ratings Source:CSM Rating China TV market review 2015 CCTV-Children, 6.0% CCTV-News(Chinese), 10.1% CCTV-Comprehensive, 17.6% CCTV-Series, 8.6% CCTV-Variety Shows, 10.0% CCTV-International News, 9.0% CCTV-Movie, 10.4% CCTV-Sports, 7.0% CCTV-Comprehensive CCTV-Finance CCTV-Variety Shows CCTV-International News CCTV-Sports CCTV-Movie CCTV-Millitary & Agriculture CCTV-Series CCTV-Documentary CCTV-Science & Education CCTV-Drama CCTV-Society & Law CCTV-News(Chinese) CCTV-Children CCTV-Music CCTV-News(English) CCTV-Sports Events

21 21 The watching length of TV variety show had a significant increase in Variety Shows Watching Length per Capita and Growth Rate from 2011 to 2015 Watching length(mins)per capita Growth rate 7, % 6,980 11% 6,800 6,600 6,630 6, % 9% 7% 5% 6,400 6, % 6,386 3% 1% 6,200 6, % -3.1% % -3% -5% Source:Analysis on the Rating of Variety Shows in 2015

22 22 Due to the fierce competition of TV variety shows in the weekend, some TV channels were forced to broadcast their shows on the weekday, resulting in a substantial increase of ratings on Wednesday. Weekly Watching Length of Variety Shows per Capita and Growth Rate growth rate % 30% 20% 20 10% 15 0% 10-10% 5-20% 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday -30% Source:Analysis on the Rating of Variety Shows in 2015

23 23 Audience of different ages preferred different variety shows. Audiences aged under 54 preferred variety shows in provincial TVs, while those aged over 54 year old preferred variety shows in CCTV. Watching Length(mins)of Variety Shows Age CCTV Provincial TV Ground Channels Other Channels ,128 3, ,014 2, ,179 2, ,775 3,229 1, ,894 3,889 1, ,383 3,894 2, Over 65 5,573 3,393 2, Source:Analysis on the Rating of Variety Shows in 2015

24 24 Affected by related policy, the rating of variety shows in the provincial satellite channels has increased significantly in The Proportion of Variety Shows in All Programs broadcast proportion 2015 broadcast proportion 2014 ratings 2015 ratings 20% 20% 17.9% 18% 16% 16% 12% 13.3% 14% 12% 8% 8.8% 8.8% 7.0% 6.8% 10% 8% 4% 0% CCTV provincial sat-tv provincial non-sat TV local channels 4.9% 5.1% 6% 4% 2% 0% Source:Analysis on the Rating of Variety Shows in 2015

25 25 The variety shows of provincial satellite channels had got the highest ratings in The Ratings of Variety Shows Broadcasting in Different Channels ratings 2015 ratings 50% 47.8% 40% 32.3% 30% 20% 10% 0% CCTV provincial sat-tv provincial non-sat TV local channels other channels Source:Analysis on the Rating of Variety Shows in 2015

26 26 Hunan Sat-TV variety shows had the highest average rating in Variety Shows' Average Ratings in the Evening in Hunan Satellite TV Zhejiang Satellite TV Jiangsu Satellite TV Dragon TV Beijing Satellite TV Source:CSM50 4+

27 27 The variety shows competed fiercely with each other during the golden time of Friday and Saturday, forcing the TV shows to arrange their broadcasting schedule on Wednesday and Sunday. 1.5 Viewing Trends Of TV Variety Shows Per Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source:CSM50 4+

28 28 In 2015, the number of first-tier sat-tv programs rose to 42, accounting for 84%. The proportion of Zhejiang satellite TV and Hunan satellite TV programs remained unchanged, but Zhejiang satellite TV programs got a higher program ranking. Shares of Top Variety Shows Of Different Sat-TVs 16% 24% 24% Zhejiang Satellite TV Dragon TV 32% 12% 22% Hunan Satellite TV Jiangsu Satellite TV 18% 10% 20% Other TV 20% Source:CSM50 4+,Outer Ring is 2015,Inner Ring is 2014

29 29 In recent years, Matthew Effect was obviously seen in variety shows. Among the Top 200 Sat-TV variety shows, Top 20 of them have contributed to 65% of the total views. The Proportion of Views of TOP 200 Sat-TV Variety Shows in 2015 Others, 6% Top 41-60, 9% Top 1-20, 65% Top 21-40, 20% Source:Provincial TV variety shows list

30 30 In recent years, seasonal variety shows are becoming more popular. Among Top 100 sat-tv variety shows, almost 75% of the total views were brought by seasonal variety shows. Daily Broadcast 2.2% Provincial Variety Show TOP100 Weekly Broadcast 25.6% Seasonal Broadcast 72.2% Source:Provincial TV variety shows list

31 31 In 2015, there were still diversified kinds of TV variety shows, but the number of outdoor shows have increased significantly. 10 The Number of Top 50 Sat-TV Variety Shows by Category Source:CSM50 4+

32 32 In 2015, almost all the TOP20 evening variety shows were broadcasted by Zhejiang TV, Hunan TV, Dragon TV and Jiangsu TV. TOP 20 Sat-TV Evening Variety Shows in 2015(CSM50 4+) Program Channel Ratings(%) Market Share(%) The Voice of China 4 Zhejiang Satellite TV Running Man 2 Zhejiang Satellite TV Running Man 3 Zhejiang Satellite TV Running Man 1 Zhejiang Satellite TV I am A Singer 3 Hunan Satellite TV Xiao Ao Jiang Hu 2 Dragon TV Where Are You Going Dad 3 Hunan Satellite TV Happy Camp Hunan Satellite TV Go Fighting Dragon TV Challenger Alliance Zhejiang Satellite TV Super Brain 2 Jiangsu Satellite TV Up Idol Hunan Satellite TV You Are the One Jiangsu Satellite TV Wonderful Friends Hunan Satellite TV Day Day Up Hunan Satellite TV Successor Beijing Satellite TV Hidden Energy Zhejiang Satellite TV Dad came back Zhejiang Satellite TV Fight For Her Jiangsu Satellite TV I Like the Challenge Dragon TV Source:CSM50 4+

33 The title sponsorship for those popular variety shows are becoming more expensive, and are mainly sponsored by advertisers from FMCG industry.

Liquid S2 2014 0.235billion Liby Laundry Liquid S3 2015 0.3billion Liby Soap Hunan Satellite TV Where Are You Going Dad S1 2013 60million 999 S2 2014 0.

2billion JiaDuoBao S3 2014 0.25billion JiaDuoBao S4 2015 0.3billion JiaDuoBao Zhejiang Satellite TV Running Man S1 2014 0.13billion Lamando S2 2015 0.

33 33 The title sponsorship for those popular variety shows are becoming more expensive, and are mainly sponsored by advertisers from FMCG industry Variety Show Title Sponsorship Channel Program Quarter Year Fees Title Sponsorship Hunan Satellite TV I am A Singer S million Liby Laundry Liquid S billion Liby Laundry Liquid S billion Liby Soap Hunan Satellite TV Where Are You Going Dad S million 999 S billion Yili QQ Star S billion Yili QQ Star Zhejiang Satellite TV The Voice of China S million JiaDuoBao S billion JiaDuoBao S billion JiaDuoBao S billion JiaDuoBao Zhejiang Satellite TV Running Man S billion Lamando S billion Ambrosial S billion Meilishuo Jiangsu Satellite TV Super Brain S million Gionee S billion SATINE Dragon TV Go fighting! S billion TMALL Source:CSM50 4+

34 34 With the development of Internet TV, the users return to the living room. On one hand, users can enjoy Internet content through a large screen in the living room; on the other hand, promoted by the Internet TV industry, a large number of users have begun to try some new entertainment in the living room. The trend of Chinese audience returning to the living room in 2016 Intelligent TV, with more features, more intelligent and controllable. Users have got used to the internet services, and are more demanding for large screens With Interactive TV, the user does not have to accept the television program passively. Habits of using mobile electronic products accelerate the upgrade of electronic devices. Source:2016 China s Internet TV Industry Research Report

35 35 Users who watch both TV and online videos have exceeded 50%,while TV-only audience was less than 45%. TV-only audience will keep decreasing in the future, and there will be more audience who enjoy both media. TV audience (98%) Online video audience(59%) Both TV and online video viewers(54%) TV-only audience(44%) Source:2015 TV and Video Dual-Screen Report Online video only audience(5%)

36 36 In 2015, although lots of audience still consumed quite an amount of time on TV, but the time spent on the online videos were rising for users of different ages. Time Spend on Television and Online Videos in 2015 OTV TV 100% 80% 57% 55% 54% 55% 57% 59% 62% 60% 40% 20% 43% 45% 46% 45% 43% 41% +1% +1% +1% +1% +2% +2% 38% +2% 0% ALL Source:2015 TV and Video Dual-Screen Report

37 37 In the coming few years, the smart TV will become more popular in China. In 2016, smart TV s penetration will reach 85%. Smart TV Sales in China from 2012 to 2018 Flat-panel TV sales(million) Smart TV sales(million) permeability % % 76.4% % % % % 90% 80% 70% 60% 50% % % 30% 20% 10% E 2017E 2018E 0% Source:2016 China s Internet TV Industry Research Report

38 38 Smart TV users accounted for 70% of all the pre-order consumers. Smart TV users increased rapidly with a 27.8% growth rate. Smart TV Users and Pre-order Consumers User Growth Year on Year 100% smart TV other TV 30% 27.8% 80% 30.3% 60% 75.1% 20% 40% 69.7% 10% 20% 24.9% 2.4% 0% Current User Group Pre-order Group 0% all smart TV Source:China 's smart TV market research report

39 39 People aged are the most important audience for Internet TV, and most purchasing decisions were made by them. China Internet TV Users in 2016 All users Users with the longest watching time Buying decision makers % 48.7% 67.2% over % 37.7% 26.0% % 9.0% 5.2% % 4.6% 1.7% Source:2016 China s Internet TV Industry Research Report

40 40 In 2015,netizens preferred to spend about 3 hours on TV. And evening prime time (8 p.m.-10 p.m.) was the peak watching time. Time Internet Users Spent on TV in 2015 Time Period that the Internet Users Watch TV over 5hours 7.74% 22:00-24: % 4-5hours 8.69% 20:00-22: % 3-4hours 14.98% 18:00-20: % 2-3hours 25.50% 12:00-18: % 1-2hours 31.67% 6:00-12: % under 1 hour 11.43% 0:00-6:00 2.4% Source:Iresearch

41 41 On weekdays, Internet users watch TV mainly at the prime time of the evening, while in the weekends, any time was comfortable for them to watch TV. Time that Users Watch Internet TV in 2016 weekend workday 80% 71.1% 71.3% 60% 65.9% 67.1% 46.4% 43.5% 43.9% 46.5% 40% 20% 0% 31.5% 21.3% 27.3% 21.8% 8.4% 18.5% 13.1% 10.8% 8.0% 9.9% 0:01-7:00 7:01-9:00 9:01-12:00 12:01-14:00 14:01-17:00 17:01-19:00 19:01-20:00 20:01-22:00 22:01-24:00 Source:CSM Rating China TV market review 2015

42 42 Those who watch TV everyday accounted for 57.4%. Accompanying with family members was the most important reason for Internet users to watch TV. Watching TV becomes an emotional communication. TV Watching Frequency of Internet Users in Why Internet Users Watch TV in Everyday 1-3 days a week 19.1% 21.7% 57.4% 53.8% Family companion Entertainment Obtaining Info 52.7% 49.2% 47.1% 48.9% 44.2% 43.5% 4-6 days a week Less than 3 days a month 5.1% 7.7% 18.5% 16.8% Time-killing See particular program Learning 43.9% 42.2% 37.0% 31.8% 23.3% 23.7% Source:Iresearch

43 43 What internet users watch on TV are quite similar with what they watch online. TV series, variety shows, movies and news were Internet users favorites. What Internet Users Watch on TV in 2015 What Internet Users Watch Online in 2015 TV Series 51.9% TV Series 52.1% News 49.7% Movie 50.8% Variety Show 45.7% Variety Show 38.9% Movie 40.1% News 34.9% Finance 28.2% Funny video 27.4% Life 26.9% Finance 23.7% Sports 25.8% Sports 20.9% Music 20.4% Life 20.7% Social survey 20.1% Documentary 20.3% Military 19.7% Music 19.6% Source:Iresearch

44 44 Smart phones were the most commonly used devices when Internet users were watching TV. The major reason is that they need to discuss and comment on programs with the others. Devices Used by Internet Users While Watching TV in 2015 Why Internet Users Use Other Devices While Watching TV in Smartphone 69.8% Habit of using smart-phone 52.2% 48.3% Desktop Computer or Notebook 32.3% Avoid TV ads Selective TV watching 40.8% 41.2% 39.0% 40.2% Tablet 30.3% Discuss with friends 33.1% 27.8% Don't Use 13.9% Interact with friends 28.9% 26.5% Source:Iresearch

45 45 Social media has been one of the main channels for Internet users to interact with others when watching TV. How Internet Users Interact with the Others when Watching TV in By Weibo/WeChat 55.1% 59.4% By QR code 42.0% 53.9% By SMS 24.1% 26.0% By TV app By phone 13.3% 13.1% 18.6% 18.5% Source:Iresearch

46 46 Most Internet TV users have positive attitudes towards ads to different extent. And most of the users can accept ads of no more than 30 seconds. Internet TV Users' Attitudes Towards Ads in 2016 The Length of the Ads That Internet TV Users Can Accept in % Interested to have a closer look 45.7% just have a quick glance 35.4% 30% 20% 21.3% 26.0% 28.2% don't watch 12.8% 10% 9.2% 11.0% Focus all attention 5.7% 2.1% 2.2% 0% 5s 10s 15s 30s 60s 90s 120s Source:2016 China s Internet TV Industry Research Report

47 47 Not so many Internet TV audience will frequently use mobile apps, and only 37.2% of them will use mobile apps every day. Frequency of App Using for Internet TV Audience in 2016 Once every 2-3 days Several times everyday Once everyday 18.1% 19.5% 19.1% Once every 4-6 days 13.0% Once a week 11.6% 2-3 a month 9.9% Once a month 4.9% Not clear 3.9% Source:2016 China s Internet TV Industry Research Report

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