1996- 1999, the Media Research Department of Melland Information Company (the predecessor of CMMR) began to investigate the coverage of TV channels, and designed and implemented a series of surveys on its viewing status in Chinese mainland for four consecutive years. This series of continuous research will help Phoenix Satellite TV to know and master its coverage and viewing development in Chinese mainland in time, understand its own channel communication and advertising value, and provide strong data support and scientific basis for channel coverage, program promotion and advertising investment promotion of Phoenix Satellite TV Chinese station. At the same time, the Media Research Department of Milan Information Company has accumulated rich research experience in TV channel coverage and viewing, and cooperated with the Audience Research Committee of China Radio and Television Society to carry out the project of "National Coverage Survey of Satellite TV". The survey adopts stratified unequal probability sampling method, and makes a comprehensive, systematic and professional survey on the coverage and ratings of 40 satellite radio and television stations in China for the first time. Select 4 1 city (region) and 80 counties in China, and effectively sample 488 1 household. In August, 2000, entrusted by the Audience Research Society of China Radio and Television Society, the Media Research Department of Miranda Information Company conducted the second national satellite TV audience survey. This survey takes165438+73 million households with TV sets as the overall survey object, and uses stratified sampling method to select 5642 households in 45 cities and 88 counties in 30 provinces, autonomous regions and municipalities directly under the central government (excluding Tibet). After these two surveys, the Media Research Department of Meilande Information Company established its professional position and authoritative significance in the field of TV channel coverage and viewing research on the basis of expanding the research channel surface (including provincial terrestrial channels and other non-satellite channels) and index system. The CMMR national TV channel coverage and viewing survey has become an annual large-scale research project, which is conducted every year and has achieved complete success.
The CMMR annual TV channel coverage and viewing survey truly reflects the actual coverage and viewing status of Chinese TV viewers, which has important reference value for the development of China's TV industry, especially satellite TV. In addition, based on ten years' research experience and the accumulation of TV channel coverage and viewing data, CMMR has conducted a comprehensive study on the changes of coverage pattern and competitive factors of various TV media such as satellite TV channels, provincial terrestrial channels, terrestrial channels in key cities and overseas satellite TV channels in various provinces, municipalities and autonomous regions, which provides comprehensive and reliable basis for leading organs to make scientific decisions, and also provides first-hand detailed information for industry colleagues and research experts to grasp the development trend of TV channel coverage in China.
In the course of ten years' investigation, CMMR has continuously improved and upgraded its research content and system, which is highlighted in three aspects:
First, keep pace with the times and constantly expand the scope of investigation. CMMR pays close attention to the development of national satellite TV channels, and must ensure that the newly approved satellite TV channels are included in the survey; In addition, the coverage and viewing of different TV media types such as provincial terrestrial channels, overseas satellite TV channels and pay TV have been gradually increased, and the total population covered by TV channels and the population covered by each channel, as well as the way and quality of TV signals received by viewers, have been comprehensively investigated.
Second, keep up with the pace of the industry and constantly update the survey content. On the basis of investigating TV viewers' viewing habits and preferences with different social characteristics over the years, we will gradually increase special surveys on TV viewers' contact with various media, TV viewers' living consumption patterns, TV viewers' viewing preferences and trust in TV advertisements. With the rapid development of digital TV in China, CMMR promptly increased its investigation and research on the use and attitude of digital TV and the living and consumption conditions of TV viewers, grasped the data of the first line of digital TV development, and devoted itself to improving the program quality and better serving the viewers of various TV channels.
The third is to continuously expand the survey points and sample size, especially in rural areas. Considering the different levels of economic development and cultural differences in different regions, the survey of CMMR over the years adopts stratified multi-stage sampling method, and each sub-layer is sampled with unequal probability according to the proportion of population. The expansion of sample points and the increase of sample size not only further improve the sampling accuracy, but also calculate the overall situation of provinces, cities and autonomous regions where TV channels are located. The increasing proportion of rural samples will enable the survey to directly reflect the aspirations of farmers and help TV channels to better serve "agriculture, rural areas and farmers".
In addition, CMMR continues to strengthen and improve the general survey of TV channels accessing cable TV networks at all levels, from the initial research of satellite TV channels accessing urban cable TV networks to the general survey of satellite TV channels accessing cable TV networks in districts and counties, and finally to the monthly monitoring of TV channels accessing cable TV networks at provincial, municipal, district and county levels. Fully understand the coverage, integration and development of cable TV networks at all levels and the promotion of digital TV in various regions, and provide strong data support for the fine coverage of TV channels; At the same time, the monthly monitoring of the access status of CMMR TV channels in cable public networks at all levels in the country has also become a powerful supplement to the annual survey of the coverage and viewing status of CMMR TV channels nationwide.
Over the years, the national TV channel coverage and viewing survey has been supported and helped by relevant experts, ensuring the scientific, normative and rigorous implementation process of the survey and the accuracy and reliability of the survey data, and providing absolutely reliable coverage and viewing data for the industry. For example, the questionnaire was designed by Zhao Shuifu, senior editor of the State Administration of Radio, Film and Television, Jin, director of the Listening and Watching Center of the State Administration of Radio, Film and Television, Professor Chen Chongshan, researcher of the Institute of Journalism and Communication of China Academy of Social Sciences, Professor Ke Huixin, doctoral supervisor of the School of Journalism and Communication of China Communication University, director and doctoral supervisor of the Institute of Public Opinion of China Renmin University, Zhang, general manager of Qunyi Media Purchasing (China), and managing director of Powerful Media. Professor Feng, a sampling expert and doctoral supervisor at the Institute of Mathematics and System Science of China Academy of Sciences, is responsible for formulating the annual sampling design and providing technical guidance for data calculation.
The annual implementation process of coverage survey is roughly as follows: April-May is the design stage of survey scheme and questionnaire; The period from mid-July to mid-August is the field implementation stage; From mid-August to the end of September, it is the stage of questionnaire review, review, entry and summary; The end of September-10 is the stage of data operation and report writing; 165438+1In mid-October, a press conference was held to announce the results of the survey on TV channel coverage and ratings in that year. By the end of 2008, the national TV channel coverage and viewing survey has been conducted continuously for 10 years, which witnessed the ten-year development of satellite TV channels in China.