1 / 25

Insights into CTV News at Six: Understanding Viewer Engagement in Toronto's Chinese Community

This report, prepared by Gravitas Research Co., investigates the viewing habits of the Scarborough Chinese community regarding CTV News at Six. With CTV being Canada's leading local newscast, the research aims to determine viewer awareness, frequency, and preferred news sources among Chinese-speaking residents aged 25-54. It includes insights from a survey of 272 participants, revealing a 22% viewing loyalty among Chinese males and 10% among females, with a keen interest in crime and weather news.

opa
Télécharger la présentation

Insights into CTV News at Six: Understanding Viewer Engagement in Toronto's Chinese Community

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CTV6PM NEWSCAST RESEARCH REPORT Presented by: Gravitas Research Co.

  2. Outline • Group introduction • Topic Information • CTV Background • Research Objective • WHY Toronto/Chinese • Execution • Data Analysis Conclusion • Objective Steps • Conclusion

  3. Group Introduction • Shelley Dong • Anju Parashar • Martin Qiao • Benjamin Xu

  4. Topic Information • Search for a high profile company who is wants to do a small consumer survey research project. • Contacted company includes: Toronto Blue Jays, TSN, Country Music Television, Ontario Place …

  5. CTV Background • Established 1961, Baton Broadcasting acquired CTV and Globe and Mail in 2000 • CTV Toronto is the flagship station of the CTV, the highest share of overall viewing. • CTVNews at Six, Host Christine Bentley & Ken Shaw • With an average audience of 421,000, CTV News at Six is Canada's most-watched local newscast.

  6. Research Objective • Determine the percentage of viewing awareness of CTVNews at Six. • Determine how many times the current sample viewers watch CTVNews at Six. • Identify the different news sources used among the Scarborough Chinese Community. • Discover the percentage of news interest among target sample

  7. WHY Toronto/Chinese • Toronto the largest city in Canada, most important market for CTV • Growth of the Chinese community: 400,000 • Chinese most loyal to mother language • No major marketing information on Chinese news behaviour, habits and interest in Toronto • CTV has conducted a research in Vancouver, would like to understand Toronto as well.

  8. Execution • Target Market : Chinese Ethnic origins between ages 25-54 (CTV’s Target Market) in Scarborough Area • Survey Location and Methods: • Door To Door from 6 to 9 PM at : Finch & Cherokee, Finch & Warden, Kennedy & Sheppard • Shopping Mall from 12 to 4 pm : Market Village, Steels & Kennedy

  9. Data Analysis • Complete Survey of 272 • Coding the correspondent answer • Enter the Survey Into Access • Tabulate the Data • Review Research Objectives • Apply statistic calculation in relation of objectives and data • Create appropriate Chart and Diagrams

  10. Objective One – Step 1 • Determine the sample number ofCTV’s Target Market (Including Chinese and all other ethnic groups)

  11. Objective One – Step 2 • DetermineCTV’s Viewing percentage within the target age groups of 193 people

  12. Objective One – Step 3 • Determine the percentage of Chinese in target Age Group of 193 people.

  13. Objective One – Step 4 • Determine ChineseCTV’s Viewing percentage within the Chinese target age groups of 127 people

  14. Objective One – Step 5 • Determine Chinese target group gender ratio.

  15. Objective One – Step 6 • Male 13 of 60 watchesCTV= 22% • Female 7 of 67 watchesCTV = 10%

  16. Objective Two – Step 1

  17. Objective Two – Step 2

  18. Objective Three – Step 1

  19. Objective Three – Step 2

  20. Objective Three – Step 3

  21. Objective Three – Step 4

  22. Objective Three – Step 5

  23. Objective Four – Step 1

  24. Objective Four - Step 2

  25. Conclusion • CTVNews at Sixcurrently is doing very well in the Chinese Male Target Market with 22% Market Share, however female only has 10% • CTVNews at Sixhas a high viewing loyalty. • Television and Newspaper is the primary source of Chinese Local News Source. • Crime and Weather are the two categories most interested in the Chinese community.

More Related