Ipsos Reid 2007 Canadian Chinese Media Monitor Is a Syndicated Study Jointly Developed by Ipsos Reid and Era Integrated Marketing Communications
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The Study Ipsos Reid 2007 Canadian Chinese Media Monitor is a syndicated study jointly developed by Ipsos Reid and Era Integrated Marketing Communications. Survey period in Vancouver: April 26, 2007 to May 9, 2007 Research objective: To compare average audience/readership and reach estimates for media targeting Chinese speaking households in the Greater Vancouver area To determine the consumption and usage habits of Chinese consumers for selective products, services and industries 1 Research Approach A total of 1,200 telephone interviews were conducted among Chinese Canadians who are 18 years of age or older, among which 600 interviews were completed in Vancouver between April 26 to May 9, 2007, 600 were completed in Toronto between May 31 to June 7, 2007 All respondents are: Self-identified as Chinese or Chinese Canadians First generation Chinese Canadians, i.e. born outside Canada Able to speak Mandarin or Cantonese Margin of error for individual cities: +/-4 percentage points, 19 times out of 20. Margin of error will be larger within sub-groups The results were weighted, using projected 2007 Census data based on 2001 Statistics Canada results to reflect the actual demographic composition in terms of region, gender, source country, age and household income 2 Overview of Media Usage Television: 92% watch TV 78% watch Chinese TV programs, 13% watch English TV programs only Newspaper/magazine: 63% read newspapers/magazines 53% read Chinese newspapers/magazines, 15% read English newspaper/magazines only Radio: 60% listen to the radio 46% listen to Chinese radio programs, 23% listen to English radio only 3 Demographics of the Chinese Population Country of Origin 43% of the Chinese adults were born in Mainland China, while 37% and 16% were born in Hong Kong and Taiwan respectively Others, 4% Taiwan, 16% Mainland China, 43% Hong Kong, 37% Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 5 Age Distribution 63% of the Chinese adults are under 50 years of age 35% 35% 30% 22% 25% 18% 20% 12% 15% 10% 10% 5% 0% 18-24 25-34 35-49 50-64 Over 65 Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 6 Years in Canada 71% of the Chinese adults have lived in Canada for less than 20 years Less than 10 Others, 7% years , 34% Over 20 years, 22% 10 years to less than 20 years, 37% Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 7 Home Language Nearly half of the Chinese adults speak Cantonese at home There are almost the same number of Cantonese speaking and Mandarin speaking Chinese adults in Vancouver Mandarin 46% Cantonese 47% English 2% Mix of English and 5% Chinese 0% 10% 20% 30% 40% 50% Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 8 Household Income 57% of the Chinese adults have annual household income of over $45k, with 17% over $100K 40% 40% 35% 30% 22% 25% 21% 17% 20% 15% 10% 5% 0% Less t han $25K to $45K to Over $25K under under $100K $45K $100K Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 9 Media Usage of the Chinese Population Top 5 Chinese Media – weekly reach Fairchild Television is the no. 1 medium reaching Chinese Canadians with 55% of them watched Fairchild TV last week. Fairchild TV reaches 78% more audience than Sing Tao every week and exceeds Channel M’s weekly reach by 83%. 60% 55% 49% 50% 40% 31% 31% 30% 30% 20% 10% 0% Fairchild TV Talentvision AM1470 Sing Tao Channel M Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 11 Top 5 Chinese Media – daily reach Fairchild Television is the no. 1 medium reaching Chinese Canadians on a daily basis with 39% of these people watched Fairchild TV yesterday. 40% 39% 35% Fairchild TV reaches 144% 29% more Chinese than Sing Tao 30% on a daily basis. 25% 18% 20% 16% 16% 15% 10% 5% 0% Fairchild TV Talentvision AM1470 Sing Tao AM1320 Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home 12 Fairchild Television Reach Weekly Reach of Fairchild Television 71% of the Chinese adults who have watched Chinese TV in the past week have watched Fairchild Television Fair child 29% TV, 71% Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV 14 Weekday Prime Time Reach 7pm – 11pm (Mon – Fri) The weekly (Mon – Fri) 35% prime time reach of 30% 25% 32% Fairchild Television is 20% 167% higher than 15% Channel M’s 10% 12% 5% 0% Fairchild TV Channel M Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV 15 Daily Reach of Fairchild TV 39% of the Chinese adults watched Fairchild TV yesterday 40% 39% 290% more Chinese watch Fairchild TV than Channel M on a 30% daily basis 20% 10% 10% 0% Fai r chi l d Channel TV M Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians18+ who speak Chinese (Mandarin and Cantonese) at home 16 Weekly Reach of Cantonese Prime Time News (Mon – Fri) Fairchild TV weekday 50% 40% Cantonese News 30% 41% reaches 86% more 20% 22% viewers than Channel 10% M Cantonese News 0% Channel M News Fairchild TV News 8pm - 9pm 7pm - 8pm Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV in the past week 17 Weekly Reach of Fairchild TV Programs (Mon – Fri) Evening News and 80% 70% Drama are the most 60% 83% 50% 69% popular programs on 40% Fairchild TV 30% 20% 10% 0% Drama 8pm - 10pm News 7pm - 8pm Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Fairchild TV in the past week 18 Fairchild Television Audience Profile 49% male and 51% female 53% were born in Hong Kong, 33% in Mainland China and 9% in Taiwan 64% speak Cantonese at home, 28% speak Mandarin at home 72% are between 25 and 64 years of age 48% have post secondary education or higher 49% do not surf the Internet Source: Ipsos Reid 2007 Canadian Chinese Media Monitor 19 Talentvision Reach Weekly Reach of Talentvision Talentvision is the no. 1 medium reaching Mandarin speaking Chinese Canadians with 54% of them watch Talentvision every week. 60% 54% Talentvision’s weekly reach is 50% 116% higher than World 40% Journal 30% 25% 25% 22% 16% 20% 10% 0% Tal entvi si on Worl d FM961 Channel M Sing Tao Journal Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialects except Cantonese at home 21 Daily Reach of Talentvision 40% On average, Talentvision 35% 37% reaches 5.2 times more 30% 25% Mandarin speaking Chinese 20% than Channel M everyday. 15% 10% 5% 6% 0% Talentvision Channel M Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialects except Cantonese at home 22 Weekly Prime Time Reach 7pm – 11pm (Mon – Fri) 25% The weekly prime time 20% 23% reach of Talentvision is 15% 110% higher than Channel 10% M’s 11% 5% 0% Talentvision Channel M Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin or other Cantonese) at home 23 Talentvision Weekly Program Reach Daily Newscasts are the 100% 88% most popular Talentvision programs 80% 62% Evening main news has a 60% weekly reach of 88% 40% followed by evening China Satellite News at 62% 20% 0% News China Satellite News Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialect except Cantonese at home and have watched Talentvision in the past week 24 Talentvision Audience Profile 48% male and 52% female 33% were born in Hong Kong, 44% in Mainland China and 18% in Taiwan 45% speak Cantonese at home, 51% speak Mandarin at home 76% are between 25 and 64 years of age 58% have post secondary education or higher 44% do not surf the Internet Source: Ipsos Reid 2007 Canadian Chinese Media Monitor 25 The Powerful Duo – Fairchild Television and Talentvision Weekly Reach of Fairchild TV and Talentvision 74% of the Chinese adults who have watched Chinese TV in the past week have watched Fairchild Television and/or Talentvision Fairchild TV and Others Stations, Talentvision, 26% 74% Source: Ipsos Reid 2007 Canadian Chinese Media Monitor Base: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV Fairchild TV and Talentvision are your best media partners to tap into the lucrative Chinese Canadian market! 27 Please give us a call today for more information on how we can work with you for a cost effective way to tap into this ever growing market.