巴士移动电视广告价值研究报告-bus

《巴士移动电视广告价值研究报告-bus》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、巴士移动电视广告价值研究报告2006年08月上海新生代市场研究公司http://www.sinomonitor.comSINOMONITOR目录调研说明·······························································································································报告综述··············································································

2、·················································主要内容································································································································巴士移动电视覆盖的受众规模·····················································································巴士移动电视

3、受众的媒体接触状况·············································································巴士移动电视受众的广告接触状况············································································巴士移动电视受众的消费状况·······················································································巴士移动电视受众

4、的人口统计特征··············································································巴士移动电视公交线路区域的商业价值·····································································附录················································································································

5、···························35891625303842542调研说明调研内容：巴士移动电视的覆盖规模、公交线路区域的商业价值、受众特征。调查区域：上海、深圳、广州、南昌调查时间：2006年07月调查方法：人流量调查：公交车随车人流统计抽样方法：对所有线路进行分层抽样，充分考虑抽样线路在线路长短、覆盖区域方面分布均匀；调查时间：每条线路的调查均覆盖工作日与休息日，并且兼顾每天的不同时段（高峰期和平常期）仅计算上车人流；二手资料搜集通过新生代位于四个城市的合作执行机构，收集并列举巴士移动电视覆盖的公交线路沿途经过的各类区域：商业区、CBD、

6、卖场、高档小区……等，并测算覆盖的区域面积；测算区域以线路周边步行5分钟路程为范围。3调研说明受众问卷调查方式：公交车内随机拦截访问；调查对象：巴士移动电视相关公交车的乘客；抽样原则：按年龄和性别配比；调查时保证每条线路被访者上车、下车地点不重复；合格被访者定义：16~55岁，在调查城市常住一年以上的居民，过去六个月内未接受过市场调查，相关行业排斥，每周乘坐相关线路4次及以上；实际调查中，总共接触5532位被访者，其中3407位被访者每周乘坐4次及以上相关线路公交车，2125位被访者每周乘坐4次以下相关线路公交车；最终针对每周乘坐4次及以上的主要受众完成1602份

7、主问卷，针对每周乘坐4次以下的被访者完成816份辅问卷。样本量——主问卷：1602样本；其中上海450样本、广州450样本、深圳400样本、南昌302样本。辅问卷：816样本；其中上海211样本、广州203样本、深圳202样本、南昌203样本。主问卷关注：受众媒体接触情况、广告观、消费行为等主要问题；辅问卷仅关注乘车目的。4报告综述巴士移动电视的受众规模巴士移动电视的受众规模庞大，四个城市巴士移动电视公交线路的日人流量总计达到365万。在南昌和广州的公交移动电视领域，巴士移动电视占据着统治地位。和庞大的受众规模相对应，巴士移动电视的广告千人成本（CPM）表现出了竞

8、争优势。巴