CSM issue the first TV time-shifted ratings report in China

CSM Media Research, China’s leading TV ratings provider, recently issued the first official report looking at TV time-shifted viewing in China, titled The TV Time-shifted Ratings Report 2015. The report analyses audience viewing data from video-on-demand and play-back TV viewing in order to present a comprehensive view of the TV content being consumed on TV in China. It was released ahead of the launch of standardised TV time-shift ratings this year.

Mr. Xu Lijun, the Managing Director of CSM, says, “With today’s media environment providing multiple platforms for audiences to consume content on, CSM has been exploring various ways to reflect multi-viewing behaviour through scientific and objective methods so that a more complete view of the audience is presented. The release of the CSM TV time-shifted ratings provides a practical way to explore the incremental value of TV content. The regular TV time-shifted ratings will provide standardised data to support the evaluation of time-shifted TV programmes in the industry. “

The TV Time-shifted Ratings Report 2015 collected data from 12 target cities including Beijing, Shanghai and Guangzhou, from January 1 2015 to August 31 2015, presenting a complete analysis of the TV time-shifted market in these areas. 597 TV dramas and 276 variety shows aired on both CCTV and provincial satellite channels were covered. 

The report shows that the time-shifted viewing peak appears at approximately 22:00, an hour after the peak of linear viewing. Provincial satellite channels are favoured by the audience when watching time-shifted programmes in city markets. In four TV time-shifted markets including Beijing and Xi’ an, provincial satellite channels hold over 60% market share. Audiences tend to watch TV series, variety shows, films and lifestyle programmes, with the accumulated viewing share of these four genres amounting to 76.72%.

The genre with the highest share of time-shifted viewing was drama, with the sub-genre legendary drama receiving the highest ratings within that genre (16.90%). This was followed by war, spy and science fiction programming. 

Variety shows also saw an increase in ratings with time-shifted viewing taken into account. For example, time-shifted viewing of Top Funny Comedian increased its viewing by 19.38%. Popular variety shows such as Go Fighting, the third season of Where are we going, Dad? and the second season of I am a Singer had a viewing increase of over 10%.

In terms of demographics, the report shows that relatively well-educated young audiences are inclined to view time-shifted programmes on TV. Audiences aged between 25 and 34 occupy the largest proportion of those watching the second season of Running Man and the fourth season of The Voice of China time-shifted. Half of this audience possess a university degree or higher.

The TV Time-shifted Ratings Report 2015 was released on Dec. 7th, 2015.The TV time-shifted ratings are due to be launched in 2016, and will be available through an interactive dashboard allowing users to analyse the data. 

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