On May 23, 2017, China Vision Vision Media Research Co., Ltd. (abbreviated as CSM) was the main advocate, and the Smart TV Big Data Alliance jointly established by five companies, including CCTV Market Research Co., Ltd., was formally established in Beijing. . On the day of the establishment of the alliance, it also released the "Large Family Screening Research Report."
At the signing ceremony of the alliance, Mr. Xu Lijun, executive director and general manager of CSM and CTR, was selected by the member companies of the alliance to explain to the guests in detail the significance and goals of the establishment of the Smart TV Big Data Alliance. Ms. Zhao Mei, Assistant General Manager of CTR and General Manager of Media Intelligence, briefed the guests on the situation in the “2017 China Advertiser Marketing Trends Survey†just released. The data shows that in 2016, the proportion of advertisers who chose OTT/IPTV to launch has reached 23%, of which, the proportion of advertisers with an advertising budget of over 500 million has chosen OTT/IPTV to launch is nearly half. However, due to the lack of a unified and standardized advertising effectiveness evaluation system, many advertisers are cautious about the advertising of emerging media.
Mr. Xiao Jianbing, deputy general manager of CSM, deciphered the full report of the family big screen viewing for the guests present. The report uses CSM's ratings data in 35 major cities across the country, and Huaneng.com views data in smart TV terminals in 35 major cities. CTR is based on online survey data of OTT/smart TV viewers in 35 major cities and is integrated from the perspective of viewing behavior. The combined analysis of CSM sample survey data and Huaneng.com's massive data is also the first domestic research report on the integrated analysis of live and on-demand viewing behaviors of large-screen TV audiences. The report also includes advertisements for OTT/smart TV terminal audiences. Attitudes were studied in depth.
According to relevant data of the "Home Large Screen Rating Research Report," over 20 percent of the 35 city TV population already have OTT/smart TV terminals; viewers have a lot of time and frequency of on-demand viewing after having an OTT/smart TV. Growth; TV viewers' time shifts and on-demand viewing durations have shown rapid growth in the four quarters of 2016, a substantial increase of approximately 40% compared to 2015; OTT/smart TV viewers’ attention and acceptance of OTT advertisements. Confidence is lower than traditional television, but higher than Internet advertising.
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