Rumor 1: no one is watching TV now, everyone go to the Internet.
The truth: 1.28 billion, is the size of the Chinese TV audience;80.7%, the proportion of the audience watch TV at home every day.People surf the Internet every day less than one-third of the watch TV every day.
From the point of each year, the size of the TV audience of up to 1.282 billion, nearly 100%, for such a big scale, is any other media can not match.By the end of 2012, the Internet audience size is only 538 million, only 42% of the TV audience scale, less than half.In the Internet audience, network video user only 389 million, only 30% of the television audience, less than a third.Watch TV at home every day account for 80.7% of the total population, the number of more than 1 billion people;Accounts for only 23% and the number of people on the Internet at home every day, only more than 200 million people.
Rumor 2: Beijing has fallen from 70% to 70%
The truth: according to the CSM media research co., LTD. (CSM), according to a survey in Beijing TV throughout the open probability has remained between 60% to 60%, still there will be more than two-thirds of families watch TV every day.And the media misrepresentation of 30% probability is evening prime-time single hour of the machine.This period of time, also never fell sharply.Use throughout the open probability compared with specific slot machine, like tencent online advertising revenue of more than 30 from its annual overall revenues of more than $400, and then exclaimed tencent is going bankrupt.
In fact, as early as 2012 the wrong data been media false positives, but soon spread iresearch special issued a statement to clarify: "in recent days have the Beijing TV media misrepresentation aeryn release probability from 70% to 30% three years ago, the actual iresearch never release TV probability data."
Rumor three: network video to cause significant damage to TV shows, and even will take its place.
The truth: according to the survey: network video has very limited impact on television, and the network and the social development, the fragmentation and diverse audience circles instead of developing and expanding the scale of television transmission, some programs with the help of a network of other media such as increased up to 15% of the audience.
TV programs to drive weibo activity, weibo continues after the programme is heat, have a "more screen increment" effect."I'm a singer", for example, discussed its weibo changes related to TV viewing, weibo discussion of peak appeared on TV premiere next day, the development of social media to enhance the television viewers.Traditional way of TV ratings, cannot fully reflect the television audience, TV ratings are undervalued, so to speak.New way of ratings will be combined with traditional audience research and data analysis, cross-platform, terminal spread more reflect comprehensively the television audience, pay close attention to the social development of TV, TV actively establish the direct link with consumers.
Rumours four: the credibility of television seems to be declining fast
The truth: in March to April, the Chinese academy of social sciences in China public opinion research laboratory to carry out the first nationwide urban public opinion survey.According to the survey, when events occur, is the first of its kind in the city residents to get news media, television media is also the most trustworthy.
Most trustworthy people on TV."Trust" and "trust" the proportion of the total 81%;'s trust in the newspaper is more than 70%, belong to the second tier;Trust for the Internet and broadcast were 55.1% and 53.3% respectively.Major events occur, TV media is preferred.Survey found that major events occurred at home and abroad, 43.1% of people preferred television access to information, the relevant government agency's web site ranked second.
Rumor 5: television advertising share further by new media, advertising is no longer the boss.
The truth: in July 2013, nelson (Nielsen) released the latest "Global advertising vision" (Global AdView Pulse) report.Report shows that TV advertising is still a platform of choice for publishers, the global share up to 59%, up 3.5% from a year earlier.
From 2005 to 2012 advertisers media capital allocation proportion, the share of television is always more than half of all media investment.In the short term, its dominance will be irreplaceable.
Rumors of six: the United States and other western countries people have long don't watch TV
The truth: in 2012, the United States throughout all the average family's viewing of 3 hours 22 minutes, a total of TV's also remains strong.The United States in the first quarter of 2013 for 2 years of age or older viewers, according to media usage statistics network video and mobile video, now the length of average daily audience are also cannot be compared with the television media, television is still meet the demand of video to watch the main media platform.
Domestically, according to Nielsen, according to data from Beijing, guangzhou, chengdu representatives of the three major city on the viewing time trend of ten years, the average daily viewing time is not too big change, the three cities per capita daily viewing time is about 3 hours.Television has yet to really show of strength, along with the advancement of triple play, radio and television networks will become one of the world's best net, its industrial scale will reach trillions.