某某年度中国广播听众与电台收听率调查报告106424.docx

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1、 (海量营销管理培训资料下载)2004年年度中国广播听听众与电台台收听率调调查报告赛立信媒介介研究有限限公司二四年年七月关于本项调调查v 调研地区：北京、沈沈阳、上海海、武汉、成成都、广州州。v 调研对象：调查城市市的常住人人口。其中中收听广播播情况针对对广播听众众进行，受受访者条件件 在调研地区区居住/生生活1年以以上 年龄介于110-699岁 每周收听广广播一次以以上 符合市场研研究要求之之一般条件件v 样本量：单位北京上海沈阳武汉成都广州合计接触样本（约约）个1000100010001000100010006000听众有效样样本个3003003003003003001800v 抽样方法：

2、多阶段随随机抽样（PPPS法）。v 数据采集方方法：入户户问卷式访访问，留置置收听广广播情况日日记表记记录一周。v 调研执行：本项目由由赛立信媒媒介研究公公司负责项项目设计、分分析、组织织与质量监监控工作，赛赛立信运作作中心及各各城市现场场执行部负负责运作执执行工作。v 调研时间：20044年3月117-311日，其中中日记表填填写时间是是3月211日-277日。v 重要声明 本报告所涉涉及的数据据全部来源源于本项调调研的直接接结果或分分析结果； 本报告仅供供免费赠送送的广播电电台、广告告公司、广广告客户以以及有关媒媒体内部使使用，未经经赛立信公公司授权，任任何单位或或个人不得得对外发布布或交

3、给第第三方使用用； 任何单位或或个人不得得利用本报报告的数据据或调研结结果进行公公开宣传或或有任何诋诋毁第三方方之行为； 本报告及其其所涉及数数据结果的的版权及解解释权属赛赛立信媒介介研究有限限公司。赛立信媒介介研究有限限公司地址：广州州市环市东东路4500号华信中中心15楼楼邮编：51100800联系人：李李蔷小姐、冼冼国康先生生、刘苏秦秦先生传真：（0020）8877700505邮箱：meedia目 录媒体接触情情况及广播播听众规模模4六城市受众众接触各类类媒体的情情况4六城市广播播听众规模模4北京地区听听众收听广广播的情况况5北京地区主主要电台的的到达率5北京地区广广播听众经经常收听的的

4、电台5北京地区听听众对各主主要电台的的满意度评评价5北京地区主主要电台的的收听率6北京地区主主要电台的的听众占有有率7沈阳地区听听众收听广广播的情况况8沈阳地区主主要电台的的到达率8沈阳地区广广播听众经经常收听的的电台8沈阳地区听听众对各主主要电台的的满意度评评价8沈阳地区主主要电台的的收听率9沈阳地区主主要电台的的听众占有有率10上海地区听听众收听广广播的情况况11上海地区主主要电台的的到达率11上海地区广广播听众经经常收听的的电台11上海地区听听众对各主主要电台的的满意度评评价11上海地区主主要电台的的收听率12上海地区主主要电台的的听众占有有率13武汉地区听听众收听广广播的情况况14武汉

5、地区主主要电台的的到达率14武汉地区广广播听众经经常收听的的电台14武汉地区听听众对主要要电台的满满意度评价价14武汉地区主主要电台的的收听率15武汉地区主主要电台的的听众占有有率16成都地区听听众收听广广播的情况况17成都地区主主要电台的的到达率17成都地区广广播听众经经常收听的的电台17成都地区听听众对主要要电台的满满意度评价价17成都地区主主要电台的的收听率18成都地区主主要电台的的听众占有有率19广州地区听听众收听广广播的情况况20广州地区主主要电台的的到达率20广州地区广广播听众经经常收听的的电台20广州地区听听众对主要要电台的满满意度评价价20广州地区主主要电台的的收听率21广州地

6、区主主要电台的的听众占有有率22媒体接触情情况及广播播听众规模模六城市受众众接触各类类媒体的情情况杂志：接触率24.2%过去一个月曾经接触的媒体的受众比例其它媒体：接触率1.5%广播：接触率56.9%报纸：接触率70.0%互联网：接触率16.3%电视：接触率97.3%调研地区电视电台报纸杂志互联网曾经接触最常接触曾经接触最常接触曾经接触最常接触曾经接触最常接触曾经接触最常接触北京94.2%80.6%65.0%8.1%76.5%4.4%49.5%1.3%30.1%4.9%上海97.6 %85.9 %58.5 %4.7 %77.9 %2.0 %26.4 %0.1 %15.2 %5.3 %广州99.

7、5%81.4%51.3%6.9%62.4%4.9%9.9%0.8%15.9%6.0%武汉97.2%86.1%52.9%3.7%64.3%5.2%21.9%0.6%15.8%4.4%成都98.2%89.3%50.8%4.5%80.2%3.6%22.8%0.2%9.7%1.0%沈阳97.0%77.3%60.0%13.3%68.0%3.5%22.4%0.6%12.7%2.6%六城市广播播听众规模模北京地区听听众收听广广播的情况况北京地区主主要电台的的到达率电台名称周到达率排名日到达率排名中央电台中中国之声18.577%110.466%1中央电台经经济之声4.09%91.48%10中央电台音音乐之声1

8、2.877%55.41%6中央电台都都市之声5.56%81.78%8北京新闻广广播12.288%66.45%5北京交通广广播14.044%47.35%4北京体育广广播5.99%72.05%7北京音乐广广播16.233%37.87%3北京文艺广广播18.277%29.90%2首都生活广广播4.09%101.67%9北京经济广广播3.80%111.46%11中国国际广广播电台1.75%121.13%12北京地区广广播听众经经常收听的的电台（单位：分）北京地区听听众对各主主要电台的的满意度评评价北京地区主主要电台的的收听率时间中央电台中中国之声中央电台经经济之声中央电台音音乐之声中央电台都都市之声北

9、京新闻广广播北京交通广广播北京体育广广播北京音乐广广播北京文艺广广播首都生活广广播0:000.29%0.08%0.08%0.05%0.17%0.07%0.44%0.62%0.07%2:000.04%0.07%0.01%0.04%0.15%0.06%0.10%0.07%0.01%3:000.05%0.08%0.02%0.05%0.15%0.07%0.14%0.14%0.02%6:000.99%0.34%0.15%0.04%0.30%0.15%0.19%0.30%0.27%6:150.95%0.27%0.24%0.06%0.24%0.45%0.15%0.27%0.21%6:305.43%0.04%

10、0.44%0.08%1.72%0.61%0.10%0.52%0.57%0.17%6:455.05%0.04%0.32%0.08%1.66%0.58%0.10%0.64%0.66%0.16%7:003.62%0.27%0.85%0.12%4.27%1.97%0.29%1.59%2.68%0.27%7:152.79%0.24%0.82%0.19%3.03%1.75%0.27%1.17%2.55%0.45%7:302.46%0.47%1.17%0.36%2.93%2.04%0.78%1.28%3.24%0.61%7:451.44%0.41%1.08%0.36%1.22%1.60%0.77%1.13%

11、2.93%0.52%8:001.85%0.62%1.54%0.42%1.37%1.96%0.89%1.17%2.71%0.53%8:151.54%0.39%1.63%0.24%0.86%1.54%0.50%0.53%1.10%0.56%8:301.53%0.35%1.65%0.35%1.36%1.62%0.41%0.50%1.45%0.38%8:451.17%0.20%1.46%0.35%0.88%1.17%0.12%0.47%1.37%0.18%9:001.18%0.37%1.67%0.43%1.11%2.38%0.09%0.62%1.98%0.25%9:150.48%0.31%1.41%0

12、.41%0.62%2.31%0.10%0.65%2.00%0.28%9:300.47%0.57%1.62%0.37%0.57%2.32%0.10%0.67%1.75%0.40%9:450.39%0.49%1.34%0.39%0.42%1.66%0.13%0.59%1.37%0.36%10:0000.37%0.57%1.57%0.54%0.40%1.61%0.13%0.74%1.54%0.37%10:1550.21%0.18%1.35%0.48%0.30%1.29%0.12%0.54%1.11%0.21%10:3000.39%0.18%1.36%0.51%0.51%1.30%0.15%0.58%

13、1.12%0.24%10:4550.39%0.09%1.25%0.45%0.42%1.01%0.15%0.48%0.92%0.24%11:0000.47%0.06%1.26%0.44%0.50%1.03%0.21%0.88%1.67%0.23%11:1550.37%0.03%1.01%0.25%0.51%0.67%0.20%0.79%1.55%0.06%11:3000.45%0.05%1.03%0.32%0.47%0.76%0.18%0.95%1.61%0.05%11:4550.43%0.03%0.89%0.25%0.48%0.76%0.18%0.87%1.48%0.10%12:0001.02

14、%0.03%1.36%0.40%0.60%1.19%0.45%1.99%3.50%0.28%12:1551.04%0.03%1.07%0.30%0.36%0.96%0.47%1.65%2.83%0.27%12:3001.07%0.05%1.09%0.38%0.59%1.53%0.51%1.86%3.13%0.18%12:4551.01%0.03%0.88%0.28%0.57%1.40%0.34%1.63%2.53%0.16%13:0001.03%0.05%0.87%0.29%0.74%1.90%0.29%1.87%2.63%0.34%13:1550.44%0.05%0.77%0.19%0.74

15、%1.59%0.22%1.62%1.40%0.27%13:3000.62%0.06%0.73%0.17%0.73%1.71%0.20%1.63%1.29%0.28%13:4550.62%0.03%0.65%0.12%0.52%1.76%0.22%1.11%0.92%0.31%14:0000.64%0.03%0.81%0.20%0.64%1.97%0.27%1.32%1.05%0.34%14:1550.59%0.68%0.15%0.29%1.24%0.18%0.62%0.85%0.24%14:3000.82%0.06%0.69%0.15%0.21%1.36%0.24%0.88%1.00%0.24

16、%14:4550.59%0.09%0.62%0.12%0.21%1.31%0.18%0.80%0.92%0.24%15:0000.54%0.64%0.10%0.26%1.12%0.18%0.87%1.05%0.26%15:1550.55%0.03%0.68%0.10%0.23%0.81%0.13%0.78%0.97%0.26%15:3000.54%0.08%0.72%0.10%0.23%0.79%0.13%0.67%1.05%0.26%15:4550.35%0.08%0.68%0.10%0.20%0.76%0.10%0.66%0.91%0.23%16:0000.49%0.10%0.69%0.1

17、0%0.17%1.00%0.12%0.71%1.03%0.22%16:1550.44%0.05%0.56%0.05%0.14%0.86%0.12%0.70%0.84%0.19%16:3000.47%0.04%0.52%0.11%0.19%0.92%0.15%0.64%0.86%0.21%16:4550.40%0.04%0.38%0.11%0.17%0.70%0.19%0.57%0.59%0.17%17:0000.54%0.07%0.61%0.13%0.57%1.52%0.22%0.68%0.94%0.28%17:2550.47%0.06%0.59%0.10%0.47%1.56%0.16%0.4

18、9%0.83%0.12%17:3000.52%0.06%0.67%0.09%0.39%1.78%0.19%0.54%0.92%0.15%17:4550.39%0.04%0.59%0.09%0.35%1.63%0.13%0.56%0.82%0.15%18:0001.14%0.05%0.92%0.19%1.11%2.01%0.36%0.63%1.19%0.19%18:1551.19%0.05%0.91%0.28%1.16%1.46%0.38%0.66%1.24%0.20%18:3001.27%0.05%1.02%0.31%1.40%1.40%0.38%0.76%1.22%0.20%18:4551.

19、05%0.05%0.95%0.29%1.20%0.93%0.27%0.61%1.05%0.20%19:0002.33%0.06%0.77%0.18%1.36%0.67%0.24%0.71%0.89%0.14%19:1551.18%0.06%0.57%0.11%0.65%0.55%0.11%0.59%0.72%0.13%19:3000.80%0.08%0.70%0.18%0.66%0.62%0.10%1.05%1.17%0.16%19:4550.43%0.17%0.56%0.15%0.22%0.50%0.06%0.97%1.06%0.17%20:0000.51%0.19%0.79%0.19%0.

20、24%0.66%0.17%1.39%1.48%0.26%20:1550.25%0.09%0.31%0.11%0.07%0.30%0.08%0.54%0.48%0.13%20:3000.23%0.07%0.27%0.12%0.06%0.37%0.07%0.61%0.53%0.12%20:4550.18%0.06%0.25%0.11%0.06%0.40%0.07%0.52%0.48%0.13%21:0000.14%0.05%0.46%0.10%0.05%0.39%0.06%0.69%0.52%0.09%21:1550.14%0.01%0.44%0.07%0.08%0.34%0.06%0.65%0.

21、52%0.10%21:3000.13%0.02%0.37%0.05%0.07%0.36%0.11%0.66%0.47%0.09%21:4550.11%0.02%0.34%0.04%0.05%0.35%0.11%0.59%0.41%0.08%22:0000.13%0.02%0.57%0.10%0.09%0.48%0.19%0.87%0.66%0.25%22:1550.15%0.02%0.46%0.11%0.09%0.42%0.20%0.49%0.64%0.27%22:3000.12%0.03%0.39%0.09%0.08%0.39%0.20%0.46%0.63%0.24%22:4550.13%0

22、.05%0.34%0.08%0.08%0.37%0.18%0.41%0.56%0.26%23:0000.26%0.02%0.31%0.14%0.04%0.32%0.13%0.47%0.48%0.22%23:1550.27%0.02%0.20%0.14%0.04%0.21%0.09%0.41%0.29%0.17%23:3000.28%0.01%0.14%0.13%0.04%0.18%0.07%0.39%0.26%0.16%23:4550.17%0.09%0.11%0.04%0.11%0.05%0.33%0.20%0.14%北京地区主主要电台的的听众占有有率时间中央电台中中国之声中央电台经经济之声

23、中央电台音音乐之声中央电台都都市之声北京新闻广广播北京交通广广播北京体育广广播北京音乐广广播北京文艺广广播首都生活广广播北京经济广广播中国国际广广播电台0:0015.044%4.42%4.42%2.65%8.85%3.54%23.011%32.744%3.54%0.88%2:007.50%12.500%2.50%7.50%25.000%10.000%17.500%12.500%2.50%2.50%3:006.98%11.633%2.33%6.98%20.933%9.30%18.600%18.600%2.33%2.33%6:0032.100%11.111%4.94%1.23%9.88%4.94%

24、6.17%9.88%8.64%2.47%6:1529.633%8.33%7.41%1.85%7.41%13.899%4.63%8.33%6.48%1.85%2.78%6:3053.855%0.42%4.37%0.83%17.055%6.03%1.04%5.20%5.61%1.66%0.62%1.25%6:4551.533%0.41%3.26%0.81%16.900%5.91%1.02%6.52%6.72%1.63%0.61%1.63%7:0021.177%1.55%4.99%0.69%24.966%11.533%1.72%9.29%15.666%1.55%0.52%3.79%7:1519.44

25、4%1.67%5.74%1.30%21.111%12.222%1.85%8.15%17.788%3.15%0.56%4.44%7:3014.866%2.87%7.09%2.20%17.744%12.333%4.73%7.77%19.599%3.72%0.68%3.72%7:4511.433%3.30%8.57%2.86%9.67%12.755%6.15%9.01%23.300%4.18%0.44%4.62%8:0013.022%4.34%10.855%2.96%9.66%13.811%6.31%8.28%19.133%3.75%0.39%3.75%8:1516.466%4.11%17.411%

26、2.53%9.18%16.466%5.38%5.70%11.711%6.01%0.63%2.53%8:3014.577%3.36%15.699%3.36%12.899%15.411%3.92%4.76%13.733%3.64%3.36%2.52%8:4514.299%2.50%17.866%4.29%10.711%14.299%1.43%5.71%16.799%2.14%3.93%3.21%9:0010.588%3.34%15.044%3.90%10.033%21.455%0.84%5.57%17.833%2.23%3.34%3.06%9:155.00%3.21%14.644%4.29%6.4

27、3%23.933%1.07%6.79%20.711%2.86%3.93%3.93%9:304.75%5.76%16.277%3.73%5.76%23.399%1.02%6.78%17.633%4.07%3.73%3.73%9:455.04%6.30%17.233%5.04%5.46%21.433%1.68%7.56%17.655%4.62%0.42%4.20%10:0004.26%6.59%18.222%6.20%4.65%18.600%1.55%8.53%17.833%4.26%0.39%3.88%10:1553.33%2.86%21.433%7.62%4.76%20.488%1.90%8.

28、57%17.622%3.33%0.48%3.33%10:3005.73%2.64%19.822%7.49%7.49%18.944%2.20%8.37%16.300%3.52%0.44%3.08%10:4556.60%1.52%21.322%7.61%7.11%17.266%2.54%8.12%15.744%4.06%0.51%3.55%11:0006.43%0.80%17.277%6.02%6.83%14.066%2.81%12.055%22.899%3.21%0.40%4.02%11:1556.10%0.47%16.900%4.23%8.45%11.277%3.29%13.155%25.82

29、2%0.94%0.47%5.16%11:3006.97%0.82%15.988%4.92%7.38%11.899%2.87%14.755%25.000%0.82%0.41%4.51%11:4557.23%0.43%14.899%4.26%8.09%12.777%2.98%14.477%24.688%1.70%1.28%4.68%12:0008.98%0.25%11.977%3.49%5.24%10.477%3.99%17.466%30.677%2.49%1.25%1.25%12:15510.988%0.29%11.277%3.18%3.76%10.122%4.91%17.344%29.777%

30、2.89%1.45%1.16%12:3009.74%0.46%9.98%3.48%5.34%13.922%4.64%16.944%28.544%1.62%1.62%0.93%12:45510.777%0.28%9.39%3.04%6.08%14.922%3.59%17.400%27.077%1.66%1.38%1.10%13:0009.63%0.49%8.15%2.72%6.91%17.788%2.72%17.533%24.699%3.21%1.23%1.48%13:1555.56%0.69%9.72%2.43%9.38%20.144%2.78%20.499%17.711%3.47%1.39%

31、2.08%13:3007.69%0.70%9.09%2.10%9.09%21.333%2.45%20.288%16.088%3.50%1.40%2.10%13:4558.97%0.45%9.42%1.79%7.62%25.566%3.14%16.144%13.455%4.48%0.90%2.69%14:0008.02%0.42%10.133%2.53%8.02%24.477%3.38%16.466%13.088%4.22%0.84%2.95%14:15510.588%12.177%2.65%5.29%22.222%3.17%11.111%15.344%4.23%5.29%3.70%14:300

32、12.688%0.94%10.800%2.35%3.29%21.133%3.76%13.622%15.499%3.76%5.16%3.29%14:45510.700%1.60%11.233%2.14%3.74%23.533%3.21%14.444%16.588%4.28%2.14%3.74%15:0009.91%11.799%1.89%4.72%20.755%3.30%16.044%19.344%4.72%1.42%3.30%15:15511.355%0.54%14.055%2.16%4.86%16.766%2.70%16.222%20.000%5.41%0.54%2.70%15:30010.

33、822%1.55%14.433%2.06%4.64%15.988%2.58%13.400%21.133%5.15%1.03%2.58%15:4558.05%1.72%15.522%2.30%4.60%17.244%2.30%14.944%20.699%5.17%1.15%2.87%16:0009.30%1.86%13.022%1.86%3.26%19.077%2.33%13.499%19.533%4.19%6.51%2.33%16:1559.79%1.03%12.377%1.03%3.09%19.077%2.58%15.466%18.566%4.12%7.22%2.58%16:30010.099%0.92%11.011%2.29%4.13%19.722%3.21%13.766%18.355%4.59%6.42%2.29%16:45510.455%1.00%9.95%2.99%4.48%18.411%4.98%14.933%15.422%4.48%6.97%2.49%17:0009.09%1.09%10.188%2.18%9.45%25.455%3.64%1