中国广播听众与电台收听率调查报告(DOC 3)76793.docx

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1、2004年年度中国广播听听众与电电台收听听率调查查报告赛立信媒介介研究有有限公司司二四年年七月关于本项调调查v 调研地区：北京、沈沈阳、上上海、武武汉、成成都、广广州。v 调研对象：调查城城市的常常住人口口。其中中收听广广播情况况针对广广播听众众进行，受受访者条条件 在调研地区区居住/生活11年以上上 年龄介于110-669岁 每周收听广广播一次次以上 符合市场研研究要求求之一般般条件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：多阶段段随机抽抽样（

2、PPPS法法）。v 数据采集方方法：入入户问卷卷式访问问，留置置收听听广播情情况日记记表记记录一周周。v 调研执行：本项目目由赛立立信媒介介研究公公司负责责项目设设计、分分析、组组织与质质量监控控工作，赛赛立信运运作中心心及各城城市现场场执行部部负责运运作执行行工作。v 调研时间：20004年33月177-311日，其其中日记记表填写写时间是是3月221日-27日日。v 重要声明 本报告所涉涉及的数数据全部部来源于于本项调调研的直直接结果果或分析析结果； 本报告仅供供免费赠赠送的广广播电台台、广告告公司、广广告客户户以及有有关媒体体内部使使用，未未经赛立立信公司司授权，任任何单位位或个人人不得

3、对对外发布布或交给给第三方方使用； 任何单位或或个人不不得利用用本报告告的数据据或调研研结果进进行公开开宣传或或有任何何诋毁第第三方之之行为； 本报告及其其所涉及及数据结结果的版版权及解解释权属属赛立信信媒介研研究有限限公司。赛立信媒介介研究有有限公司司地址：广州州市环市市东路4450号号华信中中心155楼邮编：51100880联系人：李李蔷小姐姐、冼国国康先生生、刘苏苏秦先生生传真：（0020）87770505邮箱：meediaa目 录媒体接触情情况及广广播听众众规模4六城市受众众接触各各类媒体体的情况况4六城市广播播听众规规模4北京地区听听众收听听广播的的情况5北京地区主主要电台台的到达达

4、率5北京地区广广播听众众经常收收听的电电台5北京地区听听众对各各主要电电台的满满意度评评价5北京地区主主要电台台的收听听率6北京地区主主要电台台的听众众占有率率7沈阳地区听听众收听听广播的的情况8沈阳地区主主要电台台的到达达率8沈阳地区广广播听众众经常收收听的电电台8沈阳地区听听众对各各主要电电台的满满意度评评价8沈阳地区主主要电台台的收听听率9沈阳地区主主要电台台的听众众占有率率10上海地区听听众收听听广播的的情况11上海地区主主要电台台的到达达率11上海地区广广播听众众经常收收听的电电台11上海地区听听众对各各主要电电台的满满意度评评价11上海地区主主要电台台的收听听率12上海地区主主要电

5、台台的听众众占有率率13武汉地区听听众收听听广播的的情况14武汉地区主主要电台台的到达达率14武汉地区广广播听众众经常收收听的电电台14武汉地区听听众对主主要电台台的满意意度评价价14武汉地区主主要电台台的收听听率15武汉地区主主要电台台的听众众占有率率16成都地区听听众收听听广播的的情况17成都地区主主要电台台的到达达率17成都地区广广播听众众经常收收听的电电台17成都地区听听众对主主要电台台的满意意度评价价17成都地区主主要电台台的收听听率18成都地区主主要电台台的听众众占有率率19广州地区听听众收听听广播的的情况20广州地区主主要电台台的到达达率20广州地区广广播听众众经常收收听的电电台

6、20广州地区听听众对主主要电台台的满意意度评价价20广州地区主主要电台台的收听听率21广州地区主主要电台台的听众众占有率率22媒体接触情情况及广广播听众众规模六城市受众众接触各各类媒体体的情况况杂志：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 %5

7、8.5 %4.7 %77.9 %2.0 %26.4 %0.1 %15.2 %5.3 %广州99.5%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规模北京地区听听众收听听广播的的情况北京地区主主要电台台的到达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

8、声声18.577%110.466%1中央电台经经济之声声4.09%91.48%10中央电台音音乐之声声12.877%55.41%6中央电台都都市之声声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台1.75%121.13%12北京地区广广播听众众经常收收听的电电台（单位：分）北京地区听听众对各各主要电电台的满满意度

9、评评价北京地区主主要电台台的收听听率时间中央电台中中国之声声中央电台经经济之声声中央电台音音乐之声声中央电台都都市之声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:

10、150.95%0.27%0.24%0.06%0.24%0.45%0.15%0.27%0.21%6:305.43%0.04%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%0.7

11、8%1.28%3.24%0.61%7:451.44%0.41%1.08%0.36%1.22%1.60%0.77%1.13%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

12、%1.67%0.43%1.11%2.38%0.09%0.62%1.98%0.25%9:150.48%0.31%1.41%0.41%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%

13、0.54%1.11%0.21%10:3000.39%0.18%1.36%0.51%0.51%1.30%0.15%0.58%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%11:45

14、50.43%0.03%0.89%0.25%0.48%0.76%0.18%0.87%1.48%0.10%12:0001.02%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

15、%0.74%1.90%0.29%1.87%2.63%0.34%13:1550.44%0.05%0.77%0.19%0.74%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

16、%0.24%14:3000.82%0.06%0.69%0.15%0.21%1.36%0.24%0.88%1.00%0.24%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%0.6

17、8%0.10%0.20%0.76%0.10%0.66%0.91%0.23%16:0000.49%0.10%0.69%0.10%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%0.2

18、2%0.68%0.94%0.28%17:2550.47%0.06%0.59%0.10%0.47%1.56%0.16%0.49%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:

19、3001.27%0.05%1.02%0.31%1.40%1.40%0.38%0.76%1.22%0.20%18:4551.05%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.

20、15%0.22%0.50%0.06%0.97%1.06%0.17%20:0000.51%0.19%0.79%0.19%0.24%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.

21、69%0.52%0.09%21:1550.14%0.01%0.44%0.07%0.08%0.34%0.06%0.65%0.52%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

22、.12%0.03%0.39%0.09%0.08%0.39%0.20%0.46%0.63%0.24%22:4550.13%0.05%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

23、.11%0.05%0.33%0.20%0.14%北京地区主主要电台台的听众众占有率率时间中央电台中中国之声声中央电台经经济之声声中央电台音音乐之声声中央电台都都市之声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%

24、9.30%18.600%18.600%2.33%2.33%6:0032.100%11.111%4.94%1.23%9.88%4.94%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%1.5

25、5%4.99%0.69%24.966%11.533%1.72%9.29%15.666%1.55%0.52%3.79%7:1519.444%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%

26、9.66%13.811%6.31%8.28%19.133%3.75%0.39%3.75%8:1516.466%4.11%17.411%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%2

27、1.455%0.84%5.57%17.833%2.23%3.34%3.06%9:155.00%3.21%14.644%4.29%6.43%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

28、.833%4.26%0.39%3.88%10:1553.33%2.86%21.433%7.62%4.76%20.488%1.90%8.57%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%

29、0.40%4.02%11:1556.10%0.47%16.900%4.23%8.45%11.277%3.29%13.155%25.822%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

30、%1.25%12:15510.988%0.29%11.277%3.18%3.76%10.122%4.91%17.344%29.777%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%

31、13:1555.56%0.69%9.72%2.43%9.38%20.144%2.78%20.499%17.711%3.47%1.39%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%14:15510.5

32、88%12.177%2.65%5.29%22.222%3.17%11.111%15.344%4.23%5.29%3.70%14:30012.688%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%

33、14.055%2.16%4.86%16.766%2.70%16.222%20.000%5.41%0.54%2.70%15:30010.822%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