360¡ãMedia Insights¡ª¡ª
CSM Launches the 360 Olympic Cross Media Research
 The Olympic Games is a stage for sports competition and media performance as well. ¡°Multi Media¡± is a key word featured in the Beijing 2008 Olympics media stage, where both traditional and new media play increasingly significant roles. In order to get a clear picture of how people are using different media to experience the Beijing Olympics, CSM Media Research launched a 360 Olympic Cross Media Research that tracks the comprehensive audience¡¯s media consumption 7 days a week 24 hours a day. This research shows that 42 percent of residents in Beijing, Shanghai and Guangzhou use 3 and more types of media each and every day and 88 percent use 3 or more media types per month.
As the world¡¯s largest continuous TV audience measurement panel operator as well as China¡¯s authoritative media research company, CSM sees the Olympics as a research keystone. Given the eyeball economy generated by the games, CSM launched a series of audience research projects among which 360 Olympic Cross Media Research measures audience¡¯s cross media consumption behavior. Unlike other research that measures media individually or surveys audiences discontinuously, this research adopts a unified method, a single panel source, and a continuous measurement to gain insight into how people use different media and what people see or hear in terms of media before, during, and after the Beijing Olympics. This research covers nearly all possible media outlets including TV, radio, newspaper, magazine, Internet, transit TV, outdoor TV, and mobile phone TV. Besides giving a comprehensive picture of media consumption, CSM hopes its research reveals how different media compete at the Olympic stage and evaluate the effects of different media types in Olympic communications.
The project¡¯s establishment survey which randomly sampled more than 3000 individuals represents more than 21 million citizens in Beijing, Shanghai and Guangzhou. This research found that 85% of respondents use both traditional media and new media. 15% use traditional media only, and 100% of new media users consume traditional media. In terms of the number of media types, 88% of respondents consume 3 and more types of media per month, 75% consume 4 and more types, 56% consume 5 or more types, and over 30% consume 6 and even more. On average, 42% of those surveyed use 3 or more types of media each and every day.
Three panels established in Beijing, Shanghai and Guangzhou respectively produce continuous data measuring new media users who consume Internet, transit TV or outdoor TV at least once every two weeks. Initial data show that between July 13 and July 26, nearly all new media users watched TV as well. More specifically, 99% of Internet users also watched TV, 72% of Internet users also consume print media like newspapers and magazines, 99% of transit TV viewers watched TV as well, and 85% of transit TV viewers also consume print media.
Olympics-related media content comprised about one fifth of all media content consumed by audiences across the different media platforms during the first two weeks of data collection, still well before the opening of the Beijing Olympics. With the Olympic flame soon to light the Bird's Nest national stadium, the enthusiasm and commitment of the Chinese for the Games will climb to a peak. CSM¡¯s leadership position in audience measurement is symbolized by this break through investigation across media types from a single panel source. CSM¡¯s 360 Olympic Cross Media Research aims to record the dynamic development and revolution of China¡¯s media industry. Analysis and research into audience¡¯s behaviors will reveal more interesting findings over the following weeks.
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