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2012 NTD Television Viewership Survey August 2012

Henry Wang henryw@volointeractive.com


Executive Summary •

• •

NTD has an estimated 368,100 frequent viewers in Greater New York City, San Francisco Bay Area, Greater Los Angeles, Washington DC and Houston The Chinese TV landscape is very fragmented in the U.S.; NTD competes against a different set of local stations in each of the market surveyed • Its penetration into the Chinese-speaking population range from 1440% • It ranks near the top of local Chinese stations in terms of viewership The Chinese speaking population access TV content across cable, antenna and the Internet NTD viewers • Median age = 40 • Originate from China, Hong Kong and Taiwan alike • Especially value NTD’s news coverage 2


Methodology •

• •

Volo Interactive conducted three separate telephone surveys in Greater NYC, San Francisco Bay Area and Greater Los Angeles. The surveys targeted Chinese speaking residents to survey their TV viewing habits, and to probe their experience with NTD Television. Sample size • NYC = 498 • SF = 805 • LA = 380 • DC = 252 • HOU = 196 Estimates are accurate to within +/- 5% The viewership numbers were projected to the US Chinese American population using estimates from the 2009 American Community Survey conducted by the US Census Bureau 3


NTD’s signal reaches 57% of the U.S. Chinese population

Chinese American Population by Metro Area*

Other, 1,397,276 , 43%

Hawaii, 38,330 , 1%

New York, 666,000 , 20%

Los Angeles, 495,000 , 15%

San Francisco, 620,000 , 19%

Houston, 42,476 , Washington DC, 1% 40,918 , 1%

*Source: 2009 American Community Survey and 2010 US Census

4


NTD has 368,100 frequent viewers in the lower 48 states Frequently Watch NTD Television

33%

40%

36%

27% 14%

New York Est. Chinese Speakers* Est. Chinese TV Audience** Frequent NTD Viewers

508,200 340,681 91,984

*Q1. Do you speak Chinese **Q7. Do you watch Chinese television

San Los Angeles Washington Houston Francisco DC 473,100 383,211 126,460

377,700 362,592 130,533

33,776 31,547 4,416

39,998 36,768 14,707

5


NTD has 500,000 viewers in the lower 48 states

Watch NTD Television 61%

34%

New York Est. Chinese Speakers* Est. Chinese TV Audience** NTD Viewers

508,200 340,681 115,832

*Q1. Do you speak Chinese **Q7. Do you watch Chinese television

33%

59%

29%

San Los Angeles Washington Houston Francisco DC 473,100 383,211 126,460

377,700 362,592 221,181

33,776 31,547 9,149

39,998 36,768 21,693

6


Cable is not as dominant for receiving Chinese language TV How do you watch Chinese language TV?

50% 40% 30% 20% 10% 0% Cable

Antenna

New York

San Francisco

Internet

Los Angeles

Satellite

DC

IPTV

Houston 7


75% of NTD’s audience was born in mainland China Birth Place China 75%

Taiwan 12% Other USA 5% 4%

Hong Kong 4%

9


APPENDIX  


Lack of time and preference for English programming are main reasons for not watching Chinese language TV Overall, about 23% of Chinese Americans don’t watch Chinese language television

% of Total Chinese Americans

Why don't they watch Chinese television?* 9.0%

8.3% 6.6% 4.9%

1.2%

No time

Only watch English TV

No TV at home Only watch DVD or online content

*Aug 2012 survey results from LA, DC, HOU; answers not mutually exclusive

Don't like Chinese TV content


2012 august viewer survey for NTD