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1、 (海量营销管理培训资料下载)20044年度中国广播播听众与与电台收收听率调调查报告告赛立信媒媒介研究究有限公公司二四四年七月月关于本项项调查v 调研地区区：北京京、沈阳阳、上海海、武汉汉、成都都、广州州。v 调研对象象：调查查城市的的常住人人口。其其中收听听广播情情况针对对广播听听众进行行，受访访者条件件 在调研地地区居住住/生活活1年以以上 年龄介于于10-69岁岁 每周收听听广播一一次以上上 符合市场场研究要要求之一一般条件件v 样本量：单位北京上海沈阳武汉成都广州合计接触样本本（约）个10000100001000010000100001000060000听众有效效样本个30030030
2、030030030018000v 抽样方法法：多阶阶段随机机抽样（PPPS法法）。v 数据采集集方法：入户问问卷式访访问，留留置收收听广播播情况日日记表记记录一周周。v 调研执行行：本项项目由赛赛立信媒媒介研究究公司负负责项目目设计、分析、组织与与质量监监控工作作，赛立立信运作作中心及及各城市市现场执执行部负负责运作作执行工工作。v 调研时间间：20004年年3月117-331日，其其中日记记表填写写时间是是3月221日-27日日。v 重要声明明 本报告所所涉及的的数据全全部来源源于本项项调研的的直接结结果或分分析结果果； 本报告仅仅供免费费赠送的的广播电电台、广广告公司司、广告告客户以以及有
3、关关媒体内内部使用用，未经经赛立信信公司授授权，任任何单位位或个人人不得对对外发布布或交给给第三方方使用； 任何单位位或个人人不得利利用本报报告的数数据或调调研结果果进行公公开宣传传或有任任何诋毁毁第三方方之行为为； 本报告及及其所涉涉及数据据结果的的版权及及解释权权属赛立立信媒介介研究有有限公司司。赛立信媒媒介研究究有限公公司地址：广广州市环环市东路路4500号华信信中心115楼邮编：55100080联系人：李蔷小小姐、冼冼国康先先生、刘刘苏秦先先生传真：（0020）87770505邮箱：mmediian目 录录媒体接触触情况及及广播听听众规模模4六城市受受众接触触各类媒媒体的情情况4六城市
4、广广播听众众规模44北京地区区听众收收听广播播的情况况5北京地区区主要电电台的到到达率55北京地区区广播听听众经常常收听的的电台55北京地区区听众对对各主要要电台的的满意度度评价55北京地区区主要电电台的收收听率66北京地区区主要电电台的听听众占有有率7沈阳地区区听众收收听广播播的情况况8沈阳地区区主要电电台的到到达率88沈阳地区区广播听听众经常常收听的的电台88沈阳地区区听众对对各主要要电台的的满意度度评价88沈阳地区区主要电电台的收收听率99沈阳地区区主要电电台的听听众占有有率100上海地区区听众收收听广播播的情况况11上海地区区主要电电台的到到达率111上海地区区广播听听众经常常收听的的
5、电台111上海地区区听众对对各主要要电台的的满意度度评价111上海地区区主要电电台的收收听率112上海地区区主要电电台的听听众占有有率133武汉地区区听众收收听广播播的情况况14武汉地区区主要电电台的到到达率114武汉地区区广播听听众经常常收听的的电台114武汉地区区听众对对主要电电台的满满意度评评价144武汉地区区主要电电台的收收听率115武汉地区区主要电电台的听听众占有有率166成都地区区听众收收听广播播的情况况17成都地区区主要电电台的到到达率117成都地区区广播听听众经常常收听的的电台117成都地区区听众对对主要电电台的满满意度评评价177成都地区区主要电电台的收收听率118成都地区区
6、主要电电台的听听众占有有率199广州地区区听众收收听广播播的情况况20广州地区区主要电电台的到到达率220广州地区区广播听听众经常常收听的的电台220广州地区区听众对对主要电电台的满满意度评评价200广州地区区主要电电台的收收听率221广州地区区主要电电台的听听众占有有率222媒体接触触情况及及广播听听众规模模六城市受受众接触触各类媒媒体的情情况杂志：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%调研地区区电视电台报纸杂志互联网曾经接触触最常接触触曾经接触触最常接触触曾经接触触
7、最常接触触曾经接触触最常接触触曾经接触触最常接触触北京94.22%80.66%65.00%8.1%76.55%4.4%49.55%1.3%30.11%4.9%上海97.66 %85.99 %58.55 %4.7 %77.99 %2.0 %26.44 %0.1 %15.22 %5.3 %广州99.55%81.44%51.33%6.9%62.44%4.9%9.9%0.8%15.99%6.0%武汉97.22%86.11%52.99%3.7%64.33%5.2%21.99%0.6%15.88%4.4%成都98.22%89.33%50.88%4.5%80.22%3.6%22.88%0.2%9.7%1.0
8、%沈阳97.00%77.33%60.00%13.33%68.00%3.5%22.44%0.6%12.77%2.6%六城市广广播听众众规模北京地区区听众收收听广播播的情况况北京地区区主要电电台的到到达率电台名称称周到达率率排名日到达率率排名中央电台台中国之之声18.557%110.446%1中央电台台经济之之声4.099%91.488%10中央电台台音乐之之声12.887%55.411%6中央电台台都市之之声5.566%81.788%8北京新闻闻广播12.228%66.455%5北京交通通广播14.004%47.355%4北京体育育广播5.999%72.055%7北京音乐乐广播16.223%37
9、.877%3北京文艺艺广播18.227%29.900%2首都生活活广播4.099%101.677%9北京经济济广播3.800%111.466%11中国国际际广播电电台1.755%121.133%12北京地区区广播听听众经常常收听的的电台（单位：分）北京地区区听众对对各主要要电台的的满意度度评价北京地区区主要电电台的收收听率时间中央电台台中国之之声中央电台台经济之之声中央电台台音乐之之声中央电台台都市之之声北京新闻闻广播北京交通通广播北京体育育广播北京音乐乐广播北京文艺艺广播首都生活活广播0:0000.299%0.088%0.088%0.055%0.177%0.077%0.444%0.622%0
10、.077%2:0000.044%0.077%0.011%0.044%0.155%0.066%0.100%0.077%0.011%3:0000.055%0.088%0.022%0.055%0.155%0.077%0.144%0.144%0.022%6:0000.999%0.344%0.155%0.044%0.300%0.155%0.199%0.300%0.277%6:1550.955%0.277%0.244%0.066%0.244%0.455%0.155%0.277%0.211%6:3005.433%0.044%0.444%0.088%1.722%0.611%0.100%0.522%0.577%
11、0.177%6:4555.055%0.044%0.322%0.088%1.666%0.588%0.100%0.644%0.666%0.166%7:0003.622%0.277%0.855%0.122%4.277%1.977%0.299%1.599%2.688%0.277%7:1552.799%0.244%0.822%0.199%3.033%1.755%0.277%1.177%2.555%0.455%7:3002.466%0.477%1.177%0.366%2.933%2.044%0.788%1.288%3.244%0.611%7:4551.444%0.411%1.088%0.366%1.222
12、%1.600%0.777%1.133%2.933%0.522%8:0001.855%0.622%1.544%0.422%1.377%1.966%0.899%1.177%2.711%0.533%8:1551.544%0.399%1.633%0.244%0.866%1.544%0.500%0.533%1.100%0.566%8:3001.533%0.355%1.655%0.355%1.366%1.622%0.411%0.500%1.455%0.388%8:4551.177%0.200%1.466%0.355%0.888%1.177%0.122%0.477%1.377%0.188%9:0001.18
13、8%0.377%1.677%0.433%1.111%2.388%0.099%0.622%1.988%0.255%9:1550.488%0.311%1.411%0.411%0.622%2.311%0.100%0.655%2.000%0.288%9:3000.477%0.577%1.622%0.377%0.577%2.322%0.100%0.677%1.755%0.400%9:4550.399%0.499%1.344%0.399%0.422%1.666%0.133%0.599%1.377%0.366%10:0000.377%0.577%1.577%0.544%0.400%1.611%0.133%0
14、.744%1.544%0.377%10:1150.211%0.188%1.355%0.488%0.300%1.299%0.122%0.544%1.111%0.211%10:3300.399%0.188%1.366%0.511%0.511%1.300%0.155%0.588%1.122%0.244%10:4450.399%0.099%1.255%0.455%0.422%1.011%0.155%0.488%0.922%0.244%11:0000.477%0.066%1.266%0.444%0.500%1.033%0.211%0.888%1.677%0.233%11:1150.377%0.033%1
15、.011%0.255%0.511%0.677%0.200%0.799%1.555%0.066%11:3300.455%0.055%1.033%0.322%0.477%0.766%0.188%0.955%1.611%0.055%11:4450.433%0.033%0.899%0.255%0.488%0.766%0.188%0.877%1.488%0.100%12:0001.022%0.033%1.366%0.400%0.600%1.199%0.455%1.999%3.500%0.288%12:1151.044%0.033%1.077%0.300%0.366%0.966%0.477%1.655%2
16、.833%0.277%12:3301.077%0.055%1.099%0.388%0.599%1.533%0.511%1.866%3.133%0.188%12:4451.011%0.033%0.888%0.288%0.577%1.400%0.344%1.633%2.533%0.166%13:0001.033%0.055%0.877%0.299%0.744%1.900%0.299%1.877%2.633%0.344%13:1150.444%0.055%0.777%0.199%0.744%1.599%0.222%1.622%1.400%0.277%13:3300.622%0.066%0.733%0
17、.177%0.733%1.711%0.200%1.633%1.299%0.288%13:4450.622%0.033%0.655%0.122%0.522%1.766%0.222%1.111%0.922%0.311%14:0000.644%0.033%0.811%0.200%0.644%1.977%0.277%1.322%1.055%0.344%14:1150.599%0.688%0.155%0.299%1.244%0.188%0.622%0.855%0.244%14:3300.822%0.066%0.699%0.155%0.211%1.366%0.244%0.888%1.000%0.244%1
18、4:4450.599%0.099%0.622%0.122%0.211%1.311%0.188%0.800%0.922%0.244%15:0000.544%0.644%0.100%0.266%1.122%0.188%0.877%1.055%0.266%15:1150.555%0.033%0.688%0.100%0.233%0.811%0.133%0.788%0.977%0.266%15:3300.544%0.088%0.722%0.100%0.233%0.799%0.133%0.677%1.055%0.266%15:4450.355%0.088%0.688%0.100%0.200%0.766%0
19、.100%0.666%0.911%0.233%16:0000.499%0.100%0.699%0.100%0.177%1.000%0.122%0.711%1.033%0.222%16:1150.444%0.055%0.566%0.055%0.144%0.866%0.122%0.700%0.844%0.199%16:3300.477%0.044%0.522%0.111%0.199%0.922%0.155%0.644%0.866%0.211%16:4450.400%0.044%0.388%0.111%0.177%0.700%0.199%0.577%0.599%0.177%17:0000.544%0
20、.077%0.611%0.133%0.577%1.522%0.222%0.688%0.944%0.288%17:2250.477%0.066%0.599%0.100%0.477%1.566%0.166%0.499%0.833%0.122%17:3300.522%0.066%0.677%0.099%0.399%1.788%0.199%0.544%0.922%0.155%17:4450.399%0.044%0.599%0.099%0.355%1.633%0.133%0.566%0.822%0.155%18:0001.144%0.055%0.922%0.199%1.111%2.011%0.366%0
21、.633%1.199%0.199%18:1151.199%0.055%0.911%0.288%1.166%1.466%0.388%0.666%1.244%0.200%18:3301.277%0.055%1.022%0.311%1.400%1.400%0.388%0.766%1.222%0.200%18:4451.055%0.055%0.955%0.299%1.200%0.933%0.277%0.611%1.055%0.200%19:0002.333%0.066%0.777%0.188%1.366%0.677%0.244%0.711%0.899%0.144%19:1151.188%0.066%0
22、.577%0.111%0.655%0.555%0.111%0.599%0.722%0.133%19:3300.800%0.088%0.700%0.188%0.666%0.622%0.100%1.055%1.177%0.166%19:4450.433%0.177%0.566%0.155%0.222%0.500%0.066%0.977%1.066%0.177%20:0000.511%0.199%0.799%0.199%0.244%0.666%0.177%1.399%1.488%0.266%20:1150.255%0.099%0.311%0.111%0.077%0.300%0.088%0.544%0
23、.488%0.133%20:3300.233%0.077%0.277%0.122%0.066%0.377%0.077%0.611%0.533%0.122%20:4450.188%0.066%0.255%0.111%0.066%0.400%0.077%0.522%0.488%0.133%21:0000.144%0.055%0.466%0.100%0.055%0.399%0.066%0.699%0.522%0.099%21:1150.144%0.011%0.444%0.077%0.088%0.344%0.066%0.655%0.522%0.100%21:3300.133%0.022%0.377%0
24、.055%0.077%0.366%0.111%0.666%0.477%0.099%21:4450.111%0.022%0.344%0.044%0.055%0.355%0.111%0.599%0.411%0.088%22:0000.133%0.022%0.577%0.100%0.099%0.488%0.199%0.877%0.666%0.255%22:1150.155%0.022%0.466%0.111%0.099%0.422%0.200%0.499%0.644%0.277%22:3300.122%0.033%0.399%0.099%0.088%0.399%0.200%0.466%0.633%0
25、.244%22:4450.133%0.055%0.344%0.088%0.088%0.377%0.188%0.411%0.566%0.266%23:0000.266%0.022%0.311%0.144%0.044%0.322%0.133%0.477%0.488%0.222%23:1150.277%0.022%0.200%0.144%0.044%0.211%0.099%0.411%0.299%0.177%23:3300.288%0.011%0.144%0.133%0.044%0.188%0.077%0.399%0.266%0.166%23:4450.177%0.099%0.111%0.044%0
26、.111%0.055%0.333%0.200%0.144%北京地区区主要电电台的听听众占有有率时间中央电台台中国之之声中央电台台经济之之声中央电台台音乐之之声中央电台台都市之之声北京新闻闻广播北京交通通广播北京体育育广播北京音乐乐广播北京文艺艺广播首都生活活广播北京经济济广播中国国际际广播电电台0:00015.004%4.422%4.422%2.655%8.855%3.544%23.001%32.774%3.544%0.888%2:0007.500%12.550%2.500%7.500%25.000%10.000%17.550%12.550%2.500%2.500%3:0006.988%11.
27、663%2.333%6.988%20.993%9.300%18.660%18.660%2.333%2.333%6:00032.110%11.111%4.944%1.233%9.888%4.944%6.177%9.888%8.644%2.477%6:15529.663%8.333%7.411%1.855%7.411%13.889%4.633%8.333%6.488%1.855%2.788%6:30053.885%0.422%4.377%0.833%17.005%6.033%1.044%5.200%5.611%1.666%0.622%1.255%6:45551.553%0.411%3.266%0.
28、811%16.990%5.911%1.022%6.522%6.722%1.633%0.611%1.633%7:00021.117%1.555%4.999%0.699%24.996%11.553%1.722%9.299%15.666%1.555%0.522%3.799%7:15519.444%1.677%5.744%1.300%21.111%12.222%1.855%8.155%17.778%3.155%0.566%4.444%7:30014.886%2.877%7.099%2.200%17.774%12.333%4.733%7.777%19.559%3.722%0.688%3.722%7:45
29、511.443%3.300%8.577%2.866%9.677%12.775%6.155%9.011%23.330%4.188%0.444%4.622%8:00013.002%4.344%10.885%2.966%9.666%13.881%6.311%8.288%19.113%3.755%0.399%3.755%8:15516.446%4.111%17.441%2.533%9.188%16.446%5.388%5.700%11.771%6.011%0.633%2.533%8:30014.557%3.366%15.669%3.366%12.889%15.441%3.922%4.766%13.77
30、3%3.644%3.366%2.522%8:45514.229%2.500%17.886%4.299%10.771%14.229%1.433%5.711%16.779%2.144%3.933%3.211%9:00010.558%3.344%15.004%3.900%10.003%21.445%0.844%5.577%17.883%2.233%3.344%3.066%9:1555.000%3.211%14.664%4.299%6.433%23.993%1.077%6.799%20.771%2.866%3.933%3.933%9:3004.755%5.766%16.227%3.733%5.766%
31、23.339%1.022%6.788%17.663%4.077%3.733%3.733%9:4555.044%6.300%17.223%5.044%5.466%21.443%1.688%7.566%17.665%4.622%0.422%4.200%10:0004.266%6.599%18.222%6.200%4.655%18.660%1.555%8.533%17.883%4.266%0.399%3.888%10:1153.333%2.866%21.443%7.622%4.766%20.448%1.900%8.577%17.662%3.333%0.488%3.333%10:3305.733%2.
32、644%19.882%7.499%7.499%18.994%2.200%8.377%16.330%3.522%0.444%3.088%10:4456.600%1.522%21.332%7.611%7.111%17.226%2.544%8.122%15.774%4.066%0.511%3.555%11:0006.433%0.800%17.227%6.022%6.833%14.006%2.811%12.005%22.889%3.211%0.400%4.022%11:1156.100%0.477%16.990%4.233%8.455%11.227%3.299%13.115%25.882%0.944%
33、0.477%5.166%11:3306.977%0.822%15.998%4.922%7.388%11.889%2.877%14.775%25.000%0.822%0.411%4.511%11:4457.233%0.433%14.889%4.266%8.099%12.777%2.988%14.447%24.668%1.700%1.288%4.688%12:0008.988%0.255%11.997%3.499%5.244%10.447%3.999%17.446%30.667%2.499%1.255%1.255%12:11510.998%0.299%11.227%3.188%3.766%10.1
34、12%4.911%17.334%29.777%2.899%1.455%1.166%12:3309.744%0.466%9.988%3.488%5.344%13.992%4.644%16.994%28.554%1.622%1.622%0.933%12:44510.777%0.288%9.399%3.044%6.088%14.992%3.599%17.440%27.007%1.666%1.388%1.100%13:0009.633%0.499%8.155%2.722%6.911%17.778%2.722%17.553%24.669%3.211%1.233%1.488%13:1155.566%0.6
35、99%9.722%2.433%9.388%20.114%2.788%20.449%17.771%3.477%1.399%2.088%13:3307.699%0.700%9.099%2.100%9.099%21.333%2.455%20.228%16.008%3.500%1.400%2.100%13:4458.977%0.455%9.422%1.799%7.622%25.556%3.144%16.114%13.445%4.488%0.900%2.699%14:0008.022%0.422%10.113%2.533%8.022%24.447%3.388%16.446%13.008%4.222%0.
36、844%2.955%14:11510.558%12.117%2.655%5.299%22.222%3.177%11.111%15.334%4.233%5.299%3.700%14:33012.668%0.944%10.880%2.355%3.299%21.113%3.766%13.662%15.449%3.766%5.166%3.299%14:44510.770%1.600%11.223%2.144%3.744%23.553%3.211%14.444%16.558%4.288%2.144%3.744%15:0009.911%11.779%1.899%4.722%20.775%3.300%16.
37、004%19.334%4.722%1.422%3.300%15:11511.335%0.544%14.005%2.166%4.866%16.776%2.700%16.222%20.000%5.411%0.544%2.700%15:33010.882%1.555%14.443%2.066%4.644%15.998%2.588%13.440%21.113%5.155%1.033%2.588%15:4458.055%1.722%15.552%2.300%4.600%17.224%2.300%14.994%20.669%5.177%1.155%2.877%16:0009.300%1.866%13.002%1.866%3.266%19.007%2.333%13.449%19.553%4.199%6.511%2.333%16:1159.799%1.033%12.337%1.033%3.099%19.007%2.588%15.446%18.556%4.122%7.222%2.588%16:33010.009%0.922%11.001%2.299%4.133%19.772%3.211%13.776%18.335%4.599%6.422%2.299%16:445