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The following is the Comprehensive analysis of China’s TV ratings in 2020 From China audio visual big data recommended by recordtrend.com. And this article belongs to the classification: Internet TV.
Analysis of user viewing behavior: average daily viewing time
The average daily viewing time of TV users in each month of the year has increased to varying degrees compared with that in 2019, and the stickiness of large screen users has increased. Among them, in February, the audience’s home-based anti epidemic led to an increase in the average daily viewing time, which was 6.5 hours, reaching the highest in the whole year, with a year-on-year increase of 23.6%.
Look back at the ratings
February was the biggest month for viewers to look back. All day lookback users gradually became active from 5:00 to 6:00, reached the noon peak from 12:00 to 14:00, and reached the all day peak from 21:00 to 22:00.
Weekend users are more active than weekdays, up 10.5%.
Active time of users in different regions
The active time of audience shows obvious difference with different regions. Among them, the most active period of users in Northeast China is the earliest, reaching the peak of all day user scale at 19:40, and that in South China is the latest, reaching the peak at 21:22.
Channel preferences of users in different regions
The audiences in northwest, North China, southwest, East China and northeast regions are most favored by CCTV channel, and the northwest region has the highest share of CCTV channel group. Viewers in South and central China prefer to watch terrestrial channels.
The audience of Hebei, Shanxi, Fujian, Jiangxi, Shandong, Henan, Hubei, Sichuan, Yunnan, Shaanxi, Gansu, Qinghai and Ningxia preferred to watch CCTV1; the audience of Tianjin and Heilongjiang preferred to watch CCTV4; the audience of Inner Mongolia, Jiangsu and Xinjiang preferred to watch CCTV8; the audience of Jilin, Zhejiang, Hainan and Guizhou preferred to watch CCTV4 The audience in Beijing, Shanghai, Anhui, Hunan and Chongqing preferred to watch the local satellite TV integrated channel.
Program type preference of users in different regions
In Liaoning, Jilin, Fujian, Hubei, Hainan, Chongqing, Guizhou, Yunnan and Gansu provinces (municipalities directly under the central government), the ratings of news programs are more than 10% higher than that of the national audience;
Shanxi, Inner Mongolia, Shandong three provinces (autonomous regions) TV watching proportion is higher than the national audience for such programs watching proportion of more than 10%;
The proportion of documentary viewing in Beijing, Shanghai, Anhui, Henan, Hunan, Guangdong, Hainan, Yunnan, Qinghai and Xinjiang is more than 10% higher than that in the whole country;
In Shanghai and Henan provinces (municipalities directly under the central government), the viewing proportion of variety shows is more than 10% higher than that of the national audience;
In Hebei, Henan, Hunan, Guangdong, Guangxi, Guizhou, Gansu and Ningxia, the proportion of cartoon watching is higher than that of the national audience, which is more than 10%;
In Hebei, Inner Mongolia, Jilin, Jiangsu, Zhejiang, Sichuan, Guizhou, Qinghai and Ningxia, the proportion of movie audience is higher than that of national audience by more than 10%;
Tianjin, Liaoning, Heilongjiang, Anhui, Henan, Guangdong, Guangxi, Qinghai 8 provinces (autonomous regions, municipalities directly under the central government) sports program ratings are higher than the national audience ratings of such programs by more than 10%.
Viewing share of different channel components
CCTV channel group had the highest share from 06:00 to 12:00, accounting for 40.501%; other satellite channel groups had the highest share from 12:00 to 18:00, accounting for 32.304%; terrestrial channel group had the highest share from 18:00 to 24:00, accounting for 41.853%.
TV channel ratings
CCTV channel group has a larger coverage advantage. Among the top 10 channels, CCTV channel accounts for 8 seats. The audience stickiness of other satellite channel groups is relatively high, and the other satellite channel groups account for 6 of the top 10 loyal channels. Among them, the top five loyalty channels are professional channels, including Hunan Jinying cartoon, Beijing Kaku children, CCTV8, Guangdong Jiajia cartoon and cctv13. The channels with excellent arrival rate and loyalty have strong ratings. More than half of the top 10 channels in the whole day and evening (18:00-23:00) have the highest arrival rate and loyalty.
National Satellite TV programs
Total user scale of various programs
News programs covered 86.021% of TV users throughout the year, the highest among all types of programs, followed by TV series, covering 85.061% of TV users throughout the year.
Broadcasting and viewing of various programs
The broadcast proportion of TV series, animation and sports programs is 30.7%, 7.8% and 4.5% respectively, and the live broadcast proportion is 28.8%, 6.3% and 3.4% respectively, which is basically the same as the viewing proportion; the viewing proportion of news, film and variety show is larger than that of broadcast, so the viewing demand is stronger. The proportion of time spent watching TV series, variety shows and movies was 36.4%, 16.6% and 9.7% respectively.
Viewing proportion of different channel groups of different program types
Audiences tend to watch news, documentaries, movies and sports programs through CCTV channel, and CCTV channel group contributes 79.9%, 65.5%, 84.2% and 90.3% of the viewing time respectively. Audiences tend to watch TV series and cartoons through other satellite channels, and other satellite channel groups of these two kinds of programs contribute 56.5% and 82.8% of the viewing time respectively. CCTV channel group and other satellite channel groups have half of the viewing time of variety shows.
Average viewing time of each type of program
The daily average length of watching TV series was the longest, 62.4 minutes, followed by news and variety shows, 46.2 minutes and 29.7 minutes, respectively. In February, the average daily viewing time of TV series and news was 75.0 minutes and 62.0 minutes, respectively. During the Spring Festival in January, the average daily viewing time of variety shows was 40.6 minutes, higher than that in other months. Meanwhile, the average daily viewing time of documentary is 11.9 minutes; that of cartoon is 14.4 minutes; that of film is 13.2 minutes; that of sports program is 6.5 minutes; that of public service advertisement is 211 seconds.
Anti poverty and anti epidemic programs
Throughout the year, a large number of main theme programs were arranged and broadcasted by various channels, and the proportion of TV viewing was larger than that of broadcasting from May to September for five consecutive months. At the same time, epidemic prevention and control related programs also run through the whole year. With the changing situation of epidemic prevention and control, February to April is the peak of broadcasting and viewing of epidemic prevention and control programs, and February is the peak of viewing demand.
In 2020, the popularization and popularization of multi – subject theoretical programs explained Xi Jinping’s socialist thought with China characteristics in the new era. The second season of field of thought is produced and broadcasted by Yunnan, Hainan, Fujian, Heilongjiang, Sichuan and Inner Mongolia Radio and television stations, and the third season is produced and broadcasted by Shenzhen, Tianjin, Hebei, Shaanxi and Hubei Radio and television stations. The first programs are among the top 10 local satellite TV programs in the same period. “This is China” and “time Q & a” programs have strong stickiness, and the average fidelity of each issue is more than 50%. The two programs have received high attention in the local satellite TV programs of the same period. Why can the Communist Party of China broadcast continuously for four seasons, ranking in the top three of the local satellite TV ratings of the same period in Zhejiang Province.
In 2020, each TV user will watch 46.2 minutes of news programs every day. In the whole year, the daily average comprehensive rating of news network was 7.839%, and the viewing share was 31.357%.
From January 25 to February 2, during the critical period of epidemic prevention and anti epidemic, the audience rating of news network increased by 71.1%, and the night news audience rating of 27 local satellite TV stations increased by more than 20%; during the national two sessions, the audience rating of news programs increased by more than 17%, and the viewing time of CCTV news channel increased by 27.3%; on November 3, the CPC Central Committee issued the 14th five year plan for national economic and social development The number of CCTV news channel viewers rose 22.5% on the 4th compared with the day before yesterday.
In 2020, each TV user will watch 62.4 minutes of TV series every day. In the year, 342 (689 times) TV plays were broadcast in prime time, with 19 channels including CCTV1, CCTV8, Beijing Satellite TV, Jilin satellite TV, Heilongjiang satellite TV, Oriental satellite TV, Jiangsu Satellite TV, Zhejiang satellite TV, Anhui Satellite TV, Jiangxi satellite TV, Shandong satellite TV, Hubei satellite TV, Hunan Satellite TV, Guangdong satellite TV, Chongqing satellite TV, Guizhou satellite TV, Yunnan satellite TV, Shenzhen satellite TV and Hunan Jinying cartoon 116 premieres (148 episodes) were broadcast, and the rest were reruns.
Prime time TV series
Broadcasting and viewing
In 2020, 184 contemporary urban and modern revolutionary dramas will be broadcasted, accounting for 53.8% of the annual prime time dramas. The broadcast time of two theme TV series accounts for 50.7% of the broadcast time of prime time TV series, and the viewing time accounts for 49.5%.
Single channel shows with an average audience rating of more than 0.5% per episode
A total of 81 prime time TV dramas (93 episodes) with an average audience rating of more than 0.5% were broadcast by CCTV1, CCTV8, Beijing Satellite TV, Oriental satellite TV, Zhejiang satellite TV and Hunan Satellite TV.
Prime time TV series ratings by channel
CCTV1: the average audience rating of each episode of prime time TV series is 1.450%. Among the 18 plays broadcasted on the channel, the average audience rating of each episode of 8 plays exceeds the average of the channel. The average audience rating of each episode of “crossing the Yalu River”, “loading station”, “the melody of striving”, “the most beautiful countryside” and “a promise without regret” is more than 10% higher than the average of the channel. Among them, the key play “crossing the Yalu River” of the Ministry of publicity and the State Administration of radio, film and television celebrating the 100th anniversary of the founding of the Communist Party of China is hot Seven episodes have been broadcast, with an average audience rating of 2.086%.
CCTV8: the average audience rating of each episode of prime time TV series is 1.118%. Among the 33 dramas broadcast on the channel, 12 dramas have an average audience rating of 1.596% per episode, which is the “most watched” of the channel in the year. “Oath of alliance”, “secret and great”, “Hunter”, “broken game 1950” and other 12 dramas received high ratings, among which “secret and great” scored 8.2 in Douban and cat’s eye, with high ratings and good reputation.
Oriental satellite TV: the average audience rating of each episode of prime time TV series is 0.853%. Among the 17 dramas broadcast on the channel, 6 dramas have an average audience rating of more than the average of the channel, among which the dramas such as “settle down”, “if the years can go back”, “fox hunting” and “just thirty” have won the favor of the audience. “Anjia” is the best drama of the year, with an average audience rating of 2.121% in each episode of Dongfang satellite TV, and “just 30” has won high ratings and high Internet popularity.
Hunan Satellite TV: the average audience rating of each episode of prime time TV series is 0.741%. Among the 13 dramas broadcast on the channel, 6 dramas have an average audience rating of more than the channel average per episode. “In the name of family”, “perfect relationship” and “next stop is happiness” have an average audience rating of more than 1%, of which “in the name of family” has an average audience rating of 1.189%, which is the best show of the year.
Beijing Satellite TV: the average audience rating of each episode of prime time TV series is 0.728%. Among the 17 prime time TV dramas broadcasted on the channel, the average ratings of each episode of seven dramas exceeded the average of the channel. The average ratings of each episode of “settling down” and “elite lawyer” were 1.095% and 0.891% respectively.
Guangdong satellite TV, Guangxi satellite TV, Guizhou satellite TV, Yunnan satellite TV, Shaanxi satellite TV, Jilin satellite TV, BINGTUAN satellite TV, Xiamen satellite TV: Revolutionary Theme TV shows outstanding performance. Among the above channels, more than half of the dramas with better average ratings are revolutionary dramas.
Tibet satellite TV: the rebroadcast of classic old dramas has strong attraction. There are 16 dramas broadcast in prime time on Tibet satellite TV, and the reruns of Kangxi Dynasty, Liangjian and taixingguan in Song Dynasty are very attractive. They are the top three annual ratings of prime time dramas on this channel, and the average ratings of each episode are more than 30% higher than that of this channel.
Shenzhen satellite TV: the audience of the first play is in the lead, and the audience of the following popular plays is good. The average audience rating of each episode of prime time TV series of Shenzhen satellite TV is 0.123%, of which the average audience rating of each episode of chenxiyuan, which was broadcast on the satellite for the first time, is 0.187%, ranking the first in the annual audience rating of prime time TV series of this channel. At the same time, the popular plays “in the name of family” and “perfect relationship” broadcast by Shenzhen satellite TV ranked second and third respectively.
With multi-channel broadcasting and multiple rounds of rebroadcasting, the time reportage plays together and stone blossoms have a good communication effect. In 2020, SARFT will focus on the themes of epidemic prevention, anti epidemic and poverty alleviation, and adopt centralized broadcasting and multi-channel joint broadcasting to enhance the influence of the drama. After the premiere of “together” on Oriental satellite TV, Jiangsu Satellite TV, Zhejiang satellite TV and Guangdong satellite TV, it was replayed 11 times on Hubei satellite TV, Jilin satellite TV and Liaoning satellite TV, with an average comprehensive audience rating of 2.531% for each episode and a comprehensive arrival rate of 28.520%. After the joint Premiere of “stone blossom” on Jiangsu Satellite TV, Oriental satellite TV and Zhejiang satellite TV in prime time, Beijing Satellite TV, Anhui Satellite TV, Zhejiang satellite TV, etc Hunan Satellite TV and Guangdong satellite TV replayed one after another. The average comprehensive audience rating of each episode was 1.320%, and the comprehensive arrival rate of the whole play was 17.576%.
In 2020, each TV user will watch an average of 11.9 minutes of documentaries every day, and the audience rating of 98 documentaries will exceed 0.5%.
The documentary of poverty alleviation and epidemic prevention left rich images for the party and the country to forge ahead. “For the general secretary’s request – General Secretary Xi Jinping conducted research and guidance on poverty relief in poverty villages”. The average ratings of each episode were 1.137% and 1.271% respectively, and the first 5 of the ratings were first recorded in the month. “Heroes everywhere: pay homage to the people who fight against poverty” and “the general situation of one village and one village” tell the story of poverty alleviation, with the highest ratings of all programs in the same period. “Young people in poverty alleviation villages”, “love between mountains and seas”, “poverty alleviation in Gansu”, “awakening the land of Millennium silence: a record of industrial revolution in Guizhou rural areas in 2020”, “the benefits of the most spring” and “crossing the Nujiang River” record the vivid practice of fighting against poverty in various places, condense the power of poverty alleviation, and are loved by the audience.
People’s supremacy: Xi Jinping’s command war “epidemic” when the overall audience rating of 3.334%. “For the people: the people’s army supports local epidemic prevention and control” received a large number of audiences, with an arrival rate of 3.198%. “Fate of life”, “story of the police station” and “story of the Chinese” anti epidemic special programs completed more than 50%. Zhongnanshan, Jinyintan real shooting for 80 days, Dakao, retrograde without regret, and life shelter recorded the anti epidemic stories of various places, and gained the high attention of local audience of the broadcast channel. “Tongxin Zhan” and “epidemic”, “see smoke again” and “today’s dragon rise” were broadcast on multiple channels, and the publicity effect was continuously strengthened.
Policies boost the development of documentary industry. In recent years, SARFT has continued to strengthen the guidance of documentary industry planning, and increased support and guidance from the aspects of creation, broadcasting and industry. The creation, production and broadcasting of domestic documentaries have been greatly encouraged. This year, 64 outstanding domestic documentaries of SARFT in 2020 have been broadcast, and the average audience rating of each episode is higher than that of other documentaries. Among them, “national monitoring” was the best, with an average audience rating of 1.388% for each episode, and scored 8.4 in station B. In addition, the audience rating of the first broadcast of the natural documentary “blue land” is rising; the audience scale of “towering Tianshan Mountains: memory of anti terrorism in Xinjiang, China” is large, with an arrival rate of 1.701%; the highest audience rating of a single episode of “the first time in life” is 0.979%.
Classic brand documentaries continue to work, with many loyal users. The classic brand documentaries “national memory”, “aerial China” and “remembering nostalgia” often rank at the top of the ratings in the same period. Among them, “national memory” shows outstanding ratings, with an average audience rating of 1.162% and a fidelity of 54.970%; the premiere ratings of “aerial China” and “remember nostalgia” in the new season are 1.063% and 0.856% respectively.
The new documentary focuses on contemporary stories and shows the style of the times. Beidou, Tianyan, Daxing International Airport in Beijing, and Erli Pudong recorded the development of the times, and their ratings ranked in the forefront of the programs of the same period; the documentaries of resisting U.S. aggression and aiding Korea, heroic children, resisting U.S. aggression and aiding Korea, defending the country, and for peace ranked in the top five of the first documentary films of this year, with average ratings of 1.558%, 1.478%, and 1.461%, respectively; Xinjiang Yakeshi, and West Asia The average ratings of each episode of zangzaxideler are 1.081% and 1.048% respectively, and the arrival rates are 2.169% and 2.227% respectively, all of which are in the top 5 of the first documentary ratings of the month; the average ratings of each episode of China are 0.321%, and the 12 episodes of broadcast are in the top 7 of the local satellite TV ratings of the same period; the average fidelity of each episode of sweet China and Beijing all the way north exceeds 50%.
In 2020, each TV user will watch 29.7 minutes of variety show every day. 383 theme programs and 328 weekly variety shows were broadcast on national satellite TV channels. Among the first variety shows, 67 single issue ratings exceeded 1%, and 170 single issue ratings exceeded 0.5%.
Poverty alleviation, role models, epidemic prevention and anti epidemic theme variety show rich presentation, good publicity effect. During the period of epidemic prevention and control from February to April, the number of theme programs on epidemic prevention and anti epidemic was large, and the theme programs on poverty alleviation in the second half of the year were closely related to the theme of the times.
In the first three quarters of 2020, the programs of poverty alleviation and epidemic prevention accounted for the majority, and the excellent programs achieved good ratings. The average audience rating of each issue of the poverty alleviation theme program “joy on top of happiness” is 0.952%; the maximum audience rating of single issue of “extreme challenge treasure trip · three districts and three states public welfare season” is 0.808%; the average audience rating of each issue of “we are in action V” is 0.264%; and the average fidelity of each issue of “hometown good things” is over 60%. In addition, in the fourth quarter, the average audience rating of “run the Yellow River” and “home from the end of the Yangtze River” were 0.573% and 0.153% respectively.
“The first lesson of 2020” focuses on anti epidemic heroes, with the audience rating of 5.858%; while “cloud time every day” warms the audience during the whole people’s home anti epidemic period, with the highest audience rating of 0.854%.
Combined with the background of the decisive battle against poverty and the normalization of epidemic prevention and control, the major satellite TV channels contribute to the economic and social recovery by customizing the theme party, which has a large number of broadcasts, high frequency and wide audience coverage. In 2020, the national satellite TV channel will organize 25 theme parties to promote economic and social recovery by itself or jointly with other types of platforms. Only around double 11 in 2020, two double 11 opening parties and four double 11 e-commerce theme parties have attracted 3.976% and 5.686% of TV viewers respectively.
Regular variety shows are playing steadily to form a “brand time period”. Through the accumulation of audience, the ratings of variety shows are always high. Among them, “open the door” and “start for happiness” lead the regular variety shows on Monday and Tuesday, with the highest ratings of 1.490% and 1.412% respectively on that day; “Yue Zhan Yue Yong” is the “highest ratings” of the regular variety shows on Wednesday, with the highest ratings of 1.447% on that day; “Kuai Le base camp” has the average ratings of 0.820% on each issue; “if you are the one”, “Oriental highlights” and “Da Xi” The average ratings of each issue were 0.610%, 0.443% and 0.396%, respectively, which maintained a strong competitiveness.
“Comprehensive N-generation” seasonal programs are changing steadily, with high ratings. Running bar IV, extreme challenge VI, trump vs. trump V and other “comprehensive n generation” focused on poverty alleviation and continued to get high ratings. During the broadcasting period, they all ranked in the top 3 of the local satellite TV programs in the same period. “Voice of China 2020” increased the competition of original songs, and the program stickiness was outstanding. The number of users ranked the first in the variety show of local satellite TV in that week for many times. “Chinese restaurant IV” is a brand new “mobile restaurant”, with an average audience rating of 0.612% for each issue, ranking in the top 2 of local satellite TV programs in the same period. “Dance Storm II” innovates audio-visual experience, with an average audience rating of 0.569% and Douban score of 9.4 for each issue, and “national treasure III” with an average audience rating of 0.510% and Douban score of 9.5 for each issue. Both programs have achieved good ratings and public praise.
The new variety show pays attention to cultural communication and has a high degree of attention. “Clothing for China” focuses on the evolution of traditional clothing culture, with an average audience rating of 0.551%; skillful hand detective focuses on intangible cultural heritage culture, with an average audience rating of 0.554%, ranking among the top three local satellite TV programs in the same period; the great wall innovates cultural themes and cultivates the Great Wall culture, with an average audience rating of 0.323%.
In 2020, each TV user will watch an average of 14.4 minutes of animation every day, and the audience rating of 75 animation episodes will exceed 0.5%. Domestic cartoons account for the mainstream of broadcasting and viewing, and the proportion of broadcasting and viewing is more than 95%. The average viewing rate of each episode of recommended cartoons by SARFT is 9.5% higher than that of non recommended cartoons, giving full play to the demonstration and leading role of excellent domestic TV cartoons.
“The haunting of bears” series is popular among the audience. The average ratings of each episode of the three cartoons are in the top 10. Among them, “the haunting of bears in winter” ranks the first with an average rating of 0.742%; the legend of Nezha ranks the seventh with an average rating of 0.677% and an arrival rate of 0.984%, ranking the largest among the audience. The average fidelity of each episode of “beckon bear IV” is 96.229%, It is the best program stickiness in animation. In addition, the domestic animation “little sun man”, “panda three treasures of the cute pet guard II”, “super bear fans”, “bear paradise”, “universe guard” and “bear Paradise II” all entered the top 10 ratings.
public service advertising
In 2020, 17 CCTV channels, a set of China Education TV station and 34 local satellite TV channels will broadcast 1026224 public service ads. each TV user will watch an average of 757 public service ads throughout the year, with an average of 211 seconds per day. There are 137367 public service ads with the theme of “poverty alleviation”, 11397 of which have a rating of more than 0.5%, 1636 of which have a rating of more than 1%, and 32 of which have a rating of more than 2%. There are 230755 public service ads with the theme of “epidemic prevention and control” and “return to work and production”, with an average of 177 per user. In February, the most critical month for epidemic prevention and control, 88964 items were broadcasted, accounting for 74.85% of the total number and 75.32% of the total viewing time. Among them, “epidemic prevention has my love and defense together”, “let the human family happy reunion, let all things live in harmony”, “angel in white loves the world, this is the Chinese doctor”, “resolutely win the war of epidemic prevention and control”, “war epidemic” are the top 5 public service ads with the theme of epidemic prevention and control, and the average number of times of watching is more than 6.
More reading: CSM: review of national TV viewing market in the first half of 2018 (with download) nielsen.com: review of TV viewing market in the middle of 2019 GSM: analysis of China’s TV viewing market in Q1 of 2012 CTR: structure of national TV viewing market in the first three quarters of 2018 CSM: the total number of sports programs broadcast in the first half of 2013 reached 50979 hours The broadcast volume of provincial channels accounts for 54.2%. CSM cooperates with huanwang Technology To standardize big data of smart TV Development white paper Ericsson: defining consumer TV experience in 2020 GlobalData: it is estimated that the scale of South Korea’s pay TV service market will reach US $7.2 billion in 2025 36kr Research Institute: Research Report on China’s Ott large screen service industry in 2020 (with download) the tradedesk: white paper on global smart large screen consumption trend and marketing insight in 2020 (with download)
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