Audience Appreciation Survey of Phoenix TV H2, 2015 Source: CTR Market Research

CCTV (15) CCTV-1, CCTV-2, CCTV-3, CCTV-4, CCTV-5, CCTV-6, CCTV-7, CCTV-8, CCTV-9, CCTV-10, CCTV-11, CCTV-12, CCTV-13 News Channel, CCTV Youth Channel, CCTV Music Channel China Education TV (1) China Education TV1 Provincial Satellite TV (32) : Beijing Satellite, Shanghai Dragon TV, Tianjin Satellite, Chongqing Satellite, Xinjiang Satellite, Hebei Satellite, Shanxi Satellite, Inner Mongolia Satellite, Liaoning Satellite, Jilin Satellite, Heilongjiang Satellite, Shandong Satellite, Jiangsu Satellite, Anhui Satellite, Zhejiang Satellite, Jiangxi Satellite, Henan Satellite, Fujian Southeast Satellite, Hubei Satellite, Hunan Satellite, Guangdong Satellite, Shenzhen Satellite, Guangxi Satellite, Hainan Travel Satellite, Sichuan Satellite, Guizhou Satellite, Yunnan Satellite, Shaanxi Satellite, Gansu Satellite, Ningxia Satellite, Qinghai Satellite, Tibet Satellite Phoenix Satellite (3) Phoenix Chinese Channel, Phoenix Movies Channel, Phoenix InfoNews Channel Sample size =3,019 (aged 15-69, receiving Phoenix TV at home) Covering major cities in China 51 Regional/ Satellite Channels Surveyed

Part I General performance of Phoenix TV

Audience Satisfaction An overall evaluation based on audience scale, channel selectivity scale, and channel popularity. Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015 Audience satisfaction% (Top channels)

Channel Selectivity Scale Viewers selecting favorite channels divided by the channel penetration rate in Phoenix homes. Channel selectivity scale% Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Programme Competitiveness – News Programmes Viewers who select the channel with favorite News TV programmes, divided by the channel penetration rate in Phoenix homes Programme competitiveness% Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Programme Competitiveness – Commentary Programmes Viewers who select the channel with favorite Commentary TV programmes, divided by the channel penetration rate in Phoenix homes Programme competitiveness% Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Channel Popularity Viewers’ top favorite channels, divided by the channel penetration rate in Phoenix homes Channel popularity% Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Top channels achieve high level of audience attention when choosing News programme % channel searched actively (on News Programme) Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Top channels achieve high level of audience attention in hotels % channel searched actively (in hotels) Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Top channels achieve high level of audience attention in offices or leisure facilities % channel searched actively (in offices/leisure facilities) Top channels Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015 Base: Respondents who have watched TV channel in offices or leisure facilities

Part II Phoenix TV Channel Image and Analysis of Commercial Value on Phoenix TV

Channel Attractiveness Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015 Base: respondents who are able to receive the channels % agree

AIDMA - Model First, consumers become aware of a product (Attention), get interested (Interest), memorize it (Memory), desire to obtain it (Desire) and actually purchase it at last (Action). Memory Desire Action Interest Attention

Commercial Activity – Attention attract the attention of viewers % attention to the commercials Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Commercial Activity – Interest get viewers’ interested on certain channels’ TV commercials % interest to the commercials Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Commercial Activity – Memory make viewers familiar with product or service information on certain TV channels % memories the commercials Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Commercial Activity – Desire commercials on certain TV channels showing the products or services and that will satisfy viewers’ needs. % feel desire to the commercials Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Commercial Activity – Action lead viewers towards taking action and/or purchasing % conversion Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, H2, 2015

Audience Satisfaction - An overall evaluation based on audience scale, channel selectivity scale and channel popularity. Channel Penetration - Reception rate of specified channels in Phoenix homes, expressed as a percentage. Channel Selectivity Scale - Viewers selecting favorite channels divided by the channel penetration rate in Phoenix homes, expressed in percentage. Channel Selectivity Scale = X 100% Definitions (1) No. of viewers who view their favorite channel each time The channel penetration rate in Phoenix homes

Programme Competitiveness - The number of viewers who select the channel with favorite TV programmes, divided by the channel penetration rate in Phoenix homes, expressed in percentage. Programme Competitiveness = X 100% Channel Popularity Index The number of viewers who select the top favorite channels, divided by the channel penetration rate in Phoenix homes, expressed in percentage. Channel Popularity Index = X 100% Definitions (2) The channel penetration rate in Phoenix homes No. of viewers who watched a specific prog on a specific channel regularly No. of viewers who like watching a specific channel The channel penetration rate in Phoenix homes