BEIJING, Sept. 10 /Xinhua-PRNewswire/ -- VisionChina Media Inc.
(Nasdaq: VISN), one of China’s largest mass transportation mobile television advertising networks, today announced the release of commissioned research performed by CTR Market Research, one of China’s largest market research providers, that gives the first TV ratings results for mass transit based digital mobile television. The results show that, for very low costs, mass transit mobile TV ratings are extremely high with advertisements reaching more than 90% of the population in the cities in which VisionChina Media operates.
“With third party research clearly reporting the effectiveness of our mobile advertising now available, we have concrete evidence of the value of mass transit based digital mobile television to draw on in our marketing and sales processes,” said Mr. Alfred Tong, VisionChina Media’s chief marketing officer. “Advertisers can rely on this research to guide their buying and can even use this research as a method to compare dollars spent on outdoor advertising to traditional television advertising. Potential advertising clients no longer need to take a ‘wait and see’ approach, the evidence is in the numbers. Key early findings indicate that we still have room to increase our prices, bringing them closer to the rates of traditional television. And while prices of traditional advertising timeslots continue to rise, we should be able to increase our prices at a faster rate than traditional television.”
Dina Liu, VisionChina Media’s chief financial officer added, “Having a system by which we can judge the efficacy of our platform in a professional format, in line with the traditional advertising market norm, greatly enhances advertisers’ confidence in our media. We expect that the availability of the research will increase our revenues from 4A advertising agencies, which rely on hard data to make their purchasing decisions. The research comes at the perfect time as we prepare to kick-off our campaign to secure advertisers’ marketing dollars for 2009. Advertisers should be encouraged by the research and willing to allocate more of their advertising budget towards mobile advertising, thus allowing us to remain on our solid growth trajectory.”
The digital mobile television research CTR is conducting is an on-going study covering 16 cities using traditional methodology in terms of sample scale and analysis. The first phase began in China’s four Tier I cities of Beijing, Shanghai, Guangzhou and Shenzhen. The second phase of research encompasses 12 Tier II cities where VisionChina Media currently operates. The research shows detailed time-sensitive demographic profile analyses. Phase one of the research covering Tier I cities is now available. The findings include rating fluctuations between weekdays and weekend advertising time slots, as well as fluctuations in daily time slots. This data allows VisionChina Media to set advertising prices based on a systematic rating of each timeslot. It also allows advertisers to compare the value of advertising time on mass transportation based mobile digital television with that of traditional television as they can compare similarly rated slots of the two media forms.
About CTR Market Research
CTR Market Research is the leading market research company in China. Specialist expertise includes Consumer Panel, Media Intelligence, Media & Consumption Behaviour, Media Strategy, Automotive, FMCG, Healthcare, Finance, Telecom & IT and New Media research. The Media Intelligence business -- measuring advertising expenditure on TV, radio, print and online media -- is China’s market leader.
About VisionChina Media Inc.
VisionChina operates an out-of-home advertising network on mass transportation systems, including buses and subways that reach approximately 26 million viewers each day in China, according to CTR Market Research. As of June 30, 2008, VisionChina’s advertising network included over 60,160 mobile digital displays on mass transportation systems in 17 of China’s most affluent cities, including all four of China’s Tier I cities, Beijing, Shanghai, Guangzhou and Shenzhen. VisionChina has the unique ability to deliver
real-time, location-specific broadcasting, including news, stock quotes, weather and traffic reports and other entertainment programming. For more information, please visit http://www.visionchina.cn .
For investor and media inquiries, please contact:
In China:
Investor Relations Department, VisionChina Media, Inc.
Tel: +86-755-8831-8683
Email: ir@visionchina.cn
Mrs. Helen F. Plummer
Ogilvy Financial, Beijing
Tel: +86-10-8520-3090
Email: helen.plummer@ogilvy.com
In the United States:
Ms. Jessica Barist Cohen
Ogilvy Financial, New York
Tel: +1-646-460-9989
Email: jessica.cohen@ogilvy.com
