CARAT MEDIA WEEKLY NEWSLETTER

No. 620

 Media Report
2012
-

Image: renjith krishnan / FreeDigitalPhotos.net

1382012114
80690

()
()

1/14

16
1141.5

TVR(%)
16

(1/6 )

(12/17 )

14

TVR(%)

AGB Nielsen Arianna 2011/12/15-2012/01/14 TA 20

10

11

12

13

14

15

16

17

0
18

0
19

20

21

22

23

24

25

26

27

28

10

29

30

12

TVBSN

TVBSN

CTiN

TVR(%)
1.6

EFNC

ERA

ET-N

FTVN

SETN

(12/17 )

1.4
1.2

TVBSN

TVBS

UBN

(1/6 )

1
0.8

0.6
0.4
0.2
0

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

AGB Nielsen Arianna 2011/12/15-2012/01/14 TA: 20

16:00

114

(16:00)(19:00~20:00)
TVBSN

20:00//

TVR(%)
7.0
CTiN

EFNC

ERA

ET-N

FTVN

SETN

TVBS

TVBSN

UBN

6.0

5.0

4.0

3.0

2.0

1.0

0.0

AGB Nielsen Arianna 2011/12/15-2012/01/14 TA: 20

TVR(%)
25

20+

20+

20+

20

15

10

AGB Nielsen Arianna 2012/01/14 TA: 20

: ;;;;TVBSN;; ;;TVBS

7533

36

7,782.4

1,733.3

97.2

139.6

282.3

39

9,651.8

24

5,815.1

333.9

43

3,662.7

169.2

10"GRP

34%

53%

AGB Nielsen Arianna 2011/12/1~2012/1/13 TA: 20

2008Economist
(2010)2008

2010196

20102.0

20122.0

2.0

-ZMOT
P&G(2005)FMOT

2005

Google(2011)ZMOT

(601)

ZMOT2005FMOT

2011

Google (2011)

Stimulus ZMOT

StimulusBought Media()
Owned Media()

ZMOT
Earned Media

FMOT

SMOTZMOT
2012Google (2011)The Zero Moment of Truth

Bought MediaOwned Media

timulus

2011.07-2012.01()
Nielsen AdRelevance

Bought Media

1.2011.072012.01
2.
3.AdRelevance
4.

2012

Weare one

Live
live

ROC BIKE

()

Taiwanbravo

()

()
()

NG

Bought Media

Taiwan Next

NT$2200 2500

NT$3300 3600

Yahoo()Google (YouTube)
Facebook/Yam/CCMedia/
()
(
Lucky Dog)

UDN//
(
Look)

Yahoo+Google

11
YouTube

Pixnet
Live
YouTube

1112

Google Trends

Owned Media

Google Trends()

Owned Media

Owned Media

Taiwan Next

app:LBS

Earned Media

MOT

appPTT
FB

Amihusband () http://disp.cc/b/163-2J9h

()

2012

facebook
google+
plurk
twitter
YouTube
Google calendar
RSS
ISSUU
facebook app
app / AR

QR Code

//

(Owned Earned)

social mediaEx.ing
AR+LBS

owned mediaearned

mediaEx.

QR
code
app

Ex. We are one

(
earned
mediaEx:

own media earned media

Ex.

app

app

app

app

app

Bar

kuso

Android10,000

app

app

app

app

app
scan
Apple
storeAndroid


Google

20082010

Google

app

LBS

Justin.tv

AR Code

AR

Earned Media(facebook)

FBFB

Earned Media

(+)/3.07>
2.69>1.08

1,200,000

1116

3,000,000

2666

931
1,000,000

2,500,000

800,000

2,000,000

600,000

564956

1,500,000

400,000

1,000,000

200,000

500,000
13932

067

1647
267

342649

12134

2890

87152

i-Buzzfacebook(2011.09-12)

Earned Media(PTT-1)

(PTT)(38.97%)
(22.68%)(11.37%)(6.0%)

PTT(46.80%)(

)Stimulus

93
120
6.00%

93

180
251

476

70 59

1,631
38.97%

11.37%

22.68%

949

50

49 47 42

61
136
149
237 9.47%

17.95%
449

1171
46.80%

Ptt Politics/HatePolitics (2011.11.24 2012.01.13)16363

Earned Media(PTT-2)

Ptt(43.39%)(15.87%)(10.92%)

(52.45%)(42.27%)(5.28%)

43.39%

600
500

52.45%

300

400
300

15.87%

42.27%

200

10.92%

200

100

100
0

5.28%

Ptt Politics/HatePolitics (2011.11.24 2012.01.13)16363

Owned MediaBought Media

Earned Media

Owned MediaBought Media

Earned
Media

Bought
Media

Feedback

Owned
Media

Feedback

Melvin L. DeFleur & Sandra BallRokeach

MIC(2011)

2012
20082010

2.0

kuso
()

kuso

(Carat)
(Vizeum)(AAA)(wwwins Isobar)
(Posterscope)
(iProspect)

Aegis Group plc.Aegis Group plc.

twn.mediaweekly@carat.com

(02) 2717-3988 ext.9285