Kinda late now so I'll spend some time reading the reports tomorrow. Flipping through the pages, the report look genuine. Note the blue "CTR Certified" blue seal on every page.
And CTR itself is a legitimate agency.
The intercity bus report is basically a survey in 8 cities (Beijing, Guangzhou, Chengdu, etc.) with a sample size of 150 each, totaling 1200, gathering the passengers' reaction to CCME's product and ads. This is page 4.
On page 5 it's the executive summary, saying there are 80% of the passengers watching CCME programs. The average watching time is close to 60 minutes, having some cities exceeding 60 minutes (average traveling time is 2-3 hours).
Average of the 8 cities represent monthly income of 3000 RMB, family income of 6500 RMB having monthly expenses of 2000 RMB. Targeted riders in general have good income and purchasing power.
Bottom left: Riders felt very positive in CCME programs. Most of the programs are in the entertainment, movies and news category. Also contains music, sports and weather.
Bottom right: At least 70% of the passengers remember 2 products being advertised when stepping off the bus. Some cities 100% of the passengers remember what is being advertised after the ride. Finally types of ads include leisure, travel, food, entertainment, electronics, beauty products, cars etc. each type targeting specific demographics.
I like what I read thus far.
