On August 27, 2018, CTR released the CTR media fusion effect evaluation system at the 2018CTR Insight Summit.
Assistant General Manager of CTR, General Manager of CTR Case Cluster
Jiang Tao, Executive Vice President of CTR Media Fusion Institute, released on the spot
01
Deep focus
The CTR Media Convergence Evaluation System is an important indicator of CTR's response to the Party Central Committee's “Guiding Opinions on Promoting the Convergence of Traditional Media and Emerging Media”. In line with the mainstream media integration development needs, the new media product effect evaluation solution is steadily launched.
The system released this time focuses on the new media layout of traditional media, and is committed to solving the problem of Internet communication measurement of various organizations, and strives to provide scientific, objective and fair evaluation results for the industry, and clarify its competitive position on the Internet. Development issues to promote further acceleration of the media integration process.
02
Four characteristics
The construction of the CTR media fusion effect evaluation system mainly reflects four major characteristics:
First, focus on the measurement of the effect of the audience side;
Second, the main channel is fully covered, and the monitoring scope includes the official microblog of the media, the official WeChat public account, the own APP, the official website and officially uploaded programs or content on other third-party platforms;
Third, the indicator design follows the SMART principle—that is, specific, measurable, achievable, relevant to the target, with a clear time horizon;
Fourth, adapt to the media convergence process, and gradually advance.
03
Indicator system
The CTR media fusion effect evaluation system includes four levels of indicators: brand power, guiding power, communication power and influence. The brand power measures the brand value of the media, including popularity, credibility, etc.; guides the measurement of the direction of propagation; the breadth of communication measurement. The depth of impact measurement is transmitted. The design of each indicator will be gradually introduced. At this insight meeting, the network communication index system and evaluation results are mainly released. The evaluation targets are the top ten media and 38 TV stations.
There are five first-level indicators of network communication power, namely, official micro-propagation, official public communication, self-app dissemination, official website communication and third-party platform communication; secondary indicators include two aspects of data, on the one hand It is related to the size of the media coverage population; on the other hand, it is related to the media's actual arrival population. The weight of each indicator is based on the comprehensive expert opinion, CTR professional media research experience and the latest audience media contact habits. The weights of the five first-level indicators are: Weibo 18%, WeChat 25%, own APP 22%, official website 15%, third-party platform 20%.
In terms of the data monitoring scope of the evaluation system, the CTR Network Communication Index covers all the app's own APP, official website, and more than 5,000 accounts opened and updated on Weibo, WeChat, and other third-party platforms. The monitored third-party platform includes five news information platforms: Today's headlines, Sohu News, Netease News, Sina News, Tencent News; five integrated video platforms: iQiyi, Youku Video, Sohu Video, 哔哩哔哩, Tencent Video; six short video platforms: second shot, vibrato, fast hand, watermelon video, volcano video, beauty shot; five audio platforms: Himalayan, 蜻蜓FM, koala FM, lychee FM, penguin FM.
04
Network communication list
Also released with the evaluation system are the list of 10 major media and 38 TV stations in the second quarter of 2018. Among the top ten media, CCTV, People’s Daily, and Xinhua News Agency are among the top three TV stations. CCTV is far ahead, Hunan TV Station, Shanghai TV Station, Jiangsu TV Station, Beijing TV Station, Heilongjiang TV Station, Zhejiang TV Station, Guangdong TV Station, Jiangxi TV Station and Shandong TV Station are ranked two to ten.
According to CTR, the new media layout of TV stations has begun to take shape. 25 TV stations have microblogs with over one million fans, 14 have public accounts with over 10 million readings, 36 TV stations have independent apps, and all TV stations have The official website; however, the development is uneven, the head account is still concentrated in several large stations, and there are also problems such as fewer innovative products, less effective management of new media products, and lack of timely maintenance. For example, most new media products are still The original channel, the extension of the column on the Internet, there are fewer innovative products completely independent of the traditional production channels; among the 38 TV stations, 33 TV stations are laid in the five major channels, but clearly understand the layout of the new media products in Taichung. 28% of Weibo accounts, 9% of WeChat accounts were not updated in the second quarter.
Based on the above status quo and problems, CTR recommends: Traditional media should pay attention to the top-level design of media integration development, plan the layout of media products, set up a special team, allocate special funds to build, and establish the evaluation of the effect of media communication through system innovation as soon as possible. System to promote the full launch and rapid development of the media business.