Hongan Technology - Television Viewing Rate Survey in Guangzhou Urban Areas
Company overview
Shanghai Hongan Information Technology Co., Ltd. is a professional research institution specializing in media viewing and listening analytics. The company has long been committed to providing scientific, impartial, reliable, and continuous audiovisual data services to China's media industry. Through years of industry research and systematic development, the company has established a viewing and listening rate research framework highly aligned with the characteristics of China's media market. This framework integrates international advanced technologies with local realities, creating a real-time audience monitoring network and gradually building a nationwide regional census system. In addition to basic data services, the company is actively expanding into areas such as advertising monitoring, program evaluation, and communication effectiveness research, aiming to provide comprehensive data support and decision-making insights for the media and advertising value chain
Research background
As urban population structures and media usage behaviors continue to evolve, traditional media face new challenges in their communication strategies and content planning. Particularly amid accelerated urbanization, significant differences exist between old and new urban districts in terms of population composition, household structures, and media consumption habits. To build a more refined regional media dissemination model, Hongan Technology urgently needs in-depth research on the demographic profiles and media engagement behaviors of representative areas in Guangzhou. This study aims to refine data collection models and analytical systems, providing a solid foundation for future system development and business expansion.
Research scope
On July 15, 2001, CEIDEA Research was commissioned by Shanghai Hongan Technology Co., Ltd. to conduct door-to-door surveys in six old urban districts and four newly developed urban districts within Guangzhou. The study comprehensively collected data on residents' demographic characteristics, household structures, media usage patterns, and television viewing behaviors. The research employed a systematic sampling approach combined with in-home questionnaires to ensure high representativeness and regional comparability. Beyond examining structural variables such as age, occupation, income, and education level across different regions, the study also deeply explored specific behavioral patterns—including preferred viewing times, channel selection frequency, and radio listening habits—to provide high-quality input data for Hongan Technology's subsequent technical modeling and system evaluation.
Expected outcomes
This study is expected to provide Hongan Technology with detailed and reliable data on viewing and listening behaviors across different regions in Guangzhou, supporting the further refinement of its China-localized real-time viewing monitoring system. The findings will enhance the company's capabilities in data collection, audience modeling, and regional market analysis, driving improvements in the system's effectiveness, accuracy, and application scope. These outcomes will lay a solid foundation for future business expansions into program trading, advertising development, and other value-added services, accelerating the construction of a nationwide authoritative media data analytics platform.
Scan to add our research consultant