CARAT MEDIA WEEKLY NEWSLETTER

No. 620

Media Report2012-

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Image: renjith krishnan / FreeDigitalPhotos.net

1382012114 80690

() ()

.

1/14

16 1141.5TVR(%) 16 14 12 10 8 6 4 2 0 TVR(%) 8 7 6 5 4 3 2 1 0

(12/17 )

(1/6 )

25

15

14

30

29

28

27

26

24

23

22

21

20

19

18

17

16

13

12

11

10

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

4

9

8

7

6

5

3

2

1

TVBSN

TVBSN CTiN EFNC ERA ET-N FTVN SETN TVBSN TVBS UBN

TVR(%) 1.6 1.4 1.2 1 0.8

(12/17 )

(1/6 )

0.60.4 0.2 0

9

8

7

6

5

4

3

2

1

30

29

28

27

26

25

24

23

22

21

20

19

18

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

17

16

15

14

13

12

11

10

114

16:00

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

TVR(%) 7.0

20:00//

CTiN 6.0

EFNC

ERA

ET-N

FTVN

SETN

TVBS

TVBSN

UBN

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

5

0

AGB Nielsen Arianna 2012/01/14 TA: 20 : ;;;;TVBSN;; ;;TVBS

7533 36 9 10"GRP 7,782.4 1,733.3

34%

12 4 39

97.2139.6 282.3 9,651.8

/

53%

//

243 43 5

5,815.1333.9 3,662.7 169.2

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

.

2008Economist (2010)2008 2010196

20102.0 20122.0

2.0

4

-ZMOT P&G(2005)FMOT

2005

Google(2011)ZMOT

(601)

ZMOT2005FMOT

2011

Google (2011)

Stimulus ZMOT

StimulusBought Media() Owned Media() ZMOT Earned Media FMOT

SMOTZMOT2012Google (2011)The Zero Moment of Truth

S

Bought MediaOwned Media

timulus

2011.07-2012.01() Nielsen AdRelevance

Bought Media

2012

1.2011.072012.01 2. 3.AdRelevance 4.

Weare one

Livelive Taiwanbravo

ROC BIKE ()

()

() ()

NG

Bought Media

Taiwan Next NT$2200 2500 Yahoo()Google (YouTube) Facebook/Yam/CCMedia/ () ( Lucky Dog)

NT$3300 3600

UDN// ( Look)

Yahoo+Google

11 YouTube Pixnet Live YouTube

1112

Google Trends

Owned Media

Google Trends()

Owned Media Owned Media

Taiwan Next

app:LBS

Z

Earned Media

MOT

appPTTFB

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.

QRcode 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 scan Apple storeAndroid

app !

Googleapp Justin.tv AR Code

20082010 Google

LBS

AR

Earned Media(facebook) FBFB Earned Media

(+)/3.07>2.69>1.08

1,200,000 1,000,000 800,000 600,000 400,000 200,000 13932 564956

1116931 3,000,000 2666 067

2,500,0002,000,000 1,500,000 1,000,000 500,000 0 87152

1647267

342649 12134 2890

0

i-Buzzfacebook(2011.09-12)

Earned Media(PTT-1) (PTT)(38.97%) (22.68%)(11.37%)(6.0%) PTT(46.80%)(

)Stimulus

93120 6.00% 93 70 59

180 25111.37%

1,631 38.97% 22.68%

476

61 136 149 237 9.47%

50

49 47 42

1171 46.80%

17.95% 449

949

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%

600 500 400 300 200 100 0 15.87% 10.92%

52.45%

300

42.27%

200

100

5.28%

0

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.

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twn.mediaweekly@carat.com

(02) 2717-3988 ext.9285