SURVEY OF SAN FRANCISO'S KTSF-TV CHINESE VIEWERS FINDS HIGH USAGE & PREFERENCE FOR BEST BUY, IKEA, BANANA REPUBLIC AND MACY'S
SAN FRANCISCO, April 18 — A survey of KTSF-TV Chinese viewers in the San Francisco Bay Area reveals higher usage than the general market of the community's purchasing, travel, and internet preferences. International Demographics, Inc. publishes The Media Audit reports in 86 markets and is accredited by the Media Rating Council (MRC). The survey, which researched San Francisco media exposure during the months of November and December 2000, demonstrates the quality of media audiences in terms of its ability to deliver the defined target audience.
The Media Audit found that viewers of Chinese language KTSF-TV were more than twice as likely as the market overall to shop for electronics and appliances at Best Buy, Fry's and Wal-Mart, shop for furniture at IKEA, and drink Mountain Dew. Also, viewers ate at fast food restaurants, and said that they plan to buy a home in the next two years at nearly twice the level of the market overall.
In addition Chinese language viewers had a higher incidence of the following activities: Shopping for furniture at Sears: while 14% of the market overall reported shopping for furniture at Sears, 22.7 % of KTSF-TV viewers shopped at Sears, an index of 161%. A sample of results are as follows:
| Market Index = 100 | |||
| TARGETS | TOTAL MARKET % | KTSF% | INDEX |
|---|---|---|---|
| OWN CELL PHONE | 58.5 | 61.3 | 104 |
| HRS. ONLINE | 18.4 | 20.3 | 110 |
| MSN NETWORK | 19.5 | 26.7 | 136 |
| BANANA REPUBLIC | 12.3 | 19.5 | 158 |
| MACY'S ELECTRONICS/APPLIANCES | 4.3 | 7.6 | 176 |
| NOW OWN/PLAN TO BUY HOME NEXT 2 YEARS | 4.0 | 7.7 | 195 |
| SHOP SAFEWAY FOR DRUGSTORE PURCHASES | 3.8 | 9.2 | 241 |
| FORIEGN AIR TRAVEL/FLEW 2+ TIMES PAST 2 YRS | 22.3 | 30.6 | 136 |
| PLAN TO BUY NEXT 12 MOS-COMPUTER/EQUIPMENT | 27.3 | 35.9 | 131 |
| PLAN TO BUY NEXT 12 MOS-NEW TV SET | 14.8 | 18.9 | 127 |
"We are delighted to now have solid media research available regarding viewership from an authoritative source, The Media Audit," said Michael J. Sherman, General Manager, KTSF-TV. "We can now prove to our advertisers from corporate America that our viewers, Chinese Americans in the Bay Area, purchase and use certain products at a greater rate than the general market."
KTSF-TV is the only source of news and entertainment programming for 1.6 million Northern California Asian-Americans. Since 1976, KTSF programming has been a mirror image of the diverse Asian communities in the San Francisco market. The station carries programming in fourteen languages including Mandarin, Cantonese, Vietnamese, Tagolog, Japanese, Korean and Hindi. In 1989 KTSF became the first broadcaster in the nation to carry a live Chinese-language newscast. Today, KTSF is the only broadcaster in the United States to air nightly, live Mandarin and Cantonese-language newscasts. KTSF places a high value on research and has commissioned in-language consumer and viewership studies since 1986. View the entire database of KTSF consumer research questions by selecting the "Research" button on the station website at ktsf.com. . KTSF maintains its leadership position by being actively involved with community groups, creating innovative programming, pioneering audience and consumer research, and helping advertisers reach new markets.
CONTACTS:
Lisa Skriloff
Multicultural Marketing Resources, Inc.
Tel: 212-242-3351
Email: Infobrokr1@aol.com
Michael J. Sherman
General Manager, KTSF-TV
415-468-2626 x 7399
Email: msherman@ktsftv.com
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