CTR reveals how traditional media utilize the Internet as a platform to maintain and enhance its value by its cutting edge media content management and advertising operation solutions.

Media Content Optimization

CTR's Media Content Optimization Service helps traditional media (newspaper, magazines, broadcast) understand audience needs and preferences for content style and presentation of each individual column or program. Level of audience satisfaction towards a specific column or program is accurately measured, and the resulting data provides support for content editing and optimization decisions. Media content optimization through this type of analysis is primarily used internally by media organizations to improve content quality; it can also be used for the assessment of editorial department work.


  • TV Content Testing
    Using real-time monitoring of TV broadcasts and audience responses, our TV Content Testing services help enable program innovation by allowing you to quickly understand developments in your competitors' programs and the latest concepts in TV production in China and abroad. The system simultaneously employs several types of professional testing and analysis software, media audience assessment laboratories, networked testing terminals and other channels and tools. Through such content testing, CTR enables the understanding of viewer (listener) attitudes, preferences and expectations for your upcoming program, before it is broadcast, thus allowing you to make timely adjustments in strategy and production and deliver a program optimized for the audience.
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  • TV Program Evaluation
    From brand influence assessment to social influence measurement, CTR has introduced a number of multidimensional and comprehensive assessment systems. Using quantitative viewer surveys, expert polling, program ratings, Internet monitoring and other data, we develop a comprehensive assessment of the program's (channel's) performance. We provide you with an objective and impartial assessment management tool that creates a comprehensive valuation based on the factors of social influence, market reach, public reputation and content originality.
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  • Layout Monitoring
    CTR provides service for newspapers through our continuous monitoring of the media's loyal readers, including the frequency with which they read specific newspaper sections and their levels of satisfaction reached within each section. This service enables the newspaper to discover reader preferences and delve into the factors that influence reading habits and reader satisfaction -- valuable information that can be used to guide content optimization and upgrades. Newspaper section monitoring is performed quarterly in order to provide continuous support for section content optimization and internal assessments of staff performance.
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CTR's Media Content Optimization Service helps traditional media (newspaper, magazines, broadcast) understand audience needs and preferences for content style and presentation of each individual column or program. Level of audience satisfaction towards a specific column or program is accurately measured, and the resulting data provides support for content editing and optimization decisions. Media content optimization through this type of analysis is primarily used internally by media organizations to improve content quality; it can also be used for the assessment of editorial department work.
Advertising Management Strategy

In order to ensure you receive the best possible returns from your advertising campaigns, CTR adopts continuous monitoring and targeted research to track the latest developments in the market, including changes in advertising patterns and ad placement.


  • Advertising Monitoring
    Using our observations of digital media trends, alongside data from analysis tools, exclusive research products and the largest comprehensive multiple-media monitoring network in China, we at CTR help you understand the competitive state of the market in today's complex media environment. The strategic information gained from our researchwill support you indetermining a comprehensive and effective media business strategy. At the same time, we enable you to gain a firm understanding of program operations and public feedback by tracking the marketing status of all types of ads placed during the program, as well as outside reporting about the program.
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  • Media Evaluation
    The aim of CTR's Media Evaluation service is to help discover various media's most important advantages in the different segments of a companies target audience, thereby enabling the media to demonstrate its unique value to potential advertisers. Areas explored include: audience characteristics, media consumption patterns, ad awareness, audience perception and assessment of the media, product consumption potential and audience lifestyle. Resulting research can be used to provide quantitative support for publicity and promotion. The service is available for all types of media (newspaper, magazine, radio and TV stations, outdoor, Internet and other new media).
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  • Readership
    Average Issue Readership. The number of people who claim to have “read or looked at” one or more issues of a specific publication during a period back from the date of the research interview equal to the interval at which the publication appears, e.g.in the last month for a monthly title, in the last week for a weekly title or in the last day for a daily publication.
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  • Advertising Competitiveness
    CTR assess the competitive advertising situation for different media based on continuous monitoring of the ad market, tracking of its latest trends, observations of the latest ad placement changes and ad effectiveness tracking. This service helps your company better integrate advertising resources and achieve optimized lay-out of ad space. It also supports you in designing your ad products and determines the most scientific and competitive ad pricing.
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  • Media Qualitative
    CTR’s Media Qualitative studies seek to identify a media's most outstanding advantages in terms of brand image, programming quality and advertising environment. It accomplishes this goal by uncovering the direct factors of the media's influence. Additionally, the service helps media owners and managers comprehensively and objectively recognize their media's value by evaluating its influence in terms of audience disposition, societal influence and attractiveness to advertisers.
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In order to ensure you receive the best possible returns from your advertising campaigns, CTR adopts continuous monitoring and targeted research to track the latest developments in the market, including changes in advertising patterns and ad placement.
Media Brand Management

Taking into account both actual and potential audiences, CTR’s Media Brand Management services help media owners more clearly understand their brand positioning and how their brand performs in the market. Research delivers understanding into how the media brand is currently perceived by the audience in terms of awareness, recognition, satisfaction, appeal, usage and intention of change. Data produced serves as effective support for media operation decisions and brand development.


  • Media Brand Positioning
    Using our yearly national television audience lifestyle study, we help our clients precisely position their brands, clearly recognize their own advantages, understand their competitor's weaknesses and determine audience and content positioning. Ultimately, this service helps our media clients build for themselves a differentiated brand image.
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  • Media Brand Health
    CTR diagnoses the overall health of the media brand, enabling timely discovery of potential roadblocks to development. Content quality, style and tone, as well as audience perceptions of content presentation, audience impression and loyalty are carefully looked at as part of the study. Media health is assessed in terms of brand awareness, approval, reputation and loyalty.
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  • Satisfaction Measurement
    Providing an additional indicator to complement ratings for internal evaluations, management decisions and assessments, CTR’s Satisfaction Measurement service measures the level of satisfaction an audience feels towards a particular media, program or program host. The service provides pertinent opinions for media improvement, assessing the media from the angle of audience word of mouth and reflecting in objective, impartial and comprehensive fashion what the audience really needs from and thinks about the media.
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Taking into account both actual and potential audiences, CTR’s Media Brand Management services help media owners more clearly understand their brand positioning and how their brand performs in the market. Research delivers understanding into how the media brand is currently perceived by the audience in terms of awareness, recognition, satisfaction, appeal, usage and intention of change. Data produced serves as effective support for media operation decisions and brand development.

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