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1、2004年度中国广播听众与电台收听率调查报告赛立信媒介研究有限公司二四年七月关于本项调查v 调研地区：北京、沈阳、上海、武汉、成都、广州。v 调研对象：调查城市的常住人口。其中收听广播情况针对广播听众进行，受访者条件 在调研地区居住/生活1年以上 年龄介于10-69岁 每周收听广播一次以上 符合市场研究要求之一般条件v 样本量：单位北京上海沈阳武汉成都广州合计接触样本（约）个1000100010001000100010006000听众有效样本个300300300300300300一八00v 抽样方法：多阶段随机抽样（PPS法）。v 数据采集方法：入户问卷式访问，留置收听广播情况日记表记录一周。
2、v 调研执行：本项目由赛立信媒介研究公司负责项目设计、分析、组织与质量监控工作，赛立信运作中心及各城市现场执行部负责运作执行工作。v 调研时间：2004年3月17-31日，其中日记表填写时间是3月21日-27日。v 重要声明 本报告所涉及的数据全部来源于本项调研的直接结果或分析结果； 本报告未经赛立信公司授权，任何单位或个人不得对外发布或交给第三方使用； 任何单位或个人不得利用本报告的数据或调研结果进行公开宣传或有任何诋毁第三方之行为； 本报告及其所涉及数据结果的版权及解释权属赛立信媒介研究有限公司。赛立信媒介研究有限公司地址：广州市环市东路450号华信中心一五楼邮编：510080联系人：李蔷
3、小姐、冼国康先生、刘苏秦先生x（020）87609353，87609348传真：（020）87770505x网址：xsmrxx目 录媒体接触情况及广播听众规模六城市受众接触各类媒体的情况杂志：接触率24.2%过去一个月曾经接触的媒体的受众比例其它媒体：接触率1.5%广播：接触率56.9%报纸：接触率70.0%互联网：接触率16.3%电视：接触率97.3%调研地区电视电台报纸杂志互联网曾经接触最常接触曾经接触最常接触曾经接触最常接触曾经接触最常接触曾经接触最常接触北京94.2%80.6%65.0%8.1%76.5%4.4%49.5%1.3%30.1%4.9%上海97.6 %85.9 %58.5
4、%4.7 %77.9 %2.0 %26.4 %0.1 %一五.2 %5.3 %广州99.5%81.4%51.3%6.9%62.4%4.9%9.9%0.8%一五.9%6.0%武汉97.2%86.1%52.9%3.7%64.3%5.2%21.9%0.6%一五.8%4.4%成都98.2%89.3%50.8%4.5%80.2%3.6%22.8%0.2%9.7%1.0%沈阳97.0%77.3%60.0%一三.3%68.0%3.5%22.4%0.6%12.7%2.6%六城市广播听众规模北京地区听众收听广播的情况北京地区主要电台的到达率电台名称周到达率排名日到达率排名中央电台中国之声一八.57%110.46
5、%1中央电台经济之声4.09%91.48%10中央电台音乐之声12.87%55.41%6中央电台都市之声5.56%81.78%8北京新闻广播12.28%66.45%5北京交通广播14.04%47.35%4北京体育广播5.99%72.05%7北京音乐广播16.23%37.87%3北京文艺广播一八.27%29.90%2首都生活广播4.09%101.67%9北京经济广播3.80%111.46%11中国国际广播电台1.75%121.一三%12北京地区广播听众经常收听的电台（单位：分）北京地区听众对各主要电台的满意度评价北京地区主要电台的收听率时间中央电台中国之声中央电台经济之声中央电台音乐之声中央电台
6、都市之声北京新闻广播北京交通广播北京体育广播北京音乐广播北京文艺广播首都生活广播0:000.29%0.08%0.08%0.05%0.17%0.07%0.44%0.62%0.07%2:000.04%0.07%0.01%0.04%0.一五%0.06%0.10%0.07%0.01%3:000.05%0.08%0.02%0.05%0.一五%0.07%0.14%0.14%0.02%6:000.99%0.34%0.一五%0.04%0.30%0.一五%0.19%0.30%0.27%6:一五0.95%0.27%0.24%0.06%0.24%0.45%0.一五%0.27%0.21%6:305.43%0.04%0
7、.44%0.08%1.72%0.61%0.10%0.52%0.57%0.17%6:455.05%0.04%0.32%0.08%1.66%0.58%0.10%0.64%0.66%0.16%7:003.62%0.27%0.85%0.12%4.27%1.97%0.29%1.59%2.68%0.27%7:一五2.79%0.24%0.82%0.19%3.03%1.75%0.27%1.17%2.55%0.45%7:302.46%0.47%1.17%0.36%2.93%2.04%0.78%1.28%3.24%0.61%7:451.44%0.41%1.08%0.36%1.22%1.60%0.77%1.一三%2
8、.93%0.52%8:001.85%0.62%1.54%0.42%1.37%1.96%0.89%1.17%2.71%0.53%8:一五1.54%0.39%1.63%0.24%0.86%1.54%0.50%0.53%1.10%0.56%8:301.53%0.35%1.65%0.35%1.36%1.62%0.41%0.50%1.45%0.38%8:451.17%0.20%1.46%0.35%0.88%1.17%0.12%0.47%1.37%0.一八%9:001.一八%0.37%1.67%0.43%1.11%2.38%0.09%0.62%1.98%0.25%9:一五0.48%0.31%1.41%0.
9、41%0.62%2.31%0.10%0.65%2.00%0.28%9:300.47%0.57%1.62%0.37%0.57%2.32%0.10%0.67%1.75%0.40%9:450.39%0.49%1.34%0.39%0.42%1.66%0.一三%0.59%1.37%0.36%10:000.37%0.57%1.57%0.54%0.40%1.61%0.一三%0.74%1.54%0.37%10:一五0.21%0.一八%1.35%0.48%0.30%1.29%0.12%0.54%1.11%0.21%10:300.39%0.一八%1.36%0.51%0.51%1.30%0.一五%0.58%1.12
10、%0.24%10:450.39%0.09%1.25%0.45%0.42%1.01%0.一五%0.48%0.92%0.24%11:000.47%0.06%1.26%0.44%0.50%1.03%0.21%0.88%1.67%0.23%11:一五0.37%0.03%1.01%0.25%0.51%0.67%0.20%0.79%1.55%0.06%11:300.45%0.05%1.03%0.32%0.47%0.76%0.一八%0.95%1.61%0.05%11:450.43%0.03%0.89%0.25%0.48%0.76%0.一八%0.87%1.48%0.10%12:001.02%0.03%1.36
11、%0.40%0.60%1.19%0.45%1.99%3.50%0.28%12:一五1.04%0.03%1.07%0.30%0.36%0.96%0.47%1.65%2.83%0.27%12:301.07%0.05%1.09%0.38%0.59%1.53%0.51%1.86%3.一三%0.一八%12:451.01%0.03%0.88%0.28%0.57%1.40%0.34%1.63%2.53%0.16%一三:001.03%0.05%0.87%0.29%0.74%1.90%0.29%1.87%2.63%0.34%一三:一五0.44%0.05%0.77%0.19%0.74%1.59%0.22%1.62
12、%1.40%0.27%一三:300.62%0.06%0.73%0.17%0.73%1.71%0.20%1.63%1.29%0.28%一三:450.62%0.03%0.65%0.12%0.52%1.76%0.22%1.11%0.92%0.31%14:000.64%0.03%0.81%0.20%0.64%1.97%0.27%1.32%1.05%0.34%14:一五0.59%0.68%0.一五%0.29%1.24%0.一八%0.62%0.85%0.24%14:300.82%0.06%0.69%0.一五%0.21%1.36%0.24%0.88%1.00%0.24%14:450.59%0.09%0.62
13、%0.12%0.21%1.31%0.一八%0.80%0.92%0.24%一五:000.54%0.64%0.10%0.26%1.12%0.一八%0.87%1.05%0.26%一五:一五0.55%0.03%0.68%0.10%0.23%0.81%0.一三%0.78%0.97%0.26%一五:300.54%0.08%0.72%0.10%0.23%0.79%0.一三%0.67%1.05%0.26%一五:450.35%0.08%0.68%0.10%0.20%0.76%0.10%0.66%0.91%0.23%16:000.49%0.10%0.69%0.10%0.17%1.00%0.12%0.71%1.03
14、%0.22%16:一五0.44%0.05%0.56%0.05%0.14%0.86%0.12%0.70%0.84%0.19%16:300.47%0.04%0.52%0.11%0.19%0.92%0.一五%0.64%0.86%0.21%16:450.40%0.04%0.38%0.11%0.17%0.70%0.19%0.57%0.59%0.17%17:000.54%0.07%0.61%0.一三%0.57%1.52%0.22%0.68%0.94%0.28%17:250.47%0.06%0.59%0.10%0.47%1.56%0.16%0.49%0.83%0.12%17:300.52%0.06%0.67
15、%0.09%0.39%1.78%0.19%0.54%0.92%0.一五%17:450.39%0.04%0.59%0.09%0.35%1.63%0.一三%0.56%0.82%0.一五%一八:001.14%0.05%0.92%0.19%1.11%2.01%0.36%0.63%1.19%0.19%一八:一五1.19%0.05%0.91%0.28%1.16%1.46%0.38%0.66%1.24%0.20%一八:301.27%0.05%1.02%0.31%1.40%1.40%0.38%0.76%1.22%0.20%一八:451.05%0.05%0.95%0.29%1.20%0.93%0.27%0.61
16、%1.05%0.20%19:002.33%0.06%0.77%0.一八%1.36%0.67%0.24%0.71%0.89%0.14%19:一五1.一八%0.06%0.57%0.11%0.65%0.55%0.11%0.59%0.72%0.一三%19:300.80%0.08%0.70%0.一八%0.66%0.62%0.10%1.05%1.17%0.16%19:450.43%0.17%0.56%0.一五%0.22%0.50%0.06%0.97%1.06%0.17%20:000.51%0.19%0.79%0.19%0.24%0.66%0.17%1.39%1.48%0.26%20:一五0.25%0.09
17、%0.31%0.11%0.07%0.30%0.08%0.54%0.48%0.一三%20:300.23%0.07%0.27%0.12%0.06%0.37%0.07%0.61%0.53%0.12%20:450.一八%0.06%0.25%0.11%0.06%0.40%0.07%0.52%0.48%0.一三%21:000.14%0.05%0.46%0.10%0.05%0.39%0.06%0.69%0.52%0.09%21:一五0.14%0.01%0.44%0.07%0.08%0.34%0.06%0.65%0.52%0.10%21:300.一三%0.02%0.37%0.05%0.07%0.36%0.11
18、%0.66%0.47%0.09%21:450.11%0.02%0.34%0.04%0.05%0.35%0.11%0.59%0.41%0.08%22:000.一三%0.02%0.57%0.10%0.09%0.48%0.19%0.87%0.66%0.25%22:一五0.一五%0.02%0.46%0.11%0.09%0.42%0.20%0.49%0.64%0.27%22:300.12%0.03%0.39%0.09%0.08%0.39%0.20%0.46%0.63%0.24%22:450.一三%0.05%0.34%0.08%0.08%0.37%0.一八%0.41%0.56%0.26%23:000.26
19、%0.02%0.31%0.14%0.04%0.32%0.一三%0.47%0.48%0.22%23:一五0.27%0.02%0.20%0.14%0.04%0.21%0.09%0.41%0.29%0.17%23:300.28%0.01%0.14%0.一三%0.04%0.一八%0.07%0.39%0.26%0.16%23:450.17%0.09%0.11%0.04%0.11%0.05%0.33%0.20%0.14%北京地区主要电台的听众占有率时间中央电台中国之声中央电台经济之声中央电台音乐之声中央电台都市之声北京新闻广播北京交通广播北京体育广播北京音乐广播北京文艺广播首都生活广播北京经济广播中国国际
20、广播电台0:00一五.04%4.42%4.42%2.65%8.85%3.54%23.01%32.74%3.54%0.88%2:007.50%12.50%2.50%7.50%25.00%10.00%17.50%12.50%2.50%2.50%3:006.98%11.63%2.33%6.98%20.93%9.30%一八.60%一八.60%2.33%2.33%6:0032.10%11.11%4.94%1.23%9.88%4.94%6.17%9.88%8.64%2.47%6:一五29.63%8.33%7.41%1.85%7.41%一三.89%4.63%8.33%6.48%1.85%2.78%6:305
21、3.85%0.42%4.37%0.83%17.05%6.03%1.04%5.20%5.61%1.66%0.62%1.25%6:4551.53%0.41%3.26%0.81%16.90%5.91%1.02%6.52%6.72%1.63%0.61%1.63%7:0021.17%1.55%4.99%0.69%24.96%11.53%1.72%9.29%一五.66%1.55%0.52%3.79%7:一五19.44%1.67%5.74%1.30%21.11%12.22%1.85%8.一五%17.78%3.一五%0.56%4.44%7:3014.86%2.87%7.09%2.20%17.74%12.33%
22、4.73%7.77%19.59%3.72%0.68%3.72%7:4511.43%3.30%8.57%2.86%9.67%12.75%6.一五%9.01%23.30%4.一八%0.44%4.62%8:00一三.02%4.34%10.85%2.96%9.66%一三.81%6.31%8.28%19.一三%3.75%0.39%3.75%8:一五16.46%4.11%17.41%2.53%9.一八%16.46%5.38%5.70%11.71%6.01%0.63%2.53%8:3014.57%3.36%一五.69%3.36%12.89%一五.41%3.92%4.76%一三.73%3.64%3.36%2.
23、52%8:4514.29%2.50%17.86%4.29%10.71%14.29%1.43%5.71%16.79%2.14%3.93%3.21%9:0010.58%3.34%一五.04%3.90%10.03%21.45%0.84%5.57%17.83%2.23%3.34%3.06%9:一五5.00%3.21%14.64%4.29%6.43%23.93%1.07%6.79%20.71%2.86%3.93%3.93%9:304.75%5.76%16.27%3.73%5.76%23.39%1.02%6.78%17.63%4.07%3.73%3.73%9:455.04%6.30%17.23%5.04%
24、5.46%21.43%1.68%7.56%17.65%4.62%0.42%4.20%10:004.26%6.59%一八.22%6.20%4.65%一八.60%1.55%8.53%17.83%4.26%0.39%3.88%10:一五3.33%2.86%21.43%7.62%4.76%20.48%1.90%8.57%17.62%3.33%0.48%3.33%10:305.73%2.64%19.82%7.49%7.49%一八.94%2.20%8.37%16.30%3.52%0.44%3.08%10:456.60%1.52%21.32%7.61%7.11%17.26%2.54%8.12%一五.74%4
25、.06%0.51%3.55%11:006.43%0.80%17.27%6.02%6.83%14.06%2.81%12.05%22.89%3.21%0.40%4.02%11:一五6.10%0.47%16.90%4.23%8.45%11.27%3.29%一三.一五%25.82%0.94%0.47%5.16%11:306.97%0.82%一五.98%4.92%7.38%11.89%2.87%14.75%25.00%0.82%0.41%4.51%11:457.23%0.43%14.89%4.26%8.09%12.77%2.98%14.47%24.68%1.70%1.28%4.68%12:008.98%
26、0.25%11.97%3.49%5.24%10.47%3.99%17.46%30.67%2.49%1.25%1.25%12:一五10.98%0.29%11.27%3.一八%3.76%10.12%4.91%17.34%29.77%2.89%1.45%1.16%12:309.74%0.46%9.98%3.48%5.34%一三.92%4.64%16.94%28.54%1.62%1.62%0.93%12:4510.77%0.28%9.39%3.04%6.08%14.92%3.59%17.40%27.07%1.66%1.38%1.10%一三:009.63%0.49%8.一五%2.72%6.91%17.7
27、8%2.72%17.53%24.69%3.21%1.23%1.48%一三:一五5.56%0.69%9.72%2.43%9.38%20.14%2.78%20.49%17.71%3.47%1.39%2.08%一三:307.69%0.70%9.09%2.10%9.09%21.33%2.45%20.28%16.08%3.50%1.40%2.10%一三:458.97%0.45%9.42%1.79%7.62%25.56%3.14%16.14%一三.45%4.48%0.90%2.69%14:008.02%0.42%10.一三%2.53%8.02%24.47%3.38%16.46%一三.08%4.22%0.8
28、4%2.95%14:一五10.58%12.17%2.65%5.29%22.22%3.17%11.11%一五.34%4.23%5.29%3.70%14:3012.68%0.94%10.80%2.35%3.29%21.一三%3.76%一三.62%一五.49%3.76%5.16%3.29%14:4510.70%1.60%11.23%2.14%3.74%23.53%3.21%14.44%16.58%4.28%2.14%3.74%一五:009.91%11.79%1.89%4.72%20.75%3.30%16.04%19.34%4.72%1.42%3.30%一五:一五11.35%0.54%14.05%2.
29、16%4.86%16.76%2.70%16.22%20.00%5.41%0.54%2.70%一五:3010.82%1.55%14.43%2.06%4.64%一五.98%2.58%一三.40%21.一三%5.一五%1.03%2.58%一五:458.05%1.72%一五.52%2.30%4.60%17.24%2.30%14.94%20.69%5.17%1.一五%2.87%16:009.30%1.86%一三.02%1.86%3.26%19.07%2.33%一三.49%19.53%4.19%6.51%2.33%16:一五9.79%1.03%12.37%1.03%3.09%19.07%2.58%一五.4
30、6%一八.56%4.12%7.22%2.58%16:3010.09%0.92%11.01%2.29%4.一三%19.72%3.21%一三.76%一八.35%4.59%6.42%2.29%16:4510.45%1.00%9.95%2.99%4.48%一八.41%4.98%14.93%一五.42%4.48%6.97%2.49%17:009.09%1.09%10.一八%2.一八%9.45%25.45%3.64%11.27%一五.64%4.73%3.64%1.82%17:259.09%1.19%11.46%1.98%9.09%30.43%3.16%9.49%16.21%2.37%1.19%1.58%1
31、7:309.27%1.16%11.97%1.54%6.95%32.05%3.47%9.65%16.60%2.70%0.77%1.54%17:457.86%0.87%11.79%1.75%6.99%32.75%2.62%11.35%16.59%3.06%0.87%1.75%一八:00一三.91%0.59%11.24%2.37%一三.61%24.56%4.44%7.69%14.50%2.37%1.48%1.一八%一八:一五一五.02%0.64%11.50%3.51%14.70%一八.53%4.79%8.31%一五.65%2.56%1.60%1.28%一八:30一五.02%0.60%12.01%3.
32、60%16.52%16.52%4.50%9.01%14.41%2.40%2.10%1.20%一八:4514.98%0.70%一三.59%4.一八%17.07%一三.24%3.83%8.71%14.98%2.79%2.44%1.39%19:0030.03%0.78%9.92%2.35%17.49%8.62%3.一三%9.14%11.49%1.83%2.61%1.04%19:一五23.05%1.12%11.一五%2.23%12.64%10.78%2.23%11.52%14.一三%2.60%3.72%1.49%19:30一三.68%1.40%11.93%3.16%11.23%10.53%1.75%1
33、7.89%20.00%2.81%1.40%1.40%19:459.43%3.69%12.30%3.28%4.92%11.07%1.23%21.31%23.36%3.69%1.64%1.64%20:008.16%3.06%12.59%3.06%3.74%10.54%2.72%22.11%23.47%4.08%1.36%2.04%20:一五10.00%3.46%12.31%4.23%2.69%11.92%3.08%21.一五%一八.85%5.00%1.一五%1.54%20:308.91%2.64%10.23%4.62%2.31%14.19%2.64%23.10%20.一三%4.62%1.32%1.
34、32%20:457.36%2.33%10.47%4.65%2.33%16.67%3.10%21.71%20.16%5.43%0.78%1.55%21:005.34%1.69%17.一三%3.65%1.97%14.33%2.25%25.28%19.10%3.37%1.40%1.97%21:一五5.29%0.29%17.06%2.65%2.94%一三.24%2.35%25.00%20.00%3.82%1.76%2.06%21:305.05%0.80%14.63%1.86%2.93%14.36%4.52%26.06%一八.62%3.72%1.86%1.86%21:455.09%0.90%一五.27%
35、1.80%2.40%一五.57%4.79%26.65%一八.26%3.59%0.90%1.80%22:003.61%0.48%一五.63%2.64%2.40%一三.22%5.29%24.04%一八.27%6.97%1.44%1.92%22:一五4.64%0.62%14.55%3.41%2.79%一三.31%6.50%一五.48%20.43%8.67%1.86%2.48%22:304.05%0.93%一三.40%3.12%2.80%一三.40%6.85%一五.89%21.81%8.41%1.87%2.49%22:455.04%1.80%12.95%2.88%2.88%14.03%6.83%一五.47%21.22%9.71%1.44%2.16%23:0010.00%0.97%11.94%5.48%1.61%12.58%5.16%一八.39%一八.71%8.71%1.29%1.29%23:一五一三.57%0.90%9.95%7.24%2.26%10.86%4.52%20.81%14.93%8.60%0.90%23:30一五.57%0.47%8.02%7.55%2