Top Ten Media Among Vancouver Chinese
In Vancouver, Fairchild TV is an all Cantonese programming channel. For the burgeoning Mandarin population in British Columbia, Fairchild has another regional TV station, Talentvision TV that provides exclusively Mandarin programming.
According to the latest ACNielsen•DJC Vancouver Chinese Media Index, Fairchild TV together with Talentvision TV have an unrivaled average daily reach of 50 per cent of the total Chinese population in the Vancouver census metropolitan area. The Cantonese channel Fairchild TV alone has an average daily reach of 39%. The Mandarin channel Talentvision TV has an average daily reach of 14%.
Let's look at how well the major television and print media outlets reach the Chinese audience in Vancouver.
Source: ACNielsen•DJC Research Vancouver Chinese Media Index 1998.
Fairchild TV is the most successful media outlet in reaching Chinese Canadians. Thirty nine per cent of all Chinese in Vancouver watch Fairchild TV every day. That means more than 82,000 Chinese people in Vancouver watch Fairchild TV regularly.
Fairchild Radio AM1470, catered primarily to Cantonese-speaking Chinese, reaches 29% of the total Chinese population in Vancouver Ming Pao and Sing Tao are two Chinese newspapers catered mainly to the Cantonese-speaking population. Their daily readership numbers are comparable. On average, both of them reach 22 per cent of the total Chinese population every day.
CHMB, another Chinese radio station, reaches 17% of the Chinese every day on average.
Talentvision TV, an all Mandarin Channel also owned by Fairchild TV, has an average daily reach of 14%
World Journal, a Chinese newspaper catering to the Mandarin-speaking Chinese population, reaches 13% of the Chinese in Vancouver.
Vancouver Sun has an average daily reach of 12 per cent and BCTV has an average daily reach of 11 per cent. It is clear that few advertising messages in the English media are reaching Chinese consumers.
Fairchild Radio FM96.1, catering primarily to Mandarin market, has an average daily reach of 9%
Source: ACNielsen•DJC Research Vancouver Chinese Media Index 1998
For more information relating to media usage, please go to Chinese Market Fact.
For information on the Toronto Chinese market, please go to:
Overview of the Toronto Chinese Market
(Source: ACNielsen•DJC Research Toronto Chinese Media Index 1999)