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30/302004年度中國廣播聽眾與電臺(tái)收聽率調(diào)查報(bào)告賽立信媒介研究有限公司二○○四年七月

關(guān)于本項(xiàng)調(diào)查調(diào)研地區(qū):北京、沈陽、上海、武漢、成都、廣州。調(diào)研對象:調(diào)查城市的常住人口。其中收聽廣播情況針對廣播聽眾進(jìn)行,受訪者條件——在調(diào)研地區(qū)居住/生活1年以上年齡介于10-69歲每周收聽廣播一次以上符合市場研究要求之一般條件樣本量:單位北京上海沈陽武漢成都廣州合計(jì)接觸樣本(約)個(gè)1000100010001000100010006000聽眾有效樣本個(gè)3003003003003003001800抽樣方法:多階段隨機(jī)抽樣(PPS法)。數(shù)據(jù)采集方法:入戶問卷式訪問,留置《收聽廣播情況日記表》記錄一周。調(diào)研執(zhí)行:本項(xiàng)目由賽立信媒介研究公司負(fù)責(zé)項(xiàng)目設(shè)計(jì)、分析、組織與質(zhì)量監(jiān)控工作,賽立信運(yùn)作中心及各城市現(xiàn)場執(zhí)行部負(fù)責(zé)運(yùn)作執(zhí)行工作。調(diào)研時(shí)間:2004年3月17-31日,其中日記表填寫時(shí)間是3月21日-27日。重要聲明本報(bào)告所涉及的數(shù)據(jù)全部來源于本項(xiàng)調(diào)研的直接結(jié)果或分析結(jié)果;本報(bào)告未經(jīng)賽立信公司授權(quán),任何單位或個(gè)人不得對外發(fā)布或交給第三方使用;任何單位或個(gè)人不得利用本報(bào)告的數(shù)據(jù)或調(diào)研結(jié)果進(jìn)行公開宣傳或有任何詆毀第三方之行為;本報(bào)告及其所涉及數(shù)據(jù)結(jié)果的版權(quán)及解釋權(quán)屬賽立信媒介研究有限公司。賽立信媒介研究有限公司地址:廣州市環(huán)市東路450號(hào)華信中心15樓郵編:510080聯(lián)系人:李薔小姐、冼國康先生、劉蘇秦先生電話:(020)87609353,87609348傳真:(020)87770505郵箱:media@網(wǎng)址:

目錄媒體接觸情況及廣播聽眾規(guī)模 4六城市受眾接觸各類媒體的情況 4六城市廣播聽眾規(guī)模 4北京地區(qū)聽眾收聽廣播的情況 5北京地區(qū)主要電臺(tái)的到達(dá)率 5北京地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái) 5北京地區(qū)聽眾對各主要電臺(tái)的滿意度評價(jià) 5北京地區(qū)主要電臺(tái)的收聽率 6北京地區(qū)主要電臺(tái)的聽眾占有率 7沈陽地區(qū)聽眾收聽廣播的情況 8沈陽地區(qū)主要電臺(tái)的到達(dá)率 8沈陽地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái) 8沈陽地區(qū)聽眾對各主要電臺(tái)的滿意度評價(jià) 8沈陽地區(qū)主要電臺(tái)的收聽率 9沈陽地區(qū)主要電臺(tái)的聽眾占有率 10上海地區(qū)聽眾收聽廣播的情況 11上海地區(qū)主要電臺(tái)的到達(dá)率 11上海地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái) 11上海地區(qū)聽眾對各主要電臺(tái)的滿意度評價(jià) 11上海地區(qū)主要電臺(tái)的收聽率 12上海地區(qū)主要電臺(tái)的聽眾占有率 13武漢地區(qū)聽眾收聽廣播的情況 14武漢地區(qū)主要電臺(tái)的到達(dá)率 14武漢地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái) 14武漢地區(qū)聽眾對主要電臺(tái)的滿意度評價(jià) 14武漢地區(qū)主要電臺(tái)的收聽率 15武漢地區(qū)主要電臺(tái)的聽眾占有率 16成都地區(qū)聽眾收聽廣播的情況 17成都地區(qū)主要電臺(tái)的到達(dá)率 17成都地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái) 17成都地區(qū)聽眾對主要電臺(tái)的滿意度評價(jià) 17成都地區(qū)主要電臺(tái)的收聽率 18成都地區(qū)主要電臺(tái)的聽眾占有率 19廣州地區(qū)聽眾收聽廣播的情況 20廣州地區(qū)主要電臺(tái)的到達(dá)率 20廣州地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái) 20廣州地區(qū)聽眾對主要電臺(tái)的滿意度評價(jià) 20廣州地區(qū)主要電臺(tái)的收聽率 21廣州地區(qū)主要電臺(tái)的聽眾占有率 22

媒體接觸情況及廣播聽眾規(guī)模六城市受眾接觸各類媒體的情況雜志:接觸率雜志:接觸率24.2%過去一個(gè)月曾經(jīng)接觸的媒體的受眾比例其它媒體:接觸率1.5%廣播:接觸率56.9%報(bào)紙:接觸率70.0%互聯(lián)網(wǎng):接觸率16.3%電視:接觸率97.3%調(diào)研地區(qū)電視電臺(tái)報(bào)紙雜志互聯(lián)網(wǎng)曾經(jīng)接觸最常接觸曾經(jīng)接觸最常接觸曾經(jīng)接觸最常接觸曾經(jīng)接觸最常接觸曾經(jīng)接觸最常接觸北京94.2%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%4.7%77.9%2.0%26.4%0.1%15.2%5.3%廣州99.5%81.4%51.3%6.9%62.4%4.9%9.9%0.8%15.9%6.0%武漢97.2%86.1%52.9%3.7%64.3%5.2%21.9%0.6%15.8%4.4%成都98.2%89.3%50.8%4.5%80.2%3.6%22.8%0.2%9.7%1.0%沈陽97.0%77.3%60.0%13.3%68.0%3.5%22.4%0.6%12.7%2.6%六城市廣播聽眾規(guī)模北京地區(qū)聽眾收聽廣播的情況北京地區(qū)主要電臺(tái)的到達(dá)率電臺(tái)名稱周到達(dá)率排名日到達(dá)率排名中央電臺(tái)中國之聲18.57%110.46%1中央電臺(tái)經(jīng)濟(jì)之聲4.09%91.48%10中央電臺(tái)音樂之聲12.87%55.41%6中央電臺(tái)都市之聲5.56%81.78%8北京新聞廣播12.28%66.45%5北京交通廣播14.04%47.35%4北京體育廣播5.99%72.05%7北京音樂廣播16.23%37.87%3北京文藝廣播18.27%29.90%2首都生活廣播4.09%101.67%9北京經(jīng)濟(jì)廣播3.80%111.46%11中國國際廣播電臺(tái)1.75%121.13%12北京地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái)(單位:分)北京地區(qū)聽眾對各主要電臺(tái)的滿意度評價(jià)(單位:分)

北京地區(qū)主要電臺(tái)的收聽率時(shí)間中央電臺(tái)中國之聲中央電臺(tái)經(jīng)濟(jì)之聲中央電臺(tái)音樂之聲中央電臺(tái)都市之聲北京新聞廣播北京交通廣播北京體育廣播北京音樂廣播北京文藝廣播首都生活廣播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%0.15%0.06%0.10%0.07%0.01%3:000.05%--0.08%0.02%0.05%0.15%0.07%0.14%0.14%0.02%6:000.99%0.34%0.15%0.04%0.30%0.15%--0.19%0.30%0.27%6:150.95%0.27%0.24%0.06%0.24%0.45%--0.15%0.27%0.21%6:305.43%0.04%0.44%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%7:152.79%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%1.13%2.93%0.52%8:001.85%0.62%1.54%0.42%1.37%1.96%0.89%1.17%2.71%0.53%8:151.54%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%0.18%9:001.18%0.37%1.67%0.43%1.11%2.38%0.09%0.62%1.98%0.25%9:150.48%0.31%1.41%0.41%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%0.13%0.59%1.37%0.36%10:000.37%0.57%1.57%0.54%0.40%1.61%0.13%0.74%1.54%0.37%10:150.21%0.18%1.35%0.48%0.30%1.29%0.12%0.54%1.11%0.21%10:300.39%0.18%1.36%0.51%0.51%1.30%0.15%0.58%1.12%0.24%10:450.39%0.09%1.25%0.45%0.42%1.01%0.15%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%11:150.37%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%0.18%0.95%1.61%0.05%11:450.43%0.03%0.89%0.25%0.48%0.76%0.18%0.87%1.48%0.10%12:001.02%0.03%1.36%0.40%0.60%1.19%0.45%1.99%3.50%0.28%12:151.04%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%3.13%0.18%12:451.01%0.03%0.88%0.28%0.57%1.40%0.34%1.63%2.53%0.16%13:001.03%0.05%0.87%0.29%0.74%1.90%0.29%1.87%2.63%0.34%13:150.44%0.05%0.77%0.19%0.74%1.59%0.22%1.62%1.40%0.27%13:300.62%0.06%0.73%0.17%0.73%1.71%0.20%1.63%1.29%0.28%13:450.62%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%14:150.59%--0.68%0.15%0.29%1.24%0.18%0.62%0.85%0.24%14:300.82%0.06%0.69%0.15%0.21%1.36%0.24%0.88%1.00%0.24%14:450.59%0.09%0.62%0.12%0.21%1.31%0.18%0.80%0.92%0.24%15:000.54%--0.64%0.10%0.26%1.12%0.18%0.87%1.05%0.26%15:150.55%0.03%0.68%0.10%0.23%0.81%0.13%0.78%0.97%0.26%15:300.54%0.08%0.72%0.10%0.23%0.79%0.13%0.67%1.05%0.26%15:450.35%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%0.22%16:150.44%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%0.15%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%0.13%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%0.09%0.39%1.78%0.19%0.54%0.92%0.15%17:450.39%0.04%0.59%0.09%0.35%1.63%0.13%0.56%0.82%0.15%18:001.14%0.05%0.92%0.19%1.11%2.01%0.36%0.63%1.19%0.19%18:151.19%0.05%0.91%0.28%1.16%1.46%0.38%0.66%1.24%0.20%18:301.27%0.05%1.02%0.31%1.40%1.40%0.38%0.76%1.22%0.20%18:451.05%0.05%0.95%0.29%1.20%0.93%0.27%0.61%1.05%0.20%19:002.33%0.06%0.77%0.18%1.36%0.67%0.24%0.71%0.89%0.14%19:151.18%0.06%0.57%0.11%0.65%0.55%0.11%0.59%0.72%0.13%19:300.80%0.08%0.70%0.18%0.66%0.62%0.10%1.05%1.17%0.16%19:450.43%0.17%0.56%0.15%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%20:150.25%0.09%0.31%0.11%0.07%0.30%0.08%0.54%0.48%0.13%20:300.23%0.07%0.27%0.12%0.06%0.37%0.07%0.61%0.53%0.12%20:450.18%0.06%0.25%0.11%0.06%0.40%0.07%0.52%0.48%0.13%21:000.14%0.05%0.46%0.10%0.05%0.39%0.06%0.69%0.52%0.09%21:150.14%0.01%0.44%0.07%0.08%0.34%0.06%0.65%0.52%0.10%21:300.13%0.02%0.37%0.05%0.07%0.36%0.11%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%22:000.13%0.02%0.57%0.10%0.09%0.48%0.19%0.87%0.66%0.25%22:150.15%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%22:450.13%0.05%0.34%0.08%0.08%0.37%0.18%0.41%0.56%0.26%23:000.26%0.02%0.31%0.14%0.04%0.32%0.13%0.47%0.48%0.22%23:150.27%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%0.13%0.04%0.18%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%北京地區(qū)主要電臺(tái)的聽眾占有率時(shí)間中央電臺(tái)中國之聲中央電臺(tái)經(jīng)濟(jì)之聲中央電臺(tái)音樂之聲中央電臺(tái)都市之聲北京新聞廣播北京交通廣播北京體育廣播北京音樂廣播北京文藝廣播首都生活廣播北京經(jīng)濟(jì)廣播中國國際廣播電臺(tái)0:0015.04%--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%18.60%18.60%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%--6:1529.63%8.33%7.41%1.85%7.41%13.89%--4.63%8.33%6.48%1.85%2.78%6:3053.85%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%15.66%1.55%0.52%3.79%7:1519.44%1.67%5.74%1.30%21.11%12.22%1.85%8.15%17.78%3.15%0.56%4.44%7:3014.86%2.87%7.09%2.20%17.74%12.33%4.73%7.77%19.59%3.72%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上海地區(qū)聽眾收聽廣播的情況電臺(tái)名稱周到達(dá)率排名日到達(dá)率排名中央電臺(tái)中國之聲9.23%46.55%2上海電臺(tái)新聞?lì)l率17.50%112.35%1上海電臺(tái)交通頻率4.61%72.38%7上海電臺(tái)文藝頻率4.88%52.64%5上海電臺(tái)戲劇頻率4.88%62.52%6上海東廣新聞臺(tái)10.72%25.58%3上海東廣都市7923.12%81.92%8上海東廣流行音樂頻率10.31%35.50%4上海東廣經(jīng)典音樂頻率1.36%100.35%11上海東廣財(cái)經(jīng)頻率2.85%91.80%9浦江之聲廣播電臺(tái)1.22%110.41%10上海地區(qū)主要電臺(tái)的到達(dá)率上海地區(qū)廣播聽眾經(jīng)常收聽的電臺(tái)(單位:分)上海地區(qū)聽眾對各主要電臺(tái)的滿意度評價(jià)(單位:分)上海地區(qū)主要電臺(tái)的收聽率上海電臺(tái)新聞?lì)l率上海電臺(tái)交通頻率上海電臺(tái)文藝頻率上海電臺(tái)戲劇頻率上海東廣新聞臺(tái)上海東廣都市792上海東廣流行音樂頻率上海東廣經(jīng)典音樂頻率上海東廣財(cái)經(jīng)頻率浦江之聲廣播電臺(tái)(FM97)中央電臺(tái)中國之聲0:000.25%0.05%--0.03%0.05%0.49%--0.03%------2:000.24%------0.04%0.04%----------3:000.44%------0.07%0.07%----------6:005.12%0.35%0.02%--1.36%0.40%0.07%--0.05%----6:155.29%0.38%0.03%0.03%1.38%0.43%0.08%--0.05%----6:304.52%0.36%0.28%0.03%1.80%0.51%0.13%--0.03%--4.54%6:453.28%0.38%0.31%0.04%1.62%0.57%0.15%--0.04%--3.30%7:009.07%1.03%0.88%0.23%3.09%0.98%1.16%--0.10%0.28%0.15%7:156.52%0.83%0.81%0.22%2.35%0.71%0.95%--0.10%0.27%0.15%7:306.56%1.04%0.88%0.23%2.26%0.67%1.04%--0.13%0.29%0.13%7:453.48%0.51%0.83%0.22%1.15%0.17%0.51%--0.10%0.22%0.05%8:004.83%1.25%1.04%0.19%0.96%--0.82%0.11%0.42%0.03%0.05%8:152.20%1.36%0.47%0.14%0.58%--0.44%0.11%0.42%--0.06%8:301.98%1.23%0.43%0.10%0.70%--0.43%0.10%0.40%--0.73%8:450.83%0.96%0.35%0.09%0.41%--0.35%0.02%0.35%--0.44%9:000.98%1.00%0.56%0.59%0.68%--0.54%0.02%0.61%--0.02%9:150.45%0.55%0.37%0.62%0.45%--0.30%--0.57%--0.02%9:300.53%0.57%0.39%0.64%0.46%--0.41%--0.50%--0.02%9:450.42%0.38%0.29%0.54%0.21%--0.29%--0.42%--0.02%10:000.70%0.45%0.32%0.68%0.34%0.05%0.47%--0.56%--0.02%10:150.60%0.33%0.26%0.42%0.26%0.09%0.39%--0.58%--0.02%10:300.63%0.46%0.29%0.46%0.29%0.14%0.43%--0.60%0.07%0.02%10:450.29%0.33%0.18%0.24%0.24%0.13%0.29%--0.49%0.07%0.02%11:000.43%0.30%0.21%0.30%0.41%0.15%0.36%0.02%0.58%0.02%0.02%11:150.30%0.24%0.08%0.30%0.26%0.16%0.28%0.02%0.42%--0.06%11:300.25%0.31%0.40%0.31%0.40%0.21%0.48%0.04%0.60%--0.08%11:450.25%0.31%0.37%0.25%0.35%0.19%0.41%0.04%0.54%--0.06%12:001.52%0.35%0.49%0.49%1.22%0.23%1.99%0.09%0.51%--0.23%12:151.66%0.29%0.14%0.46%1.06%0.26%2.21%0.11%0.32%--0.23%12:301.71%0.27%0.18%0.47%1.09%0.29%2.39%0.12%0.35%0.03%0.24%12:450.51%0.25%0.11%0.25%0.34%0.20%1.57%0.08%0.31%0.03%0.20%13:000.53%0.44%0.17%0.39%0.33%0.17%1.75%0.06%0.56%0.03%0.14%13:150.33%0.49%0.10%0.39%0.03%--1.05%--0.59%0.03%--13:300.29%0.38%0.15%0.53%0.03%--0.96%--0.50%0.03%0.03%13:450.21%0.21%0.09%0.41%----0.58%--0.32%0.02%0.02%14:000.35%0.26%0.09%0.49%--0.02%0.70%--0.40%0.02%0.05%14:150.33%0.33%0.05%0.39%--0.05%0.31%--0.39%--0.08%14:300.32%0.27%0.05%0.34%0.02%0.07%0.30%0.02%0.34%--0.07%14:450.29%0.20%0.02%0.27%0.04%0.07%0.20%0.02%0.31%--0.04%15:000.42%0.30%0.10%0.42%0.10%0.10%0.30%--0.74%--0.02%15:150.36%0.36%0.09%0.27%0.12%0.09%0.30%--0.83%--0.03%15:300.32%0.35%0.20%0.29%0.09%0.12%0.32%--0.87%--0.03%15:450.21%0.21%0.16%0.27%0.05%0.08%0.29%--0.75%--0.03%16:000.24%0.15%0.13%0.36%0.09%0.09%0.34%--0.90%--0.02%16:150.26%0.21%0.03%0.26%0.08%0.03%0.26%--0.83%--0.05%16:300.35%0.18%0.04%0.20%0.10%0.02%0.87%--0.65%--0.02%16:450.30%0.14%0.04%0.14%0.10%0.02%0.77%--0.59%--0.02%17:000.47%0.19%0.17%0.43%0.49%0.02%0.93%--0.56%--0.02%17:250.43%0.19%0.19%0.45%0.62%--0.57%--0.26%----17:300.52%0.13%0.24%0.50%0.78%0.10%0.65%--0.31%--0.03%17:450.48%0.06%0.27%0.45%0.42%0.12%0.42%--0.33%--0.03%18:001.57%0.07%0.97%0.55%0.70%0.17%0.55%0.05%0.25%0.02%0.02%18:151.56%0.03%0.95%0.61%0.43%0.09%0.32%0.06%0.20%0.03%0.03%18:301.60%0.03%0.95%0.62%0.24%0.09%0.33%0.06%0.21%0.03%0.03%18:450.87%0.04%0.20%0.39%0.28%--0.08%0.04%----0.04%19:000.31%0.06%0.40%0.73%0.21%0.21%0.24%0.09%----0.18%19:150.32%0.04%0.51%0.71%0.04%0.28%0.28%0.12%----0.28%19:300.30%0.04%0.49%0.68%0.04%0.26%0.57%0.11%----0.26%19:450.34%0.04%0.34%0.59%0.04%0.29%0.50%0.13%----0.04%20:000.52%0.05%0.05%0.42%0.05%0.37%0.63%0.16%------20:150.74%--0.08%0.08%0.08%0.57%0.82%0.16%------20:300.85%--0.08%0.08%0.08%0.54%0.77%0.15%--0.08%--20:450.77%--0.09%--0.09%0.60%0.69%0.09%--0.09%--21:000.49%0.03%0.06%--0.09%0.99%0.80%0.06%0.06%0.12%--21:150.52%0.03%0.03%--0.10%1.04%0.62%0.07%0.07%0.10%0.03%21:300.47%0.03%0.06%--0.09%1.00%0.62%0.06%0.06%0.09%0.03%21:450.28%0.03%0.10%--0.10%0.87%0.66%0.03%--0.10%0.03%22:000.39%0.05%0.

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