Embed Size (px)
Citation preview
WIN TOGETHER3
5.7%According to CSM data, the average audience rating of the
World Cup opening ceremony broadcast by CCTV-5 reached
5.7%, accounting for 14.34% of the market share and 9 times
higher than the adience rating in normal times of same period.
7.89%By June 26, 48 group stage games had been played, with
the first match between South Africa and Mexico reaching an
audience rating of 7.89%, representing 28.44% of the audience
share
8.11%On the evening of June 25, the match between Brazil and
Portugal reached the audience rating of 8.11%, accounting for
27.84% of the audience share.
200.2 millionThe page views for CNTV on the first day of the World Cup
reached 200.2 million, 70% higher than usual; the number of
unique visitors reached 8.05 million, 2.23 times as many as the
normal; the accumulated number of viewers watching live video
broadcast totaled 15.22 million.
South Africa World Cup kicked off on the night of June 11. CCTV-5, CCTV HD Channel, CCTV Fengyun Football Channel and CNTV successfully broadcast the opening ceremony and opening match lively.
Statistics indicate that the audience shares of Sports Channel reached 6.22% on that day, hitting a new record high for the year. CNTV Sports Channel live broadcast the opening match. It is the first time that China new media broadcast lively the matches of the World Cup.
CCTV HD Channel also live broadcast the opening ceremony and opening match of the World Cup as well as the program “World Cup Feast”, which is the first time that China broadcast the World Cup with hi-definition system.
CCTV Broadcasts the World Cup Opening Ceremony Lively
06 The Landing Progress of CCTV International Channels
08 CCTV AD Holds Strategy Seminar
09 CCTV AD Attends China Brand Communication Trend Forum
10 CCTV AD Attends Quanyou’s New Brand Strategy Launch Conference
13 CCTV AD Attends Charm’s VIP Client Forum
14 CCTV President Jiao Li Meets with the President of CNBC
15 Russian Media Expect Cooperation with CCTV
15 Sudanese Ambassador to China Sings High Praise of Arabic Channel
15 Delegation from Arab Countries Visits CCTV
16 Marketing Highlights of South Africa World Cup
Focus
CCTV News
Interview
28 Audience Rating Analysis of 2006 Doha Asian Games
30 Glance at the 2010 Guangzhou Asian Games
18 2010 FIFA World Cup Draws High Attention
21 Football Fervour Sweeps McDonalds
22 Commercial Duel on the World Cup: Pepsi Vs Coca Cola
27 China Unicom: Connect the Football Field, Bring You Boundless Excitement
World Cup
Analysis
EDITOR IN CHIEF Chen Rongyong
ASSOCIATE EDITOR IN CHIEF Yin Xuedong She Xianjun
EXECUTIVE EDITOR IN CHIEF Yang Zhengliang
MEMBER OF EDITORIAL BOARD
He Haiming Chen Rongyong Li Yi Yin Xuedong
She Xianjun Yang Zhenliang Lian Jin huan Zhang Yongli
Ma Yihong He Xinghuang Zhou Huanyu Hou Xiuhong
Xu Guichun Zhang Qing Li Jia Ren Yingxiu
EXECUTIVE EDITOR Wang Yihan Tang Aihui
EXECUTIVE ART EDITOR Wu Xue
COVER DESIGN Guo Jia
PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue
PRINT Zhu Junyu Bi Lei
PUBLISHER Advertising Department of China Central Television
ADDRESS F3 Media Center Apartment
No.11 Fu Xing Road
Beijing, China, 100859
TELEPHONE 8610-68500180
FAX NUMBER 8610-68550947
WEBSITE http://ad.cctv.com 1118.cctv.com
EMAIL [email protected]
WIN TOGETHER6
The Landing Progress of CCTV International Channels
With the promotion of the overseas landing projects in recent
years, CCTV international channels have achieved great progress in
being a world-class media group.
By June 2010, CCTV’s six international channels had totally
cooperated with 279 overseas local media, realizing broadcasting
complete channels or partial programmes in totally 140 countries
and regions. In these countries and regions, the total number of
overseas viewers of CCTV international channels is about 150.58
million households. However, it is impossible to get accurate statistics
on the number of overseas viewers of programs as they were mostly
broadcast in public wireless channels widely covered in local area.
CCTV-4CCTV-4 started broadcasting on 1st October 1992. Its aim is
to “inherit Chinese civilization, and serve Chinese people all over
the world”.The channel mainly serves the Chinese citizens residing
abroad as well as compatriots of Hong Kong, Macao and Taiwan. It is
positioned to be a comprehensive channel based on news reporting.
Through one decade efforts, CCTV-4 has become one of the best
Chinese-speaking international channels in the world.
At present, CCTV-4 has landed its complete channel in 121
countries and regions with about 15 million viewers.
CCTV NewsOn 25th Sep 2000, CCTV launched a new English international
channel CCTV-9. In April 2010, CCTV-9 was renamed as CCTV NEWS.
It mainly aims to serve mainstream English-speaking viewers all over
the world. Its slogan is: Let the world know China, and view the world
from the Chinese perspective.
In recent years, the quality of the programs of CCTV NEWS has
been continuously improved. With unique positioning – to be the
window of the world with Chinese insight, CCTV NEWS becomes
increasingly popular in the world.
CCTV NEWS landed in 126 countries and regions, with totally
100.93 million viewers.
CCTV-F and CCTV-ECCTV- E&F which began broadcasting on 1st October 2004 was
separated into two independent channels, i.e. CCTV-E (Spanish) and
CCTV-F (French) on 1st October 2007. The target viewers are mainly
people in Latin America and developing countries in Africa. And the
programs mainly concern special topics, education and service. The
two channels are positioned to be comprehensive channels based on
news reporting.
CCTV-F has landed in 37 countries and regions, with 12.24
million viewers. CCTV-E has landed in 14 countries and regions, with
15.49 million viewers.
CCTV-Arabic ChannelCCTV-Arabic Channel which was on air on 25th Jul 2009, was
settled in the Middle-east and North Africa through the free satellite
live broadcast that is usually seen in Arabic speaking countries. At
present, it covers 6 million viewers.
CCTV-Russian CCTV-Russian which started its broadcast on 10th Sep 2009,
aims to serve Russia and other Russian speaking regions. Currently,
it offers various sorts of programmes like news, special topics and
entertainments, with 920,000 viewers.
WIN TOGETHER7
Program BroadcastBesides complete channel landing projects, CCTV international channels also have some programs broadcast in overseas local TV channels
in 45 countries and regions.
Besides, when CCTV offers the live broadcast of some significant events held in China, many foreign media giants directly use the live signal
of CCTV international channels, with over 300 overseas media either completely or partially use CCTV’s signal.
WIN TOGETHER8
CCTV AD Holds Strategy Seminar 30 Consultants Share Their Expertise
CCTV Advertising Department held a seminar on advertising
management strategy in Shunyi, Beijing from June 5th to June 6th.
CCTV Deputy Editor-in-chief and Director of Advertising Management
Center Cheng Hong, Deputy Directors of Advertising Department
He Haiming, Chen Rongyong, Li Yi, and principals of all sections of
Advertising Department attended the seminar, where they had
in-depth discussion with more than 30 advertisement strategy
consultants over CCTV’s advertising management strategy.
During the seminar, which was presided over by Deputy Director
Chen Rongyong, CCTV Deputy Editor-in-chief Cheng Hong made
an exhaustive introduction to the reform campaign of CCTV in the
first half of year 2010; and Deputy Director He Haiming briefed the
attendants on the situation of CCTV advertising management during
the first five months of 2010. Zhang Zhongliang,Director of Financial
Department of National Bureau of Statistics, made a forecast over the
economic tendency for the second half of 2010 and the forthcoming
2011. Tian Tao,Vice President of CTR Market Research Co., Ltd.
analyzed the competition among TV media in the past months of this
year. Yuan Fang, Deputy Researcher with Advertisement Department
of Communication University of China predicted the competitive
landscape of media for the second half year of 2010 and the
imminent 2011. Zhang Haiying, General Manager of GroupM Trading
(China) foretold the media placement demand of
enterprises in the second half of the year 2010 and
the upcoming 2011.
Besides, participants also held elaborate
discussions over CCTV 2011 advertisement bidding
strategy and analyzed representative advertisement
cases placed by enterprises on the platform of CCTV.
The present advertising strategy consultants of CCTV
Advertising Department are composed of experts,
scholars and managers from academic circle and
senior management from enterprises. they offered
many constructive ideas and suggestions on the
advertising management of CCTV coupled with
deep insights into their respective fields
WIN TOGETHER9
CCTV AD Attends China Brand Communication Trend Forum
He Haiming, Deputy Director of CCTV Advertising Department
was invited to attend the 5th China Brand Communication Trend
Forum and the 1st Chinese Classic Communication Award Ceremony
on June 22nd, during which He Haiming delivered a keynote speech
entitled “New Marketing Hatched by New Times”.
More than 200 guests from universities, enterprises, media,
advertising agencies and market research companies participated
in the forum, which was co-hosted by China Association of National
Advertisers and Peking University.
Under the theme of “Brands Build City”, participants held in-
depth discussions on such topics as “Industry Development and
Brand Trend in China”, “Creative Communication Management &
Transformation of China’s Advertisement Industry”, “Urban Brands
& Marketing Communication Strategy” and “Chance and Challenges
under communication innovations”.
Official Website of
CCTV AD Adds a New Domain
Considering that the original website of Advertising
Department“ad.cctv.com” brought some inconvenience due to the
abbreviation “ad”, CCTV Advertising Department decides to put the
new domain name of“1118.cctv.com”into use along with the old
one of “ad.cctv.com” . Visitors are welcome to log on our website via
either “ad.cctv.com”or“1118.cctv.com”.
WIN TOGETHER10
CCTV AD Attends Quanyou’s New Brand Strategy Launch Conference
On June 3, Quanyou Furniture Co.,
Ltd held 2010 Quanyou Brand Strategy
and New Product Launch Conference
entitled “TDream Of Beautiful Homes, The
Blossoming Happiness” in Beijing. Quanyou’s
vice president Wei Bin, Deputy Director
of CCTV Advertising Department Chen
Rongyong, the Chinese star couple Huang Lei
and Sun Li, famous Chinese actress Li Xiaolu,
many experts, leaders and representatives
of distributors in furniture industry attended
the grand event.
China's furniture industry has now
entered into the brand marketing phase
after undergoing the previous two phases
of handcraft workshop and channel
development. According to relevant data,
the gross output value of the domestic
furniture industry will reach RMB 800 billion,
and will increase at an annual rate of 15% in
the next five years. Currently, there are over
50,000 furniture manufacturers in China,
whose brands are rather scattered. What
should they do to seize this opportunity and
exploit such a large market? At the beginning
of 2010, Quanyou Furniture put forward the
strategic objective of emerging as the world-
class integrated furniture solution provider,
which has established four development
strategies: brand strategy; industry chain
integration strategy, channel cultivation
strategy and informatization strategy. As the
core content of this conference, new brand
strategy of Quanyou has been officially
unveiled.
On the conference, Quanyou Furniture
also released its new commercial, the
premiere ceremony for which was kicked
off by such distinguished attendees as
Quanyou’s vice president Wei Bin, Deputy
Director of CCTV Advertising Department
Chen Rongyong,, etc. Deputy Director
Chen Rongyong remarked that, "Quanyou
Furniture is a great furniture manufacturer
that attaches great importance to brand
building. Over the recent decade, it has
maintained close strategic cooperative
relationship with CCTV. CCTV will continue to
strengthen such cooperation with Quanyou
Furniture in the days to come so as to
help boost the development of the whole
furniture industry”.
The new brand strategy unveiled by
Quanyou Furniture at this launch conference
serves as the first step of its five-year
plan. At the same time, the new Quanyou
commercial is also aired on CCTV, which will
acquaint millions of Chinese households with
brand philosophy of Quanyou—“Beautiful
Home, Happy Life”.
WIN TOGETHER11
CCTV AD Attends Charm's VIP Client Forum
On Jun. 5, the “2010 China Brand Development Summit &
Charm Communications 12th VIP Client Forum” was held. Deputy
Directors of CCTV Advertising Department He Haiming and Li Yi
attended the forum and delivered speeches. Top management from
China Telecommunications, PICC, China CITIC Bank, Huaxia Bank
Co., Limited, COFCO, Midea Electric, Hayao Group, Panlong Yunhai,
Jiangzhong Medical Co. Ltd, Taiji Group, Snow Beer, Feihe Dairy,
Arawana and other enterprises also attended the summit.
Deputy Director He Haiming congratulated Charm
Communications on its successful NASDAQ listing. He also stated that
Charm Communications is one of CCTV’s most important and stable
partners. Both parties jointly created many top brands in numerous
industries, assisted regional brands in becoming national brands and
guided foreign brands to enter into the Chinese market. Together
with Charm Communications and its clients, CCTV Advertising
Department will continue to create more successful cases on
advertising.
2010 is the year for CCTV to conduct reform and development
as well as brand and capability of international communication
construction. Deputy Director He Haiming introduced CCTV’s reform
to the enterprises: CCTV launched channel reform since mid May,
based on that channel directors and center directors will compete
for posts; the Overseas Communication Development Center, Large
Program Production Center, Program Purchase Center, Advertising
Management Center and Industrial Growth Research Center were
established; and the Advertising Management Center would enhance
the management of CCTV’s advertising resources and promote the
development of CCTV advertising marketing.
Deputy Director He Haiming also introduced the advertising
resources of important events in 2010, including the Youth Singer TV
Competition-Individual Final, South Africa World Cup and the Asian
Games to be held in November.
Deputy Director Li Yi delivered a speech on the “Thanksgiving
Dinner for the 15th Anniversary of Charm Communications” and
congratulated Charm Communications on its successful NASDAQ
listing. Deputy Director Li Yi stated that, thanks to the understanding
and support of clients, advertising agencies and media, win-win
situations have been achieved among the three parties. She also
extended her heartfelt gratitude to Charm Communications and its
clients.
During the forum, deputy director He Haiming and Li Yi also
conducted in-depth communication with the top management of
many enterprises and discussed cooperation during the World Cup,
the World Expo and 2011 Prime Advertising Resource Bidding.
Charm Communications is one of the most powerful integrated
communication groups in China and one of CCTV’s largest advertising
agencies, ranking first among CCTV’s “Top Ten Advertising Agencies”
as well as having the largest bidding amount for seven consecutive
years. On May 5 this year, Charm Communications was listed on the
NASDAQ Stock Exchange, becoming the first Chinese advertising
agency listed in the United States. Coupled with its cooperative
relationship with Aegis, Charm Communications is stepping towards
internationalization.
WIN TOGETHER12
Brands Shine on the Stage of ExpoAs of 11:28 pm June 5th, the Shanghai World Expo has had over
10 million visitors, including 3.5 million group visitors. On June 15th,
the second day of the Dragon Boat Festival holiday, the Expo had
552,000 visitors according to the results of ticket sales and broke the
highest daily record of 524,900 on June 5th.
180-day Expo is the perfect opportunity for enterprises to
present themselves and promote brand value. In order to provide
the best communications platform for enterprises , CCTV produced
relevent advertising products, gaining more popularity both at home
and abroad.
For example, CCTV’s Live Broadcasting package for Shanghai
Expo 2010 ,integration of live broadcasting and the special reporting
of CCTV-1 and CCTV-News. was quickly purchased by Yili, Bank of
Communications, China Merchants Bank, Mengniu, Chang’an Auto,
BROAD and STRONG.
As the “Exclusive Official Dairy Products Provider of the World
Expo”, Yili Expo Milk has become a star in the market and provided
high-quality dairy products for 70 million
visitors around the world. Yili Chairman
Pan Gang said that the World Expo not
only laid testament to Yili’s product quality
and strong commitment to improve
quality, but more importantly it also
brought the opportunity for us to increase
our brand value and core competence .’
BROAD, founded in 1988, is the sole
private enterprise among the worldwide
partners of the World Expo. As the official
ly designated air conditioner, circulation
and air purification product supplier and
service provider of World Expo this year,
BROAD’s products can be seen all over
the Expo area. BROAD general manager
Wu Bin said that the brand effects brought to BROAD by World Expo
are far more than the input. “Mercedes-Benz achieved instant fame
at the World Expo, and we would also like to do so. This is our most
important goal”, said Wu Bin.
Meanwhile, advertising products such as the P&S advertisement
of the Legend of World Expo by CCTV-1 and P&S and sponsored
broadcasting of the 2010 Glamorous World Expo by CCTV-2 are
deeply focused and appreciated by corporate brands. Many
enterprises have achieved market competitive advantage through
CCTV World Expo advertisements and improved their brand values.
In addition, CCTV’s Advertising Department has sent out staff to
the front lines of the World Expo for the first time to discover Expo
highlights, produce individualised advertising solutions fully linked
with client’s requirements, and consistently present advertising
products such as “2010 Daily Expo by CCTV-News” and “2010
Shanghai World Expo Studio by CCTV-News”. CCTV’s efforts in this
area have achieved favourable comments by enterprises worldwide.
WIN TOGETHER13
CCTV AD Attends Laocaichen 2010 Annual Conference
On June 12th, Deputy Director of CCTV
Advertising Department, Li Yi, attended
Laocaichen 2010 Annual Conference.
During the conference, LiYi introduced the
achievements of CCTV on reform since
2009, and also said that, CCTV Advertising
Department has been upgraded to CCTV
Advertising Management Center in order to
enhance the unified management over the
advertising resources of CCTV, integrate the
top-quality advertising resources of CCTV,
provide a more efficient publicity platform
for advertisers and offer them more
professional and efficient services.
After the conference, Li Yi conducted
in-depth communication with chairman
of Laocaichen Chen Yueping. During the
communication, Chen Yueping indicated
that, a company can achieve great
development only by brand building, which
in turn depends on top-quality
media; satisfactory effect has been
achieved since Laocaichen launched
advertisements in CCTV’s prime
time; and the increase of brand
value and sales volume reaffirms
the determination of Laocaichen to
further cooperate with CCTV.
Li Yi congratulated Laocaichen
on the extraordinary achievements
made during its development. She
mentioned that, a famous brand
means a large market, as an influential
representative company in seasoning
industry that has grown up during reform
and opening-up, Laocaichen took the
lead in launching advertisements in prime
advertising resource of CCTV in this industry,
reflecting the foresight of Laocaichen in long-
term strategic investment, which explains
why Laocaichen achieved success in the past
and ensures that Laocaichen will further
expand market in the future.
WIN TOGETHER14
CCTV President Jiao Li Meets with the President of CNBC
On June 17,CCTV President Jiao
Li met with President of CNBC Mark
Hoffmann.
Jiao Li introduced CCTV Finance
Channel and expected the programs
jointly made by CCTV Finance Channel
and CNBC to be well-received, and wished the two channels to conduct
more in-depth communication and cooperation in various fields.
Hoffmann thought that the establishment of CCTV Finance
Channel reflected that Chinese society is paying more attention to
financial markets, and the cooperation between CNBC and CCTV
Finance Channel is a great start. He indicated that CNBC is willing to
conduct more extensive cooperation with CCTV.
CCTV Finance Channel has reached an agreement with CNBC (Asia-
Pacific) to jointly produce the program “Daily Financial News” targeting
the Asia-Pacific market.
Russian Channel Produces Special Programs for “Chinese-Learning Year”
Recently, Russian International Channel began to produce a ten-episode special
series program for the Russian “Chinese-Learning Year”. Themed “Hello, Chinese!”, the
program was made according to the watching habits of Russian viewers, boasting a vivid
and brisk teaching method, which tells the story about Chinese characters apart from
lecturing on Chinese learning skills. The program is to be produced at the end of July and
broadcast at “Learning Chinese”.
“CCTV-Cameroon Fans Club” Established French International Channel has become more and more
popular among African viewers with its colorful programs since it was
set up. Recently, Cameroon viewers wrote letters to this channel and
indicated that the “CCTV- Cameroon Fan Club” has been established
by the loyal viewers of the channel; members of the club learned
Chinese language and culture by watching the programs of this
channel and exchanged views by organizing networking activities.
WIN TOGETHER15
Russian Media Expect Cooperation with CCTV Recently, some Russian media sent letters to CCTV Russian
Channel and expressed the intention to further cooperate with
CCTV Russian Channel. Crew members of the program “Joy of
Meeting” from the TV station of the Republic of Buryatia expressed
their willingness to connect via video with “Long Days”, a program
on CCTV Russian Channel. The person responsible for the “Eastern
Hemisphere” of Russia website, Alexander Mariseff indicated that the
website was willing to start a column for CCTV Russian Channel .
Sudanese Ambassador to China Sings High Praise of Arabic Channel
Recently, Sudanese ambassador to China Mirghani Mohamed
Salih met the director, producer and host of Arabic International
Channel. He conveyed greetings and the expectations of Sudan's
audience to Arabic Channel. He said that the programs of Arabic
Channel had improved continuously since its operation and he and
his wife watched it every day. In addition, he offered suggestions on
its improvement.
“Challenges of a Twelve Year Old” Norminated on Munich International Youth TV Festival
Recently, the program “Challenges of a Twelve Year Old”,
recommended by CCTV Children Channel, was included on the
shortlist of the award winners of “non-story programs for children of
7 to 11 years old” at the 2010 Munich International Youth TV Festival
in Germany. The program showed the physical and intellectual
abilities, as well as team work of Chinese children. The delegates from
various countries thought that the program “mirrored the personality
characteristics and changes during growth of the only child in China”,
and “provided a sample for the study of diversification of children all
over the world.”
Delegation from Arab Countries Visits CCTV On June 4, Deputy Editor-in-Chief of CCTV Yuan Zhengming met
with the broadcasting delegation, composed of over 20 reporters,
editors and hosts from Syria, Iraq, Egypt and other Arab countries.
from Arab countries. Yuan Zhengming indicated that CCTV attached
great importance to cooperation with the Arab counterparts. He put
forward many suggestions such as enhancing high-level visits and
exchanges, conducting more practical cooperation in exchanging
news and cooperating on the World Expo. The delegates also
exchanged views with the director, host and editor of Arabic Channel,
as well as the director of the International News Department and
News Editing Department of International Channel on channel
construction and news exchange.
WIN TOGETHER16
Marketing Highlights of South Africa World Cup
An Interview with He Haiming, Deputy Director
of CCTV Advertising Department
The every fourth year World Cup has always been an eye-catcher
of billions of passionate audiences throughout the world as well as a
fantastic opportunity for brands achieving intimate communication
with the consumers. A great number of advertisers have been taking
advantages of the event to promote their brands.
“The World Cup is dramatic and intense, full of suspensions and
miracles, and it is the most popular and sensational sports event
in the world. Compared with those enterprise-staged marketing
campaigns which often cost millions and even tens of millions of
dollars, the advertising value of the World Cup is much higher.
Advertisers may achieve very good results, so long as they grasp
the right opportunities and make detailed preparation on aspects
such as branding, marketing strategies and media
communication,” said He Haiming, deputy director of
CCTV Advertising Department, who is an expert in the
field of sports marketing.
Glamour goes to both the programs
and the commercials
Needless to say, the live broadcast of the games has
always been a thrill to hundreds of millions of Chinese football
fans. However, the TV commercials and branding activities
also draw the eyeballs. According to He Haiming, many
enterprises excelling in marketing and branding on sports
events, such as Coca Cola, Adidas, Pepsi and K-boxing, have
invested heavily in order to produce creative, refined TV commercials.
BMW, Nike and Adidas launched a 30-second commercial respectively
during the World Cup. For the football fans, the wonderful games and the
high-level TV commercials double their visual sensation.
The integrated all-media communication
He Haiming said that the World Cup marketing was a systematic
process, and enterprises should not only formulate scientific
and rigorous marketing strategies in response to the actions of
their competitors as well as their own strategic positions, but
also consider achieving optimized multi-channel communication
through the effective integration of media. This time, CCTV has
made a breakthrough from the unitary televising to the combined
broadcasting of three major media - TV, Internet and cell phone,
WIN TOGETHER17
setting up an all-media platform; hence, the audience has more
options to access the World Cup.
He Haiming pointed out that the South Africa World Cup would
be the first time for CCTV to stage a real “all-media report” on such a
great sports event., which not only provides the audiences with more
options to access programs, but also created more opportunities for
advertisers to optimize the effect of their advertisements.
Huge Demands VS. Limited Resource
“Actually, there is a huge demand gap in the market, but in order
to create a better advertising environment and improve the audience
ratings, we put on strict limitations both on the number of the clients
and on the length of each commercial during the World Cup,” He
Haiming told the reporter. “Limitation on TV air time can ensure the
increase of ad effects, thus benefiting our clients.”
Apart from the regular advertising products, CCTV also provides
its clients with special ones such as program sponsorship and
commercial packages. There is also additional commercial air time
during the broadcasts of the games - in the overtime matches and
the penalty shootouts, and they can be booked and purchased in
advance - the expense will be decided, at the end, on the number of
actual overtime matches and penalty shootouts. Budweiser, K-boxing
and Joeone eventually got the OTs, while the shootouts were
purchased by Budweiser and Dongfeng Nissan.
Beer, automobile, clothing and Internet
companies become the major advertisers
He Haiming said that in this World Cup, beer, automobile,
clothing and Internet companies emerged as the major advertisers.
Big beer companies such as Budweiser (sponsor of the South Africa
World Cup), Qingdao, Snowbeer and Yanjing have already bought
the fixed commercial packages. About 10 automobile companies
such as Hyundai, BMW, Audi, Volvo, Qilin, Zhengzhou Nissan and Byd
present themselves on the stage of the World Cup. So far, there are
more than 10 clothing companies which have signed their World-
cup commercial input contracts with the Advertising Department of
CCTV, including Adidas, Nike, K-boxing, Deerway, Xtep and Peaksport.
Internet companies such as Tencent.com, Sohu.com, Taobao.com
and Epin.zhaopin.com have various cooperative activities with
CCTV during the World Cup. In addition, enterprises from many
industries such as food, drink, home appliances, finance, medicine
and cosmetics have also made their commercial appeared during the
World Cup.
International brands are much active in this World Cup. Apart
from the 7 sponsors of the South Africa World Cup - Adidas, Coca
Cola, Budweiser, Castrol, Hyundai, McDonalds and Sony, big brands
such as Nike, Pepsi, P&G, VISA, BMW, Audi and DHL also make
impressive appearances during the World Cup.
In-depth communication leads to good
cooperation
In addition to the regular commercials during the broadcasts,
we also have two companies co-sponsoring one program during this
World Cup.
Haier and Tencent.com have become the co-sponsors of “My
Team” section of World Cup Feast. Haier shows up as the appointer
of the section, while Tencent.com serves as its on-line cooperative
partner to interact with the audiences and engage the grassroots
football teams to share the passion of the World Cup. In the
meantime, based on the ground activities - “My Team: A Carnival
of Grassroots Football Heroes”, the program has become more
popular among football fans, and a maximized advertising effect has
been achieved through the coordination and interaction among TV
broadcasts, Internet and ground activities.
WIN TOGETHER18
2010 FIFA World Cup Draws High Attention
Beijing Time 20:10, 11th June (Local Time 14:10 in South Africa),
the 19th World Cup opening ceremony was held at the Soccer City
Stadium in Johannesburg, South Africa. Important political figures
from over 50 countries attended the 40-minute ceremony. Over
1500 actors/actresses around the world performed on the show
which was directly broadcast in 215 countries and regions. Thus, the
long-awaited 2010 South Africa World Cup by millions of audience
and fans worldwide has finally kicked off.
By July 5, 48 group matches and 12 knock-out games had
been played, with the first match between South Africa and Mexico
reaching an audience rating of 7.89%, representing 28.44% of the
audience share. While the elimination game German VS Argentina
hit 11.44% high.
Audience rating of the opening ceremony has reached a high point of 5.7%, 9 times higher than the ordinary times of the same period.
The opening ceremony is known for being brief. This year, the
South Africa World Cup Opening Ceremony was also finished in
40 minutes, which didn’t prevent it from being concentrated on
the soul of the country and nation with African expressions and
characteristics in such short time. As the main live broadcasting
channel of the game, CCTV-5 aired live coverage for the opening
ceremony and achieved very high audience rating. According to CSM
Media Research China Panel Network data, the average audience
rating of the South Africa World Cup opening ceremony broadcast
by CCTV-5 reached 5.7%, accounting for 14.34% of the market share
and 9 times higher than the adience rating at ordinary times of same
period.
Audience rating of group stage game over 8%, Knock-out over 11%
After the brief opening ceremony, at 10pm on 11th June, Beijing
Time, the first match between the host South African team and
Mexico in team A kicked off. After 90-minute grapple, the two drew
at 1:1. According to CSM Media Research China Panel Network data,
this match reached an average audience rating of 7.98% high, with
the market share hitting 28.44%.
On the evening of June 25, the match between Brazil and
Portugal reached the audience rating of 8.11%, accounting for
WIN TOGETHER19
27.84% of the audience share.
On July 3, the Knock-out game German VS Argentina gained
11.44% high audience rating, accounting for 36.66% of the audience
share. the highest one since the world cup kicked off on June 11.
The first match of the 2010 World Cup between South Africa
and Mexico has reached a general high audience rating on city side,
with cities like Xian, Chengdu, Kunming, Changsha, Wuhan and etc.
reaching an overall audience rating over 10%. The audience rating
in Beijing was as high as 7.88% and also performed well in both
Shanghai and Guangzhou.
Audience concentrated on highly-educated and high income groups
The audience of the World Cup has always been concentrated
in male, highly-educated and high income groups. The formation
and concentration degree of the audience of the 2010 South Africa
World Cup has reflected this fact. Male audience represented 60% of
the market and male concentration degree is obviously higher than
that of female. As for the age distribution, audience aged between 25
and 64 formed the main audience body and audience aged between
45 and 64 has higher preference. In terms of educational level, the
main audience body is formed by senior high school and university
graduates. From the occupational point of view, management
and civil servant audience are more passionate about the opening
ceremony. Audience with income of over RMB 3,200 have greater
preference for the World Cup.
WIN TOGETHER20
WIN TOGETHER21
Football Fervour Sweeps McDonalds
As the first whistle at the 2010 South Africa World Cup was blown on June 11th, McDonalds restaurants 2in over 10 cities like Beijing, shanghai, Guangzhou and Shenzhen also concurrently kicked off grand celebrations for the great event. More than 70% of McDonald’s restaurants across the country are airing the great event during the game season.
McDonalds, the worldwide renowned round-the-clock restaurant, will definitely emerge as the ideal place for football fans to watch games and support their favorite teams. Between the interval of games, football fans can also amuse themselves with an exciting table football game. What’s more, the full collection of “FIFA World Cup” gift sets provided by McDonalds with the authorization of FIFA will become the highly popular souvenirs among football fans.
As the global sponsor and officially-designated restaurant of the 2010 South Africa World Cup, McDonalds has launched its World Cup marketing strategy. After meticulous selection over a long period of time, six Chinese primary school students have flied to South Africa as the 2010 South Africa World Cup Caddie to watch the games on the spot on behalf of children in China. Meanwhile, McDonalds has also offered many happy surprises to the public, like new products with diverse taste choices and a variety of promotional activities. Football fans can not only treat themselves with newly introduced food, but big chances to win the “FIFA World Cup” specially customized by McDonalds. At midnight, McDonalds provides an ideal place for football fans to watch football matches and unleash their hearty exclamation over exciting moments along with their friends and families. The newly furbished restaurant and super convenient round-
the-clock service within and outside the restaurants will allow football fans to enjoy a carnival of World Cup.
At the beginning of the year, McDonalds has already taken early steps in communication with CCTV on the advertisement placement over the World Cup season and finally snatched the precious advertisement slots during the live broadcast of football matches of the World Cup at Online Bidding of CCTV 2010 World Cup Ad Resources held on April 16th. McDonalds will focus its advertisement efforts on Mailesong – McDonalds’s home delivery service during the game season. The hungry and exhausted football fans will feel pleased when spotting such an appetizing TVC at intervals of football matches. Such advertisement campaign waged at the very right time will not only leave audience with a deep impression of the brand but help McDonalds Promote its home delivery business and broaden its selling network.
WIN TOGETHER22
Commercial Duel on the World Cup:
Pepsi Vs Coca Cola
Years of the brand battles between the two famous rivals did not bring about any sense
of tiredness, as Pepsi and Coca Cola set about to stage their commercial duel on the World
Cup events in South Africa.
TV commercial is where the first round of their marketing war on the World Cup kicked
off.
Baruti, the ubiquitous grassroots (commercial) star in Africa, along with his iconic and
African-style BRRRR music, drew the curtain of the Coca Cola’s World Cup Campaign.
Apparently, however, Pepsi’s super star cohort, consisting of such football gurus as Messi,
Kaka, Henry, Drogba and Lampard, is also in good form, as they match against the African
aboriginals on the vast savanna.
Li Zhiqi, CEO of CBCT Brand Marketing Institute, said that brand marketing always needs
some right subjects; the World Cup is a very good subject, esp. for fast consuming products
such as soft drinks - the most direct competition would be manifested on how they advertise.
On the different frontiers A famous saying of Coca Cola goes like, “We sponsor all those that are capable of moving,
and as for those that cannot move, we paint them with ‘Coca Cola’.” Since 1974, Coca Cola has
been a major sponsor of the World Cup.
FIFA, of course, would not let his old “partner” down in 2010. Privileges were entitled
to Coca Cola, with which, as the first-class
sponsor, the company has taken a very
comfortable seat on the commercial feast of
the World Cup events in South Africa.
According to some insiders, sports
sponsorship honors tradition and
consistency. Hence, once a good position has
been taken by Coca Cola, it is hard for Pepsi
to remove it.
But Pepsi is no gutless layman.
“Although competitions from the
rivals in the same industry will not jostle the
privileges of the major first-class sponsors,
the competitors are able to muster more
capital on the creativity and scale of their
market campaigns, which will produce
similar communication effects,” said Zheng
Xianglin, CEO of the Great China Region,
ZenithOptimedia.
“Football and music are the major
means of Pepsi’s brand promotion, and
the company is good at drawing elements
like football super stars and networks to
make them work,” said some insiders. “The
appearance of African savanna, the cohort
of super stars and the aboriginals shows the
WIN TOGETHER23
intense aggressiveness of Pepsi’s World Cup
campaign.”
“Each takes what he needs” Dai Jian, a senior investment manager
with years of experience in marketing,
thought that the duel of the two parties was
actually an “each-takes-what-he-needs”
event. “Pepsi is highlighted by its music and
super stars - the audiences echo with the
performances of the super stars and the
sensational scenes, which is a fantastically
commercialized way to draw itself closer to
the football fans, while Coca Cola is more
on the side of the sports itself, showing
the integration of its brand with the sports
spirit.”
Li Zhiqi had the same opinion. He
said that the commercials of the two great
brands were consistent with the themes
of their brands; they had different ways of
staging their commercial campaigns in grand
events: Pepsi impressed the audiences with
much passion and youthful energy, while
Coca Cola focused more on its products.
An insider familiar with the situations
of the both companies revealed that this
had something to do with their styles. “Pepsi
excels in making the bigger scenes and
bringing about more involvement of the
audiences and of whoever else concerned,
while Coca Cola likes to dig deeper in the
relevant fields - it’s just like piling - quite deep
and firm, though not so much in quantity.”
In actuality, on such a World Cup “feast”,
nudges and kicks under the table cloth are
in no way just between Pepsi and Coca Cola - more and more brands of the fast-consuming
products are joining the competition of devouring the TV commercials.
“Big sports events serve as the leverages of brand promotion, and many brands are
going after such leverage effects,” said Li Zhiqi. He emphasized that marketing on big events
is a rare resource; fast consuming products often drew more attention from the audiences,
which called for more intensity on marketing. Hence, exposure becomes more important
than the effects, which is why so many companies would like to throw tons of cashes on TV
commercials in big events.
“For many brands, competing for the exposure on big sports events is not just for
increasing their influence, but rather, for enhancing the degree of fondness towards their
products among the audiences so as to increase their sales,” said Zheng Xianglin. According to
the statistics provided by him, during the World Cup events, the sales volume of beer would
be as several times as that at the usual time, and the sales volume of the soft drinks would
increase even more.
From First Financial Daily
WIN TOGETHER24
World Cup TVC Review
Adidas
T h i s T V C f r o m
Adidas adopts surrealistic
compositions to stimulate
people’s visual sensations,
with super-stars putting on
exciting performance on the
pitch and explanatory voice-
overs properly punctuating
the sequence, which all combine to shed
sufficient light on the Adidas f50 football boot’s new features specially developed to reduce
weight and increase speed.
Nike
N i ke l a u n c h e s a
powerful commercial
featuring several soccer
super-stars and excessive,
overpowering on-site
colors which give people
the fee l ing of be ing
overwhelmed and being
there on the pitch themselves. Offering rare glimpses into the players’ glorious life and showing their strong resolve and fighting spirit, the
TVC abruptly ends with the catchy phrase “ignite the legend”, leaving people in wonderment.
Redbull
With an interesting
story about a troubled
soccer fan, the ad spotlights
the wage-earners’ dilemma
of choosing between
watching the world Cup
at night and going to bed
early for next day’s work
before readily presenting Redbull as the
perfect solution. The functionality of Redbull
is thus vividly manifested, which speaks subtly to consumer psychology. The smug look on the
protagonist’s face we see by the end of the commercial will make people laugh along, and
hopefully will also strike a chord with the consumers stuck in the same dilemma.
WIN TOGETHER25
Beijing-Hyundai
The information conveyed by
commercials is mainly targeted at the interest
of consumers. As for public
service advertisements,
they shall not merely try to
get the information across,
but shall also try to find the
best way of communication
so as to achieve the
strongest audience appeal.
The commercial launched
by Beijing Hyundai cleverly combines the
agility of football and the deft control of
Benz
T h e S m a r t c a r ’s
smooth operation in all
the occasions depicted
bears strong testimony
to the vehicle’s agility
and versatility. And the
adoption of the Houhai
area and 798 SPACE in
Beijing as the commercial’s location sites also
Lenovo
T h e T V C w i t h a
hip and melodic song
presents the powerfully-
equipped Lenovo LePhone
and impressed people
pleasantly. From it we can
get a clear picture of the
innovative industrial design and powerful
web capabilities of LePhone, which proves
Hyundai vehicles, and gives a vivid demonstration of the superb performance of Hyundai
SUVs as the second-to-none choice for urban sports utility vehicle.
instill a sense of familiarity in Chinese audience. The feel of youthfulness, romance and joy
Smart cars inspire will invariably appeal to the audience.
novel and fun to the audience.
WIN TOGETHER26
Tencent: The On-line Cooperative Partner
of “My Team”As representative of the on-line media in China, Tencent.com
has launched a series of dazzling marketing strategies on the South Africa World Cup events, which made it the foremost one among Chinese on-line media. It not only occupied a paramount position in the TV commercial campaign of CCTV’s World Cup broadcasts, but also made an in-depth penetration into the programs, becoming the On-line Cooperative Partner of the “My Team” section of World Cup Feast.
At the beginning of this year, Tencent.com has been increasing its commercial input on CCTV, and the South Africa World Cup was its major focus. Tencent’s World Cup marketing strategies unfolded on multiple layers, including cooperating with CNTV (China Network Television) to obtain the VOD rights of the World Cup events, signing the world super football stars, Messi and Kaka, to endorse its World Cup report programs and buying the commercial air time of CCTV’s World Cup broadcasts. The ambitious website, having got the highest click rate among the on-line media in China, aims to further increase the influence of its brand so as to lay a solid foundation for its future development. The large amount of commercial input on CCTV (the most authoritative mass medium in China) is seen as a significant step to achieve its brand enhancement.
P&S commercials to games are the core and most-wanted advertising resources of the World Cup broadcasts for the brands who wanted to make an appearance in the World Cup events. In order to get the precious resource, Tencent.com planned early and eventually, obtained a 5-second commercial air time before the live broadcast of each tournament and a 15-second commercial air time during each tournament at the on-line bidding for the second series of commercial products of CCTV’s World Cup broadcasts on April 16.
After that, Tencent immediately sent its people to Spain, had a
successful business negotiation with Messi, and shot a wonderful TV commercial (now on the air). The soccer golden boy’s fantastic skills and timid yet cute greeting (“Nihao, QQ.COM) made a very good impression on the Chinese audiences, thus greatly enhancing the influence of the Tencent brand.
Apart from the commercial input on the regular games, Tencent also cooperated with World Cup Feast program, along with Haier, and became the co-sponsor of the “My Team” section and the on-line cooperative partner of “My Team”. “My Team” is a mass selection campaign of Chinese grassroots football teams initiated by CCTV (for the first time) during the World Cup events with an aim to sharing the passion of the World Cup among all citizens.
“My Team” is a participative and interactive program, quite fit for the on-line media to be involved, and this is why the title, “the on-line cooperative partner,” has drawn the attention of so many on-line media - the competition for obtaining the title was fierce. Representatives of Tencent.com visited the Advertising Department
of CCTV for many times before they had made successful communication with the executives and client managers of the department and eventually, got the title.
Before the World Cup officially kicked off in South Africa, CCTV-5 broadcasted the trailer of “My Team” repeatedly on a daily basis. Tencent.com as one of the two official registration websites (another is CCTV.com) of “My Team” have drawn
much attention from the football fans, and its brand elements and logo were well presented through such ways as oral presentations and subtitles. During the World Cup, the brand elements of Tencent have been shown on the subtitles and the “Appeal Index Ranking of the Participating Teams of the World Cup” in World Cup Feast. With the ground activities of “My Team” added, Tencent boosted its advertising effects through TV, internet, and below-the-line activities.
WIN TOGETHER27
China Unicom: Connect the Football Field,
Bring You Boundless Excitement3G technology brings unprecedented telecommunication
convenience and diversity to our life. The three telecom
tycoons in China have waged fierce ad wars on CCTV’s
prime time for their 3G service (namely China Unicom
Wo, China Mobile G3, and China Telecom esurfing”).
None of the three fails to snatch the most coveted advertising
resource provided by CCTV during 2010 South Africa World Cup. In
addition to the regular game advertisements, China Unicom also
sponsors program “World Cup Feast”.
The slogan “China Unicom brings you a great World Cup with
powerful 3G service” proclaimed by Zhang Bin everyday on the
“World Cup Feast” show, as well as “China Unicom WO Connect
You with Football Field” and “China Unicom 3G Service Bring
You Boundless Excitement” embedded in the TV program and
commercials perfectly demonstrate the core value of WO 3G brand,
successfully bringing China Unicom closer to the World Cup and the
consumers.
In addition, China Unicom
also established a special World
Cup Zone for its 3G users. Through
the special zone, users of iPhone,
LePhone and other intelligent cell
phones could review sports news,
watch live broadcast or highlights
of football matches. China
Unicom provide its WO users with
free access to the two major live
broadcast channels- CCTV-1 and
CCTV-7 as well as video clips from
TV program sections of “Dazzling Stars” and “Charm of South Africa”
of the “World Cup Feast” show; and paid access to CCTV-5 and live
broadcast of football matches.
China Unicom has forged a close alliance with CCTV on great
sports events such as World Cup and Olympic games over a long
period of time. In 2002 World Cup, China Unicom promoted its
CDMA service through special CCTV program entitled “CDMA New
Space”, and won immediate recognition. In 2004, China Unicom
came together with CCTV again promoting its brand in a special
TV program entitled “Connect with Athens”, in which one former
Chinese Olympic champion was introduced to audience each day.
During the 2006 German World Cup, China Unicom once again
sponsored Exciting Moments, My 11 Guys and Peak Moment of
World Cup Feast.
By means of seamless integration of special CCTV World Cup
programs and smart advertisements, China Unicom has greatly
boosted the marketing value of the World Cup.
WIN TOGETHER28
Live broadcasting channels doubled
its market shareSince the opening of the 2006 Asian Games in Doha, CCTV-5 as
the exclusive live broadcasting channel saw constant rise in audience
rating. The average audience shares during the Asian Games period
reached 5.48%, 154% higher compared with the 2006 average
audience shares of 2.16%.With the pull of the rising audience rating
of CCTV-5, the average viewing time per audience has been raised by
9.1%, from 53.9 minutes at ordinary times to 58.8 minutes.
Audience of the Doha Asian Games
reached over 67.5 million Although the matches mainly took place deep in the night and
early morning, the audience rating of the Doha Asian Games still
reached 57.0%, with audience hitting over 67.5 million countrywide.
The audience rating has far exceeded the 2006 average.
3 biggest ball matches and opening/
closing ceremony coming on frontThe obvious characteristics of the audience rating of the Doha
Asian Games can be concluded as: audience rating reached the
highest level at the prime time of around 8 pm in the evening, while
the audience shares of football, vollyball and basketball matches
gained highest audience shares. The opening/closing ceremony
remained to be the traditional focus of the audience attention.
Matches aired at around 8 pm, e.g. athletics, table tennis,
gymnastics, equestrianism, martial art and etc. generally have higher
audience rating, with Superior events of Chinese team gaining
gracious audience scale. The audience rating of the Men’s 110
Hurdles on 12th December achieved 7.04%, representing near 20%
of the audience shares.
Audience Rating Analysis of 2006 Doha Asian Games
WIN TOGETHER29
However, matches like football, basketball and vollyball and
opening/closing ceremony are still greatly favoured by audience,
and attracted over 20% of the audience shares despite the late live
broadcast time.
Asian games news report achieved
the peak audience ratingAsian Games special topic news programs broadcast 4 times
per day were well-liked by audience. News reports in either morning,
midday, evening or nighttime achieved over one time higher
audience rating than the 2006 average rate. All kinds of Sports News
at all time period appeared outstanding in terms of the ratings trend,
and became focus of audience attention on Channels.
Asian Games variety shows are
followed with interestDuring the Doha Asian Games, CCTV Comprehensive Channel
presented the Asian Games schemed variety shows called Asia
Glory at 22:40, which was a fairly large success.. During the main
broadcasting period of this program between 22:40 and 24:30, the
average audience rating was 0.65% and once hit the highest level
of 1.44%. Compared with the average audience rating of the same
peiord in 2006, there was a 20% increase, and the market share was
raised by 22%.
WIN TOGETHER30
The 16th Asian Games will be held in
Guangzhou from November 12th to 27th,
2010. After Beijing, which was the host city
of the 11th Asian Games in 1990, Guangzhou
is the second city in China granted the right
to hold Asian Games.
A record-high 13,000 athletes from 45
countries and regions throughout Asia will
compete at the Guangzhou Asian Games.
ThemeThrilling Games, Harmonious Asia
MascotsThe mascots of the Guangzhou
Asian games, collectively known as Le
Yangyang, are composed of five energetic
and fashionable sheep. When their names
are spoken together - Xiang He Ru Yi Le
Yangyang – it literally means “auspiciousness
and joy” in Chinese.
Co-host Cities
Foshan, Shanwei and Dongguan
are the three co-host cities of the 2010
Guangzhou Asian Games. While 14 golden
medals will be awarded to champions
of Boxing and Synchronized Swimming
competitions that take place in Foshan, 15
gold medals will be bestowed to champions
of weight lifting competitions to be held in
Dongguan. Shanwei will witness the intense
rivalry for 15 golden metals in sailing and
windsurfing competitions to be held there.
In total, the three co-host cities will host
sports competitions for 43 golden medals,
accounting for 9% of total golden medals of
the 2010 Guangzhou Asian Games.
Competition Events
476 competitions for 56 disciplines
of 42 sports will be performed in the 2010
Guangzhou Asian Games, making it the
largest Asian Games ever. In addition to 28
official sport events of the Olympic Games,
14 non-official sport events of the Olympic
Games, including the newly introduced
ones with Chinese flavors such as chess,
Wushu and Dragon Boat racing, will also be
contested in the game.
Competition Venues
54 competition venues and 17
independent training venues are scattered
throughout 10 districts and 2 county-level
cities of Guangzhou City and three co-host
cities of Foshan, Shanwei and Dongguan,
forming a vast competition venue network
with multiple centers and functions.
Torch Relay
The torch of the 2010 Guangzhou Asian
Games, named “Tide”, will be ignited at the
flame-lighting ceremony which is expected
to be held in the Temple of Heaven on
October 9th, 2010 in Beijing, and start its
relay journey across the country.
Glance at the 2010 Guangzhou Asian Games
WIN TOGETHER31
