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2010 FIFA World Draws High Attention

07-08-2010 15:10 BJT

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 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.

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.

Table 1: Comparison of the audience rating between the South Africa World Cup Opening Ceremony and at ordinary times

Channels

Date

Kickoff Time

Conclusion Time

Audience Rating%

Market Share%

CCTV-5

 

June 11,2010

2010 World Cup Opening Ceremony

20:09

21:40

5.7

14.31

CCTV-5

January to May 2010

20:09

21:40

0.64

1.53

 

Channels Date Kickoff Time Conclusion Time Audience Rating(%) Market Share(%)

CCTV-5

June 11,2010

2010 World Cup Opening Ceremony 20:09 21:40 5.7 14.31

CCTV-5 January to May 2010 20:09 21:40 0.64 1.53

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 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.

Table 2: Audience Rating Highlights of 2010 FIFA world cup South Africa

Match Name

Channels

Date

Kickoff Time

End Time

Audience Rating%

Market Share%

South Africa VS Mexico

CCTV-5

2010-6-11

21:47

23:57

7.98

28.44

South Korea  VS Greece

CCTV-5

2010-6-12

1917

2127

5.26

13.71

Argentina VS Nigeria

CCTV-5

2010-6-12

2148

2354

7.20

25.3

Netherlands VS Denmark

CCTV-5

2010-6-14

1918

2128

5.37

13.99

Japan VS Cameroon

CCTV-5

2010-6-14

2148

2353

5.84

20.91

Ivory Coast VS Portugal

CCTV-5

2010-6-15

2149

2351

6.63

22.62

Spain VS Switzerland

CCTV-5

2010-6-16

2151

2403

5.86

22.70

Germany VS Serbia

CCTV-5

2010-6-18

1919

2129

6.69

17.09

Slovenia VS U.S.

CCTV-5

2010-6-18

2149

2404

5.01

19.32

Netherlands VS Japan

CCTV-5

2010-6-19

1919

2128

6.29

16.24

Italy VS New Zealand

CCTV-5

2010-6-20

2148

2403

5.31

21.24

North Korea VS Portugal

CCTV-5

2010-6-21

1920

2134

7.09

18.38

South Africa VS France

CCTV-5

2010-6-22

2150

2405

5.11

20.99

England VS Slovenia

CCTV-5

2010-6-23

2148

2403

5.76

22.53

Italy VS Slovakia

CCTV-5

2010-6-24

2148

2406

6.26

24.17

Brazil VS Portugal

CCTV-5

2010-6-25

2150

2403

8.11

27.84

South Korea VS Uruguay

CCTV-5

2010-6-26

2148

2401

6.72

23.26

England VS German

CCTV-5

2010-6-27

2148

2403

8.30

29.73

German VS Argentina

CCTV-5

2010-7-3

2148

2402

11.44

36.66

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.

Table 3: Audience Composition and Concentration Degree of 2010 South Africa World Cup Opening Ceremony

 

Target Group

Audience Composition%

Concentration Degree%

Gender

Male

56.9

113.5

Female

43.1

86.5

Age Group

17 and below

8.9

65.8

18-24

7.3

65.6

25-44

38.1

99.3

45-64

36.9

126.8

65 and above

8.7

112.4

Education Level

Primary School and below

9.1

51.8

Junior High School

24.6

86.0

Senior High School

34.1

108.2

University and above

32.2

144.0

Occupation

Management

7.5

152.1

Individual and Private company employee

10.2

102.6

Civil Servants/Staff

24.4

116.5

Workers

15.9

90.0

Students and unemployed

40.7

97.8

Others

1.3

26.8

Income

No Income

19.7

78.2

RMB 1200 and below

26.3

91.7

RMB 1200-3200

42.8

115.0

RMB 3200 and above

10.9

124.3

 

Source: CSM

 

Editor:张昀 |Source:

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