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Audience Rating Analysis of 2006 Doha Asian Games

07-09-2010 09:35 BJT

Live broadcasting channels doubled its market share

Since 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 front

The 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.

Ranking of the match audience rating (Top 20)

Match Name

Date

Kickoff Time

Audience rating %

Market share %

Athletics

12/12

21:03

6.77

17.13

Athletics

10/12

20:28

4.82

11.98

Women’s Table Tennis

06/12

20:51

4.75

11.23

Women’s Table Tennis

03/12

20:00

4.55

9.56

Men’s Basketball

12/12

22:05

4.35

19.84

Men’s Table Tennis

06/12

20:23

4.31

13.08

Men’s Basketball

15/12

18:29

4.26

10.91

Men’s Archery

12/12

20:44

4.24

9.46

Men’s Boxing

11/12

20:29

4.17

9.91

Men’s Gymnastics

04/12

19:00

4.11

9.38

Kayaking

14/12

20:57

4.04

9.75

Women’s Martial Art

14/12

19:42

3.91

8.92

Men’s Vollyball

13/12

18:59

3.88

8.93

Women’s Football

13/12

20:58

3.86

11.45

Kayaking

11/12

20:04

3.81

8.32

Badmington

08/12

20:59

3.80

8.55

Women’s Table Tennis

02/12

20:51

3.78

9.01

Equestrian

12/12

20:03

3.75

8.25

Men’s Martial Art

14/12

20:20

3.74

8.33

Source of Data: CSM Media Research on 31 Provincial Cities

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.

 

Ranking of audience share of the Asian Games matches

Matche Name

Date

Kickoff Time

Audience rating %

Market share %

Women’s Vollyball

13/12

0:56

0.8677

33.9122

Women’s Gymnastics Trampoline

13/12

2:46

0.3362

30.3741

opening ceremony

02/12

0:05

1.0455

28.1322

Men’s Vollyball

15/12

1:18

0.4828

27.4016

Men’s Football

07/12

0:45

0.7332

26.9344

Closing Ceremony

16/12

1:05

0.5534

25.1028

Women’s Football

10/12

23:58

0.9077

23.3737

Athletics

13/12

3:37

0.1433

23.0918

Mens’ Gymnastics Trampoline

13/12

3:11

0.1659

21.9048

Women’s Vollyball Asian Games Match Field

13/12

5:21

0.2177

21.2538

Men’s Basketball Asian Games Match Field

13/12

4:02

0.1072

20.9851

Men’s Basketball

14/12

0:00

0.9852

20.7485

Men’s Basketball

12/12

22:05

4.3466

19.8427

Women’s Table Tennis (Asian Games Match Field)

08/12

4:00

0.0819

18.2104

Women’s Badmington

09/12

0:08

0.5209

18.0196

Source of Data: CSM Media Research on 31 provincial cities

 

Asian games news report achieved the peak audience rating

Asian 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 interest

During 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%.

 

Editor:张昀 |Source:

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