He Haiming, Deputy Director of CCTV Advertising Center
Today is July 19th, when the world cup has just ended but the fervour still lingers. By now, seven days since the closing ceremony of the South Africa World Cup, I would like to come to this occasion to make a summary of the program broadcasting, advertising execution and communication effects regarding this significant sporting event.
Miracle of Program Ratings
As the exclusive TV and new media rights-holding broadcaster of the 2010 South Africa World Cup in Mainland China, CCTV put three open circuit channels into use - CCTV-1, CCTV-5 and CCTV-7, together with China Network Television, Cellphone TV and Mobile TV for full-time live broadcasting which have attracted 610 million audience watching CCTV World Cup matches across the country.
During the broadcast period from 2:30 to 4:30, CCTV seized the share of 60.49% compared with 31.99% in the month prior to the World Cup. The increase of ratings is the sharpest during the broadcast period between 22:00 and 24:00 (from June 11th to July 3rd) when the market share skyrocketed from 2.47% one month before the World Cup to 24.11%, nearly ten times in growth.
Fulfillment of Advertising Commitment
In the World Cup promotion conference held on March 30th in Beijing, I said that our World Cup advertising products were value-added with limited advertisements, flexible in package choice and integrated with three platforms—CCTV, CNTV and CMMB.
Added Value with Limited Advertisements: Advertising times were strictly controlled before, during and after each match. The advertising time in 2006, for example, was 400 seconds while this year it was reduced to 220 seconds. The number of titles, special broadcasts and other special forms of advertising was restrained. World Cup Feast, for example, had 10 special advertisements in 2006 compared with 6 in this year’s program. The advertising in extra times was cut down to 90 seconds and the time in penalty shootouts to 30 seconds.
Flexible Packages: Clients could either choose fixed packages such as event package, news package and column package, or opt for one or more matches that could be combined at will. Among the clients that selected single match advertising were China Merchants Bank and Suning Appliance Company.
Combination of Three Platforms: During the World Cup, all events were simultaneously broadcasted on CCTV, CNTV and CMMB, which realized cross-media integrated communications for clients.
Miracle of Communication Efforts
Castrol: Smart Placement with Effective Communication. As the sponsor of the 2010 South Africa World Cup, Castrol not only bought CCTV’s match advertising resources in advance to take the lead, but also integrated its brand logo and iconic color into the backdrop of the broadcasting studio, which made a deeper impression on audience and achieved great effects.
Budweiser: Greater Impact Exerted by Leveraging the World Cup. Budweiser bought World Cup resources in 2009, including the exclusive special broadcast sponsorship of World Cup Feast, and designated placements before, during and after matches, in the hope that Harbin Beer would be turned from a local brand into a national brand. According to the report of First Financial Daily, Harbin Beer has become the most popular beer brand in the Sanlitun Bar Street of Beijing since the World Cup kicked off.
K-boxing: International Ads for an International Image. During the South Africa World Cup, K-boxing bought one pre-match ad, two in-match ads and two extra-time ads. By hiring an international team in making its brand-new ad featuring an international designers and models, K-boxing exhibited its brand image and highlighted its identity as an international brand.
Asian Games - Another Communication Opportunity for Top Brands
Compared with the South Africa World Cup, the Guangzhou Asian Games takes place at the right time in the right place and with the right people. Sure enough, the Guangzhou Asian Games will leave South Africa World Cup far behind in both program ratings and brand communications.
Samsung: Partnership with Asian Games for an Expanded Market. Since becoming the senior sponsor of Asian Games in 1986, Samsung has been steadfastly devoted to Asian Games marketing for the expansion of its Asian market. In November, 2009, Samsung bought CCTV live match broadcast partnership of the Asian Games as an attempt to dash into a greater Chinese market.
Guangzhou Toyota: Root in Guangzhou, Eyes on China. It is the first time for Guangzhou Toyota, a joint venture based in Guangzhou, to become a sponsor of the Asian Games. It hopes to take the opportunity to kick-start its Asian Games marketing. In November, 2009, Guangzhou Toyota bought subscribed products and became CCTV live match broadcast partner of Asian Games. By taking Guangzhou as the home court, Guangzhou Toyota is doing everything it can for the Asian Games marketing.
361°: Sports Marketing for Branding Upgrade. As a local brand, 361°signed up as a CCTV live match broadcast partner of the Asian Games in November, 2009, which started up its Asian Games marketing for greater brand popularity and reputation.
Advertising Product Profile of the 2010 Asian Games
The advertising products of the Asian Games consist of three parts. The first part is regular products, including opening ceremony and closing ceremony package, match package, special topic package and news package. The second part is special products including special column sponsorship, titles and packaging products. The third part is customized products which designed one-on-one plans based on clients’ needs.
The sales schedule of the 2010 Asian Games is as follows:
July 19th, advertising products of the Asian Games released with sponsors’ priority purchase period commences (45 days for senior partners, 30 days for partners and 15 days for sponsors);
September 1st, priority purchase period ends;
September 3rd, non-sponsors purchase begins;
End of September, sales ends.