CCTV.com - CNTV English - CCTV News


AD > homepage >

610 Million Viewers, Highest Audience Rating over 11%

08-19-2010 15:39 BJT

A Total of 610 Million Viewers Watched the World Cup Broadcasted by CCTV.

Far distance and exorbitant ticket disenabled numerous Chinese football fans to go to South Africa to watch the World Cup. Instead, they had to watch it via the live broadcast. CCTV has the exclusive right to broadcast the 19th World Cup in Mainland China, so most Chinese people watched the World Cup through CCTV. During the World Cup that lasted for a month, CCTV-1, CCTV-5 and CCTV-7 broadcast the World Cup live. Statistics indicate that, 48.7% of the viewers at the age of over four years’ old (610 million viewers) watched the World Cup through the three channels.

The Market Share Increased Significantly During the World Cup, and the Audience Share Doubled During the Matches in Wee Hours.

During the World Cup, the all-day audience share of CCTV increased by nearly 6%. Since there is a six-hour time difference between China and South Africa, most matches were kicked off at wee hours of Beijing time. Thus, the audience share of CCTV during 2:30-4:30 a.m. reached up to 60.49%, nearly doubling that of the period before the World Cup. The audience share of other periods also increased significantly.

Table 1: Comparison of CCTV and other TV Media on Market Share during 2:30-4:30

Channel Type

One month before the World Cup (%)

During the World Cup (%)

CCTV

31.99

60.49

Provincial satellite channels

35.14

13.60

Other channels

32.86

25.91

All-day Audience Share of CCTV-5 Increased by Three Times, and Nighttime Audience Share Increased by Nine Times

CCTV broadcast the World Cup of 2010 live, with CCTV-5 as main channel and CCTV-1 and CCTV-7 as secondary channels. As the main channel broadcasting the World Cup, CCTV-5 witnessed a significant market share increase. The all-day audience share of CCTV-5 during the World Cup was 3.81 times higher than that of one month before the World Cup, reaching 8.75%.

The matches of the World Cup were mainly broadcast at 2:30-4:30, 19:30-21:30, and 22:00-24:00. There among, the market share of CCTV-5 during 2:30-4:30 from Jun. 11 to Jul. 12 was over six times higher than that before the World Cup; the market share of CCTV-5 during 19:30-21:30 from Jun. 11 to Jun. 21 was nearly seven times higher than that before the World Cup; the market share of CCTV-5 during 22:00-24:00 from Jun. 11 to Jul. 3 increased more significantly, which was nearly ten times higher than that before the World Cup.

Table 2: Comparison of CCTV-5 Market Share before the World Cup and during the World Cup

Period

One month before the World Cup (%)

During the World Cup (%)

2:30-4:30

7.12

42.99

19:30-21:30

2.16

14.18

22:00-24:00

2.47

24.11

Seen from the audience share of CCTV-5 during the World Cup and before the World Cup, the audience share during 2:30-4:30, 19:30-21:30, and 22:00-24:00, especially 22:00-24:00, increased significantly. 

 Market Share of 1/4 Final Between Germany and Argentina Being the Highest, with Average Audience Rating Reaching 11.49%

The matches with audience rating ranking the top three were all broadcast during 22:00-24:00. The audience rating of the matches approaching the final was even much higher. The match with the highest audience rating was the 1/4 final between Germany and Argentina. The two teams fought against each other in the World Cup in 2006 when the host German team won victory through penalty kick. Four years later, the two teams met with each other again in 1/4 final and German team won the match with the score of 4:0. The match with the second highest audience rating was the 1/4 final between Netherlands and Brazil, whose average audience rating reached 9.99%; and the match with the third highest audience rating was the 1/8 final between Germany and England, whose average audience rating reached 8.31%. The final between Netherlands and Spain failed to be included into the top ten matches in terms of audience rating because it was broadcast during 2:30 to 4:30 am of Beijing time, whose audience rating was 5.55%.

Table 4: Top 15 Matches of the World Cup in Terms of Audience Rating

Match

Date

Start Time

Ending Time

CCTV-5

Audience Rating (%)

Market Share (%)

1/4 final

Germany VS Argentina

Jul. 3, 2010

21:48

24:02

11.49

37.20

1/4 final

Netherlands VS Brazil

Jul. 2, 2010

21:49

24:02

9.99

34.15

1/8 final

Germany VS Britain

Jun. 27, 2010

21:48

24:03

8.31

29.73

Group match

Argentina VS South Korea

Jun. 17, 2010

19:19

21:31

8.17

20.56

Group match

Brazil VS Portugal

Jun. 25, 2010

21:50

24:03

8.11

27.84

Group match

South Africa VS Mexico

Jun. 11, 2010

21:47

23:57

7.98

28.44

Group match

Argentina VS Nigeria

Jun. 12, 2010

21:48

23:53

7.20

25.30

1/8 final

Paraguay VS Japan

Jun. 29, 2010

21:50

24:30

7.18

29.67

Group match

Portugal VS Korea

Jun. 21, 2010

19:20

21:34

7.09

18.38

1/8 final

Uruguay VS South Korea

Jun. 26, 2010

21:48

24:01

6.72

23.26

Group match

Germany VS Serbia

Jun. 18, 2010

19:19

21:29

6.69

17.09

Group match

Cote d'ivoire VS Portugal

Jun. 15, 2010

21:49

23:51

6.63

22.62

1/8 final

Netherlands VS Slovakia

Jun. 28, 2010

21:50

24:00

6.53

25.37

Group match

Netherlands VS Japan

Jun. 19, 2010

19:19

21:28

6.29

16.24

Group match

Slovakia VS Italy

Jun. 24, 2010

21:48

24:06

6.26

24.17

Average Audience Rating of the Opening Ceremony Reached 5.7%, Six Times as High as the Same Period Before the World Cup

The Opening Ceremony of 2010 South Africa World Cup was wonderful with distinctive African characteristics, which also brought marvelous audience rating for CCTV-5. The average audience rating of the opening ceremony of the World Cup reached 5.7% and the market share reached 14.34%; the closing ceremony of the World Cup was broadcast both at CCTV-1 and CCTV-5 at wee hours, with audience rating still reaching 1.25% and market share reaching 22.75%.

Table 3: Comparison of Audience Rating of “2010 South Africa World Cup”

Channel

Date

Start Time

Ending Time

Audience Rating (%)

Market Share (%)

CCTV-5

Jun. 11, 2010 (Opening Ceremony of 2010 World Cup)

20:09

21:40

5.7

14.31

CCTV-5

One month before the World Cup

20:09

21:40

0.89

2.2

CCTV-15

Jul. 12, 2010 (Closing Ceremony of 2010 World Cup)

0:43

1:13

1.25

22.75

High Post, High Educational Background and High Income People are Mainly Viewers of the World Cup

The viewers watching the World Cup have their own characteristics in terms of audience composition and watching habits. “Audience composition” reflects the difference of the contribution to the audience rating of a channel/program in a specific period made by various kinds of target viewers. Male, young and middle-aged people, medium and high educational background people and medium income people were the main viewers of the World Cup; and “audience concentration degree” reflects the extent to which various kinds of viewers like the World Cup, answering the problem of “who like to watch the channel/program more”. Managers, people of bachelor’s degree and above and people with the income of over RMB 3200 liked to watch the World Cup more.

Note: The data is from CSM25 Central Measurement Meter City except specified otherwise.

Editor:张昀 |Source:

Hot Videos view more

The celebrations are still continuing as the victorious coach, Joachim Loew, has been honored for his achievement in his hometown of Freiburg.
Germany coach Loew honored in hometown of Freiburg

Chinese men´s national team continued its preparations for next year´s Asian Cup, as they managed a one-all draw against visitors Jordan during a football friendly in Harbin, the capital city of Northeast China´s Heilongjiang Province.
China held to 1-1 draw by Jordan

The defending world champs came into the contest with a perfect 6-and-oh record, but they would be in for a tough first half before opening things up in the second.
USA beat Slovenia 119-76 in quarter-finals

Hot Stories more

UK authorities believe killer of James Foley is a British national

Across the UK the hunt is on for James Foley’s killer, who authorities believe is a British national. As Richard Bestic reports from London, Prime Minister David Cameron cut short his summer break to lead his government’s response.

Israeli war jets renews Gaza strike as truce talks stalled

Three Palestinians were killed and 40 others wounded in the intensive Israeli war jets´ airstrikes on the Gaza city on Tuesday night, shortly before an end of a 24-hour ceasefire in the Gaza Strip,

Missouri police arrest dozens after violent night

As the protests in the town of Ferguson, Missouri turned violent with police facing ´heavy gunfire´ from some ´criminal elements´, cops fired tear gas, stun grenades and arrested 31 demonstrators on Monday night.

Picture in news more

More Video News

Choose TV Program