Beijing Olympics Reaches over 1.12 Billion Chinese Viewers
(CSM's Exclusive National PeopleMeter TV Ratings Data)
August 25 2008, Beijing China ¨C According to National TV Ratings from CSM Media Research(a part of TNS Media Research), China¡¯s leading audience measurement organization, Beijing Olympic Games have reached 1.12 billion (unduplicated) Chinese viewers or 92% of China¡¯s total TV audience in the past 17 days. Last night¡¯s closing ceremony was seen in part by at least 658 million viewers. The closing ceremony held a 73% share of TV audience viewing for the 2 hours from 8 p.m. to 10 p.m., an extremely strong performance yet again.
Matt Brosenne, Business Development Director for CSM noted: ¡°The ability of the Beijing 2008 Olympics to reach 92% (reached 1.12 billion viewers) of the TV viewing population is a tremendous result (93% of urban populations, 91% of rural populations, 90% of all viewers under 25 and 94% of all viewers aged 25-55). This viewing figure far surpasses our national viewing results for both the Sydney 2000 Olympics (reached 783 million viewers) and Athens 2004 Olympics (reached 881 million viewers) and will clearly be the new standard for viewing highs for many years to come.
Looking a bit more deeply at the viewing of different matches we can see from the Top 20 events that a wide variety of sports captured the attention of the viewers; including Volleyball, Weight Lifting, Table Tennis, Gymnastics, Swimming, Basketball, Diving, Football and a variety of Athletics contests. This indicates a strong appetite among viewers for sport events of many different backgrounds, a positive sign for the future of sport in China. This Olympic sport appetite drove an increase in average viewing consumption to 189 minutes per person per day, an increase of 25% from a daily consumption in the past 17 days of the Games.
Table 1 - Beijing Olympics Viewing Data Top 20 Games from August 8 - 24, 2008
Ranking |
Program |
Channel |
Date |
Time |
Rtg(%) |
Reach('000) |
1 |
Volleyball Women's Preliminary - Pool A Cuba vs China |
CCTV-1 |
2008/8/13 |
19:58:36 |
22:08:24 |
11.9 |
355,823 |
2 |
Volleyball Women's Preliminary - Pool A China vs Poland |
CCTV-1 |
2008/8/11 |
19:59:05 |
21:47:55 |
11.7 |
372,204 |
3 |
Weightlifting Men's 56kg Final |
CCTV-1 |
2008/8/10 |
19:54:31 |
20:47:00 |
11.2 |
271,784 |
4 |
Volleyball Women's Preliminary - Pool A Venezuela vs China |
CCTV-1 |
2008/8/9 |
20:01:13 |
21:09:06 |
10.8 |
316,768 |
5 |
Table Tennis Women's Team Gold Medal Contest China vs Singapore |
CCTV-1 |
2008/8/17 |
19:36:31 |
21:20:43 |
9.2 |
329,212 |
6 |
Trampoline Women's Final |
CCTV-1 |
2008/8/18 |
20:31:50 |
21:08:26 |
8.4 |
300,796 |
7 |
Table Tennis Men's Team Semifinal China vs Korea |
CCTV-1 |
2008/8/16 |
19:46:07 |
21:28:42 |
8.4 |
211,540 |
8 |
Swimming Preliminary |
CCTV-1 |
2008/8/9 |
21:32:06 |
22:25:17 |
8.3 |
282,698 |
9 |
Swimming Preliminary |
CCTV-1 |
2008/8/10 |
21:32:55 |
22:09:12 |
7.9 |
231,351 |
10 |
Basketball Men's Preliminary United States vs China |
CCTV-2 |
2008/8/10 |
22:14:15 |
23:56:22 |
7.8 |
185,304 |
11 |
Diving Men's 10m Platform Final |
CCTV-1 |
2008/8/22 |
20:00:01 |
21:53:43 |
7.7 |
306,817 |
12 |
Athletics Women's 100m Final |
CCTV-1 |
2008/8/17 |
22:21:17 |
22:32:55 |
7.7 |
129,778 |
13 |
Football Women's First Round - Group E China vs Argentina |
CCTV-1 |
2008/8/12 |
19:43:26 |
21:36:24 |
7.6 |
319,027 |
14 |
Trampoline Men's Final |
CCTV-1 |
2008/8/19 |
20:25:37 |
21:04:30 |
7.4 |
207,275 |
15 |
Athletics Women's Hammer Throw Final |
CCTV-1 |
2008/8/20 |
20:21:21 |
20:43:00 |
7.3 |
162,724 |
16 |
Table Tennis Men's Team Group A China vs Austria |
CCTV-1 |
2008/8/14 |
19:44:56 |
20:55:37 |
7.1 |
256,499 |
17 |
Athletics Women's Triple Jump Final |
CCTV-1 |
2008/8/17 |
22:06:52 |
22:21:17 |
6.9 |
149,714 |
18 |
Athletics Women's Pole Vault Final |
CCTV-1 |
2008/8/18 |
21:27:11 |
22:24:33 |
6.5 |
228,226 |
19 |
Athletics Women's Shot Put Final |
CCTV-1 |
2008/8/16 |
21:47:48 |
22:22:45 |
6.4 |
186,804 |
20 |
Volleyball Women's Preliminary - Pool A United States vs China |
CCTV-
Olympic |
2008/8/15 |
19:58:50 |
22:20:57 |
6.3 |
239,586 |
|
|
Source: CSM Media Research - China National Panel; August 8-24, 2008 |
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