Spring Festival China over Olympics ratings, hard money Sponsors.

Keywords: Olympic sponsors to spend the Spring Festival Evening ratings on television advertising, the Beijing Olympic Games, CCTV looks more like a carnival since its opening, the Beijing Olympic Games, the ratings scale in the country, has far exceeded the Spring Festival Gala. .CMS Media Research Institute, according to data released on 9 May, the Beijing Olympic Games opening ceremony on national television viewing audience size accounted for 68.8% of the total population, the opening ceremony of the Olympic Games record ratings with the ratings from the country a new record since the survey, the Li Ning .flying around the nest the moment of ignition, viewing share climbed to 90%. .August 11 is the opening of the Olympic Games since the first working day, but the national viewing audience warm no unaffected. .From AGB Nielsen Media Research data show that, in its monitoring of all the Chinese market 86% of households in the day to watch the Olympic program. .AGB Nielsen, an analyst told reporters, as previous Olympics broadcast time difference factors have not exist, so the Beijing Olympic Games events live television ratings grew very rapidly, it will also be more powerful television media, the main battlefield to continue to consolidate its advertising .position. .However, television advertising, the Beijing Olympic Games, CCTV looks more like a carnival. .Four CCTV ratings soared into the AGB Nielsen data show that during the Beijing Olympics, CCTV, direct (re) broadcast of the event driven ratings, CCTV, two sets of seven of the Olympic Games and the Olympic audience scale than before ( .August 5) jumped over four percent. .9, the official start day of the Olympic Games, to watch the CCTV coverage of the Olympics than the total number of channels increased from 8 to 7% of all events before the start of the Olympics (August 5) compared to the scale of the audience grew 45%. .According to AGB Nielsen's monitoring of the experience of previous Olympic Games, the Olympic television audience size 5-6 times higher than usual. .Correspondingly, the local stations is a serious decline in the ratings. .Industry analysts told reporters that all provincial TV channels during the Olympics ratings are down at least by 20% - China has more than 265 provincial TV channels, 833 local and municipal television stations. .After the opening ceremony of the gradual emergence of competition over ratings hot spots, led the production of CCTV ratings miracle. .For example, the evening of August 10, two sets of CCTV broadcast of the Olympic men's basketball group match a record 6.02% of the high ratings, since 2008 Yao Ming played domestic broadcast of events (including Yao Ming of the NBA games played) is the highest rating. .However, concern about the Chinese audience was undoubtedly the most Chinese women's volleyball game. .Start the first day of the Olympic Games, the Chinese women's volleyball team to Venezuela to 7.73% of the high ratings among the list the first day, higher than the second viewing almost 2 percentage points. .In 11 when the Chinese women's volleyball women's volleyball team against Poland, again topped the ratings with 8.72, higher than the second viewing nearly 3 percentage points. ."Olympics is the only large hen will lay eggs, the egg will eventually down to the provincial satellite TV." Deputy director of Anhui TV ads leopard Lee said confidently, as during the Olympic Games broadcast in the CCTV, the majority of each of the sponsors are .brand image advertising, in accordance with the general advertising rules, all firms will invest heavily in the subsequent follow-up product-level advertising. .So in the post-Olympic era, thousands of lower-cost local stations will have the opportunity to share these products ads. .Li Bao told reporters, in response to the impact of the Olympics on their own, Anhui TV is a great effort to introduce Taiwan's popular TV series, after the Olympics in order to facilitate the rapid retrieve those lost viewers. .Currently, the television ratings in second in the provincial satellite TV and long-term position, second only to the heady Hunan Satellite TV. .Commanding heights of the exclusive advertising sponsor the Olympic Games under the AGB Nielsen's statistics, August 8 to August 11, the largest television advertising 10 brands followed by China Mobile, Lenovo, Tsingtao beer, FAW-Volkswagen, Haier, Yan .Beijing, Bank of China, Adidas, Coca Cola, China Petrochemical, all Olympic partners or sponsors. .ZenithOptimedia China Communication Planning Director Linda Tan told reporters that the sponsors are more powerful advertising strategy during the Olympic Games, resulting in non-Olympic sponsors advertising during the Olympics effect decreased significantly, in order to avoid such an embarrassing situation, many would opt for non-Olympic sponsors .will be postponed until after the Olympics ads. .In the automotive, consumer packaged goods and other fields, this trend is increasingly evident. ."A lot of companies often have long-running strategy, so even if the reduction of running during the Olympic Games, nor will they have much impact." Linda Tan said. .Another feature of the Beijing Olympic Games is a local brand advertising account for the vast majority of TV band. ."This fully demonstrates the Chinese companies are trying to use the Olympic opportunity to own brand image to the world." The AGB Nielsen analyst told reporters. .By contrast, most multinational companies began advertising a large number of Chinese elements in the implant. .Linda Tan told reporters during the Olympic Games to the industry was undoubtedly the most impressive combination of Coca-Cola ads. .Ads with Yao Ming of China's most popular, impressive. .When such ad spending heavily in CCTV's prime time, its lethality can be imagined. .But more and more advertisers began to worry that the Olympics are too harsh TV ads during the war will affect their advertising results, for those non-Olympic sponsors, the situation is particularly grim. .Linda Tan told reporters that the budget for those ads are not many businesses, such as sports goods manufacturer Puma, often choose to give up relatively expensive CCTV television advertising in favor of using some clever strategies to counter its rival - Biao .horse during the Olympic Games put in a lot of online advertising, while focusing in Qingdao, Shanghai and other Olympic cities and the local print media into outdoor advertising, but also achieved good results. .Yangming Hao, chairman of Ogilvy & Mather Asia Pacific, said recently that China's advertising spending this year is expected to grow 25%, continuing a rapid growth over the past few years. .He predicted that China's advertising market will be more than 3 to 4 years in Japan, and ranks first in the world after 10 years. .Currently, Japan is still behind the U.S. market, ranking second in the world, but the annual growth rate of just 1% to 2%. .</ P>.