Vincent Lam
Mar 25, 2010

Winter Olympics scores gold in China

Television audiences in China watch this year's Vancouver games in their millions, with events in which the country excels proving most popular.

Winter Olympics scores gold in China
On 1 March 2010, the Olympic flame was extinguished, symbolising the closing of the 21st Winter Olympics in Vancouver.

The excellent performance of the Chinese athletes added to the celebration of the Lunar New Year. The events broadcast on TV brought even more viewing options to the audience.

According to CSM Media Research, 850 million people watched the Winter Olympics on TV between 13 February and 1 March. Chinese people spent an average of 64 minutes watching games programmes, and 140 million people watched the opening ceremony.

In contrast to other sports broadcasts, the percentage of male and female viewers was quite close; female viewers accounted for 41 per cent of the entire viewing population, and 69 per cent were above the age of 35.

It is easy to see that throughout the Winter Olympics, television viewership peaked during the events in which China had a chance to win a medal, such as speed skating and figure skating.

Curling too proved attractive to the Chinese audience. The female curling tournament alone attracted 370 million TV viewers, and on February 22, ratings for the China versus Canada game reached 1.1 per cent of the total viewing audience, taking seventh place on the Winter Olympic TV ratings ranking.



This article was originally published in the 11 March 2010 issue of Media.

Source:
Campaign China

Related Articles

Just Published

53 minutes ago

P&G campaign asks consumers to get sustainable

The brand spot highlights the CPG giant’s new sustainable products.

1 hour ago

L’Oréal propelled by gains in Asia Pacific

A 19% surge to $3.36 billion (2.8 billion euros) was led by continued strong demand in China, where like-for-like revenue jumped 38%.

1 hour ago

Bhima Jewellery in India breaks stereotypes through ...

The ad film is not just about her journey to becoming who she is, but also that of her family and their love and acceptance for their child.

2 days ago

Crash Course: How to market to consumers during Ramadan

The month of Ramadan is fertile ground for brands as both a key shopping event and an opportunity to align with the key tenets such as Zakat. How can brands tap this opportunity in a thoughtful way, and how has Covid-19 altered Ramadan behaviours?