Today is the third matchday of the World Cup in Russia. After a start-up of two days, the participating teams swayed with passion and passion in the green field and presented top visual feasts to fans around the world. In Spain’s match against Portugal, Ronaldo In a hurry, 'one person picks up a team', he scores three goals with equals, casts 'hat tricks', stunning the world and making the audience hooked.
As in the past 40 years, as the exclusive all-media broadcasting organization in mainland China, the World Cup is a wonderful event in CCTV. Unlike in previous years, this year, Youku and Miyi became the official partners of the 2018 World Cup CCTV Designated New Media. Audiences can choose to watch live broadcast on CCTV, Youku, and Mi Qi.
This undoubtedly set off a World Cup user battle. After two days of competition, who is better? We use data to reveal.
CCTV watched more than 600 million people and gathered 90% of the traffic
According to statistics, on June 14, over 128 million Chinese viewers watched the opening ceremony, opener and related programs through the CCTV Sports Channel, news channels and integrated channels. In addition, users of the opening ceremony and the opening game were watched through CCTV's new media. It reached 80.81 million. By contrast, on June 14th, the number of live broadcasts of Youku World Cup exceeded 12 million, but it also created a new record of Youku.com's live broadcasting history. Compared with the number of viewers, CCTV accounted for 94.6% of the total. Crash, lost at the starting line.
On the second day of the war on June 15th, Egypt lost 0-1 Uruguay and Morocco 0-1 lost Iran. According to CCTV editorial room data, through CCTV's own platform for cross-media event live broadcasts, and polymorphic news coverage, CCTV World Cup broadcast There are 629 million multi-screen audiences reported across the country. Among them, the number of CCTV TV World Cup matches and related topics and news programs reached 314 million times; the total number of new media reached 315 million. Times. Youku.com.cn has reached 36.84 million viewers. The CCTV viewership ratio is 94.5%. In view of the number of viewers and number of visitors, CCTV can easily relax. Won.
CCTV ratings in opener shot up 5.65%, double the previous one
On the day of the opening ceremony and the first opener match, as the exclusive all-media broadcasting organization in mainland China, CCTV’s multiple relevant channel ratings and new media client reach have increased significantly.
On June 14, the 21st FIFA World Cup was grandly opened in Moscow, Russia. At 22:58, Beijing time, the opening game was started at the Luzhniki Stadium in Moscow. The host Russia swept Saudi Arabia 5-0. CSM ratings show that , The average rating of the entire game is 4.43%, the viewing share is 44.13%. The highest minute rating rushes to 5.65%!
2018 minutes of the opener of the Russian World Cup opener (data source: CSM, 35 Central Cities)
Compared with the 2014 World Cup opener in Brazil, the opener’s ratings reached 4.43%, an increase of 100.5%. The top five matches in the 2014 World Cup ratings in Brazil were all broadcast at zero, but the ratings exceeded 4%. The World Cup crosses national borders and resists the power of jet lag.
The Russian World Cup and China only have a five-hour time difference. Since 2002, the World Cup has been 'the most friendly' to the Chinese ball. The average opener rating of the opener game has exceeded 4%, and the audience's imagination in the follow-up game is even more impressive.
Locked up to the main broadcast of the event, CCTV-5's share of ratings soared to 8.38%
Driven by the World Cup in Russia, the share of CCTV-5 ratings reached 8.38% on June 14th, ranking first in all channels, and channel viewing share was 3.35 times before the start of the match.
CCTV New Media Users Surge by Millions, Ad Exposure Increases by 10 Times
On June 14th, CCTV-5 added 671,400 active users per day, and added 2.28 million new activation users to the CCTV mobile client. On June 15th, CCTV-5 added 516,500 users per day, CCTV Added 3.05 million new users on the day.
The overall exposure of CCTV-5 CCTV-5 and CCTV microvision advertisements of CCTV new media exceeded 10 million, and the advertisement traffic was nearly 1.5 million. The average click-through rate was 12.8%, and the total amount of advertisement exposure was 10 times that of the previous day.
Better than the commentary than professional, CCTV user experience is best
In addition to traffic data, the “Gold Cup Silver Cup is not as good as the people’s word of mouth.” For watching the game, the user experience is nothing but two highlights: First, the commentary, the second is the picture quality. The CCTV World Cup live has maintained a consistently high standard in both areas, which reminds 3. New generation young audience, TV has to watch ball first choice.
In terms of picture quality, CCTV Live has the highest definition of picture quality, and never has any delays. It is the main screen of CCTV World Cup live broadcasts, whether it is a living room TV or a large screen bar restaurant. In terms of explanation, CCTV has a strong lineup and rigorous style. The explanation of the situation is also in place. This undoubtedly brings the best viewing experience and makes CCTV become the preferred platform for the audience to watch the World Cup.
In contrast, in terms of explanations, before the match, Youku announced its 'Talking Mission' at the World Cup strategy conference, including professional explanations, former internationals, big directors, and popular stars. The lineup was regarded as luxurious. However, during the World Cup opener, Youku commentator Dawei Zhang used lively remarks to ridicule the late German goalkeeper Enke in a live broadcast. He was met with netizens who burst into fury and exposing the shortcomings of Youku explaining that there is more than enough professionalism in entertainment. .
In terms of picture quality, Miao’s problem is enough to hide the glaring line of his commentary. Although Mi Yi has been preparing for the game for a long time, a black screen of more than ten seconds has appeared since the start of the opener, and the picture quality has been significantly blurred. Many of them, Cottonwood, have also appeared from time to time. How old can the footage be when it is live? Some viewers said that when Matton was serious, she could only see two teams of people of different colors moving on the court. The ball is invisible.
In terms of picture quality, Youku performed well, the overall clarity and fluency was good, and the stability was acceptable. Youku's problem was limited by the nature of the webcast itself, and there was still a slight delay compared to the TV platform. To the next door, cheering ''s 尴尬 尴尬. Overall, the user experience this hard battle is also the leader of CCTV.
The World Cup is undoubtedly a phenomenal event that can quickly push the attention of the audience to a peak in a short period of time. The most glamorous sports event in this four-year period is the eternal fighting spirit inherent in it. It is the passion of the summer. Carnival, and the resulting high ratings and popularity.
From black-and-white TV to color television, to today’s smart TV and financial media platforms, CCTV has lived up to the expectations of the World Cup and has reached China’s millions of households, making this most appealing and most passionate sport in the world. The force has risen to a whole new level.
This World Cup is the first large-scale international event after the establishment of the Central Radio and TV Station. The successful preheating report and the broadcast of the game during the game fully demonstrated the powerful innovation and cohesiveness of the integrated report of the Central Taiwan Radio.
Data and public opinion prove that CCTV is the most suitable promoter of FIFA in mainland China. As the FIFA secretary-general said, after nearly 40 years of cooperation, CCTV has proved its actual promotion effect and achievements. CCTV is FIFA's most suitable partner in mainland China.
