Olympics Are Ratings Bonanza for Chinese TV

David Barboza reports in the New York Times:

Analysts say global corporations seeking a foothold in this potentially huge market have begun to notice , whose audience is vastly larger than every major television network in the United States and Europe combined.

So, while NBC is celebrating record audiences of more than 30 million viewers in the United States, CCTV is smashing ratings records everywhere. The opening ceremony had an average audience of nearly half a billion people, and 842 million watched at least a minute of it, according to CSM Media Research, based here. More than 80 percent of Chinese households have tuned in to some broadcasts, guaranteeing the $2 billion company a huge pot of advertising gold.

CCTV paid about $17 million for exclusive broadcast rights in China but could reap $394 million in Olympic advertising revenue, according to Group M, a media company that tracks television advertising revenue here. By comparison, NBC paid $894 million for broadcast rights in the United States and is expected to garner more than $1 billion in ad revenue.

August 21, 2008, 3:40 PM
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