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610 million——On July 12, 2010 FIFA World Cup South Africa was
closed. About 48.7% of TV viewers above 4-year old, i.e. 610 million TV viewers, watched the event on CCTV which lasted for a month. The audience rating even reached 11.49% during the quarter final between Argentina and Germany, hitting a record high among all the single matches of the World Cup.
71.05%——The market share of CCTV-2 reached 71.05% among all the
financial programs in China in the first half of the year. The market share reached its peak in June, which was 74.2%. What’s more, structure of TV viewers of the channel is optimized, and “Three Highs” characteristics of the viewers are shown more clearly.
81——The CCTV reporting team for World Expo 2010 has
covered National Pavilion Days of 81 countries by July 20. In the reports, correspondents told stories of cultural and trade exchanges between China and the countries concerned, to deliver reportage with an international vision from the Chinese point of view and arouse affective response from TV viewers.
More than 74,000——On June 17, the feature entitled “China OBM
Automobiles in the World” was presented in “Economy 30 Minutes” program on CCTV-2, dealing with technical progress in OBM automobiles of China from a global point of view. The video was copied and repasted on-line for more than 74,000 times.
On July 19, 23, and 30, CCTV 2010 Asian Games Program Advertising Resources Road Show was held in Beijing, Guangzhou, and Shanghai. Representatives from enterprises,
CCTV 2010 Asian Games Program Advertising Resources Road Show Held in Beijing,
Guangzhou and Shanghai
advertising agencies and media all over China joined the shows for first-hand information about programs and advertising resources related to the 16th Asian Games in Guangzhou. Luo Ming, Vice President of CCTV, Cen Chuanli, Deputy Director of Sports Channel of CCTV, He Haiming, Deputy Director of CCTV Advertising Center, and Michelle Yang, Media Director of Coca cola (China), delivered wonderful speech at the Road Show.
As the only rights holding broadcast organization (RHB) for Guangzhou Asian Games in Mainland China, CCTV has exclusive rights to report the Games on TV and new media in Mainland China. CCTV will report 476 events for 56 disciplines of 42 sports in an all-round way for several billions of TV viewers around the globe, via four open-circuit channels, three pay digital channels and CNTV.
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06 Meeting again after Twenty Years
07 Zero to 2010 Asian Games
08 Thrilling Games Great Miracles
10 Enjoy Asian Games Together Make Asia Glorious
11 Bo-La-La-La Coca Cola World Cup
12 Technical Innovation and Urban Future Highlighted in CCTV’s World Expo Reports 13 All Programs of CCTV-NEWS Broadcast in Australia
14 President Jiao Li Meets with New Iranian Ambassador to China
15 CCTV-2 Release the “Global Economic Outlook” First
16 CCTV Signs Agreement with CHIA TAI GROUP
18 Forever Ongoing Brand Marathon
19 Asian Games: The Best Choice for the Second Half Year of 2010
Focus
CCTV News
Interview
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20 610 Million Viewers, Highest Audience Rating over 11%
24 360buy.com Advertising in CCTV
25 Taobao Mall Joins Hands with CCTV
26 Snow Shows Chinese Kung Fu During the World Cup
28 Highlights of World Cup Ads
32 The Red Guards on Honghu Lake Attracting Huge Audience
33 CCTV-1 Offers the Best Programs Market Share Increases by Nearly 50%
34 Highlights of Dramas to Be Broadcasted on CCTV-1 Golden Theatre
World Cup
Program
EDITOR IN CHIEF Chen Rongyong
ASSOCIATE EDITOR IN CHIEF Yin Xuedong She Xianjun
EXECUTIVE EDITOR IN CHIEF Yang Zhengliang
MEMBER OF EDITORIAL BOARD
He Haiming Chen Rongyong Li Yi Yin Xuedong
She Xianjun Yang Zhenliang Lian Jin huan Zhang Yongli
Ma Yihong He Xinghuang Zhou Huanyu Hou Xiuhong
Xu Guichun Zhang Qing Li Jia Ren Yingxiu
EXECUTIVE EDITOR Tang Aihui
EXECUTIVE ART EDITOR Xia Jingjing
COVER DESIGN Guo Jia
PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue
PRINT Zhu Junyu Bi Lei
PUBLISHER Advertising Department of China Central Television
ADDRESS F3 Media Center Apartment
No.11 Fu Xing Road
Beijing, China, 100859
TELEPHONE 8610-68500180
FAX NUMBER 8610-68550947
WEBSITE http://ad.cctv.com 1118.cctv.com
EMAIL [email protected]
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Meeting again after Twenty YearsLuo Ming CCTV Vice President
In 1990, the 11th Asian Games were held in Beijing, and in 2010,
the 16th will be held in Guangzhou. In twenty years, from north to
south, everything has changed.
During these twenty years, we have exchanged
time for space.Our economic space has been expanding in these years. Twenty
years ago, Beijing’s GDP was 50 billion, Guangdong’s GDP 147.1
billion, and nati onal GDP 1,866.8 billion; twenty years later, Beijing’s
GDP is 1,186.5 billion, Guangdong’s GDP 3,908.1 billion, and nati onal
GDP 34,050.7 billion. The national GDP is 17 times higher than
before, while that of Beijing and Guangzhou has increased 22 ti mes
and 25 ti mes respecti vely. Twenty years ago, Chinese ventures rarely,
if ever, made the Fortune 500 list, while twenty years later, 54 have
appeared there and three of them even rank among the top 10.
China has become the world’s third largest economy.
During these twenty years, our technology space has been
continuously expanding. In 1999, Shenzhou Ⅰ Unmanned
Spacecraft made its first trip into outer space; in 2003, Shenzhou
Ⅴ made the fi rst manned space fl ight; in 2005, Shenzhou Ⅵ made
another tour of outer space; in 2008, Zhai Zhigang took the fi rst step
in outer space by riding Shenzhou Ⅶ. Chinese technology business is
making a steady progress, expanding China’s scienti fi c turf from the
earth into outer space.
Twenty years ago, the 11th Asian Games were held in Beijing,
which were the fi rst internati onal integrated race held by new China
and we were the champion. Ten years ago, in the Sydney Olympic
Games, China ranked among top three for the fi rst ti me on the gold
medal list. Two years ago, in the Beijing Olympic Games, China was
the country winning the most gold medals, ushering in a new page
of China’s sports cause. And today, the 16th Asian Games are fast
approaching.
Twenty years from Asian Games to Asian
GamesTwenty years ago, CCTV for the fi rst ti me broadcast Asian Games
at home. Twenty years later, we will do that again. Twenty years is just
a short interval in the long river of history, but it is long enough for a
great and thoroughgoing change taking place in CCTV. More channels
have been opened, more programs have been made, and brands on
the screen become more well-known.
This year is the year for brand building, image building and
international transmission capacity building, and is the year for
big sports events such as Winter Olympic, World Cup and Asian
Games. The World Cup has just fi nished, and the Asian Games are
approaching. As the exclusive rights-holding broadcaster of the
Guangzhou Asian Games on the Chinese Mainland, We will invest
in four open-circuit channels, three digital pay channels, and China
Network Television for a full coverage of 42 sports, 56 disciplines and
476 events to billions of audience around the world.
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WIN TOGETHER7
Zero To 2010 Asian GamesCen Chuanli Deputy Director of CCTV Sports Channel
As the exclusive broadcaster in mainland China, CCTV will send
its largest reporti ng team in history to report 2010 Guangzhou Asian
Games, which is made up of nearly 700 members and rents a fi eld of
nearly 2,000 � from Internati onal Broadcasti ng Centre as its reporti ng
centre. We will set commentary positions in nearly 20 venues,
offering on-site explanation of major matches such as swimming,
track and field, gymnastics, table tennis, badminton, basketball,
volleyball, diving, shooti ng, rowing, etc.
CCTV will send nearly 50 interviewing groups for the full coverage
of the Guangzhou Asian Games, such as stories during matches,
interviews of Chinese and foreign athletes, local conditions and
customs in the athlete’s village, ti dbits of audience and volunteers,
Cantonese snacks, and Lingnan culture.
CCTV will give a full coverage of Guangzhou Asian Games
through media outlets such as CCTV-1, CCTV-5, CCTV-7, CCTV-HD,
CNTV, etc.
CCTV-1 would be the handpicked channel for broadcasting.
From November 13th to 26th, we specially set a racing ti me-interval
lasting from 13:00 to 18:00, during which selected races would be
broadcasted, including major events such as gymnastics, diving,
weight lifting, shooting, archery, etc, and other popular but non-
Olympic events such as billiards, roller skati ng, dancesport and so on.
Team events of our athletes’ would be highlighted too.
CCTV-5 would be the major channel for the Guangzhou Asian
Games broadcasti ng, giving a full coverage of major Olympic events
including swimming, diving, track and fi eld, table tennis, badminton,
rowing, canoe / kayak, cycling, and Chinese teams’ events. Various
collecti ons of races would be presented, so would round-the-clock
news reporti ng of match status.
CCTV-7 would be the channel for broadcasting matches. Two
time intervals (9:00-12:00 and 20:00-22:00) are arranged from
November 13th to 26th for live broadcasti ng of Asian Games.
CCTV HD channel would rebroadcast track and fi eld, swimming,
diving, gymnastics, table tennis, badminton in high definition in
accordance with the offi cial programs.
CNTV’s sports channel would make full use of signals of Asian
Games to present live broadcasts, recorded broadcasts and on-
demand broadcasts of the matches, and would report matches,
news and fi gures by ways of sharing, commentary and chatti ng on
the Internet.
August 4th indicates the Guangzhou Asian Games 100-day
countdown. That evening the sports channel would have a special
program during prime ti me and the 24-hour news program would
have a full coverage of the arrangements of Asian Games and Chinese
teams’ conditi on. The publicity of Guangzhou Asian Games is heati ng
up in the sports channel.
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WIN TOGETHER8
Thrilling Games Great Miracles He Haiming Deputy Director of CCTV Advertising Center
Today is July 19th, when the world cup has just ended but the
fervour sti ll lingers. By now, seven days since the closing ceremony of
the South Africa World Cup, I would like to come to this occasion to
make a summary of the program broadcasti ng, adverti sing executi on
and communicati on eff ects regarding this signifi cant sporti ng event.
Miracle of Program Ratings As the exclusive TV and new media rights-holding broadcaster of
the 2010 South Africa World Cup in Mainland China, CCTV put three
open circuit channels into use - CCTV-1, CCTV-5 and CCTV-7, together
with China Network Television, Cellphone TV and Mobile TV for full-
time live broadcasting which have attracted 610 million audience
watching CCTV World Cup matches across the country.
During the broadcast period from 2:30 to 4:30, CCTV seized
the share of 60.49% compared with 31.99% in the month prior to
the World Cup. The increase of ratings is the sharpest during the
broadcast period between 22:00 and 24:00 (from June 11th to July
3rd) when the market share skyrocketed from 2.47% one month
before the World Cup to 24.11%, nearly ten ti mes in growth.
Fulfillment of Advertising Commitment In the World Cup promoti on conference held on March 30th in
Beijing, I said that our World Cup adverti sing products were value-
added with limited advertisements, flexible in package choice and
integrated with three platf orms—CCTV, CNTV and CMMB.
Added Value with Limited Advertisements: Advertising times
were strictly controlled before, during and after each match. The
advertising time in 2006, for example, was 400 seconds while this
year it was reduced to 220 seconds. The number of titles, special
broadcasts and other special forms of advertising was restrained.
World Cup Feast, for example, had 10 special adverti sements in 2006
compared with 6 in this year’s program. The advertising in extra
ti mes was cut down to 90 seconds and the ti me in penalty shootouts
to 30 seconds.
Flexible Packages: Clients could either choose fixed packages
such as event package, news package and column package, or opt
for one or more matches that could be combined at will. Among the
clients that selected single match adverti sing were China Merchants
Bank and Suning Appliance Company.
Combination of Three Platforms: During the World Cup, all
events were simultaneously broadcasted on CCTV, CNTV and CMMB,
which realized cross-media integrated communicati ons for clients.
Miracle of Communication EffortsCastrol: Smart Placement with Eff ecti ve Communicati on. As the
sponsor of the 2010 South Africa World Cup, Castrol not only bought
CCTV’s match adverti sing resources in advance to take the lead, but
also integrated its brand logo and iconic color into the backdrop of the
broadcasti ng studio, which made a deeper impression on audience
and achieved great eff ects.
Budweiser: Greater Impact Exerted by Leveraging the World
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WIN TOGETHER9
Cup. Budweiser bought World Cup resources in 2009, including the
exclusive special broadcast sponsorship of World Cup Feast, and
designated placements before, during and aft er matches, in the hope
that Harbin Beer would be turned from a local brand into a nati onal
brand. According to the report of First Financial Daily, Harbin Beer has
become the most popular beer brand in the Sanlitun Bar Street of
Beijing since the World Cup kicked off .
K-boxing: International Ads for an International Image. During
the South Africa World Cup, K-boxing bought one pre-match ad,
two in-match ads and two extra-ti me ads. By hiring an internati onal
team in making its brand-new ad featuring an internati onal designers
and models, K-boxing exhibited its brand image and highlighted its
identi ty as an internati onal brand.
Asian Games - Another Communication
Opportunity for Top BrandsCompared with the South Africa World Cup, the Guangzhou
Asian Games takes place at the right ti me in the right place and with
the right people. Sure enough, the Guangzhou Asian Games will
leave South Africa World Cup far behind in both program rati ngs and
brand communicati ons.
Samsung: Partnership with Asian Games for an Expanded
Market. Since becoming the senior sponsor of Asian Games in 1986,
Samsung has been steadfastly devoted to Asian Games marketing
for the expansion of its Asian market. In November, 2009, Samsung
bought CCTV live match broadcast partnership of the Asian Games
as an att empt to dash into
a greater Chinese market.
Guangzhou Toyota:
Root in Guangzhou, Eyes
on China. It is the first
t ime for Guangzhou
Toyota, a joint venture
based in Guangzhou, to
become a sponsor of the
Asian Games. It hopes
to take the opportunity to kick-start its Asian Games marketing. In
November, 2009, Guangzhou Toyota bought subscribed products
and became CCTV live match broadcast partner of Asian Games. By
taking Guangzhou as the home court, Guangzhou Toyota is doing
everything it can for the Asian Games marketi ng.
361°: Sports Marketi ng for Branding Upgrade. As a local brand,
361°signed up as a CCTV live match broadcast partner of the Asian
Games in November, 2009, which started up its Asian Games
marketi ng for greater brand popularity and reputati on.
Advertising Product Profile of the 2010 Asian
GamesThe advertising products of the Asian Games consist of three
parts. The fi rst part is regular products, including opening ceremony
and closing ceremony package, match package, special topic package
and news package. The second part is special products including
special column sponsorship, ti tles and packaging products. The third
part is customized products which designed one-on-one plans based
on clients’ needs.
The sales schedule of the 2010 Asian Games is as follows:
July 19th, adverti sing products of the Asian Games released with
sponsors’ priority purchase period commences (45 days for senior
partners, 30 days for partners and 15 days for sponsors);
September 1st, priority purchase period ends;
September 3rd, non-sponsors purchase begins;
End of September, sales ends.
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WIN TOGETHER10
Enjoy Asian Games Together Make Asia Glorious
— CCTV held its advertising resources road show for 2010 Asian Games in
Beijing, Guangzhou and Shanghai
on July 19, 23, and 30, CCTV held
its advertising resources road show for
Guangzhou 2010 Asian Games TV programs
in Beijing, Guangzhou, and Shanghai.
As the exclusive rights-holding
broadcaster of Guangzhou Asian Games in
Mainland China, CCTV owns the exclusive TV
and new media reporting rights in Chinese
mainland. It will open four free channels,
three digital pay channels and China Network
Television. It will provide comprehensive
reportings of 42 sports, 56 disciplines and
476 events for billions of audiences around
the world.
Luo Ming, CCTV Vice President
expressed in his speech that it had been
20 years since the last time China hosted
the Asian Games. Over the past 20 years,
CCTV has been, during its course
of development, sparing no
efforts in pushing forward the
development of corporate brand,
especially building top competi ton
plaform for domestic and foreign
brands with the help of major
internati onal sports events. On the
occasion of the Guangzhou Asian
Games, the last major sports event
of this year, CCTV will try to build
an all-round reporti ng platf orm for
Asian Games, helping enterprises seize the
last publicity opportuniti es via sports event
of this year. Holding the idea that physical
exercises helps build up our body and Asia
Games helps strengthen our nation, CCTV
is willing to, together with enterprieses and
adverti sing agencies, witness how the dream
of China becoming a powerful nati on comes
true and how brands become more pupular.
Cen Chuanli, Deputy Director of
Sports Channel of CCTV, introduced CCTV’s
reporting approach and planning of 2010
Asian Games to the present representati ves
of enterprises and advertising agencies. As
the exclusive rights-holding broadcaster in
Mainland China, CCTV will report Guangzhou
Asian Games with the widest coverage, with
CCTV-1, CCTV-5, CCTV-7, CCTV-HD, CNTV
and other medias for reporti ng Guangzhou
Asian Games.
He Haiming, Deputy Directors of CCTV
Advertising Management Center, gave a
detailed explanation of the advertisement
items of this Asian Games with the topic of
“Passionate Games Create New Miracles”,
and also looked back on the excellent
audience rati ng and marketi ng cases during
the South Africa World Cup. He expressed
that the advertising products of the
Guangzhou Asia Games had been, on the
basis of those of 2006 Asian Games, 2008
Beijing Olympic Games and 2010 FIFA World
Cup, opti mized and designed for the purpose
of maximizing the eff ect of customers’ brand
communicati on and helping each customer
realize bett er return on investment.
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Bo-La-La-La Coca Cola World CupMichelle Yang Media Director of Coca Cola (China)
The history of Coca Cola is also a history of sports marketi ng. It
has been 80 years since the fi rst ti me Coca Cola sponsored Olympics
in Amsterdam in 1928. We have also been cooperating with the
World Cup for almost 60 years, with the 1950 World Cup as a start. In
1974, we became the offi cial sponsor of the World Cup.
Beijing Olympics is the most successful Olympic marketi ng case
of Coca Cola since 1928 and the credit should be given to CCTV.
During the Olympics, CCTV tailor-made two programmes for Coca
Cola. One was “Go with the Torch”, which began from the moment
the torch arrived at Sanya at the beginning of May, 2008 ti ll it reached
Beijing on 1 August. The other was “Pride of China” –each ti me China
was awarded a gold medal, a Coca Cola bumper popped out and
lasted for 5 seconds, followed by a 15-second-long advertisement.
Through the platf orm of CCTV, we reaped a remarkable return: not
only did the two tailor-made programmes cover an audience of 280
million, but Coca Cola surged far ahead in terms of Olympic sponsor’s
brand awareness according to a survey of a third party.
Let’s talk about the sports marketi ng during the World Cup that
has just ended. As everyone here may have noticed, many people
would unconsciously produce a “Bo” sound after drinking Coke as
a way to express the brisk feeling. This year, with the theme on the
unique sound Bo-La-La-La, we delivered the brisk and frisk concept
implied in Bo-La-La-La to every city and our consumers through
TV commercials and offline activities. We may well say that this
commercial represented the cooperation between CCTV and Coca
Cola. Why is that? During the 30 days of the World Cup, there were
30 commercials every day, which we called Sandwich Commercial, as
the beginning 10 seconds and the last 15 seconds of the commercial
remained unchanged while the middle 20 seconds was edited with
goal highlights a day earlier meticulously selected by CCTV. I think
it was the first time ever in the cooperation history of CCTV with
adverti sers. As you can imagine, one commercial for one day, with
part of the content was provided by CCTV, justifies our statement
that we, together with CCTV, created this commercial, for which I’d
like to take this opportunity to express our sincere appreciation to
CCTV.
The cooperati on between Coca Cola and CCTV began the fi rst
day Coca Cola entered China. But the deep cooperati on was initi ated
in 2006 when the top brass visited each other. In 2007 Coca Cola
parti cipated in the CCTV bidding for the fi rst ti me, followed by two
Olympic programmes in 2008, bidding in 2009 and Focus on World
Cup in South Africa in 2010. We really expect to keep the strategic
cooperati on with CCTV in the many years to come.
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Technical Innovation and Urban Future Highlighted in CCTV’s World Expo Reports
By July 14th, 2010, more than 21 million
people had visited the World Expo Park.
Since late June, in parti cular, the daily visits to
the World Expo Park have been over 400,000
person-ti me, with a peak of 550,000 person-
ti me.
Recently, taking the third theme
forum of the World Expo named “Technical
Innovati on and Urban Future” as the theme,
CCTV launched a series of reports in its
Comprehensive Channel, News Channel
and each internatinal channel, highlighting
the high and new technology and urban
development ideas of various nati ons being
displayed in pavilions of the World Expo
Park, and reflecting their interdependence
and mutual promoti on.
The Comprehensive Channel and News
Channel of CCTV have launched a series of
reports on environmental changes and urban
responsiblities, which fully demonstrate
each country's exploration and efforts in
sustainable production and life style based
on the green and environmentally friendly
urban cases and National Pavilion Day of
each nation which are displayed at the
Shanghai World Expo.
CCTV Daily News Broadcast (Xinwen
Lianbo) and CCTV News Channel launched a
series themed reports that review “Change
Method and Adjust Structure” from the
perspective of the World Expo Park for the
purpose of revealing the exploration and
eff orts made by all provinces (autonomous
regions and municipalities) during
their course of transforming economic
development pattern and adjusting
economic structure. Among them, there
are reports on how Shanghai World Expo
promotes creative industry to become
Shanghai’s new economic pillar, which
introduces how Shanghai, on the occasion
of the Shanghai World Expo, transforms its
economic development patt ern and develop
its creati ve industy.
CCTV’s Finance Channel, in accordance
with such thems as “Technical Innovation
and Urban City” and “Urban Development
and Cultural Heritage”, planned and
launched a series of World Expo Pavilion
reports, which provided benefi cial reference
for relevant authorities and enterprises
to formulate policy and seize business
opportunities. Among them, the reports
of South Korea Pavilion highlighted South
Korea’s development strategy of focusing
on showing its nati onal culture and building
up pop culture through introducing the
interactive games and the most popular
3D animation movie “Harmony City”. In
the reports of the UAE pavilion, the second
largest pavilion of the Shanghai World Expo,
the program begins with truly original sand
dune-like architectural structure and further
introduces UAE’s desert oasis cultures. In
terms of displaying China’s local science
and culture, Finance Channel focuses on
reporti ng Shanghai Film and Television Base,
and China Shipping Pavilion, etc.
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All Programs of CCTV-NEWS Broadcast in Australia
On Jul. 22, the programs of CCTV-NEWS were broadcast in
Australia via Austar live broadcast platform. CCTV Deputy Director
Zhang Changming, Consul General of CCTV to Sydney, President
of Austar, and people responsible for Overseas Communication &
Development Center Jing Chunhan and Wang Xiongxian attended
the signing ceremony and broadcasti ng ceremony.
Zhang Changming introduced CCTV-NEWS and indicated that,
the settlement of CCTV-NEWS in Australia would play a positive
role in deepening Australian people’s understanding of China and
promoting the communication and exchange between the two
countries; it was expected that the TV agencies of the two countries
can deepen cooperation, expand communication, develop and
consolidate cooperati on achievements and make CCTV-NEWS score
outstanding achievements in Australia. People from Austar indicated
that, the sett lement of CCTV-NEWS in Australia would facilitate local
audience to learn about China and promote the communication
between China and Australia in culture, politi cs, economy and other
fi elds.
The settlement of CCTV-NEWS in Australia was attributed to
the successful cooperation between CCTV and Austar. For the first
ti me, all the programs of CCTV-NEWS can be broadcast in Australia,
which plays a significant role for CCTV programs’ entering into the
mainstream society of Australia. Austar
is the second largest live broadcast
platf orm operator of Australia.
During his stay in Australia,
Zhang Changming also visited the
local mainstream news medium –
Australian News Channel Co., Ltd. Both
parties indicated that, they would
expand cooperati on on joint report via
video/telephone and broadcast the
financial news of the other country.
Before this, both parties had signed
a program exchange agreement,
according to which the interview/
commentary program Dialogue of
CCTV-NEWS would be broadcast on
Australian channel twice every week.
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President Jiao Li Meets with New Iranian Ambassador to China
Hu En Meets with Chairman of Australian Broadcasting Corporation
On Jul. 8, President Jiao Li met with new Iranian Ambassador to
China Mahdi Safari. Both parties held discussions on enhancing and
promoting the communication and cooperation between the TV
agencies of the two countries.
President Jiao Li said that, both CCTV and Iran broadcasting
agency attached great importance to the communication and
cooperation between them and they had communicated with each
other for many times; for a long time, CCTV has always insisted on
On Jul. 23, Vice President of CCTV Hu En met with Chairman
of Australian Broadcasting Corporation Maurice Newman and his
four entourages. Director of Editor-in-Chief’s Office Liang Xiaotao
and relevant people from CCTV Office and Art Center attended the
reporting Iran in an objective way; at present, CCTV is constructing
the reporter station in Iran and will appreciate it if the ambassador
could provide support and convenience.
Safari indicated that, both parties should enhance cooperation
and communication and promote mutual understanding between
the people of the two countries; the Embassy of Iran to China is
willing to provide support to CCTV for reporter station construction
and other issues; and CCTV is expected to have more reports on Iran.
meeting.
Hu En introduced the report of CCTV on the “Culture Year”
organized by Australia in China and the broadcasting of the concert
for the Opening Ceremony of the Culture Year, and expected to
cooperate with Australian Broadcasting Corporation to organize
“Chinese Culture Year” in Australia next year. Newman indicated that,
Australian Broadcasting Corporation would fully report “Chinese
Culture Year” and cooperate with CCTV in related activities. Both
parties agreed to enhance the cooperation in program production
and other issues. During Jun. 2010 to Jun. 2011, Australia is holding
“Australian Culture Year” in China; during Jun. 2011 to Jun. 2012,
China will be organizing “Chinese Culture Year” in Australia.
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CCTV-2 Release the “Global Economic Outlook” First
Australian Broadcasting Corporation Visits CCTV
On Jul. 8, CCTV-2 reported IMF’s release of the Report on Global
Economic Outlook and Financial Stability, becoming the first medium
in the world to release such report. During the report, authoritative
expert from IMF & main writer of the Report Driesen was online on
video. Global Finance Online, Economic Information Broadcasting
and Transaction Time reported it thoroughly. The Report is one of
the most valuable and confidential reports of IMF, which is usually
not disclosed to media before release. IMF had contacted CCTV-2
for cooperation before the release of the Report and agreed to
accept the exclusive interview of CCTV-2 one day before the release.
On Jul. 14, Vice Editor-in-Chief Li Ting met with Director of
Youth Department, Australian Broadcasting Corporation (ABC) Tim
Brooke-Hunt and discussed with him how to strengthen cooperation
between the two sides on children’s programs. Li Ting introduced the
production and broadcasting of the original programs and cartoons of
CCTV Children’s Channel and CNTV Children’s Channel. He indicated
that, ABC had rich experience in producing children’s programs,
and expressed his hope that the two sides could further enhance
Source: CSM
Relevant news was broadcasted on CCTV-2 immediately after the
release of the Report. The cooperation reflected the important role
of CCTV-2 as an international information platform.
cooperation and exploration, launch new cooperation programs as
soon as possible and jointly design and produce children’s programs
from the aspects of cultural communication, program construction
and team incubation.
Hunt expected both parties to jointly shoot a good-quality
children’s program as soon as possible and try to establish a scientific
long-term cooperation mechanism through mutual efforts.
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WIN TOGETHER16
Senegalese News Minister Visits CCTV
CCTV Signs Agreement with CHIA TAI GROUP
Asia Today Launches News Exchange with Maldivian
On Jul. 22, Vice Editor-in-Chief Li Ting met with Mustapha•Jilashi,
Minister of the Ministry of News, Minister of Ministry of Telecom of
Senegal & Spokesman of Senegalese government. Li Ting said that,
CCTV had always actively expanded the communication with foreign
countries and intensified reportage on Africa; the cooperation
and communication between Chinese and African media played a
During Jul. 13 to 16, Vice Editor-in-Chief Huang Chuanfang
and his four entourages visited CHIA TAI GROUP and signed a
cooperation agreement on the program Entertainment for the 21st
year. Huang Chuanfang introduced the channel system reform of
CCTV and indicated that CCTV would make innovations and further
improve audience ratings on the basis of keeping its original quality
and style. Chairman of CHIA TAI GROUP Dhanin Chearavanont
expressed satisfaction at the cooperation and expected both parties
On Jul. 19, CCTV-4 Asia Today launched the cooperation with
Maldivian national TV station TVM on news exchange. Both parties
began to exchange news via satellite. In the past, CCTV had signed
news cooperation agreement with TVM on the cooperation in
news exchange, sudden incident report and joint interview. TVM
positive role in changing the world’s media pattern monopolized by
western powers. In addition, he introduced CCTV and expected Mr.
Jilashi to grant support for the settlement of CCTV French Channel
in Senegal. Jilashi indicated that, the media from both parties should
enhance cooperation and present the true situation to the world.
After the meeting, Jilashi was interviewed by CCTV French Channel.
to communicate closely
and run Entertainment
well. The two sides also
discussed on how to
improve program quality
and conduct cooperation
in more fields.
authorized CCTV to share its resource on Nightly News at 9:00 p.m.,
and CCTV offered the resource on Noon News at 12:00 a.m. At
present, 31 TV stations of 27 Asian countries have authorized Asia
Today to use their program resource.
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Huang Shengmin Communication University of China
Forever Ongoing Brand Marathon
One day I was
chatt ing with an
entrepreneur friend
about advertisement
p l a c e m e n t i n
Asian Games. He
was confused by
t w o q u e s t i o n s :
one is whether it
is worthwhile for
enterprises to launch
an advertisement
campaign at the same
scale as what they
have done for the
Olympic Games; the
other is whether those weary enterprises should take a break after
experiencing so many big events in a row from Olympic Games to
celebration to National Day and finally, the recent World Cup.
As to the first question, we all understand that Asian Games is a
regional event as opposed to the worldwide one of Olympic Games.
They are different in both level and scale. But advertising is a totally
different thing from hawking in street, as its value is determined by
two factors - competitiveness and investability. Firstly, in a fiercely
competitive market, what will you do when your rivals still go all out
to wage an advertisement blitz? Second, since advertisement is a
kind of investment into future, and Asia has now been deemed as the
drive of world economy in virtue of its largest population and fastest
economic development, how could the farsighted entrepreneurs
afford to miss the chance which will usher in a New Asian Age?
As for the second question, my friend thinks that it is quite
reasonable for enterprises to take a break after a long run from
Olympic Games to Celebration for National Day, and what’s more,
they should act according to their own capability. Sure, it is a
pragmatic attitude held by many entrepreneurs. It is not wrong for
entrepreneurs to make effort to control cost and expect to gain more
returns with less investment in return. This very kind of mindset
explain why entrepreneurs feel hesitated to invest in Asian Games
after they launched advertisement for Olympic Games; and why
entrepreneurs want to neglect the great domestic event after they
made investment for international events. But two things should
be taken into consideration: first, have the power and scale of
enterprises grown multiplied in comparison with the past? Second,
have enterprises cast their sights from sole marketing and sales to
comprehensive brand-building? If our enterprises are still small-sized
ones, then the above mentioned mindset is justifiable. But once they
are aspired to come into the spotlight of the international arena and
tap the uncharted territory in the outside world, it is necessary for
them to adapt their mindset to the task of building a world renowned
brand. In such case, enterprises should pay close attention to the
occurred and imminent great events in the world, actively participate
in them and strive to be one of the leading players.
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WIN TOGETHER19
Asian Games: The Best Choice for the Second Half Year of 2010
Huang Heshui Xiamen University
Mass communication
is indispensable for the
success of enterprise and
brand alike in modern
society. Advert isers
often feel vexed about
the significant question
- how to choose the
right media and the right
advertisement time slot
among a multiple of
choices.
When it comes to
choose an ideal media
and time slot for advertisement launching, audience ratings,
broadcast ratings and read ratings turn out to be the most telling
criterion advertisers trust in. The influence brought by media to the
advertisement comes second. Influence of media is acquired from
long-term accumulation, and can not be easily changed in a short
period of time.
Audience ratings, broadcast ratings and read ratings, in normal
conditions, are regular enough to be forecasted. A high rating today
can not be followed by a too-low rating tomorrow, and vice versa. But
in some special circumstance, things would be quite different.
Therefore, media could not afford to overlook any significant
events, for they are crucial for enhancing audience and broadcast
ratings. This is true for advertisers as well, since great events often set
up an ideal platform for them to boost product popularity and brand
awareness. We can still remember when the Iraqi War broke out,
Monarch Lubricating Oil’s smart catchwords “More Lubrication, Less
Friction” got spread over China overnight through CCTV’s powerful
platform. Coca-cola, the brand with the highest commercial value in
the world, relentlessly seizes Olympics as a golden chance to publicize
its image, for it knows Olympics, as one of the most significant events
in the world, definitely will attract huge attention from around the
world.
In the wake of the World Cup and the Expo, is there anything
more eye-striking than Asian Games during the second half year of
2010 and the year of 2011? If there is no such thing, the Asian Games
would be left alone in at least one year as the golden chance which
enterprises could make a good use of and launch advertisement blitz
for. It is not only because Asian Games are extraordinarily remarkable,
but also because the games would become the topic people love to
discuss for a long time.
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WIN TOGETHER20
610 Million Viewers, Highest Audience Rating over 11%
——CCTV 2010 South Africa World Cup Audience Rating Analysis
The Market Share Increased Significantly During the World Cup, and the Audience Share Doubled During the Matches in Wee Hours.
During the World Cup, the all-day audience share of CCTV
increased by nearly 6%. Since there is a six-hour time difference
between China and South Africa, most matches were kicked off
at wee hours of Beijing time. Thus, the audience share of CCTV
during 2:30-4:30 a.m. reached up to 60.49%, nearly doubling that
of the period before the World Cup. The audience share of other
periods also increased significantly.
Table 1: Comparison of CCTV and other TV Media on
Market Share during 2:30-4:30
Channel Type One month before
the World Cup (%)
During the World Cup (%)
CCTV 31.99 60.49Provincial
satellite channels 35.14 13.60Other channels 32.86 25.91
All-day Audience Share of CCTV-5 Increased by Three Times, and Nighttime Audience Share Increased by Nine Times
CCTV broadcast the World Cup of 2010 live, with CCTV-5
as main channel and CCTV-1 and CCTV-7 as secondary channels.
As the main channel broadcasting the World Cup, CCTV-5
witnessed a significant market share increase. The all-day audience
share of CCTV-5 during the World Cup was 3.81 times higher
than that of one month before the World Cup, reaching 8.75%.
2.88
8.75
0
1
2
3
4
5
6
7
8
9
世界杯前1个月 世界杯期间
Figure 1: Comparison of CCTV-5 Market Share One Month
before the World Cup and during the World Cup (Unit: %)
1 month before World Cup During World Cup
The matches of the World Cup were mainly broadcast
A Total of 610 Million Viewers Watched the World Cup Broadcasted by CCTV.
Far distance and exorbitant ticket disenabled numerous Chinese football fans to go to South Africa to watch the
World Cup. Instead, they had to watch it via the live broadcast. CCTV has the exclusive right to broadcast the 19th World
Cup in Mainland China, so most Chinese people watched the World Cup through CCTV. During the World Cup that
lasted for a month, CCTV-1, CCTV-5 and CCTV-7 broadcast the World Cup live. Statistics indicate that, 48.7% of the
viewers at the age of over four years’ old (610 million viewers) watched the World Cup through the three channels.
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CCTV broadcast the World Cup of 2010 live, with CCTV-5
as main channel and CCTV-1 and CCTV-7 as secondary channels.
As the main channel broadcasting the World Cup, CCTV-5
witnessed a significant market share increase. The all-day audience
share of CCTV-5 during the World Cup was 3.81 times higher
than that of one month before the World Cup, reaching 8.75%.
2.88
8.75
0
1
2
3
4
5
6
7
8
9
世界杯前1个月 世界杯期间
Figure 1: Comparison of CCTV-5 Market Share One Month
before the World Cup and during the World Cup (Unit: %)
1 month before World Cup During World Cup
The matches of the World Cup were mainly broadcast
at 2:30-4:30, 19:30-21:30, and 22:00-24:00. There among, the
market share of CCTV-5 during 2:30-4:30 from Jun. 11 to Jul.
12 was over six times higher than that before the World Cup; the
market share of CCTV-5 during 19:30-21:30 from Jun. 11 to Jun.
21 was nearly seven times higher than that before the World Cup;
the market share of CCTV-5 during 22:00-24:00 from Jun. 11 to
Jul. 3 increased more significantly, which was nearly ten times
higher than that before the World Cup.
Table 2: Comparison of CCTV-5 Market Share before the World Cup and during the World Cup
Period One month before the World Cup (%)
During the World Cup (%)
2:30-4:30 7.12 42.99
19:30-21:30 2.16 14.1822:00-24:00 2.47 24.11
Seen from the audience share of CCTV-5 during the World
Cup and before the World Cup, the audience share during 2:30-
4:30, 19:30-21:30, and 22:00-24:00, especially 22:00-24:00,
increased significantly.
Figure 2: Comparison of CCTV-5 Market Share Trend before the World Cup and during the World Cup
0
1
2
3
4
5
6
02:00 - 02:30
03:00 - 03:30
04:00 - 04:30
05:00 - 05:30
06:00 - 06:30
07:00 - 07:30
08:00 - 08:30
09:00 - 09:30
10:00 - 10:30
11:00 - 11:30
12:00 - 12:30
13:00 - 13:30
14:00 - 14:30
15:00 - 15:30
16:00 - 16:30
17:00 - 17:30
18:00 - 18:30
19:00 - 19:30
20:00 - 20:30
21:00 - 21:30
22:00 - 22:30
23:00 - 23:30
24:00 - 24:30
25:00 - 25:30
世界杯期间 世界杯前1个月
during the World Cup one month before the World Cup
Market Share of 1/4 Final Between Germany and Argentina Being the Highest, with Average Audience Rating Reaching 11.49%
The matches with audience rating ranking the top three
were all broadcast during 22:00-24:00. The audience rating of
the matches approaching the final was even much higher. The
match with the highest audience rating was the 1/4 final between
Germany and Argentina. The two teams fought against each
other in the World Cup in 2006 when the host German team
won victory through penalty kick. Four years later, the two
teams met with each other again in 1/4 final and German team
won the match with the score of 4:0. The match with the second
highest audience rating was the 1/4 final between Netherlands
and Brazil, whose average audience rating reached 9.99%; and
the match with the third highest audience rating was the 1/8 final
between Germany and England, whose average audience rating
reached 8.31%. The final between Netherlands and Spain failed
to be included into the top ten matches in terms of audience
rating because it was broadcast during 2:30 to 4:30 am of Beijing
time, whose audience rating was 5.55%.
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WIN TOGETHER22
Table 4: Top 15 Matches of the World Cup in Terms of Audience Rating
Match Date Start TimeEnding Time
CCTV-5
Audience Rating (%)
Market Share (%)
1/4 final Germany VS ArgentinaJul. 3, 2010 21:48 24:02 11.49 37.20
1/4 final Netherlands VS Brazil Jul. 2, 2010 21:49 24:02 9.99 34.15
1/8 final Germany VS Britain Jun. 27, 2010 21:48 24:03 8.31 29.73
Group match
Argentina VS South Korea
Jun. 17, 2010 19:19 21:31 8.17 20.56
Group match
Brazil VS Portugal
Jun. 25, 2010 21:50 24:03 8.11 27.84
Group match
South Africa VS Mexico
Jun. 11, 2010 21:47 23:57 7.98 28.44
Group match
Argentina VS Nigeria
Jun. 12, 2010 21:48 23:53 7.20 25.30
1/8 final Paraguay VS Japan Jun. 29, 2010 21:50 24:30 7.18 29.67
Group match
Portugal VS Korea
Jun. 21, 2010 19:20 21:34 7.09 18.38
1/8 final Uruguay VS South KoreaJun. 26, 2010 21:48 24:01 6.72 23.26
Group match
Germany VS Serbia
Jun. 18, 2010 19:19 21:29 6.69 17.09
Group match
Cote d’ivoire VS Portugal
Jun. 15, 2010 21:49 23:51 6.63 22.62
1/8 final Netherlands VS Slovakia Jun. 28, 2010 21:50 24:00 6.53 25.37
Group match
Netherlands VS Japan
Jun. 19, 2010 19:19 21:28 6.29 16.24
Group match
Slovakia VS Italy
Jun. 24, 2010 21:48 24:06 6.26 24.17
Table 3: Comparison of Audience Rating of “2010 South Africa World Cup”
Channel Date Start TimeEnding Time
Audience Rating
(%)
Market Share (%)
CCTV-5Jun. 11, 2010
(Opening Ceremony of
2010 World Cup) 20:09 21:40 5.7 14.31
CCTV-5 One month before the World Cup 20:09 21:40 0.89 2.2
CCTV-1、5Jul. 12, 2010
(Closing Ceremony of
2010 World Cup)0:43 1:13 1.25 22.75
CCTV-1、5 One month before the World Cup 0:43 1:13 0.19 4.93
High Post, High Educational Background and High Income People are Mainly Viewers of the World Cup
The viewers watching the World Cup have their own
characteristics in terms of audience composition and watching
habits. “Audience composition” reflects the difference of the
contribution to the audience rating of a channel/program in a
specific period made by various kinds of target viewers. Male,
Average Audience Rating of the Opening Ceremony Reached 5.7%, Six Times as High as the Same Period Before the World Cup
the market share reached 14.34%; the closing ceremony of the
World Cup was broadcast both at CCTV-1 and CCTV-5 at wee hours,
with audience rating still reaching 1.25% and market share reaching
22.75%.
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young and middle-aged people, medium and high educational
background people and medium income people were the main
viewers of the World Cup; and “audience concentration degree”
reflects the extent to which various kinds of viewers like the World
Cup, answering the problem of “who like to watch the channel/
program more”. Managers, people of bachelor’s degree and above
and people with the income of over RMB 3200 liked to watch the
World Cup more.
Figure 3: Composition and Concentration Degree of the Viewers Watching the World Cup
0
10
20
30
40
50
60
70
男 女
17岁及以下
18-24岁
25-44岁
45-64岁
65岁以上
小学及以下
初中
高中
大学及以上
管理层
个体/私营企业
公务员/雇员
工人
学生及无业
其他
无收入
1200元及以下
1200-3200元
3200元以上
0
20
40
60
80
100
120
140
160
180
观众构成 集中度%
男 Male
女 Female
17岁及以下 Aged 17
18-24岁 Aged 18-24
25-44岁 Aged 25-44
45-64岁 Aged 45-64
65岁以上 Aged 65 and above
小学及以下 Primary school and below
初中 Junior middle school
高中 Senior middle school
大学及以上 College and above
管理层 Management level
个体/私营企业 Private company owner
公务员/雇员 Public servant/employee
工人 Worker
学生及无业 Student and unemployed
其他 Others
无收入 No income
1200元及以下 RMB 1200 and less
1200-3200元 RMB 1200-3200
3200元以上 RMB 3200 and above
观众构成 Audience composition
集中度 Concentration degree
注:除特殊说明,数据均来自CSM25中心测量仪城市
Note: The data is from CSM25 Central Measurement Meter City except specified otherwise.
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WIN TOGETHER24
On 2nd Jul., the advertisement of 360buy.com which lasted
for 15 seconds was unveiled to the public in the World Cup Feast
show broadcast in CCTV-5. Besides 360buy.com, the most frequently
seen Internet company advertising during the World Cup was the
one made by QQ.com with Lionel Andrés Messi as the spokesman.
Nowadays, it is frequent to see Internet shopping websites, searching
engines and web portals such as Taobao.com, Alibaba.com, Baidu.
com and Sohu.com to advertise on TV. However, what is the purpose
indeed for the entrepreneurial creative electronic business like
360buy.com to advertise during the World Cup?
At present, 360buy.com is the largest electronics business
website for 3C products (3C refers to computer, communication and
consumer electronics), but 360buy.com is not satisfied by this as it
had begun to march into daily commodity market since last year.
There exists a link between B2C online shops and 3C products
and this became a main breakthrough point for B2C. However, the
360buy.com Advertising in CCTV
case is different when it comes to daily commodity as the main
consumers would be those offline. How to motivate the offline
buyers to buy daily goods online? Without doubts, traditional media
are the best option: television, newspaper, outdoor advert, vehicle
body advert and light box advert, etc.
Therefore, advertising during the World Cup could rapidly
radiate 360buy.com’s branding to offline consumers, so as to help
building a comprehensive B2C pattern. Since 2010, 360buy.com
has conducted many times of brand marketing through traditional
channels, including sponsoring Chinese Super League (Zhongchao)
and Formula 1 matches. It is getting more obvious that 360buy.com
intends to further take their business offline.
Traditional enterprises need networking of marketing and sale
mode, while, on the other hand, Internet companies cannot remain
intangible in virtual castle and need to transfer its influence from
cyberspace to the high street. Electronic business is the best form for
transition. B2C companies like 360buy.com could work as a bridge
for traditional enterprises targeting Internet retail channel and vice
versa. Meanwhile, Internet companies would also need powerful
traditional media like CCTV to help maximizing its position rooted in
consumers’ heart.
Currently, 360buy.com started to have CCTV to pave way for
its B2C and launch services like 211 Express, After-sale 100 and
nationwide door-to-door delivery. This indicates that it has become
confident in its logistics and storage. Can 360buy.com stand the
increasingly harsh logistics and storage challenge? Let’s wait and see.
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WIN TOGETHER25
Taobao Mall Joins Hands with CCTV
The combination of football and commerce has been perfectly
presented in Taobao.com during the 2010 South Africa World Cup
— Taobao Mall, joining hands with CCTV and brand vendors, has
offered the World Cup Channel, which integrates various World-Cup
related activities such as guess, seckilling, big discounts, auction, etc.
These activities would be shown in the program Fans’ Gala of CCTV-1
at 22:30 every evening.
In this program, there is a sudoku-shaped goal, which contains
nine single items provided by nine brand vendors of Taobao Mall.
When it comes to the lucky time, guests would be invited to kick
balls into the goal. The kicked item would be sold at one Yuan in the
Seckilling part at midnight in the World Channel. The seckilling time is
00:00 and 00:15. Brands involved in the earlier stage include Lenovo,
Dell, Erke, Anta, Joyoung, Samsung, Qumei, Kappa and Septwolves.
Each day from 00:00 to 18:00 fans can wager on their favorite
teams in the World Cup Channel. The fans who guess right would
receive reminding messages the next day of taking part in turnplate
lucky draw, which would probably bring them Taobao gifts valued
over 1,000 Yuan. Meanwhile, footballs and team uniforms signed by
host and guests in Football Gala Night would be auctioned through
World Cup Channel. The received non-profit foundation would be
donated into Taobao public welfare account.
In addition, two post-free single items of special offer are
provided every day on World Cup Channel. On daily Super Sale
Market, products of one category are sold at 50% discount. PK
analysis column, which is directly linked with Focus of Today’s Game
in the sports channel of cn.Yahoo.com, has been added to staking
activity of Taobao World Cup Channel.
The ad package mode initiated by Taobao Mall and CCTV, which
applies to TV screen and the Internet, has transformed brand ads
into promotion ads. Besides, thanks to the mode integration, brand
vendors can place a 15-second advertisement on CCTV with a much
lower price, which was unimaginable before.
As CCTV works closely with Taobao.com by integrating TV
resources with Internet activities, TV programs and ad resources have
given full play to their diversified marketing functions such as brand
publicizing, releasing of sales promotion information, shopping guide
as well as interaction between spectators and consumers. Brands
and numerous sellers in Taobao.com have obtained unprecedented
gains through these activities. Many small sellers have successfully
seized the World Cup business opportunity, winning enough respect
and profits. Taobao.com, taking this opportunity, has brought itself,
sellers and consumers close together.
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The World Cup is the golden season for the sales of beer.
Breweries all compete to seize the long-waited opportunity to get
stand out and get ahead.
While Harbin Beer is at a position to enjoy such privilege as
the naming right for World Cup since its parent company is the
offi cial sponsor of the great event; Tsingtao Beer conti nued focus its
promoti on eff orts on Hyun Dance Passion NBA Cheerleading Trials,
and Heineken is pleased to ignite the enthusiasm of public with its
“Heineken World Cup Table Football Match”.
Under such circumstances, comes the “Chinese Kung Fu” of
Resources Snow! In the advertisement, the referee tosses out one
ancient copper coin, which magically turns out to be a montage
football match waged between ancient and modern Chinese people
amid the falling snowfl ake. Aft er ancient players in traditi onal gowns
Snow Shows Chinese Kung Fu During the World Cup
kick off the ball with a deep bow – a traditional way of greeting
among ancient Chinese people, a group of modern players ran aft er
it madly. Painted-face characters of Beijing Opera keep shouting
anxiously. At the most criti cal moment, the heroic Door God deeply
worshiped by Chinese people in Chinese culture jumps to prevent
the ball from being shot into the goal. The spectators burst into
cheerful acclaims……As each scene is changed amid the backdrop of
falling green snowfl akes in kaleidoscope, explained a member from
Marketi ng Department of Resources Snow - “Our purpose is to make
consumers associate those green snowfl akes with our Snow Beer”.
This humorous advertisement unveils the advertisement
campaign of Snow Beer in 2010, which would be soon followed by
other equally impressive ones, with shared highlights of snowfl ake
and Chinese elements.
The unique Chinese elements embedded in Resources Snow’s
World Cup adverti sements in fact echoes its strategy of taking deep
root in China market. Resources Snow extends its empire in an
amazing speed with acquisiti ons and newly established factories all
the way since its foundati on in 1994. By now, it boasts nearly 70 sole-
funded and joint-venture breweries, accounti ng for 19.8% of China’s
beer market share. During the South Africa World Cup, Snow Beer
has launched an ad blitz on CCTV, with three fifteen-second-long
adverti sements aired in each match, and a total ad investment of 80
million Yuan.
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聚焦南非
01 Sony The football star of Real Madrid KaKa kicks a goal with
great force in brisk French ballet melody, unveiling a visually
shocking 3D football. In South Africa World Cup which
debuts 3D signal transmission, Sony 3D hi-definition LCD
TV becomes the favorite choice for numerous fans that
yearn to watch the World Cup on site.
02 VISAThe ad highlights the scene that fans share weal
and woe with the teams they support. The pictures are
vivid and expressive. With the slogan of “More People
Go with VISA”, the ad interprets the support of the fans
for their favorite teams. At last, the identity of VISA
as the global partner of the World Cup is highlighted,
skillfully linking VISA with football.
Highlights of World Cup Ads
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03 Castrol “We are Castrol intelligent magnetic protection
molecules. We can catch up engine tightly……” A round
golden molecule shows the microcosmic world of an
engine for viewers. Through the personalized image
of “intelligent magnetic protection molecule”, the ad
shows how a Castrol intelligent magnetic protection
molecule catches up an engine tightly in order to
provide all-day protection for car.
04 FAW-Volkswagen Audi On the sand road with the silhouette of a vehicle
and the inverted shadow of a tree, a magnificent
and noble Audi vehicle fleets by. With fabulous sand
painting, elegant pictures and expressive slogan
of “The future is a spirit unrelated to time”, the ad
perfectly interprets the connotation of Audi – “making
breakthroughs in science and technology to embrace
brilliant future”.
05 Riich G5 By showing the scene that Riich G5 is galloping at
different corners of a wharf, the ad depicts the brand
philosophy of Riich in stepping toward brilliant future
through the alternation of far, medium and short-
distance scenes as well as caption.
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回眸世界杯
06 Benz The ad depicts the scene of delivering a gift by
sitting in Benz vehicle and passing through plains and
crossing slopes. By virtue of the ideal image of a man
that is “mature, brave, influential and trustworthy” in
the mouth of Lin Zhiling and the smooth delivery of
the gift, the ad commends the elegance, safety and
reliability of Benz car and brings into full play the charm
of Benz.
07 Pepsi Pepsi, which is good at narrative ads, highlights
the efforts of its spokesmen in organizing a match
between Pepsi stars and local people. With humorous
actions made by football superstars as well as aborigine
grassland, mongoose and lion howl, the enthusiastic
atmosphere in crowded football field in summer is
created, popularizing the products of Pepsi.
08 Nongfu SpringWhat’s the story about a bottle of mineral water?
This ad pursues perfectness. It depicts the tour of
a drop of water from waterfall, forest, stream to
production line, vividly showing the concept of “source”
and highlighting the identity of Nongfu Spring as “the
porter of nature”.
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09 Taobao.com Following the vogue of the World Cup, Taobao
launches the promotion entitled “Football Fan Shopping
Spree”. In this ad, the entry of Taobao shopping mall is
decorated as a shooting wall. When the boys wearing
hip-hop sportswear kick to hit different prize tags, the
prize on the back will turn around to show up. Football
fans not only cheer for football but also enjoy the
shopping spree launched by Taobao.
10 Xtep Willber Pan, Jolin Tsai and Nicholas Tse also go to
South Africa? Of course not. They are playing freestyle
football in ebullient aborigine African atmosphere. The
dance-like pass perfectly interprets the energetic brand
image of Xtep.
11 Deerway Different from other ads, the ad of Deerway
highlights “Chinese flavor” with the scene that several
young people are playing football at the Imperial Palace,
classrooms of primary schools, squares of city, Hutong
and other places with distinctive Chinese characteristics.
The whole city becomes a playground, where young
people fully display their youth and vitality. It seems that
the World Cup is not afar but around the corner.
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The Red Guards on Honghu Lake Attracting Huge Audience
The Red Guards on Honghu Lake, a TV drama adapted from the classic revolutionary
opera with the same name, was broadcasted on CCTV-1 Golden Theater from July 5 to July 18
and concluded with great audience ratings.
According to the data of CSM
network, the average rating of The
Red Guards on Honghu Lake is 4.32%
with an average market share of
13.43%. Since the TV drama was on
air, the audience ratings went up all
the way from the average rating of
2.48% and average market share of 8.64%
for the first episode to 8.03% and 21.72%
for the last episode. The last episode had the
highest audience rating of the whole drama.
The Red Guards on Honghu Lake of
the new version was basically built on the
original story frame of the classic opera and
film, with classic characters such as Han Ying,
Liu Chuang and Peng Batian retained as they
were. New characters such as the lake bandit
Xie Shisan are added into the TV drama,
making the story richer and more appealing.
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CCTV-1 Offers the Best Programs
Market Share Increases by Nearly 50%
CCTV-3 Presents 2010 Summer Vacation
Special Programs
CCTV-1 launched summer vacation special arrangement on
Jul. 12, 2010. It presented seven new programs including the best
“Cartoon Park”, the best “Prime Drama Theatre”, the best “Love
Drama Theatre”, the best “Summer Drama Theatre”, “the Best
Highlight”, “the Best Piece” and “No. 1 Night Program”, covering
cartoon, TV drama and military programs and catering for the viewers
of different ages, which was the first time that CCTV-1 tried to offer
all-day summer special programs.
During the summer vacation, audience composition changes a
lot as a great number of students and young people join in. According
to CSM’s nationwide data, the audience percentages of the people
The all-day audience rating of CCTV-1 rose significantly after the
special arrangement. During Jul. 12 to 18, 2010 (the first week after
summer vacation special programs were broadcast), the market
share of CCTV-1 reached 9.19%, up 48.39%. In particular, the market
share during 9.00-12.00 a.m. and 19.00-22.30 increased significantly.
Regular programs, four drama theaters and new programs jointly
contributed to the overall rise of the CCTV-1 audience ratings.
of 17 years’ old and younger, primary school students and younger,
students and the unemployed were much larger in summer vacation
than those before the vacation in 2009.
Based on the data above, CCTV-3 offers 5 programs every week
instead of 29 programs before and adds three prime programs while
keeping Animal World and Happy Station. In the first week, the three
added programs were Review of Seven-Day Jubilance, Challenge of
the Masters and Enjoy Yourself Tonight. Meanwhile, all programs
will be broadcast at whole hour or half hour to facilitate audience’s
memory. In addition, the TV drama in the afternoon will be broadcast
for three episodes on end rather than two.
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Highlights of Dramas to Be Broadcasted on CCTV-1
Golden Theatre
The classic revolutionary drama Jiang Jie, the spy drama The
Eternal Wave and the urban drama My Beautiful Life that extends
the relaxed feeling in Happy Housewife will be broadcasted in the
near future on the CCTV-1 Golden Theatre.
Jiang JieFor many years, the classic line “Jiang Jie” has overwhelmed
countless minds and the image created in the novel Red Crag and
the film Jiang Jie has taken root in the hearts of the public.
The teleplay version is directed by Yan Xiaozhui with Ding
Liuyuan playing the role of Jiang Jie and Hu Yajie her husband
Peng Yongwu. The teleplay Jiang Jie includes more details in Jiang Jie's growth on the
revolutionary path, as well as her life, work and character, which makes her more lively,
complete and vivid.
The Eternal WaveThe film version of The Eternal Wave has been eternal
in the audience’s mind. So is the fantastic performance by
Mr. Sun Daolin. The teleplay version will continue the story
line of Li Xia, an underground party member who engages
himself in radio intelligence work in Shanghai, relating his
story of working secretly on a life-or-death fight with the
enemy.
My Beautiful LifeFrom False Love to House Keeper, from Call Me Mum
to Happy Housewife, scenarist Wang Liping
has already been a guarantee of top quality
and high audience ratings. At this year’s
Shanghai TV Festival, Happy Housewife was
the big winner of the silver prize of the best
TV drama, best scenarist award and best
actress award.
In the wake of Happy Housewife, Wang
Liping released her second work of “happy”
series –My Beautiful Life, which is crafted by
the famous director Wang Jun who directed
hot shows such as Behind Fortunes and Four
Generations under One Roof. The excellent
elderly actor Li
Mingqi, in joint
performance
with Huang
H a i b o a n d
Ma Su, brings
a s t o r y o f
laughter and
tears onto the
screen.
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