LET’S GET DIGITAL !

LI Jiao Manager- Media Sales and Production Lagardère Sports

Get to know your audience

Behaviour and Viewing Habits

• From traditional to modern media consumption

Behaviour and Viewing Habits

• Total viewing time increases through growth in mobile viewing

Source: TV & Media 2016 - Ericsson ConsumerLab Report 2016

+ 4 hours

per week

-2.5 hours

per week

Target Customers

Generation X

1966-1976

• Customers from three different Generations

Generation Y

1977-1994

Generation Z

1995-2012

Short-term Revenue Long-term Revenue

TARGET CUSTOMERS

Generation X 2017: 41-51 years old

Digital immigrants

Well educated

Skeptical to preconceived ideas

“What’s in it for me?”

Focus on

• Family

• Stable financial situation

• Work life balance

TARGET CUSTOMERS

Generation Y 2017: 23-40 years old

“In-betweeners”

• Students – Young professionals

• Job – Family

Technology experienced

• Linear & Non-linear

• Analog & Digital

Impatient & brand disloyal

TARGET CUSTOMERS

Generation Z 2017: 5-22 years old

“Digital Natives”

Multi device users

Limited attention

Fear of Missing Out

Rely on digital to

socialize

VOD & non-linear

offerings

8

CREATING CONTENT

&

MANAGING YOUR CHANNELS

CONTENT IS KING !

START A CAMPAIGN

Campaign Concept

Image

videoEditorial

START A CAMPAIGN

Sports Culture

Entertainment Landscape

• Elite runners

• Results

• Competition

• Prize money

• Tradition

• Food

• Arts

• Humanity

• Music

• Road show

• Carnival

• Celebrity

• Landmark

• Tourism

• Souvenir

BUILD THE TOPIC

BUILD THE TOPIC

I am in Pink !

BUILD THE TOPIC

• More than 30,000 registered

runners

• More than 8,000 pictures

shared on social media

• Liked by more than 200,000

accounts

• Reached more than 800,000

audiences

I am in Pink!

INNOVATION

QUALITY

Distribution decides the quantitiy

GO WILD IN DIGITAL

Name Link Name LinkHisports http://hisports.tv/ CNTV http://www.icntv.tv/

Panda TV http://www.panda.tv/ Wasu TV http://www.wasu.cn/

QQ TV http://live.qq.com/

Douyu TV https://www.douyu.com/ Name Link

Haoq TV http://www.haoqtv.com/ Tencent http://sports.qq.com/

Dream APP Lesport http://www.lesports.com/

Migu APP Iqiyi http://www.iqiyi.com/

CUCTV http://www.cuctv.com/ Youku http://www.youku.com/

QF TV https://qf.56.com/ Ku6 http://www.ku6.com/

Xlingmao http://xlingmao.com/ Baofeng http://www.baofeng.com/

YY http://www.yy.com/ PPTV http://www.pptv.com/

Huomao https://www.huomao.com/ Sohu http://tv.sohu.com/

Huya http://www.huya.com/

Quanmin http://www.quanmin.tv/ Name LinkSMG APP Beijing Time http://www.btime.com/

Print APP TT+ http://www.ttplus.cn/

Zhanqi https://www.zhanqi.tv Netease http://news.163.com/

Pitube http://www.pitube.tv/ China blue http://www.hrbtv.net/

LIVE APP Ifeng http://www.ifeng.com/

6 Rooms https://www.6.cn/ Tencent news http://news.qq.com/

Zhangyu http://www.zhangyu.tv/ Toutiao https://www.toutiao.com/

Huajiao http://www.huajiao.com/ JSBC http://www.jstv.com/

Shuidi http://shuidi.huajiao.com/ Miaopai http://www.miaopai.com/

Micro TV http://www.micro-tv.com/ CCTV http://www.cctv.com/

Longzhu http://www.longzhu.com/ Sina http://video.sina.com.cn/

Easylive http://easylive.com/ ZAKER https://www.myzaker.com/

Wopai http://www.wopaitv.com/

Suikan http://www.suicam.com/

Website

RED: China leading live streaing platforms. More

than 8 million subscribers.

Lagardère Sports Chinese Social Media Platforms

Video platforms

Live Streaming Streaming TVName Link Name LinkHisports http://hisports.tv/ CNTV http://www.icntv.tv/

Panda TV http://www.panda.tv/ Wasu TV http://www.wasu.cn/

QQ TV http://live.qq.com/

Douyu TV https://www.douyu.com/ Name Link

Haoq TV http://www.haoqtv.com/ Tencent http://sports.qq.com/

Dream APP Lesport http://www.lesports.com/

Migu APP Iqiyi http://www.iqiyi.com/

CUCTV http://www.cuctv.com/ Youku http://www.youku.com/

QF TV https://qf.56.com/ Ku6 http://www.ku6.com/

Xlingmao http://xlingmao.com/ Baofeng http://www.baofeng.com/

YY http://www.yy.com/ PPTV http://www.pptv.com/

Huomao https://www.huomao.com/ Sohu http://tv.sohu.com/

Huya http://www.huya.com/

Quanmin http://www.quanmin.tv/ Name LinkSMG APP Beijing Time http://www.btime.com/

Print APP TT+ http://www.ttplus.cn/

Zhanqi https://www.zhanqi.tv Netease http://news.163.com/

Pitube http://www.pitube.tv/ China blue http://www.hrbtv.net/

LIVE APP Ifeng http://www.ifeng.com/

6 Rooms https://www.6.cn/ Tencent news http://news.qq.com/

Zhangyu http://www.zhangyu.tv/ Toutiao https://www.toutiao.com/

Huajiao http://www.huajiao.com/ JSBC http://www.jstv.com/

Shuidi http://shuidi.huajiao.com/ Miaopai http://www.miaopai.com/

Micro TV http://www.micro-tv.com/ CCTV http://www.cctv.com/

Longzhu http://www.longzhu.com/ Sina http://video.sina.com.cn/

Easylive http://easylive.com/ ZAKER https://www.myzaker.com/

Wopai http://www.wopaitv.com/

Suikan http://www.suicam.com/

Website

RED: China leading live streaing platforms. More

than 8 million subscribers.

Lagardère Sports Chinese Social Media Platforms

Video platforms

Live Streaming Streaming TV

Full Media

Coverage

TV

+

Streaming platforms

+

OTT

+

VOD

+

Websites

CASE STUDY: WUXI MARATHON 2019

名称 日期 周日 开始时间 时长 结束时间 类别 收视率%市场份额% 排名 人均收视时长[分钟] 收看人数

2017年无锡马拉松 19.03.2017 周日 07:32:01 174:15:00 10:26:16 体育 0.01 0.11 28 10.4 72583000

③、对比3月19日中央五套同时段直播《重马》的比赛来看，本周日青海卫视《锡马》播出时段基本与之重合，虽然央视五套一直以播出体育内

容为集中，但是锡马在青海卫视的收视数据哈市表现出了极强的竞争力。

②、从观众构成来看，青海卫视之前上午时段以播出电视剧为主，观众偏女性，此次《锡马》赛事在青海卫视的女性观众中表现更为集中，女性

观众构成超出6成，达到63.6%，紧随男性观众稳步上升。

收视排名

小 结

①、2017年3月19日周日上午7点32分青海卫视直播《2017年无锡马拉松》赛事，收视0.01份额0.11省级卫视排名28，节目时长174分钟，人均

收视时长达到10分钟，观众规模达到72583千人次。西宁本地表现较好，同时期天津地区观众也对该赛事表现出了较大关注度，太原、海口、北

京等地次之。

《2017年无锡马拉松》收视及排名（直播)——（csm35）

3月19日周日《2017小天鹅无锡马拉松》

平台名称 logo 平台网址 PV UV

网易新闻 http://news.163.com/ 348196 320300

腾讯新闻 http://news.qq.com/ 129207 112819

嗨体育 http://hisports.tv/ 96169 85792

中国蓝网 http://www.chinalw.com.cn/ 64896 62647

华数TV http://live.wasu.cn/ 113869 108920

龙珠直播 http://www.longzhu.com/ 12207 11912

猫盟直播 http://xlingmao.com/ 9035 8864

熊猫TV http://www.panda.tv/ 180298 178729

企鹅直播 http://live.qq.com/ 158675 134028

章鱼TV http://www.zhangyu.tv/ 211950 193280

YY直播 http://www.yy.com/ 340580 329728

火猫TV http://www.huomao.com/ 83689 80637

随看live 移动端APP 12842 11105

虎牙直播 http://www.huya.com/ 10750 8307

六间房 https://www.6.cn/ 81020 60084

看东方 http://www.cibnlive.com/ 13489 13106

咪咕直播 http://www.xiaomitv.cc/ 170538 165084

爱奇艺 http://www.iqiyi.com/ 291765 22627

暴风体育 http://www.baofeng.com/ 180580 168728

酷6视频 http://www.ku6.com/ 175639 164309

微视直播 移动端APP 353380 346399

3.19小天鹅无锡马拉松直播平台

平台名称 logo 平台网址 PV UV

网易新闻 http://news.163.com/ 348196 320300

腾讯新闻 http://news.qq.com/ 129207 112819

嗨体育 http://hisports.tv/ 96169 85792

中国蓝网 http://www.chinalw.com.cn/ 64896 62647

华数TV http://live.wasu.cn/ 113869 108920

龙珠直播 http://www.longzhu.com/ 12207 11912

猫盟直播 http://xlingmao.com/ 9035 8864

熊猫TV http://www.panda.tv/ 180298 178729

企鹅直播 http://live.qq.com/ 158675 134028

章鱼TV http://www.zhangyu.tv/ 211950 193280

YY直播 http://www.yy.com/ 340580 329728

火猫TV http://www.huomao.com/ 83689 80637

随看live 移动端APP 12842 11105

虎牙直播 http://www.huya.com/ 10750 8307

六间房 https://www.6.cn/ 81020 60084

看东方 http://www.cibnlive.com/ 13489 13106

咪咕直播 http://www.xiaomitv.cc/ 170538 165084

爱奇艺 http://www.iqiyi.com/ 291765 22627

暴风体育 http://www.baofeng.com/ 180580 168728

酷6视频 http://www.ku6.com/ 175639 164309

微视直播 移动端APP 353380 346399

3.19小天鹅无锡马拉松直播平台

平台名称 logo 平台网址 PV UV

3,038,774 2,587,405合计

电视频道

DirecTV 直播 泛拉丁美洲地区超过20个地区1亿3000万注

册用户

Sky 直播 墨西哥 3000万注册用户

Band Sports 直播 巴西4100万注册用户

Orbit Sports Network 直播 泛中东地区超过17个国家270万

注册用户

Liquid TV 直播 泛非洲地区11个国家超过380万

注册用户

Fox Asia 直播 泛太平洋地区 960万注册用户

Novasports 直播 希腊 200万注册用户

网络媒体

乐视体育 直播 覆盖全中国的电视、网路直播平台

eversport 覆盖全球的网络直播平台，有效针对北美市场及中美地区。

2017

LITTLESWA

N WUXI

MARATHON

GLOBAL LIVE

HOURS

COVERED

TERRITORIES

REACHED

AUDIENCE

140 HRS

100+

229,397,074

DIGITAL SOLUTION FOR PROMOTION

CONTENT IS KING

DISTRIBUTION DECIDES QUANTITY

Right TargetKNOW YOUR AUDIENCE

Impressive Content

Efficient Channel

Practical Timeline

E-sport

Technology

THE END