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Athens Olympic Top TV Ratings Update (August 11-13, 2004)
2004-8-20
 

August 16, 2004 － CSM together with CSII is proud to present China’s most comprehensive and up to date TV ratings performance throughout the 2004 Athens Olympics. Daily results from 24 peoplemeter markets highlighting the previous days best performing sporting events will be available throughout the games.

Top 5 Rated Olympic Programs (August 11, 12, and 13, 2004)

Rank # 1 # 2 # 3 # 4 # 5
Event The Opening Ceremony Report from Athens Female Soccer Qualify: China vs. German Review of the
27 th Olympic Games 		The 28 th Olympic Report
Date August 14
(China Time)		 August 13/14 August 11/12 August 13 August 11
Broadcast time 01:45 - 05:10 21:00 –01:45 23:07 – 00: 59 19:00 – 21:00 23:00 -23:03
Channels CCTV 1 & 5 CCTV 1 & 5 CCTV 5 CCTV 5 CCTV 5

ALL 4 + 24 P e oplemeter Markets

ALL 4 + 24 Peoplemeter Markets

ALL 4 + 24 Peoplemeter Markets

ALL 4 + 24 Peoplemeter Markets

ALL 4 + 24 Peoplemeter Markets

Universe (000) 55,067 55,067 55,067 55,067 55,067
Rating % 4.2 3.6 1.9 1.8 1.6
In 000 2,290 1,992 1,058 999 902
Market share % 79.1 16.7 16.8 5.2 8.3
Reach In 000 4,550 15, 229 3,610 7,281 1,072
Proportion of Males 15+ % 60.5 52.4 71 48.9 66.1

Notes: data measured using people meters – individuals aged 4+ living in a TV household

  1. Market share = % of viewers of the game / viewers of TV at that time

  2. Rating % = The sum of the minutes of a period viewed by a person, multiplied by this same person's weighting. All this is then divided by the minutes of the period under study

  3. Rating '000 = The audience in thousands of a period, divided by the universe of the target worked on

Comments

Because only a few sport events were held before and right after the opening ceremony, the first release compared all the broadcasted Olympic programs on Aug 11 through 13, including sport events, the opening ceremony, and sport news magazines. Twenty-four major cities all across China are presently covered by CSM with people meters, and results from these markets show that the opening ceremony grabbed the most attention of all programs during the first 3 days, rated at 4.2 %.  This rating is very high considering the time of broadcast. The sport news magazine, Report from Athens, was rated the second highest at 3.6%, followed by the female soccer qualifying match between China and German, 1.9%; Olympic Special: Review of the 27th Olympic Games, 1.8%, and a news brief, The 28th Olympic Report, 1.6%.

Undoubtedly, the opening ceremony is regarded as one of the most important events during the Olympics. The rating speaks for itself at 4.2% at a time when most people would already be sleeping; instead they watched the opening ceremony deep into the night.

With regard to channels, CCTV 5 is dominant in sports programming. All five most watched Olympic programs were broadcast on CCTV 5.

CSII has established a strategic partnership with CSM, the worlds' largest TV audience measurement panel and the largest media and market research company in China. Together we will provide the most accurate and up to date TV ratings, figures, market analysis and reports with regards to sports to our clients around the world. For any particular question please do not hesitate to contact us: newsletter@csiibeijing.com or phone: +86-10-65610506/7/8/9 Fax: +86-10-65614223
 
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