Top 5 Rated Olympic Programs (August 14, 15, and 16, 2004)

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

Three out five top programs are not traditionally popular sport events in China, but the data show that audience was highly interested in those games. Men's 10m Air Pistol Final shot the highest rate at 10% when 44-year-old Chinese player Yifu Wang shot the gold medal. Another unexpected high record is from the Women's Weightlifting 58kg Final at 9.5%. The game starred by Ming Yao, an internationally well known NBA player, didn't make the highest rate but reached the most audience with over 12,257,000 viewers. Men's 10m Air Rifle Final and Women's Basketball Preliminaries, China vs. Korea, are rated at 7.2% and 7.1% respectively.

Males above 15 years old consisted of a little bit more than half the audience, which does, interestingly enough, reveal that females are also a strong force among sports audience.

All five most watched Olympic sporting events were broadcasted during the night time when most audience could tune in to sports channels after daytime working hours.

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