Core Summary
In 2018, the broadcasting platform further moved from the TV side to the mobile side. CCTV Audio and Video, Youku and Migu have three legs, presenting the characteristics of mobile, social and intelligent new media. During the World Cup, the number of users of broadcasting platforms increased significantly. User stickiness in the quarterfinals has increased, and CCTV Video's per capita usage time in this stage was 42.7 minutes, an increase of 7.4% from before the start of the game.
all emphasize building a content ecosystem, especially creating Internet-specific content products, making full use of social chain communication, and crossing the user circle. The social volume of broadcasting platforms rose sharply during the World Cup. The viewing experience and content creativity of different platforms have sparked heated discussions on self-media, and the amount of reading is also considerable.
Thanks to the schedule that is more in line with the Chinese audience's rating habits, netizens paid nearly 80% of the attention of this World Cup. During the World Cup, 80% of CCTV audio and video users accounted for 80%, and half of them were aged 25-34. In terms of catalyst preference, live TV and Weibo are higher than other groups, laying the foundation for the integration of Taiwan and Internet.
Global World Cup broadcast development
More than half of FIFA's revenue comes from the sale of "World Cup broadcast rights"
The World Cup, as the hottest sports IP in the world, is also a four-year "money-making" event. FIFA's economic income sources are mainly television broadcast fees and huge sponsorship fees. The broadcast rights revenue of in the 2014 Brazil World Cup was as high as US$2.43 billion, and it is expected that the 2018 World Cup of Russia will grow further. In terms of sponsorship, this year's Russia World Cup is rich in China. China has at least 7 sponsors, covering three sponsorship levels. Among the TOP 2 levels, China occupies a total of 4 seats (Wanda, Hisense, vivo, Mengniu), and is ranked as the largest exporter of sponsors along with the United States (VISA, Coca-Cola , McDonald's , Budweiser ).
China World Cup broadcast history
CCTV's 40 years of companionship. New media has launched a new mode of network-table linkage
40 years, from broadcasting only the finals to broadcasting all competitions, from second-hand signals to first-hand signals, to online live broadcasts and mobile live broadcasts. In 2018, the broadcasting platform further shifted from the TV terminal to the mobile terminal, with CCTV Audio and Video, Youku and Migu standing together, presenting the characteristics of new media mobile, social and intelligent.
CCTV Audio and Video World Cup Number of user equipment
User equipment number increased significantly, with a peak of nearly 10 million
2018 World Cup Once the start of the 2018 World Cup , the number of user equipment daily increased significantly, exceeding 9 million in 3 days of the start of the competition, and the peak was close to the tens of millions. During the World Cup, the average daily user equipment was 6.7 million, which is 3.5 times the previous two weeks before the start of the game. The average during the group stage and the 8th finals reached 7.79 million. The subsequent trend fluctuated due to the discontinuous schedule.
New clothing retention during CCTV Audio and Video World Cup
ranked first in the APP Store for 10 consecutive days, and the retention rate of new clothing increased overall
The week before the World Cup (June 4-June 10), CCTV Audio and Video APP downloads grew by 751% month-on-month, and new clothing and activity also increased exponentially. User enthusiasm for downloading is also reflected in the app store rankings. CCTV Video has been ranked first in the APP Store for 10 consecutive days, and has remained the top of the sports rankings for a long time. In terms of retention, CCTV Video's retention average of the next day of new outfits during the group stage reached 65%, an increase of 19 percentage points from 46% before the start of the game.
CCTV Audio and Video World Cup usage
During the World Cup, the total number of visits per day increased to 5 times before the start of the game, and the total time increased to 3.8 times
After the start of the World Cup, the total number of visits per day exceeded 50 million, and the average value during the entire competition was 5 times the average of the two weeks before the start of the game. The total daily usage time reached a peak of 7.29 million hours on July 1st (the second day of the January 8th final).
Usage during CCTV Video World Cup
Using in the second half of the schedule increased user stickiness, with the average daily average duration of the quarterfinals exceeding 50 minutes
In the quarterfinals stage, due to the decrease in the number of matches, the total number of visits and the total length of visits has decreased, but the average number of visits and the average number of visits shows that the user stickiness has increased. The average per capita time in a single day peaked at 52.8 minutes on the second match day of the quarterfinals. The average during the entire quarterfinals was 42.7 minutes, an increase of 7.4% from the average two weeks before the start of the game.
CCTV Audio and Video World Cup content ecology
Content productization, product fragmentation, user circle, and circle diversification
2018 World Cup, CCTV Audio and Video, Youku and Migu all emphasize the construction of content ecology and expand the new media content forms other than live broadcast of the game. Taking CCTV Audio and Video as an example, relying on CCTV's content resources and the channel advantages of the network linkage, we will create several Internet-specific products, especially small and micro content products. Fragmented products can make full use of social links to achieve communication and cross circles.
Content case analysis during the CCTV Audio and Video World Cup
"Football Road" is a product of the integrated platform and network. The new model has been verified
This documentary was jointly launched by CCTV5, CCTV.com and multi-terminal new media platforms Future TV, Love Media, CCTV Yicheng and Sanduotang Media. The program is broadcast simultaneously on the TV and new media ends, and operates in three-dimensionally with IP as the starting point, and achieves multi-circle marketing of professional football culture and entertainment communication.
Technical analysis during CCTV Audio and Video World Cup
Technology upgrade improves user experience Watching the game more diverse
2018 World Cup, behind the large growth of mobile viewing users is the upgrade of live broadcast technology. Taking CCTV Video as an example, Tencent Cloud's "extremely fast high-definition" live broadcast technology provides users with a higher definition and smoother viewing experience. In addition, new technologies represented by time-moving back viewing, VR panoramic viewing, and multiple perspectives also bring new fun to the World Cup viewing.
Social voice volume of CCTV Video during the World Cup
Weibo WeChat platform, the social voice volume of CCTV Video increased to 7 times that of non-World Cup periods as soon as the competition started. Compared with the 2014 Brazil World Cup, the overall CCTV Audio and Video Baidu index in the 2018 World Cup has increased significantly, with the average increasing to 2.5 times.
Multiple platforms jointly broadcasted and sparked heated discussions on self-media
Because this World Cup was jointly broadcasted by multiple platforms for the first time, the viewing experience, content creativity, and interactive gameplay of each company have triggered a large number of comparative analysis, and the number of self-media articles on related topics is also quite considerable. In addition, "Tencent King Cards are free of flow", "joke Zhu Guangquan ", and the original column "Free Kick" have also caused widespread dissemination.
Overview of the attitude of China's overall users towards the World Cup
Netizens pay more attention to this World Cup, with nearly 80% of them paying attention to
The schedule of the 2018 World Cup in Russia is more in line with the Chinese people's rating habits. 38 of the 64 games kicked off before 24 o'clock (including 24 o'clock), and 10 of them were in the prime time in the evening, so the overall attention was high, and more than 40% of netizens expressed "very attention". In addition, the brainwashing advertising at this World Cup is quite controversial. In this regard, 70% of the World Cup people believe that brainwashing advertising will actually reduce the brand's favorability, but at the same time, a considerable proportion of users admit that this move is indeed easier to remember the brand.
Director fans' World Cup viewing behavior insight
Half of hardcore fans must watch live broadcasts every game, strong dialogues and key games are eye-catching
Comparison of the frequency of live broadcast and replay viewing, the proportion of "must watch every game" has decreased, and the proportion of "only watch your home team" and "only watch popular recommendations on video platforms" has increased, that is, the viewing of some fans and viewers has increased in a targeted manner, while some are more susceptible to social public opinion and platform recommendations. Therefore, major platforms have made a large amount of content output in this part.
CCTV Audio and Video User Satisfaction during the World Cup
9% of CCTV Audio and Video Users are satisfied with the overall experience during the World Cup
For the most important playback fluency and video clarity of watching live broadcasts, the satisfaction level also reached 85%. As for the influencing factors of users choosing CCTV Audio and Video during the World Cup, more than 60% of users are because of "clear and smooth live broadcast quality", and as high as 60% of users recognize the popularity of CCTV Audio and Video brand.
Overall portrait of CCTV audio and video users during the World Cup
Male accounts for 80%, and the range of 25-34 years old accounts for half of
During the World Cup
Catalyst preference for CCTV audio and video users during the World Cup
Live TV TGI is as high as 485, and the network linkage is the unique advantage of CCTV audio and video
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