07-08 CBA 赛季电视曝光及市场调查

CBA07~08赛季媒体分析报告CBA07~08SeasonMediaEvaluationReport2内容提要/Content总结及发现/Summary&Findings---------------------------------------------------------------------3电视播放情况/收视情况/Broadcasts&Viewings-------------------------------------------------4-10CBA俱乐部所在地收视情况及收视比较/CBARegionsPerformance--------------------------11-30CBA赞助品牌暴光情况/媒体价值/CBASponsorshipPerformance----------------------------31-38本赛季CBA与上赛季CBA电视表现比较/MediaComparisonWithLastSeason--------------39-42CBA平面媒体报道情况/CBAPrintMediaEvaluation--------------------------------------------43-54附件/Appendix--------------------------------------------------------------------------------------55-643CBA总结及发现/Summary&Findings电视总播放量/TotalAirtime2,028hh*电视播放量（首播）/Live&Delay1,216hh44min*电视播放量（重播）/Repeat811hh40min电视累计收视人次/AccumulativeViewings346,251,000*电视累计收视人次（首播）/Live&Delay332,131,000*电视累计收视人次（重播）/Repeat14,120,000官方赞助商总暴光时长/OfficialSponsorsExposure4,564hh官方赞助商暴光媒体价值(CPT)/OfficialSponsorsMediaValue(CPTMethod)RMB2,663,166,658Yuan平面媒体报道量/PrintMediaReport12,029平面媒体价值/PrintMediaValueRMB32,459,386Yuan07~08CBA电视播放量/收视量概况CBABroadcasts&Viewings5方法/Methodology注:本报告包括任何可监测到的播放CBA赛事频道.Note:ThisreportincludesallCBAbroadcastchannelsaccordingtotheavailabilityofCSMTelevisionAudienceMeasurement(TAM)Networks-电视收视率是以该频道最大推及人口为基础计算得来的/TheuniverseistheTVpopulationfigureintheregion,whichrepresentstheprojectedTVpopulationcoveredbythechannel-市台所在城市的(例如BTV6)/CitynetworksforLocalcitychannels(Exp.BTV6)-省台所在省网收视(例如山东体育频道.)/ProvincialnetworksforLocalprovincialchannels(Exp.ShandongTVSports)-CCTV5/东方卫视在中国全部22省网和4个直辖市+5个省会城市的收视数据/CCTV5&DragonTVarebasedon22provincialnetworks+9majorcitiesnetworks6CBA各轮比赛播出情况/Airtimeperround共计2028小时25分/Total2028hh25min0:00:0024:00:0048:00:0072:00:0096:00:00120:00:00144:00:00168:00:00192:00:00216:00:00123456789101112131415161718192021222324252627282930全明星赛/Allstar1/41/2总决赛/Final首播/Live&Delay重播/Repeat首播时长共1216小时44分钟，重播时长为811小时40分钟Totalairtimeforlive&delayis1216hh44min,811hh40minforrepeatbroadcasts30轮常规赛共计播出1458小时18分钟30roundsoftheregularseasongettheairtimeof1458hh18minintotal7CBA各轮比赛累计收视人次AccumulativeviewingsperroundTotal:346,251,000累计收视人次/Accu.Audience(000)010,00020,00030,00040,00050,00060,000123456789101112131415161718192021222324252627282930全明星赛/Allstar1/41/2总决赛/Final首播/Live&Delay重播/Repeat332,131,000的累计收视人次来自首播观众，14,120,000的累计收视人次来自收看重播节目的观众332,131,000accumulativeaudienceisfromlive&delaybroadcasts,14,120,000isfromrepeatbroadcasts8CBA各频道播出情况AirtimedistributionbychannelsTotal:2028hh25min0:00:0040:00:0080:00:00120:00:00160:00:00200:00:00240:00:00280:00:00新疆体育健康/XinjiangSports&Health山东体育/ShandongSports广东体育/GuangdongSports江苏体育休闲/JiangsuSports&Leisure辽宁体育/LiaoningSports湖北体育/HubeiSports广西体育/GuangxiSports吉林生活/JilinLife浙江民生休闲/ZhejiangLife&Leisure内蒙古/文体娱乐InnerMongoliaSports&Leisure福建体育/FujianSports北京台六套/BTV-6上海体育/ShanghaiGreatSports广东体育(重庆)/GuangdongSports(Chongqing)宁波五套/NingboTV5深圳体育健康/ShenzhenSports&Health太原文体/TaiyuanSports上海东方卫视/DragonTV中央台五套/CCTV5→市台/Localcity(6):754:39→省台/Localprovincial(11):1182:22→中央台/CCTV(1):67:55→卫视/Provincialsat.(1):23:289CBA各频道收视情况AccumulativeviewingsbychannelTotal:346,251,000累计收视人次/Accu.Audience(000)01000020000300004000050000600007000080000广东体育/GuangdongSports山东体育/ShandongSports辽宁体育/LiaoningSports江苏体育休闲/JiangsuSports&Leisure吉林生活/JilinLife湖北体育/HubeiSports新疆体育健康/XinjiangSports&Health浙江民生休闲/ZhejiangLife&Leisure广西体育/GuangxiSports内蒙古/文体娱乐InnerMongoliaSports&Leisure福建体育/FujianSports上海体育/ShanghaiGreatSports广东体育(重庆)/GuangdongSports(Chongqing)北京台六套/BTV-6宁波五套/NingboTV5深圳体育健康/ShenzhenSports&Health太原文体/TaiyuanSports上海东方卫视/DragonTV→市台/Localcity(6):15,061,000→中央台/CCTV(1):199,253,000→卫视/Provincialsat.(1):5,009,000→省台/Localprovincial(11):126,928,00010CBA播放量与收视量比较（首播+重播）Airtime&AccumulativeViewingsDistributionCBA播放量比较(市台vs省台vs卫视及以上频道）Airtimedistribution卫视/Pro.Sat.,1.16%中央台/CCTV,3.35%省台/LocalPro.,58.29%市台/LocalCity,37.20%CBA累计收视人次比较（市台vs省台vs卫视及以上频道）/Accumulativeviewingdistribution中央台/CCTV,57.55%省台/LocalPro.,36.66%卫视/Pro.Sat.,1.45%市台/LocalCity,4.35%„市台及省台是播放CBA的主力„Localprovincialchannelsandlocalcitychannelsdistributemostoftheairtime„中央台覆盖面最广，获得的收视人口较多„Becauseofthenationwidecoverage,CCTV5getmorethanhalfoftheaccumulativeaudienceCBA俱乐部所在地收视及观众情况Viewings&AudienceProfileinCBALocatedRegions12CBA各俱乐部比赛播出量CBAClubsairtimecomparisonCBA俱乐部比赛播放/CBAclubsairtime(hh:mm:ss)0:00:00120:00:00240:00:00360:00:00480:00:00600:00:00辽宁盼盼/LiaoningPanpan广东宏远/GuangdongHongyuan江苏南钢大华/JiangsuDahua东莞新世纪/DongguanXinshiji新疆广汇/XinjiangGuanghui八一双鹿/BayiShuanglu山东黄金/ShandongHuangjin北京金隅/BeijingJiyu上海西洋/ShanghaiXiyang浙江广厦/ZhejiangGuangsha福建BBS/FujianBBS吉林森工/JilinSengong浙江万马/ZhejiangWanma云南红河/YunnanHonghe陕西东盛/ShaaxiDongsheng山西中宇/ShanxiZhongyu13CBA各俱乐部比赛收视量CBAClubsaccumulativeviewingscomparisonCBA俱乐部比赛累计收视人次/CBAclubsaccu.audience(000)020,00040,00060,00080,000100,000120,000140,000160,000辽宁盼盼/LiaoningPanpan广东宏远/GuangdongHongyuan八一双鹿/BayiShuanglu江苏南钢大华/JiangsuDahua东莞新世纪/DongguanXinshiji山东黄金/ShandongHuangjin新疆广汇/XinjiangGuanghui福建BBS/FujianBBS云南红河/YunnanHonghe北京金隅/BeijingJiyu上海西洋/ShanghaiXiyang浙江万马/ZhejiangWanma吉林森工/Ji