Charting the Media Journey to Beijing 2008

Nielsen Media Research reports on the Impact of the Olympics on Media & Advertising

7 December 2007
China

Based on the overwhelmingly positive experiences of the three most recent Olympic Games host nations, China’s hosting of next year’s Summer Olympics is set to break all previous broadcasting and advertising records, according to The Nielsen Company.

Referring to findings presented by The Nielsen Company in a series of seminars in Beijing, Shanghai and Hong Kong titled ‘A Media Journey to Beijing 2008’, Mr Richard Basil-Jones, Managing Director, Nielsen Media Research, Asia Pacific said “the Media sectors’ experiences in Atlanta 1996, Sydney 2000 and Athens 2004 revealed consistently high double digit increases in ad spending during each host nation’s Olympic year. However, given that China’s advertising spending has been escalating by about 20 percent annually over the past three years, the outlook for China’s media in 2008 could easily exceed all expectations.”

Drawing on Nielsen’s global Media resources and partners, Nielsen has produced a comprehensive review of how the world’s largest sports broadcasting event has impacted Media and advertising in the most recent host countries. The seminars and report clearly indicate the massive influence that every summer Olympics have had on television viewing behavior and main media spending.

“Among some key findings from the Nielsen report to be released in January 2008 was some striking similarities in advertising trends across main media and in particular, broadcasters. Despite differing market characteristics, among the host countries there emerged similar patterns in incremental ad spending, although Olympic sponsors and their competitors demonstrated quite diverse media strategies in the lead up to, during, and after the Olympics periods,” Basil-Jones observed.

Another finding related to the dominant share of viewing that the Opening and Closing ceremonies enjoyed, with parallels in the pattern of viewing, not only in the host city but across the major cities.

“Conversely, in our reviews of the two most recent Olympic Games broadcast in China, it became evident that the entertainment value of the main ceremonies could not compete with the massive interest surrounding events with Chinese Athletes or teams competing,” Basil Jones added. “Online is another area where the Games will have tremendous leverage, riding on the fast up-take of the Internet among Chinese consumers and the double digit growth of the online advertising market in 2007.”

The Nielsen seminars, which are being held this week in Beijing, Shanghai and Hong Kong, include a panel of guest speakers from China’s Media, Marketing and Advertising agencies, all sharing their views, expectations and perspectives on the importance of the Beijing 2008 Olympic Games.

About The Nielsen Company