China's Vast Television Audience Draws in Olympic Sponsors
By Sam Beattie
The Summer Olympic Games could prove the winning ticket for foreign brands seeking access to China's large consumer market. Corporate sponsorship of the Beijing Games is at record levels, as companies seek visibility before 1.3-billion Chinese and the world at large. Sam Beattie reports from Beijing.
Earlier this year, China Central Television aired the introduction of the Beijing Olympic Volunteer uniforms live across the nation.
Being China's national broadcaster, CCTV has the ability to reach more than one billion viewers.
Because even minor Olympic events such as uniform unveilings can get major publicity, companies from around the world have paid as much as 100 million dollars to be associated with the Beijing games.
The German sports clothing maker Adidas is a sponsor of the Beijing Olympic Organizing Committee and has the right to use the Olympic rings in domestic advertising campaigns. Erica Kerner is Adidas' Director of Beijing 2008 Olympics Program.
"The Olympics for us is part of who we are as a company," said Kerner. "It's almost a part of what I would say is our DNA as a company. So to sponsor the Olympic Games in China, which is our fastest growing market around the world, it was a clear, clear decision that this something we wanted to do."
Adidas is just one of more than 50 companies to sponsor the Beijing Games - the largest number ever involved in a single Olympics.
Media consultants say the large number of sponsors is all because of China's massive television audience.
The 2004 Olympics were held in Greece, which has a population of 11 million. China's capital city Beijing alone has 17 million people. The United States has nine cities with a population of one million people or more, China more than 90.
Sports marketing analyst Pierre Justo says the Olympics will give sponsors unprecedented access to China's 300 to 400 million urban consumers. And during the games, sponsors' ads will beam into the far reaches of the country.
Justo says the scale is totally different from the previous Olympic Games. He says advertisers and media experts are expecting television audiences, especially in China, to break records, with audience numbers at levels never seen before.
Havas Sports, an international sports marketing company based in Paris, helps companies use sporting events to reach new consumers. Nathalie Bastianelli opened Havas' Beijing office in 2006 and expects to gain plenty of new business after the Olympics as more companies look to sporting events to boost consumer awareness of their products.
She says that is the potential of the Chinese market. Everybody thinks that China will be the second market for advertising by 2010. As a result, she says, with its economic growth, brands are very interested in this market and a big event like the Olympics is a good opportunity to get closer to the Chinese consumer.
Marketing experts say this growth in the Chinese advertising market is a sign that for this Olympics, it is not just athletes who will take home the gold. The Beijing Olympics are a competition for product placement as much as athletic excellence
外國(guó)品牌盼借助北京奧運(yùn)進(jìn)入中國(guó)
文：比蒂
對(duì)于希望進(jìn)入中國(guó)龐大的消費(fèi)者市場(chǎng)的外國(guó)品牌來(lái)說(shuō)，今年的夏季奧運(yùn)會(huì)可能就是它們中大獎(jiǎng)的那張彩票。由于很多公司尋求在13億中國(guó)人以及全世界的人面前獲得曝光的機(jī)會(huì)，北京奧運(yùn)會(huì)獲得的公司贊助費(fèi)已經(jīng)達(dá)到創(chuàng)記錄的水平。
今年早些時(shí)候，中國(guó)中央電視臺(tái)向全國(guó)現(xiàn)場(chǎng)直播了北京奧運(yùn)會(huì)志愿者制服的推介活動(dòng)。中國(guó)中央電視臺(tái)有能力接觸到10億多觀眾。
由于像推介志愿者制服這種很小的奧林匹克事件都能獲得很大的公眾曝光率，世界各地的很多公司甘愿支付高達(dá)1億美元的贊助費(fèi)來(lái)使自己與北京的奧運(yùn)會(huì)掛上鉤。
青睞龐大中國(guó)市場(chǎng)
德國(guó)的運(yùn)動(dòng)服制造商阿迪達(dá)斯是北京奧運(yùn)會(huì)組委會(huì)的贊助商，而且在國(guó)內(nèi)的廣告宣傳中有權(quán)使用奧林匹克的五環(huán)圖。艾瑞卡.克納是阿迪達(dá)斯北京2008奧運(yùn)會(huì)項(xiàng)目的負(fù)責(zé)人。
她說(shuō)：“對(duì)于我們來(lái)說(shuō)，作為一個(gè)公司，奧林匹克就是我們的一部分。它幾乎就是我們的基因的一部分。所以，贊助在中國(guó)舉行的奧運(yùn)會(huì)是一個(gè)很明確的決定，這是我們想要做的。中國(guó)是我們?cè)谌蛟鲩L(zhǎng)最快的市場(chǎng)?！?BR> 阿迪達(dá)斯只是贊助北京奧運(yùn)會(huì)的50多家公司中的一個(gè)。這是有史以來(lái)一個(gè)奧運(yùn)會(huì)獲得贊助商最多的一次。
媒體咨詢?nèi)藛T說(shuō)，北京夏季奧運(yùn)會(huì)能獲得這么多贊助商就是因?yàn)橹袊?guó)有龐大的電視觀眾。
2004年的奧運(yùn)會(huì)是在擁有1100萬(wàn)人口的希臘舉行的?？蓡问侵袊?guó)的首都北京的人口就有1700萬(wàn)。美國(guó)有9個(gè)人口超過(guò)100萬(wàn)的城市，而中國(guó)這樣的城市則有90多個(gè)。
有機(jī)會(huì)接觸數(shù)億消費(fèi)者
體育營(yíng)銷分析師皮爾.胡斯托說(shuō)，這次奧運(yùn)會(huì)將給這些贊助商提供從未有過(guò)的接觸到中國(guó)3億到4億城市消費(fèi)者的機(jī)會(huì)。而且在奧運(yùn)會(huì)舉行期間，贊助商的廣告會(huì)在中國(guó)各個(gè)地方播出。
賈斯托說(shuō)，這次的規(guī)模與以前的奧運(yùn)會(huì)完全不同。他說(shuō)，廣告商和媒體專家都預(yù)計(jì)電視觀眾，特別是中國(guó)的觀眾，會(huì)打破記錄，觀眾人數(shù)將會(huì)達(dá)到前所未有的水平。
位于巴黎的國(guó)際體育營(yíng)銷公司哈瓦斯體育從事幫助公司利用體育事件來(lái)找到新的消費(fèi)者的業(yè)務(wù)。納塔利.巴斯蒂亞內(nèi)利2006年在北京開(kāi)設(shè)了哈瓦斯的北京辦公室。她期望在奧運(yùn)會(huì)之后獲得很多新的業(yè)務(wù)，因?yàn)楦嗟墓鞠Ｍㄟ^(guò)體育事件來(lái)提高消費(fèi)者對(duì)它們產(chǎn)品的認(rèn)知度。
她說(shuō)，這就是中國(guó)市場(chǎng)的潛力。每個(gè)人都認(rèn)為，到2010年，中國(guó)將是世界上第二大廣告市場(chǎng)。結(jié)果，她說(shuō)，隨著中國(guó)的經(jīng)濟(jì)增長(zhǎng)，所有品牌都對(duì)這個(gè)市場(chǎng)感興趣，而像奧運(yùn)會(huì)這么大的體育盛事更是接近中國(guó)消費(fèi)者的一個(gè)好機(jī)會(huì)。
市場(chǎng)營(yíng)銷專家說(shuō)，北京奧運(yùn)會(huì)不只是運(yùn)動(dòng)員爭(zhēng)奪金牌的競(jìng)技場(chǎng)。在北京奧運(yùn)會(huì)期間，有關(guān)產(chǎn)品推銷的競(jìng)爭(zhēng)將同運(yùn)動(dòng)員爭(zhēng)取卓越的體育表現(xiàn)一樣激烈。
By Sam Beattie
The Summer Olympic Games could prove the winning ticket for foreign brands seeking access to China's large consumer market. Corporate sponsorship of the Beijing Games is at record levels, as companies seek visibility before 1.3-billion Chinese and the world at large. Sam Beattie reports from Beijing.
Earlier this year, China Central Television aired the introduction of the Beijing Olympic Volunteer uniforms live across the nation.
Being China's national broadcaster, CCTV has the ability to reach more than one billion viewers.
Because even minor Olympic events such as uniform unveilings can get major publicity, companies from around the world have paid as much as 100 million dollars to be associated with the Beijing games.
The German sports clothing maker Adidas is a sponsor of the Beijing Olympic Organizing Committee and has the right to use the Olympic rings in domestic advertising campaigns. Erica Kerner is Adidas' Director of Beijing 2008 Olympics Program.
"The Olympics for us is part of who we are as a company," said Kerner. "It's almost a part of what I would say is our DNA as a company. So to sponsor the Olympic Games in China, which is our fastest growing market around the world, it was a clear, clear decision that this something we wanted to do."
Adidas is just one of more than 50 companies to sponsor the Beijing Games - the largest number ever involved in a single Olympics.
Media consultants say the large number of sponsors is all because of China's massive television audience.
The 2004 Olympics were held in Greece, which has a population of 11 million. China's capital city Beijing alone has 17 million people. The United States has nine cities with a population of one million people or more, China more than 90.
Sports marketing analyst Pierre Justo says the Olympics will give sponsors unprecedented access to China's 300 to 400 million urban consumers. And during the games, sponsors' ads will beam into the far reaches of the country.
Justo says the scale is totally different from the previous Olympic Games. He says advertisers and media experts are expecting television audiences, especially in China, to break records, with audience numbers at levels never seen before.
Havas Sports, an international sports marketing company based in Paris, helps companies use sporting events to reach new consumers. Nathalie Bastianelli opened Havas' Beijing office in 2006 and expects to gain plenty of new business after the Olympics as more companies look to sporting events to boost consumer awareness of their products.
She says that is the potential of the Chinese market. Everybody thinks that China will be the second market for advertising by 2010. As a result, she says, with its economic growth, brands are very interested in this market and a big event like the Olympics is a good opportunity to get closer to the Chinese consumer.
Marketing experts say this growth in the Chinese advertising market is a sign that for this Olympics, it is not just athletes who will take home the gold. The Beijing Olympics are a competition for product placement as much as athletic excellence
外國(guó)品牌盼借助北京奧運(yùn)進(jìn)入中國(guó)
文：比蒂
對(duì)于希望進(jìn)入中國(guó)龐大的消費(fèi)者市場(chǎng)的外國(guó)品牌來(lái)說(shuō)，今年的夏季奧運(yùn)會(huì)可能就是它們中大獎(jiǎng)的那張彩票。由于很多公司尋求在13億中國(guó)人以及全世界的人面前獲得曝光的機(jī)會(huì)，北京奧運(yùn)會(huì)獲得的公司贊助費(fèi)已經(jīng)達(dá)到創(chuàng)記錄的水平。
今年早些時(shí)候，中國(guó)中央電視臺(tái)向全國(guó)現(xiàn)場(chǎng)直播了北京奧運(yùn)會(huì)志愿者制服的推介活動(dòng)。中國(guó)中央電視臺(tái)有能力接觸到10億多觀眾。
由于像推介志愿者制服這種很小的奧林匹克事件都能獲得很大的公眾曝光率，世界各地的很多公司甘愿支付高達(dá)1億美元的贊助費(fèi)來(lái)使自己與北京的奧運(yùn)會(huì)掛上鉤。
青睞龐大中國(guó)市場(chǎng)
德國(guó)的運(yùn)動(dòng)服制造商阿迪達(dá)斯是北京奧運(yùn)會(huì)組委會(huì)的贊助商，而且在國(guó)內(nèi)的廣告宣傳中有權(quán)使用奧林匹克的五環(huán)圖。艾瑞卡.克納是阿迪達(dá)斯北京2008奧運(yùn)會(huì)項(xiàng)目的負(fù)責(zé)人。
她說(shuō)：“對(duì)于我們來(lái)說(shuō)，作為一個(gè)公司，奧林匹克就是我們的一部分。它幾乎就是我們的基因的一部分。所以，贊助在中國(guó)舉行的奧運(yùn)會(huì)是一個(gè)很明確的決定，這是我們想要做的。中國(guó)是我們?cè)谌蛟鲩L(zhǎng)最快的市場(chǎng)?！?BR> 阿迪達(dá)斯只是贊助北京奧運(yùn)會(huì)的50多家公司中的一個(gè)。這是有史以來(lái)一個(gè)奧運(yùn)會(huì)獲得贊助商最多的一次。
媒體咨詢?nèi)藛T說(shuō)，北京夏季奧運(yùn)會(huì)能獲得這么多贊助商就是因?yàn)橹袊?guó)有龐大的電視觀眾。
2004年的奧運(yùn)會(huì)是在擁有1100萬(wàn)人口的希臘舉行的?？蓡问侵袊?guó)的首都北京的人口就有1700萬(wàn)。美國(guó)有9個(gè)人口超過(guò)100萬(wàn)的城市，而中國(guó)這樣的城市則有90多個(gè)。
有機(jī)會(huì)接觸數(shù)億消費(fèi)者
體育營(yíng)銷分析師皮爾.胡斯托說(shuō)，這次奧運(yùn)會(huì)將給這些贊助商提供從未有過(guò)的接觸到中國(guó)3億到4億城市消費(fèi)者的機(jī)會(huì)。而且在奧運(yùn)會(huì)舉行期間，贊助商的廣告會(huì)在中國(guó)各個(gè)地方播出。
賈斯托說(shuō)，這次的規(guī)模與以前的奧運(yùn)會(huì)完全不同。他說(shuō)，廣告商和媒體專家都預(yù)計(jì)電視觀眾，特別是中國(guó)的觀眾，會(huì)打破記錄，觀眾人數(shù)將會(huì)達(dá)到前所未有的水平。
位于巴黎的國(guó)際體育營(yíng)銷公司哈瓦斯體育從事幫助公司利用體育事件來(lái)找到新的消費(fèi)者的業(yè)務(wù)。納塔利.巴斯蒂亞內(nèi)利2006年在北京開(kāi)設(shè)了哈瓦斯的北京辦公室。她期望在奧運(yùn)會(huì)之后獲得很多新的業(yè)務(wù)，因?yàn)楦嗟墓鞠Ｍㄟ^(guò)體育事件來(lái)提高消費(fèi)者對(duì)它們產(chǎn)品的認(rèn)知度。
她說(shuō)，這就是中國(guó)市場(chǎng)的潛力。每個(gè)人都認(rèn)為，到2010年，中國(guó)將是世界上第二大廣告市場(chǎng)。結(jié)果，她說(shuō)，隨著中國(guó)的經(jīng)濟(jì)增長(zhǎng)，所有品牌都對(duì)這個(gè)市場(chǎng)感興趣，而像奧運(yùn)會(huì)這么大的體育盛事更是接近中國(guó)消費(fèi)者的一個(gè)好機(jī)會(huì)。
市場(chǎng)營(yíng)銷專家說(shuō)，北京奧運(yùn)會(huì)不只是運(yùn)動(dòng)員爭(zhēng)奪金牌的競(jìng)技場(chǎng)。在北京奧運(yùn)會(huì)期間，有關(guān)產(chǎn)品推銷的競(jìng)爭(zhēng)將同運(yùn)動(dòng)員爭(zhēng)取卓越的體育表現(xiàn)一樣激烈。