8.1 million viewers on averageThe CBA All-Star Weekend was live broadcast via China's national sports channel CCTV-5 and a number of local channels. The 45 minute Opening Ceremony attracted 7 million viewers on average (+11% compared to the previous year). For the 2015 All-Star Game held on 18 January, CSM Media Research once again registered a record-high audience attracting over 8.1 million viewers on average (+14%).
Over 41 million individual TV viewers enjoyed the full evening entertainment, which featured not only the game, but also the Tsingtao Laoshan Brewery Skill Challenge, the Li Ning Slam Dunk Contest and the FAW-Volkswagen Three-Point Shoot-Out. Audience figures reached a peak for the latter as over 13 million people tuned in. In total, the two days of the competition – featuring Saturday’s Rookie game and contest preliminaries and Sunday’s elite match and contest finals – reached a cumulative audience of over 85 million.
Pierre Justo, Managing Director of CSM Media Research-KantarSport Asia, said: “Climbing by more than 10 per cent in audience ratings each year is a tremendous achievement for a sports event and best proof of its growing popularity. The CBA All-Star Game also reflects the strength of the CBA League, which is now in its 20th year, as a whole, fortifying its top position among other top sports properties in China.”
Growth rates of over 10 per cent
Ma Guoli, Chairman of Infront China, commented: “Marking records on the sportive as well as media side, the CBA All-Star Game provides CBA League sponsors with an additional mid-season boost in exposure as well as further engagement opportunities, such as becoming the title sponsor of the associated contests. This all creates even more exclusivity and beneficial positioning for the brands involved.”
About Infront Sports & MediaInfront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football and summer sports, Infront enjoys long-lasting partnerships with 160 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of 600 experienced staff working from 25 offices across 12 countries, delivering 4,000 event days of top class sport around the world every year.