Hisense European Cup earns only 570 million RMB worth of CCTV live broadcasts

The advertising value is huge, the brand awareness has been rapidly improved, and the market has been driven significantly... On July 15th, Hisense Group held the “European Cup Marketing Summarizing Media Communication Meeting” and announced relevant data. In the broadcast of the global event, CCTV-5 live broadcast alone has an advertising value of 570 million yuan.

According to the CSM data, CCTV Euro Cup live broadcasts cumulatively cover 424 million audiences; as of July 11, all 51 games have an average audience rating of 1.203%. Although the finals at 3:00 in the morning, an average of 7.14 million people watched every minute, and the ratings were as high as 1.934%. This figure was close to the CCTV's ace column "News Broadcasting" and also exceeded the previous Olympic Games. In the 51 games, Hisense HISENSE showed 415 seconds for a single advertisement, revealing a total of 21165 seconds. According to the unit price of 15 seconds of the midfield equivalent time period before and after the live broadcast, the total amount of the converted advertisement is 570 million yuan. In addition, the entire competition, domestic media, full-screen news photos, replays, etc. report Hisense massive exposure, advertising value can not be assessed.

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According to a sample survey of 11 countries in the world by Ipsos, one of the three major market research and research groups in the world before the match (June 9th) and after the match (July 10th): Hisense popularity is increased by one percentage point in China (by 80% increase to 81%), the visibility of the 11 countries surveyed except China is increased by 6 percentage points (from 31% to 37%), and the five European countries (UK, Germany, France, Italy, Spain) recognize Hisense. Knowledge doubles directly. The recognition of Hisense TV’s leading position in the Chinese market increased by 14% (20% to 34%)

Huge exposure and brand awareness boost directly stimulated product sales. Domestic: China Yikang's monthly report in June showed that Hisense's sales market share was 18.74%, a year-on-year increase of 1.87 percentage points, and the sales market share increased by 1.51 percentage points. The brand index rose from 104 to 106. European market: Hisense TV sales increased 56% year-on-year in the second quarter and 65% month-on-month; Hisense 43M3000 shipped the first monthly sales in the French market; Germany's Amazon website, Hisense 65-inch products are 60-69 inch single product sales volume One.

The personage inside course of study appraised, with the European Cup Hisense ranks among the domestic first-rate brand, and has completely opened the distance with the Chinese counterpart in overseas.