The Powerful Effect of Platform Integration of Central Radio and Television Station from the Perspective of Data World Cup
The current World Cup has entered the knockout stage. The wonderful game process and unpredictable results attracted more fans’ attention. On June 30th, Argentina-France match, CCTV’s multi-screen ratings entered the ranks of 4+ for the first time (4.29%), setting a new high for single event ratings since the start of the match.
The feast of the World Cup coincides with the integration of various platforms of the Central Radio and Television General Station. Taking stock of the communication effect data of this World Cup can reveal the powerful value and brand communication effect of CCTV.
First, the head platform for efficient aggregation of users
As of June 30th, the total number of users of the World Cup video broadcast by CCTV and new media content has exceeded.18.14 billion person-times. The World Cup quickly formed a super-large-scale communication effect in a short time, and together with a series of brand contents such as News Network, Spring Festival Evening, Golden Theater, live broadcast of major events, Olympic Games, etc., it formed a head resource platform for users to efficiently aggregate.
The promotion of media convergence provides an effective meeting point for the content interaction and collaborative operation of the platforms of the main station. By building a new media matrix and forming a one-button trigger mechanism, the efficient collaboration of various platforms on the new media side has played a positive role in the large-scale cross-screen communication of the World Cup. During the World Cup coverage, the users of multi-screen communication (TV screen, IPTV, web page, APP) based on the advantages of video at the main station always touched people for the following times.8.955 billion times; Based on the matrix communication of social media (Weibo, WeChat) on various platforms, users always touch people.9.185 billion times. Multi-screen video communication and social media secondary communication are basically the same in magnitude. Each platform integrates and cooperates to become a multiplier and accelerator for the cross-media communication of superior resources.
Second, the integration platform with high user stickiness
As of June 30th, the total time for users to watch the games on CCTV through live broadcast on big screen, playback in CCTV area, live broadcast on new media and on-demand is2.18 billion hours, multi-screen viewing users always reach for4.297 billion person-times, the average viewing time is30.53 minutes. It is equivalent to a 90-minute game, including the intermission. On average, each user only enters and exits less than three times, which shows the super high viewing stickiness.
The super-high viscosity of the World Cup ratings is closely related to the deepening of resource integration and the insistence on content-oriented after the integration of the main station, which makes the attraction of large and small screen platforms constantly improve. Since the establishment of the main station, major event reports and key innovative content have maintained a long-term user input in large-screen TV viewing and direct demand of new media.
Third, the fusion platform of large and small screen collaboration
According to the data, as of June 30th, the total broadcast volume of CCTV World Cup live TV broadcast was2.328 billion person-times, the total broadcast volume of live and on-demand games with new media and multi-terminals is1.969 billion person-times.
In terms of absolute volume, the broadcast of sports events on TV and new media is "divided into two parts", which are mutually supportive. This fully reflects the implementation effect of the integrated main station in promoting advantage gathering, resource sharing and deep integration.
Fourth, a balanced service platform for the rapid growth of young audiences
The data shows that during this World Cup, the proportion of users of young people under 40 years old, such as CCTV Audio & Video, CCTV5, CCTV Microvision and other major broadcast clients under the Central Radio and Television General Station, exceeded 70%, becoming the absolute main force for watching the event. On the TV side, since the start of the World Cup, the number of young viewers under the age of 40 in the live broadcast period of CCTV-5 evening matches (20: 00-26: 00) has increased by 83 million compared with the same period before the game.
In the coverage of the World Cup, CCTV has expanded the all-media channels for content dissemination, met the diverse needs of users and achieved all-round service for users. The younger cross-media users of the World Cup and CCTV’s innovative programs show that the content advantages and platform advantages of CCTV, as a national media, are being reflected in more extensive and balanced communication advantages and user advantages through deep integration. (CCTV Editor-in-Chief of Central Radio and Television Station)
