This one-of-a-kind consumer research, launched on April 25th, is a move by CCTV.com to provide better consumer data to its advertising clients. The survey will provide insights into how consumers in China are preparing for the upcoming games and how the games will affect their purchase behavior.
CCTV.com was recently granted the Internet and mobile platform exhibition rights within China for the Beijing 2008 Olympic Games.
As a member of the Asian Broadcasting Union, CCTV has already acquired over-the-air TV rights for the Beijing Games. The IOC has said that it selected CCTV.com because it could work closely with its television arm and fully exploit digital broadcast rights on a number of platforms.
“We believe that the decision to partner with CCTV.com to conduct online consumer research related to the games is a natural and obvious one,” said Allan Chou, Managing Director of Beijing Tinselbird Advertising (www.tinselbird.com)
“Because of the massive amount of online video content that CCTV.com will be providing to the Chinese Internet users during the Beijing Olympics, we feel that it’s the perfect web property to work with to try and gain insights into what consumer’s are thinking when it comes to consumerism during the games.”
The 12 question survey was formulated by the research team at ChinaPolling and will delve into purchase behavior such as brand preferences and how the 51 official sponsors of the games will benefit from marketing activities before and during the games.
The results of the survey will be release to the general public at the end of May and for those companies who are interested in purchasing the data set or would like to add rider questions to this survey please contact ChinaPolling directly.
