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An Analysis of the 2014/15 European Football Season in the Chinese Market Twitter: @SportsYutang LinkedIn, Facebook and Google+: Yutang Sports Web: http://en.ytsports.cn Introduction This analysis is about the overall performance of European football (including leagues, clubs and commercial games in China) in the Chinese market and its business development. This report uses the top 5 European football leagues as the main subjects of the analysis because they are the representatives of European football in China. The media referred to in this analysis: TV: Includes the national sports channel CCTV 5 and over 40 local sports channels based in Beijing, Shanghai and Guangzhou. New media: Online coverage and the amount of football-related searches. Social media: Mostly Sina Weibo Data comes from third-party sources. This report has been specially created by Yutang Sports for the Soccerex Global Convention 2015. Note: This report was kindly proofread by Raymond Fitzpatrick. Contents Leagues’ performances in the Chinese market The UEFA Champions League Football clubs Commercial games in China Chinese sponsors Despite rapid developments in new media, Chinese fans still watch live football matches mainly on TV. Media where Chinese fans watch football matches 电视 70% PC 48% 智能手机 平板电脑 Data Source: AdMaster. 44% 29% High definition No buffering problems Good penetration TV: Premier League matches were only aired on local channels. La Liga and Bundesliga games were shown on both local channels and CCTV 5. No TV channel covered Ligue 1. Satellite channels Local channels None CCTV-5 BTV Sports BTV Sports Great Sports Great Sports Guangzhou, GDTV Sports Sports channels of sports channels of Shenzhen, Tianjin, Wuhan, Fujian, Xinjiang, Shandong, Shandong, Liaoning, Fujian, Gansu and Jiangsu and Jilin Xinjiang Total: 19 channels Total: 9 channels CCTV-5 CCTV-5 None GDTV Sports Great Sports and GDTV Sports and sports channels of sports channel of Fujian, Shandong Xinjiang and Liaoning Total: 2 channels Total: 5 channels None TV: The Premier League ranked first in terms of total broadcasting time, although its matches were not aired on satellite channels. La Liga and Bundesliga came second and third respectively. Serie A found itself at the bottom. Broadcasting time of 2014/15 season European leagues (hrs) 4,768 英超 1,557 西甲 CCTV 5 Local channels 5,79 德甲 意甲 Data source: CSM. 1,61 TV: The Premier League had the highest penetration rate of 26.7%, which means it reached 350 million audience. The penetration rate of Serie A was less than 10%. Penetration rates of 2014/15 season European leagues on Chinese TV channels 26.7 23.9 22 9.2 英超 Source data: CSM, 4+ age group, 35 cities. 西甲 德甲 意甲 TV: Media platforms played a key role in the popularity of football games. CCTV 5 boasts the biggest influence, contributing to Bundesliga’s top-ranking ratings. Ratings of the Premier League on local channels were far higher than those of other leagues. Ratings of live matches of 2014/15 European Leagues Season on Chinese TV channels CCTV 5 德甲 西甲 意甲 英超 Source data: CSM, 4+ age group, 35 cities. Local channels 0.15 0.11 0.12 0.11 0.02 0.03 0.006 Average ratings: 0.17 Average ratings: 0.14 Average ratings: 0.13 Average ratings: 0.11 TV: The ten matches with the highest ratings on CCTV 5 were all matches involving top teams in Europe’s Top 5 leagues. La Liga filled the top 2 spots. The kick-off time had a big influence on matches. Most of the top ten games kicked off at around 10 pm Beijing Time. Ranking League Match Date Start Time Ratings 1 La Liga Real Madrid VS Barcelona 2014-10-25 23:53:30 0.84 2 La Liga Real Madrid VS Granada 2015-04-05 17:59:08 0.57 3 Serie A Español VS Barcelona 2015-04-25 21:57:20 0.50 4 Serie A Roma VS Napoli 2015-04-04 18:29:54 0.40 5 Bundesliga Bayern Munich VS Werder Bremen 2014-10-18 21:29:27 0.39 6 Bundesliga Hoffenheim VS Bayern Munich 2015-04-18 21:28:56 0.35 7 Bundesliga Bayern Munich VS Augsburg 2015-05-09 21:45:30 0.33 8 Bundesliga Bayern Munich VS Werder Bremen 2014-10-18 22:32:18 0.31 9 Bundesliga Mönchengladbach VS Dortmund 2015-04-11 21:36:40 0.31 10 Bundesliga Bayern Munich VS Hoffenheim 2014-11-22 22:30:09 0.30 Data source: CSM, 4+ age group, 35 cities. New media: The Premier League has the largest exposure – nearly twice that of La Liga. Ligue 1 had the lowest exposure leaving it trailing behind the others. 2014/15 season performance of European football leagues on Baidu Media Index 英超 西甲 意甲 德甲 法甲 Data source: Baidu Index – Media Index. Social media: The Premier League account had the highest number of followers, with Germany’s Bundesliga following behind. Serie A does not have an official league account on Weibo. Followers of official European football league accounts on Weibo 英超 2,360,000 德甲 1,450,000 西甲 法甲 意甲 Data source: Sina Weibo. 190,000 101 Serie A No account Social media: the #mentions of Bundesliga and the Premier League had the highest impressions. What is worth noting is that more than half of the #Bundesliga posts were associated with Zhang Xizhe, the player whose purchase by Vfl Wolfsburg was considered a marketing trick. Impressions of #mentions of European leagues on Weibo 250m Zhang Xizhe-related posts 372.61m 200m 82.21m #PremierLeague Data source: Sina Weibo, up until 20/07/2015. #Bundesliga #LaLiga 42.83m 6.45m #SerieA #Ligue1 Contents Leagues’ performances in the Chinese market The UEFA Champions League Football clubs Commercial games in China Chinese sponsors 2014/2015 UEFA Champions League Chinese Telecasts: Only CCTV 5 had live broadcasting rights. 32 72 hrs Live broadcasts Live Telecasts 0.09 Average ratings 42.5 0.6 Final’s ratings Data source: CSM, CCTV 5, 35 cities, 4+ age group. Final’s audience shares As the knock-out stages progressed, the ratings got higher and higher as more top teams in Europe played. As the competition reached the quarter final stages its ratings were 2 times higher than that of the group stage. 0.60 Ratings of live broadcasts of the 2014/2015 UEFA Champions League on CCTV 5 0.70 0.14 0.12 0.53 Semifinal Quarter Final 0.08 0.35 0.05 Round of 16 Group Stage 0.18 0.00 2014-09-17 2014-10-02 2014-11-04 2014-11-06 2014-11-26 2014-11-27 2015-02-18 2015-02-26 2015-03-18 2015-04-16 2015-05-06 2015-05-14 Data source: CSM, 4+ age group, 35 cities. Final The 10 games that ranked the highest in ratings were primarily competitions between the best teams in European leagues, with Barcelona matches accounting for half. Audience statistics were mostly higher than 10%, i.e. 1 person out of 10 people who had TVs on tuned-in to watch the game. Match Versus Date Start time Ratings Audience shares Final Barcelona VS Juventus 2015-6-7 02:28:02 0.60 42.50 Semi Final 2nd Leg Real Madrid VS Juventus 2015-5-14 02:30:41 0.20 24.48 Quarter Final 2nd Leg Real Madrid VS Atletico Madrid 2015-4-23 02:31:10 0.17 18.50 Semi Final 1st Leg Barcelona VS Bayern Munich 2015-5-7 02:30:32 0.14 20.54 Semi Final 2nd Leg Bayern Munich VS Barcelona 2015-5-13 02:30:41 0.13 16.17 Group stage Barcelona VS PSG 2014-10-1 02:35:02 0.11 10.66 Round of 16 PSG VS Chelsea 2015-2-18 03:30:32 0.11 11.55 Round of 16 Barcelona VS Manchester United 2015-3-19 03:30:31 0.11 13.76 Round of 16 Chelsea VS PSG 2015-3-12 03:30:42 0.10 11.21 Quarter Final 1st Leg Atletico Madrid VS Real Madrid 2015-4-15 02:40:31 0.10 14.03 Data source: CSM, 4+ age group, 35 cities. On the night of UEFA Champions League Final, CCTV 5 placed first in terms of ratings compared with other satellite channels. Its ratings were well above that of CCTV 6 (Movie channel) in 2nd place and was over 10 times higher than other channels. Ranking of channel ratings on the night when CCTV 5 screened live the final of 2014/2015 UEFA Champions League CCTV 5 CCTV 6 (Film) CCTV 13 (News) Shenzhen TV CCTV 4 CCTV 3 JSTV CCTV 1 Hunan TV CCTV 8 (TV drama) 0.00 Data source: CSM, 4+ age group, 35 cities. 0.10 0.20 0.30 0.40 0.50 0.60 0.70 Regarding digital media, people’s attention on the event was around match periods. While at other times people’s attention on the match was generally little. The Final drew twice the attention than it has acquired at other times. Search Index Media Index Data source: Baidu Index -- Search Index and Media Index. Social media: The number of followers on the official Weibo account of UEFA Champions League is more than 2 million but there have been no updates since Oct. 2014. Reads of these posts which have hash tags related to Champions League were more than 1 billion and most reads happened around the Final. Reads of popular hash tags related to UEFA Champions League* #FightforCL 662.73m #CL 289.44m #CLFinal #CLdraw #CompetitionofCL 190.58m 135.59m 82.16m #Playoffgames Data source: Sina Weibo. *Note: hash tags are literally translated. Contents Leagues’ performances in the Chinese market The UEFA Champions League Football clubs Commercial games in China Chinese sponsors TV: Comparisons of the number of games of different teams covered on TV. The Premier League Man City Data: CSM and all TV channels. La Liga Serie A Bundesliga Real Madrid Dortmund A. S. Roma Barcelona Bayern Munich Inter Milan Atletico Madrid Bayer Leverkusen Juventus Real Sociedad Moenchengladbach AC Milan Villarreal Stuttgart Udinese Social media: exposure of Real Madrid, Man Utd. and Barcelona on social media were the highest. Bayern Munich was the only Bundesliga club in the Top 10. Baidu Media Index of 2014/2015 European football clubs Real Madrid Man Utd Data source: Baidu Index -- Media Index Barcelona Chelsea Arsenal Bayern Munich Liverpool AC Milan Juventus Inter Milan Social media: The Premier League clubs occupy most positions which indicates the big influence it has in the Chinese market. Top 10 clubs that have the largest fan base on Weibo(in10k) Man Utd 882 Man City 829 Barcelona 543 Arsenal 359 Chelsea 240 Bayern Munich 195 Liverpool Tottenham Hotspur Real Madrid PSG Data source: Sina Weibo, by the end of July 20, 2015. 178 137 130 115 Contents Leagues’ performances in the Chinese market The UEFA Champions League Football clubs Commercial games in China Chinese sponsors Over the past summer, there were10 pre-season and commercial matches played in China. Bayern Munich, Real Madrid, AC Milan and Inter Milan all came to China. 7.27@Guangzhou 7.18@Beijing International Champions Cup 7.23@Guangzhou 7.21@Shanghai 7.25@Guangzhou International Champions Cup 8.4@Shanghai 8.8@Shanghai Italian Super Cup 7.28@Nanjing 7.30@Shanghai International Champions Cup 7.27@Nanjing Ratings: Top European clubs against top Chinese clubs attracted the higher ratings. CCTV 5 Data source: CSM, and 4+ age group. Great Sports GDTV Sports 1.35 1.14 1.11 0.62 0.74 0.16 1.94 0.49 1.01 0.49 New media: International Champions Cup came to China for the very first time. The combination of Real Madrid, AC Milan and Inter Milan contributed to high public attention. Bayern Munich against Guangzhou Evergrande ranked 2nd . 2015 Performance of Commercial Matches on Baidu Index International Champions Cup Bayern Munich VS Guangzhou Evergrande Italian Super Cup Bayern Munich VS Valencia Bayern Munich VS Inter Milan Data source: Baidu Search Index. Contents Leagues’ performances in the Chinese market The UEFA Champions League Football clubs Commercial games in China Chinese sponsors A rapid rising market: Football is becoming more and more popular in China. Policy Government announced 2015 China football reform. Economy The second biggest market needs more sports. Broadcast Fans China loosens restrictions on broadcast rights. A giant fan base, and an enormous consumer market. Brand More brands demand sponsorship opportunities. Broadcasting rights holders of the 2015/2016 Top 5 European football leagues in mainland China Online rights TV rights 英超 Super Sports, Letv, Tencent, Sina CCTV 5, local sports channels 西甲 PPTV, Letv Sports CCTV 5, local sports channels 德甲 PPTV, Letv Sports CCTV 5, local sports channels 意甲 Letv Sports CCTV 5, local sports channels 法甲 Letv Sports None Chinese brands are more enthusiastic about sponsoring European football clubs than ever before. La Liga clubs have the most Chinese sponsors, with Serie A and Ligue 1 not really popular. Data source: ongoing sponsorships published in news up until June 2015. Chinese Capitals in European football leagues. 2014-7 Chinese fans crowdfunded for SD Eibar in La Liga, and became the second biggest overseas shareholder of this team. 2015-1 2015-5 United Vansen purchased 98% of ADO Hague in KNVB for 8 million Euros. Ledus purchased Sochaux in French Division with 7 million Euros. 2015-1 Wanda purchased 20% of the shares of Atletico Madrid with 45 million Euros. THE END Presented by Yutang Sports and Soccerex Thank You For Your Interest in this Report. http://en.ytsports.cn @SportsYutang