Tencent leads online battle for World Cup advertising revenue

09:05, June 22, 2010      

Email | Print | Subscribe | Comments | Forum 

Tencent, a leading portal and instant messaging company, has ranked top so far in online World Cup advertising among China's other major websites.

The fact that the World Cup has attracted so much attention, coupled with the country's expanded Internet connectivity accounts for the jump in overall revenue, which could reach 350 million yuan ($51.24 million), said Ji Chendong, information and communication technologies consultant with Frost & Sullivan.

Ji said Tencent's ability to draw in viewers is partially due to QQ, the firm's wildly popular instant messaging service that has hundreds of millions of users online everyday.

The online audience for this year's World Cup could hit 580 million, a massive increase over the 82 million viewers in 2006, said Ji.

As of Monday, Tencent led competitors like Sina and Sohu by having 41 ad customers for its World Cup programs, said Tian Weibin, a PR agent with Tencent.

The brand names include Coca-Cola, Volvo, China Mobile, Microsoft, Tian said.

After Tencent, Sina obtained 39 ads for the World Cup, Sohu had 21, and NetEase trailed far behind with only 10 online ad clients, Xu Shaolian, the director of sports with Chengdu Business Daily, wrote on his blog Sunday.

This ranking is unlikely to change throughout the event because all of the ad clients signed on before the matches kicked off.

Tencent's emergence as the leader is a reversal of its fortunes from the last World Cup in 2006.

The IT giant ranked fourth with 15 million yuan ($2.2 million) in ad revenues after Sina, Sohu and NetEase, according to iResearch Consulting Group.

But this year Tencent cooperated with China Network TV (CNTV) providing live feeds of the 64 matches of the World Cup.

Instead of working with CNTV, Sina and Sohu chose to work with China Central TV and PPLive, whose online transmissions are believed to suffer from delays.

The ad revenues of the World Cup are on average 3 percent of annual online ad in-come, Ji said.

Source: Global Times


  • Do you have anything to say?


Special Coverage
  • Premier Wen Jiabao visits Hungary, Britain, Germany
  • From drought to floods
Major headlines
Editor's Pick
  • Jewish worshippers pray at the Western Wall, Judaism's holiest prayer site, in Jerusalem's Old City on Sept. 28, 2011, ahead of Rosh Hashanah, the two-day Jewish new year which will begin at sunset on Sept. 28 and conclude at nightfall on Sept. 30. (Xinhua/Muammar Awad)
  • High school student Johanna Choapa is helped by her father after announcing the end of hunger strike in Santiago, capital of Chile, on Sept. 28, 2011. The end of the strike took place to make way for a dialogue with the government, seeking to resolve the four-month crisis in the education sector. (Xinhua/Jorge Villegas)
  • Passengers wait for help after a coach skidded of an icy road in Xinghai county, Northwest China's Ningxia Hui autonomous region, Sept 28, 2011. The accident occurred at an altitude of 4,400 meters Wednesday morning and has trapped 41 passengers in the snow covered area. The coach was travelling from Xining city to Yushu county in Qinghai. (Photo/Xinhua)
  • A doctor takes blood sample of a girl for the dengue virus test at a hospital in east Pakistan's Lahore on Sept. 28, 2011. The death toll as a result of Pakistan's dengue fever outbreak continues to rise at alarming rates as at least 108 people have now been confirmed dead. The total number of people who have contracted the virus is reported to be at least 10,585 in Punjab, with 9,000 reported from Lahore. (Xinhua Photo/Sajjad)
  • Local pupils tie the rice at Jindai Botanical Garden in Chofu, Japan, Sept. 28, 2011. A group of pupils reap the rice they planted this May in Jindai Botanical Garden on Wednesday. (Xinhua/Kenichiro Seki)
  • A news conference on the nation's first space-docking procedure is held at the Jiuquan Satellite Launch Center in northwest China's Gansu Province, Sept. 28, 2011. The Tiangong-1, or "Heavenly Palace 1," is scheduled to be sent into space late Thursday to perform the nation's first space-docking procedure. (Xinhua/Wang Jianmin)
Hot Forum Discussion