国际奥委会：2022年北京冬奥会市场营销报告_47页_18mb

IOC Marketing Report Summary: Beijing 2022

Core Content

The IOC Marketing Report for Beijing 2022 provides an overview of the commercial and media strategies that supported the Olympic Winter Games, highlighting the unprecedented engagement, technological advancements, and the broader impact of the Games on winter sports and the Olympic Movement.

Main Points

• Olympic Spirit and Success: The Games were celebrated as a "truly exceptional Olympic Winter Games" by IOC President Thomas Bach, who emphasized the role of the Chinese people in creating a safe and excellent environment for athletes. With over 340 million people in China now engaged in winter sports, the Games marked a significant shift in China's sporting landscape.

• Digital Engagement: Beijing 2022 became the most digitally engaged Olympic Winter Games ever, with billions of engagements across digital platforms, including the Olympic website, app, and social media. The Games reached more than 2 billion people globally, with 12 billion hours of coverage consumed, averaging 5.9 hours per viewer.

• Broadcast Coverage: The Games featured over 6,000 hours of broadcast coverage, including 1,000 hours of live sports and ceremony coverage. Linear TV remained the dominant platform, accounting for 92% of all broadcast hours, while digital platforms saw a 123.5% increase in viewership compared to PyeongChang 2018.

• Technological Innovations: Olympic Broadcasting Services (OBS) introduced UHD HDR and 5.1.4 immersive audio, making Beijing 2022 the first Winter Games to be natively produced in this format. OBS also launched 8K VR coverage, and used cloud-based workflows to enhance remote editing and live distribution. Collaborations with partners like Intel and Alibaba enabled new technologies such as virtual OB vans and multi-camera replays.

• Media Rights Holders: Over 160+ broadcast organizations and 10,000 broadcast personnel contributed to the coverage. The Olympic Channel and other platforms provided extensive access to the Games.

• Revenue Distribution: The IOC distributed 90% of its revenue to support the Olympic Movement, promoting the global development of sport and athletes. The remaining 10% covered operational costs.

• Olympic Partnerships: The Olympic Partner (TOP) Programme and Worldwide Olympic Partners played a vital role in the success of the Games. These partners provided expertise, technology, products, and financial support, contributing to fan engagement and the overall experience.

• Olympic Solidarity: Over 93 NOCs received funding, and 3 teams who received Olympic Solidarity grants won medals. The IOC's commitment to supporting athletes and sports organizations was underscored by this funding.

• Record-Breaking Performances: Athletes from various countries achieved historic milestones, including Johannes Thingnes Bø (Norway) winning four gold medals, Eileen Gu (USA) becoming the first freestyle skier to win three medals in a single Games, and Zoi Sadowski-Synnott (New Zealand) securing the country's first ever Winter Games gold.

• Legacy and Impact: Beijing 2022 marked the first city to host both Summer and Winter Olympic Games, setting a new benchmark for winter sports. The Games also showcased gender balance with 45.44% of athletes being female, and introduced seven new events, including women's monobob and mixed team events.

Key Information

• Total Revenue: The IOC generated USD 7.6 billion in total revenue from 2017 to 2021.
• Daily Distribution: USD 4.2 million was distributed daily to support athletes and sports organizations.
• Licensing and Merchandising: Over 5,200 products were launched under the Licensing Programme, with Bing Dwen Dwen being the most popular.
• Audience Reach: The Opening Ceremony had the highest global audience reach for any Winter Games, and the Games reached more than 600 million people in China through TV alone.
• Global Reach: The Games reached more than 2 billion people globally, with 686 million in China.
• USA Viewership: 166 million Americans watched the Games across all platforms, with 4.4 billion streaming minutes recorded.
• Europe: The Games were a terrific success for discovery+ and other European platforms.

Conclusion

Beijing 2022 was a landmark event that combined innovation, inclusivity, and global reach. It demonstrated the power of digital and broadcast platforms in engaging audiences and the importance of commercial partnerships in the success of the Olympic Movement. The Games also highlighted the positive legacy of the Olympic spirit, with a focus on equality, unity, and the promotion of winter sports worldwide.