Chinese viewers help World Cup ratings climb

What’s more, Chinese spending on World Cup advertising will hit a record $835 million. Photo credit – Pixabay

Chinese viewers help World Cup ratings climb

Viewing figures for the 2018 World Cup reached 815 million by the end of the group stages – surpassing the number who tuned-in for the entire of the 2014 tournament.

Analysts have commented that one of the key factors that has boosted viewing figures is a rapid growth of interest in China.

Indeed, in group stage matches, Chinese viewers accounted for 14 of the top 20 highest global ratings.

The news comes after we reported earlier in the tournament that Chinese companies will spend a record amount on advertising at this year’s World Cup, with businesses based in China spending five times more than those based in the USA.

Total Chinese spending on World Cup advertising is predicted to hit $835 million.

Even though the Chinese team won’t be playing at the World Cup, the eagerness of local advertisers to attach themselves to the tournament is understanding.

We’ve regularly reported on the growing popularity of football in China over recent months, and the extent to which engaging with Chinese fans has become a priority for clubs around the world.

Rupert Reid

Pilot and Senior Broadcast Journalist at Panda Radio. You can find him on Twitter @rupertreid