Daily
online traffic on the web site of China’s largest broadcaster surpassed that of the
leading U.S. broadcaster and online channel during the Olympics, according to WebTrends
Analytics.
Spurred by national pride and massive growth in Internet adoption in China, CCTV.com,
the site run by national broadcaster China Central TV, drew more than 100 million
unique visitors during the 2008 Olympic Games. WebTrends Analytics documented an average
of more than 6 million unique visitors each day. In comparison, NBC, which maintained
broadcast rights to the Games in the United States, reported an average of 4.3 million
unique users a day on its Olympics web site. Yahoo!, which also featured extensive
online video from the Olympics, averaged 4.7 million, according to media accounts.
“The Beijing Olympics marked the coming of age for the Internet in China,” said Alex
Yoder, CEO of WebTrends, a leading provider of web analytics and online marketing
solutions. “CCTV.com attracted more than 100 million online visitors for the Olympic
Games by providing the right content at the right time for a large and ever-growing
online audience.”
CCTV.com offered more than 3,800 hours of live Olympics webcasts and more than 20,000
additional hours of news, replays and video-on-demand programs throughout the Olympics.
WebTrends Analytics, the gold standard for measurement and analysis of large-scale
and global web site traffic, uncovered the following visitor highlights and trends:
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An increase of more than 2.5 minutes in the average time each visitor remained on
CCTV.com, to nearly 11.5 minutes during the Olympics.
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The opening ceremonies and other activities on Aug. 8 generated the most traffic on
any single day, nearly 8.5 million visits. Aug. 9 and Aug. 18, the day Chinese athlete
Liu Xiang was scheduled to race in the 110 meter hurdles, attracted the second and
third highest visitor counts, respectively.
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The busiest hour of online traffic was from 11 a.m. to noon on Aug. 18. Nearly 900,000
visits were tallied during the hour in which Xiang was scheduled to race. The second
busiest hour was during the opening ceremonies.
“Accurate online visitor data is vital when managing an event on this scale,” according
to an official statement from CCTV.com, the TV network’s official web site. “The real-time
insight we gained each and every day from WebTrends Analytics played an invaluable
role in the success of our web site throughout these Games.”
This is the third Olympics that broadcasters have relied on WebTrends technology to
help optimize online content on a massive scale. NBC network affiliates around the
United States used WebTrends Analytics online insight during the 2004 Summer Games
in Athens, Greece, and the 2006 Winter Games in Turin, Italy.


Original post:
China Wins Gold, US takes Silver in Web Site Traffic During 2008 Olympics