TTD研究：米兰冬奥会为中国出海品牌营销带来新机遇

Core Insights - The upcoming Milan Winter Olympics is expected to be a highly digital and omnichannel sports event, providing significant opportunities for Chinese brands to enhance their global market presence through streaming and multi-device engagement [1][2] Group 1: Audience Engagement Trends - In North America and Europe, there is a notable shift towards streaming and CTV (Connected TV) for watching live sports events, with 41% of viewers in the US and 47% in Australia planning to watch via these platforms [1] - 27% of respondents in the US are watching more live sports through CTV, compared to 18% via traditional television, indicating a clear trend towards digital consumption [1] - In Italy, 72% of respondents plan to watch the Winter Olympics live, with streaming becoming the mainstream viewing method [1] Group 2: Content Consumption Patterns - During the event cycle, viewers frequently switch between highlight reels, news updates, short video content, and online discussions, with 61% of US viewers watching highlight reels and 51% following sports news [2] - In Canada and Australia, nearly two-thirds of viewers engage with highlight content during event breaks, while in Asian markets, the viewing ratio for highlights and short videos remains around 70% [2] Group 3: Brand Impact and Advertising Effectiveness - Major global sports events significantly enhance brand visibility, with 56% of US viewers and 52% of Canadian viewers more likely to notice brands featured in sports content [2] - 57% of Italian viewers find advertisements during sports events to be more credible, and over 40% of audiences in markets like South Korea and Australia are more inclined to learn about brands advertised during sports events [2] - High-end media channels, particularly CTV, are 1.5 times more effective than traditional media in enhancing positive brand recognition and 1.3 times more effective in driving purchase intent [2]