Factors driving FIFA world cup 2022 viewership ratings in mainland China: marketing outlooks for FIFA world cup 2026

Abstract

Introduction: The FIFA World Cup is not only the most lucrative athletic event globally, but it also functions as a platform for promoting peace owing to FIFA's new vision. Nevertheless, the determinants of TV viewership ratings, especially in the Chinese market, which is a critical revenue stream for FIFA TV broadcasting, are still unsolved. Using a distributional regression, this study aimed to quantify the dynamics of viewership ratings for the FIFA World Cup 2022 in mainland China. Methods: The CCTV viewership ratings were modeled using 12 covariables related to Chinese TV consumer behavior. Given the data structure, a Logit Normal regression model was chosen to fit the location and dispersion parameters of viewership ratings to explanatory variables. Results: In the fitted heteroscedastic model, the viewership ratings dynamics in mainland China were driven by the match kick-off time: (Formula presented.). In addition, the model captures the factors that influence the variations in viewership ratings: (Formula presented.) (if, FIFA World Cup champion = “Yes”) + 0.004 × FIFA world ranking]. Thus, it shows that the FIFA World Cup champions tamp down such variations, leading to a more stable viewing behavior among Chinese consumers. Conclusions: Time- and team-sensitive strategies are proposed to aid in crafting uncertainty-suppressing business decisions for the FIFA World Cup 2026. Ultimately, in the more insecure 2020s, a broader live coverage of the FIFA World Cup would be invaluable for promoting peace.