NBA's 2017 Chinese New Year celebration delivers record consumption

chinadaily.com.cn | Updated: 2017-03-01 18:05

BEIJING – The sixth annual NBA Chinese New Year Celebration presented by Dongfeng Nissan (Jan 27- Feb12) generated record social media impressions, TV viewership and traffic across television and NBA’s digital platforms in China.

• 1.26 billion – The 17-day celebration generated an all-time high of 1.26 billion impressions on social media using #NBACNY, an increase of 75% over last year

• 855 million – A record 855 million video streams were generated during the campaign on NBA digital destinations in China, an increase of 35% over last year

• 301 million – The celebration reached a record 301 million unique television viewers

• 127 million – Page views on NBA digital destinations totaled 127 million per day, up 20% over last year

In addition, the NBA Store on Tmall.com, JD.com and NBAStore.cn set sales records during the Chinese New Year, exceeding last year’s sales by 14%.

This year's Chinese New Year celebration featured 60 live games broadcast and streamed in Greater China showcasing all 30 NBA teams. The campaign included a star-studded NBA Chinese New Year television spot "Secret Envelope"; the Golden State Warriors, Houston Rockets, Toronto Raptors and the Washington Wizards wearing special Chinese New Year uniforms; and former NBA player Jason Richardson visiting China to share in the festivities with underprivileged communities.

Photo