Sohu and Sina's World Cup advertising war of words raises many doubts about traffic revenue

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Sohu and Sina's World Cup advertising war of words raises many doubts about traffic revenue [Copy link]

Zhu Bingjun Daily Economic News

Because of the World Cup, Sohu and Sina had a war of words. Sohu said that its World Cup advertising revenue reached 50 million yuan. Sina, which had been keeping it a secret, finally couldn't hold back and shouted out the slogan that Sina won the double crown of traffic and revenue in the World Cup.

Traffic: Nielsen vs. CTR

Sina used AC Nielsen data to say that Sina's unique visitors during the World Cup exceeded 40 million. Sina said that this data means that more than 40% of Chinese netizens watched Sina's World Cup coverage, which is definitely ahead of other Internet sites. In response, Sohu cited data from CTR CCTV Market Research Company, saying that Sohu's World Cup website had a daily reach rate of 49.7% among all netizens, which means that nearly half of netizens visit Sohu's World Cup website every day.

Video: Determinants of the fight against spending more than you earn

Before the World Cup, Sohu obtained the World Cup video from Oriental Broadband. Sina's Chen Tong said: "Sina will insist on fighting for the video, but Sina is a commercial website and a listed company, and we have to consider the overall benefits. The current results show that the income is not enough to cover the expenses, because it costs at least 2 million US dollars to obtain the video rights." After the World Cup, Sohu's Zhang Chaoyang said: "Video is the decisive factor for Sohu's victory. After buying the World Cup video broadcasting rights, more than 10 million independent IPs watched Sohu's videos within 10 days."

Revenue: 50 million "challenge" 70 million

Sohu announced that its World Cup advertising revenue was more than 50 million yuan, while Sina has kept it secret. Chen Tong said that Sina's World Cup advertising revenue was at least three times that of its main competitors, and its advantage was very obvious. The specific figures will be reflected in the second quarter financial report in August. Sina insiders said that Sina's World Cup advertising revenue reached 70 million yuan. However, with Sohu's 50 million yuan in the lead, Sina has not announced its exact advertising revenue.

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