Having been whipped into an Olympic fervour by a government eager for validation, the Chinese people embraced the TV coverage of the event wholeheartedly. A massive 92% of China’s TV viewers tuned in at some point during the Games.
Equating to a reach of 1.12 billion (unduplicated) Chinese viewers, according to CSM Media Research, the Games were popular with both young and old, city and country. Amongst the urban population, 93% tuned in, with 91% of the rural population watching, 90% of all viewers under 25 and 94% of those 25 to 55.
State broadcaster CCTV screened the Games.

Matt Brosenne, Business Development Director for CSM, said: “This viewing figure far surpasses our national viewing results for both the Sydney 2000 Olympics (reached 783 million viewers) and Athens 2004 Olympics (reached 881 million viewers) and will clearly be the new standard for viewing highs for many years to come.”

The games also drove increased viewing, with viewers watching an average of 25% more TV during the 17 days of the Games, rising to 189 minutes per person per day.
Other slightly differing figures, from CCTV itself, suggest that over 81% closely followed the Games either on TV, the radio or via the internet or mobile phones, with 87% watching live broadcasts.
Meanwhile internationally some 4.4 billion people watched some of the various Olympics telecasts around the world, according to Nielsens. That equates to two-thirds of the world's population. Last time around, the Athens Olympics was watched by 3.9 billion with 3.6 billion for the 2000 Sydney Olympics.

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