2010年南非世足賽電視廣告之研究

The Analysis of TV Commercials on 2010 South Africa Soccer World Cup

蘇懋坤(Mao-Kun Su)

《輔仁大學體育學刊》 12期 (2013/05) Pp. 1-14

摘要

The live TV commercials of 2010 South Africa soccer world cup at the half-time interval televised by the two cable TV station, ERA TV and MUCH TV, were collected as the subjects for this study. Content analysis, descriptive statistics, percentages and chi-square test were used to understand the categories, the biggest advertiser, the maximum amount of advertising and the ambush marketing.The results indicate the total time of TV commercials was 41,884 seconds, with 30,699 seconds in ERA TV and 11,185 seconds in MUCH TV. In the products' categories, the medicine took up 9,910 seconds, amounting to 23.66% of total commercial time, was the biggest one. It was then followed by ccosmetics-beauty and beverage. With regard to the advertisers (χ^2=460.18, p＜.01), the U.C. Pharma was the top one (6,670s, 15.93%). The others were Taiwan Hitachi, ERA TV, Taiwan Mobile and GSK Taiwan. The amount of TV commercial Ranking, the U.C. Pharma-Business Philosophy was the top one (3,780s, 9.03%). It was the followed by ERA TV - FIF A Prize and GSK Taiwan-Parodantax toothpaste. Among the ambush marketing (χ^2=25.02, p＜.01), in different TV channel there was a significant difference in the number of TV commercial between non-official sponsors and official sponsors. Non-official sponsors had 12 commercials, Rexona 15s was the top one (510s, 1.22%)

關鍵字

內容分析 ； 伏擊行銷 ； 贊助

並列摘要

The live TV commercials of 2010 South Africa soccer world cup at the half-time interval televised by the two cable TV station, ERA TV and MUCH TV, were collected as the subjects for this study. Content analysis, descriptive statistics, percentages and chi-square test were used to understand the categories, the biggest advertiser, the maximum amount of advertising and the ambush marketing.The results indicate the total time of TV commercials was 41,884 seconds, with 30,699 seconds in ERA TV and 11,185 seconds in MUCH TV. In the products' categories, the medicine took up 9,910 seconds, amounting to 23.66% of total commercial time, was the biggest one. It was then followed by ccosmetics-beauty and beverage. With regard to the advertisers (χ^2=460.18, p＜.01), the U.C. Pharma was the top one (6,670s, 15.93%). The others were Taiwan Hitachi, ERA TV, Taiwan Mobile and GSK Taiwan. The amount of TV commercial Ranking, the U.C. Pharma-Business Philosophy was the top one (3,780s, 9.03%). It was the followed by ERA TV - FIF A Prize and GSK Taiwan-Parodantax toothpaste. Among the ambush marketing (χ^2=25.02, p＜.01), in different TV channel there was a significant difference in the number of TV commercial between non-official sponsors and official sponsors. Non-official sponsors had 12 commercials, Rexona 15s was the top one (510s, 1.22%)

並列關鍵字

TV commercial ； content Analysis ； sponsorship