Liverpool broadcast nets TVB high-revenue score

The high-rating live broadcast of last Sunday's Liverpool-Hong Kong soccer match attracted high advertising revenue for Television Broadcasts (TVB).

Nielsen Media Research said advertising sales during the game were at least 8 per cent higher than the previous Sunday.

'Advertisers and sponsors were more willing to open up their wallets to capture the marketing opportunities,' said Mark Grunert, executive director of Nielsen Media Research for Hong Kong, China and Korea.

Dynasty Cold Pill was the top advertiser, spending more than $64,000, according to TVB's rate cards. Other major advertisers included Tai Tai Oral Liquid, MTR Corp, McDonald's and Carlsberg, which sponsored the broadcast.

'Companies such as MTRC and McDonald's advertised during the game because it had a wide audience,' Mr Grunert said.

TVB's three-hour broadcast had an average rating of 16.6 per cent, compared with 4.9 per cent the previous four Sundays. It also surpassed the rating for last year's World Cup opener between France and Senegal, which scored 14.5.