NBA’s 2017 Chinese New Year Celebration delivers record consumption across TV, digital and social media in China


BEIJING –  The sixth annual NBA Chinese New Year Celebration presented by Dongfeng Nissan (Jan. 27- Feb. 12) 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, and 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.  The celebration was supported by American Airlines, Snickers, vivo and Wolf Blass.