Overview CCTV-5 holds the exclusive broadcasting rights to many of the world’s top sports events in China. It broadcasts more than 2,000 live events every year and commands an 80 per- cent share of the country’s sports-viewing market. Its subsidiary, Beijing Future Ad ver - tising, implemented a state-of-the-art Ad ver- tising Campaign Results Evaluation Sys tem to help CCTV-5’s high-profile advertisers optimize their advertising outcomes. The sys- tem uses Micro Focus IDOL to analyze data from numerous sources, including product consumers, sales seasons, and competitors’ advertisements. Challenge Media Intelligence T o meet the changing needs of high-profile ad - vertisers, Beijing Future Advertising needed to shift its sports-marketing focus from traditional advertising t

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