虽然以互联网为代表的新媒体的迅猛崛起深刻地改变了媒体的格局,但电视依然是体育受众媒介接触的最主要媒体,央视-索福瑞媒介研究(CSM)2012年春季“中国十九大城市体育与体育赞助调查”研究发现,有98.5%的体育受众表示会通过电视接触体育信息。电视媒体作为中国目前最重要的体育节目播放平台,呈现了大量的体育赛事。在没有奥运会、世界 Although the rapid rise of the new media represented by the Internet has profoundly changed the pattern of the media, television remains the most important medium for media contact with sports audiences. In the spring of 2012, China Central Television (CSM) Metropolitan Sports and Sports Sponsorship Survey "The study found that 98.5% of sports audiences indicated that they would have access to sports information through television. Television media as China’s most important sports broadcast platform, showing a large number of sports events. In the absence of the Olympic Games, the world