During the Mid-Autumn Festival, the variety show market seems to have ushered in a post-summer season hot trend. Text | The past week of the bear coincides with the Mid-Autumn Festival, and the adjustment and long holidays slightly affect the content broadcast. The Mid-Autumn Fes

Mid-Autumn Festival, the variety show market seems to have ushered in a post-summer season hot trend.

text | Little Bear

The past week coincides with the Mid-Autumn Festival, and the adjustment and long holidays slightly affect the content broadcast. The Mid-Autumn Festival Gala was released one after another on three days of the holiday, but not every one of the Jiutai Gala can perform well.

Perhaps under the influence of the holiday, the overall ratings of TV variety shows have increased, and the variety show market seems to have ushered in a post-summer hotspot. The viewing structure of the five major satellite TV series is basically stable, and Hunan and Oriental TV broadcast series are taking turns to compete for the king. The popularity of online student content market has changed little, and main theme works have entered the top ten popular online dramas.

Mid-Autumn Festival Gala:

Jiutai Autumn Festival Gala melee results were released

Mid-Autumn Festival Gala concentrated ratings

Major satellite TV Mid-Autumn Festival Galas were broadcast one after another within the three-day holiday. According to rough statistics, at least nine Mid-Autumn Festival Galas were broadcast on CCTV and online platforms. However, not all parties have received very impressive ratings - except for several parties broadcast on Mid-Autumn Festival night, some parties are quite popular on the Internet but have no considerable ratings.

Source: Miyue Media

Henan TV’s Mid-Autumn Festival Gala was first broadcast on the 19th, but it did not even appear on the CSM63 city ratings list. Although this evening party that continued to play the advantages of Henan TV's traditional culture was once again honored by netizens, there seemed to be not many viewers watching Henan TV's Mid-Autumn Festival program on the TV side.

to the 21st, the CCTV Gala broke out in this day. The "2021 China Central Radio and Television Mid-Autumn Festival Gala" broadcast by CCTV One received 2.5+ ratings, ranking first among the evening parties broadcast within these three days. "Mid-Autumn Dream Night" broadcast by Oriental TV also broke 2 and performed best in the Mid-Autumn Festival Gala broadcast by Satellite TV. Beijing Satellite TV broadcast the "Opening Ceremony of Beijing International Film Festival", with a rating of 0.7+, and it actually performed well in the competition of many Mid-Autumn Festival Galas in the same period. "The Bay Area Shengming Yue 2021 Greater Bay Area Mid-Autumn Movie Music Gala" was broadcast simultaneously on multiple CCTV channels. The channel with the highest rating is Shenzhen Satellite TV, with a rating of 0.4+. Hunan Satellite TV's "The Moon Walks on Mid-Autumn Night, I Will Go" performed very well in the Mid-Autumn Festival Galas of Taiwan that day, with a rating of 0.38.

Source: Satellite TV These things

You can see that this year's Mid-Autumn Festival Gala is mostly focused on the field of traditional culture. Major platforms have started from the various traditional Mid-Autumn Festival customs such as enjoying the bright moon and visiting lanterns, and have launched a media combination of traditional cultural propaganda. As a festival that focuses on reunion in the traditional sense, the beautiful meaning of the Mid-Autumn Festival may be destined, and the Mid-Autumn Festival Gala will always be a breakthrough in exploring the expression of traditional culture in the future.

TV variety show:

breaks 2 shows soared

variety show ratings market rebound?

In recent weeks, the ratings of TV variety shows have been cold, and the number of programs with ratings of CSM63 cities with ratings exceeding 2 has been declining. By the end of last weekend, this number suddenly increased significantly, with a total of five programs exceeding 2.

Source: Miyue Media

On Friday night, "The Voice of China" ranked first on the day and third on the whole week with a rating of 2.232. The show's ratings are still good, but after Q3 is coming to an end and new music variety shows continue to fill the position, it is not so easy for "The Voice of China" to maintain its position as champion in the whole week. The two programs broadcast on Hunan Satellite TV, "Summer Boy Pi" and "Chinese Restaurant", both have a rating of 1.7+, and are also the two best variety shows on Hunan Satellite TV's weekend performance. Driven by it, the special program "Remembering the earnest instructions and working hard to write a new chapter in Hunan" has also reached 1.6+.

"Super Brain Youth Group" and "Sister Invite for a Dinner" broke 1, among which "Super Brain Youth Group" has dropped significantly. "The City of No Small Things" is stable at 0.7+. "The Twelve Hours of the Capital" fell 42% to close at 0.412.

Source: Satellite TV These things

On Saturday, the ratings of "Hi Wanpai" were 2.439, ranking first in the week, an increase of 12% from the previous issue, which is a glorious moment since the show started. "If You Are the One" returned to the peak of 2 and closed at 2.193. "I heard it tastes delicious" also broke 2, an increase of 26% from the previous issue. The ratings gap with "Cheating Group" competing with the same topic gradually widened, which closed at 1.483 this issue. "Happy Camp" has a rating of less than 0.5, and "The Awesome Brother" has a 0.2+ viewership.

Source: Satellite TV These things

New music collection was launched on Sunday night, and the launch of "Our Song 3" has added new vitality to the music variety show market. It won a high rating of 2.417 at the beginning. "Our Song 3" continued very well for the hits in previous seasons, and Oriental TV continued to occupy the throne of viewership on Sunday night. "Don't Underestimate Me" ended with a ratings soaring by 259% to close at 1.437. "Masked Dance King 2" has little change, exceeding 1.2. "Step Ahead" rose to 0.8+, and the ratings of the show have steadily increased recently. Zhejiang Satellite TV's new program "Dream Chaser Life Without Border" has a premiere of 0.7+, which will supplement Sunday's waist strength.

Source: Satellite TV These things

Judging from the overall performance of CSM63 cities last week, the ratings of satellite TV are by no means zero-sum game. Under the influence of the Mid-Autumn Festival holiday, the ratings performance of many programs have increased, and the TV variety show ratings market seems to be improving. In terms of

Cool Cloud Live Attention, "Happy Camp" leads with 0.68 attention and is also the only program with a focus of over 0.6. The two music variety shows "The Voice of China" and "Our Song 3" are both in the 0.5+ ranks, and the ratings and appeal of music variety shows on the TV side remain unchanged. "If You Are the One" has a follow-up rate of 0.41, and "The Great Brother" has a follow-up rate of 0.37.

Source: Kuyun Interactive

on the Internet, "Happy Camp", "The Voice of China", "Hi Bang", "Masked Dance King 2" and "Awesome Brother" ranked among the top five popular online respectively. "Our Song 3" has not yet entered the top ten, and the popularity rankings of "Extreme Challenge Treasure 2" and "Everyday Upward" have declined.

Source: Guduo Data

TV series:

"Queen" and "Light" take turns to be the banker

Ranking of the five major satellite TV stations is fixed

After the summer season, the hot dramas ended one after another, the ratings of the five major satellite TV dramas were relatively fixed. Last week, the daily rankings on the CSM63 city ratings list did not change much, and the market structure was basically stable.

"My Bargaining Queen" and "Light" took turns to win the single-day ratings championship. The average daily ratings of both dramas exceeded 2, which was the two best ratings last week. According to recent data, Hunan Satellite TV's position as the "theater king" has been challenged since the summer vacation and cannot be firmly ranked as the Golden Theater ratings champion as usual. The ratings rankings of

from third to fifth place are even more stable. "Hello Prosecutor" hovers around 2, ranking third in the five major satellite TV stations in total. "Who else but me" and "Liu Yong Chasing the Case" ranked fourth and fifth respectively.

Source: Satellite TV XiaoluDian

Nelson Network Connection Massive ratings (National Network) Data shows that "Liu Yong Chase", which ranks low in CSM63 City, performed the best in this measuring instrument and is the only drama that broke 1.5. "Light" ranked second in the ratings of 1, and "My Bargaining Queen" ranked third on the verge of 1. "Who else but me" has a lower rating than second-tier satellite TV stations such as Liaoning and Tianjin, and is only 0.33.

Source: Nelson Network

Cool Cloud Live Attention Meter Ranking is similar to Nelson. "Liu Yong Chasing Case" ranked first with an attention span of 0.5, and "Light" is not much different from the former data, ranking behind. The live broadcast attention data of "I Have to Bargain" and "Hello Prosecutor" are both 0.2+, and the live broadcast attention span of "Who So Better" even ranked outside the top ten.

Source: Kuyun Interactive

On the Internet, "Light"'s Internet popularity is the most eye-catching, surpassing "The Children of the Qiao Family" to rank first. "Who else but me" and "Hello Prosecutor" are both exclusively broadcast on Youku, and their popularity is on the rise.The popularity of popular summer dramas such as "Anti-Black Storm" and "Ideal City" continues to decline, and the popularity of "Liu Yong Chasing the Case" has increased by two places.

Source: Guduo Data

Online Variety Show:

Competition pattern changes slightly

Love variety popularity rebounds and rises

Online variety show market has not started broadcasting recently, the market pattern has basically remained stable, and the overall ranking has not changed much from last week.

"Brother Who Overcomes Thorns" is the first in the list of "Brother Who Overcomes Thorns" and "Mirander", with 420 million views in a single week, and is also the program with the highest viewing volume in the online variety show market. "this! The popularity ranking of variety shows such as Street Dance 4, Talk Show Conference 4, Deyun Douxiaoshe 2 has not changed.

Source: Meiland Consulting

On the Guduo full network popularity list, "90 Marriage Agency" has risen to two places and ranked sixth. On the Meland Blue Eagle data platform, the popularity of programs such as "Daughters' Love 4" and "People in the Drama" has increased. This may be the theme type that changed the most in the Internet popularity last week - love variety shows in the post-summer season.

Source: Guduo Data

As Q3 is approaching its end, online variety shows may maintain a similar pattern without new hot shows being replaced. Most of these programs that are already on the air are going to the second half of the season. Only after the blood exchange will the market's competitive landscape be completely rewritten.

Online Drama:

Emotional Drama continues to dominate the screen

Main theme dramas have ranked among the top ten

In recent weeks, the sweet linkage of iQiyi's "A Life of Life" and "Zhou Sheng Ru Yuan" has made the popularity of both dramas high. Last week, "A Lifetime" dominated the two major data platforms of Guduo and Meiland, and was also the only drama on Guduo Data List with data exceeding 70. Dramas such as "Jun Jiuling", "The Programmer So Cute", and "Dear My Brother" that are also on the list. As the plays end one after another, the popularity of sweet pet dramas broadcast on iQiyi's "Love Theater" is fading from the top ten lists.

Source: Guduo Data

"Yunnan Insect Valley" is also very popular, with 310 million single-week playbacks making it the highest among the dramas released for the front-end plays. "Double Detective" and "Double Detective" are both in the top ten popular online drama list. These two dramas were the first to fire the first shot of the suspense drama battle in the second half of this year. There are also main theme dramas in the online dramas of

. "Starting: When the Wind Rises" ranked fifth in the Meiland Blue Eagle Platform and fifth in the Guduo data popularity respectively. The drama is starring Wu Lei and Hou Minghao, and tells the story of the struggle of the generation in the 1990s. The show's list fully demonstrates that the youthful expression of the main theme content can also be welcomed by online audiences mainly young people, and quality is still a key factor in the series' favor.

Source: Meiland Consulting