Watch TV
According to the survey, in 2010, CCTV's Spring Festival Gala advertising revenue reached 650 million yuan. Since 2011, CCTV's advertising revenue has basically ranged from 500 million to 600 million yuan. But the expenditure is much less, and it is estimated that it will cost about 30 million yuan per year, with the largest expenditure on LED displays.
Source | Investment Circle
2017 Spring Festival Gala came to an end for the 35th time in " Unforgettable Tonight ". I believe many young people will browse Weibo and watch the complaints and genius jokes about the Spring Festival Gala. For them, this is even more interesting.
online, many years ago, someone has summarized the fixed process or routine of the Spring Festival Gala, such as the "Four Needs", which have strong festive colors, fresh visual experiences, friendly programs, and outstanding comedy effects; for example, the "Four Positioning", bid farewell to the old and welcome new folk customs, peace and prosperity in the country, auspicious and prosperous New Year greetings, and a laughing scene for the whole people.
This year's Spring Festival Gala did not exceed everyone's expectations, and it was as exquisite, gorgeous and magnificent as ever. From 2008 to the present, in 10 years, eight directors have racked their brains to arrange and combine the past and create new things in 1998.
Where does the innovation in 2017 reflect? For example, the new technology VR is applied to the stage of the Spring Festival Gala. The live video of the Spring Festival Gala uses a 360-degree panoramic shooting device, allowing viewers to choose any angle up, down, left and right to experience a more realistic and immersive feeling.
, for example, fresh collagen combinations, such as Luhan and William Chan , Hu Ge and Wang Kai, Zhang Yixing and Jing Boran , it turns out that the screen is full of "delicity";
, but we also see traditional repertoire and "nail households". For example, the ending song for the annual meeting "Unforgettable Tonight", and the Feng Gong , which always shouts "I miss you so much" and goes on stage, and he and the audience are not embarrassed.
The "myth" of the Spring Festival Gala is high ratings and "myth"
Complete the monopoly closed loop and become an oligarch on New Year's Eve
Since the early 1980s, a plate of appetizer has been added to the Chinese New Year's Eve dinner, which is the Spring Festival Gala. In 1982, in China, where entertainment was scarce, the Spring Festival Gala that emerged from nowhere caused a great sensation, and the evening show became a topic of conversation for Chinese people after dinner.
Now 35 years have passed, and the Spring Festival Gala has been held year by year. The technology has become more advanced and the scene has become more grand. People’s comments on it have changed from praise to ridicule. But it is undeniable that the Spring Festival Gala is still a hot topic that attracts people's attention, and the New Year's Eve party has been radiating for half a year.
In recent years, according to CCTV Soforre data (see the figure below for details), from 2008 to 2016, the ratings of CCTV Spring Festival Gala have been above 28.37% (2015), maintaining high fluctuations. Among them, the peak ratings occurred in 2010, at 38.26%.
From a marketing perspective, it is almost difficult to achieve a party in half a year. But "CCTV Spring Festival Gala is an exception. Although its form is also a single-table party, the accumulated attention of html for more than 130 years has evolved it into a six-month event. " said Dai Zhongwei, then director of the project department of Oriental TV. "Since the selection of directors in August of the previous year, it has been the headlines of entertainment. The attention will continue until February of the second year. After the Spring Festival Gala is over, there will be reviews of the most popular programs." The reason why the Spring Festival Gala can do it is because of the traffic of the participants' topics, as well as the organizers' intentional or unintentional public opinion guidance. Industry insiders said that for marketing a party, you need to set a reporting agenda first, prepare news points that attract audiences at each stage, and have logic and connections between each point, and create a reasoned process to guide the public's attention to reveal the mystery when the party is broadcast.
For example, since the Spring Festival Gala program list was launched this year, in addition to the fans of the traffic-produced young actors on the list, they were very happy and rushed to tell each other, and the people who were watching the melon began to complain about the program list or the participants, and the fans of the young actors outside the list began to express dissatisfaction.
As the rehearsal progresses, the withdrawal or changes of the participants will motivate the public's nerves. For example, on January 22, comedian Jia Ling withdrew from the Spring Festival Gala due to conflicts between the Spring Festival Gala time and the crew time.This news caused media reports, and her fans were quite sorry for Jia Ling's absence.
CCTV Spring Festival Gala has "exhausted" to create topics. The reason why it keeps the popularity is that advertising sponsors are becoming more rational. they prefer to pay for an opportunity that can last for a long time, advertising resources, and multiple dissemination. In order to cater to the needs of advertising sponsors, in addition to its business popularity, CCTV has also launched a series of interactive variety shows that benchmark against the Spring Festival Gala, such as "I Want to the Spring Festival Gala", etc.
It is worth noting that Spring Festival Gala marketing is only one of the sufficient conditions for high ratings, not all. The high ratings of CCTV Spring Festival Gala are also related to monopoly. On New Year's Eve, people's most intuitive feeling is that all satellite TV stations are broadcasting the Spring Festival Gala, and it seems that there is only one evening party and one play every year. Changrong Communication Market and Media Research Center stated: CCTV Spring Festival Gala, multiple CCTV strong channels jointly broadcast live and dozens of satellite TV stations simultaneously, covering the widest audience group in China.
This situation can be traced back to 1986. That year, the Radio, Film and Television Department instructed to prohibit local stations from producing and broadcasting similar evening programs on New Year's Eve. Some media believe that this decree "helps CCTV use more than ten years of exclusive supply to complete cultural monopoly and ratings monopoly."
It lost its power in 2000, and local stations started to make their Spring Festival Gala, but it was too late. CCTV, which occupies the "cultural highland" and "viewing highland", has a natural attraction to the best resources in China and the most paid advertising sponsors. In this way, CCTV Spring Festival Gala gradually completed the monopoly closed loop and became an oligarch on the party on New Year’s Eve.
The economic account behind a party
advertising revenue is 500 million to 60 million, and the cost is only tens of millions
gold and silver seas, which is one of the results of the monopoly of the Spring Festival Gala. Data that can be found in recent years shows that the price of the CCTV Spring Festival Gala countdown advertisement sold by Midea Group in 2005 was 6.8 million yuan; in 2011, Midea Group once again obtained the advertisement for 57.2 million yuan, an increase of 8.4 times in 6 years.
zero-point time advertisements total 10 seconds. If calculated at the price in 2011, it is equivalent to RMB 5.72 million per second. The price is amazing. But this is just the tip of the iceberg. There are three main advertising models of CCTV Spring Festival Gala. In addition to the title sponsorship of major projects such as the Spring Festival Gala Zero Time, "My Favorite Spring Festival Gala Program", and Spring Festival Gala Special Consignment, there are also two categories: regular hard advertising sets, oral advertising and implanted advertising sold in the form of signing pre-sales.
The Spring Festival Gala in the 1980s was mixed with few commercial ingredients. Large-scale implantation advertising began in 2005. That year, the skit actors took the stage with gift boxes with clear product logos. By 2010, this situation became more and more serious. In Zhao Benshan's sketch "Donation", the name of a website was repeatedly mentioned more than ten times, and a certain brand of liquor was also placed in a prominent position.
In 2010, according to a survey published by the China Market Research Department of Japan's CTR, CCTV's Spring Festival Gala advertising revenue reached 650 million . In earlier years, , in 2002, the advertising revenue of CCTV Spring Festival Gala was 2000 million yuan, nearly 400 million yuan in 2006, and nearly 500 million yuan in 2009.
The implantable advertisement of the 2010 Spring Festival Gala sparked a great discussion among the people. The State Administration of Radio, Film and Television promptly introduced a series of measures, and the 2011 CCTV Spring Festival Gala announced a "zero implant" advertisement. Since 2012, "My Favorite Spring Festival Gala Program" and its advertising naming have also been cancelled.
In other words, after 2012, only zero-point time advertisements and regular hard advertising sets sold in the form of signing pre-sales (a period of advertising time before the start of the Spring Festival Gala, not an advertisement implanted in the Spring Festival Gala) can be competed by advertising sponsors.
can be inferred that after 2011, due to the scarcity of zero-point time advertisements, it is a high probability event for Midea Group to pay more than 57.2 million yuan in price; while conventional hard advertising sets generally have multiple companies, sometimes as many as 1.5-16, worth 400 million yuan. Please see the list of advertisers of the 2016 CCTV Spring Festival Gala exposed by the media:
This calculation is based on Since 2011, the advertising revenue of CCTV Spring Festival Gala is basically between 500 million and 600 million yuan. Compared with income in , the spending on the Spring Festival Gala is relatively "poor". Someone once estimated that the annual Spring Festival Gala cost about 30 million yuan, and the biggest expense is on the LED display screen.
It is reported that the 2009 CCTV Spring Festival Gala stage had a total of about 2,000 square meters of LEDs, which cost 12.5 million yuan; the 2012 Spring Festival Gala was "luxury" and used a total of 8,000 square meters of LED display screens. If the ground screen is calculated at 120,000-140,000 yuan, the entire evening party would cost 130,000 to 150,000 yuan (including the entire stage machinery and equipment).
However, with the joint issuance of the five ministries and commissions in 2014, requiring frugality to hold evening parties, the luxury style was stopped. It is reported that only renovated the old stage equipment that year, and the transaction amount of the renovation project of CCTV Hall 1 was only 9.69 million yuan.
For the Spring Festival Gala, the labor cost that should have accounted for the largest part of the cost is negligible, even if the actors are all the top first-class actors in China. The director of the 2010 Spring Festival Gala, Jin Yue, once defined "first-class" in this way, "What is first-class? The winners of the first-class national awards such as the Golden Bell Award of the Ministry of Culture, the Gold Award of the Youth Song Competition, the First Prize of the Army Art Performance, etc. are all first-class." In addition to the national certification system of
, the people participating in the Spring Festival Gala performance are also Jacky Cheung , Andy Lau , Jay Chou , Faye Wong , Eason Chan , Leehom Wang , and pianists who are famous at home and abroad, as well as pianists such as Lang Lang and Li Yundi.
But according to people familiar with the matter, the performance cost of Andy Lau and others in is only 5,000 yuan, and the "pillars" such as Zhao Benshan , Huang Hong , etc. are only 3,000 yuan. There are even fewer other entertainers in . The reason why front-line performers are proud of appearing on the Spring Festival Gala stage is closely related to the widest audience coverage and monopoly position of the Spring Festival Gala. No wonder, some people lament that the Spring Festival Gala is a "money printing machine".
CCTV Spring Festival Gala, with the convenience of the right time, place and people, looks down on the platform, enjoying high attention and high returns, and also falls into the vicious cycle of "doing it every year, cursing it every year; cursing it every year, cursing it every year". During this year's Spring Festival Gala, southerners spoke for themselves, saying, "Don't watch the Spring Festival Gala during the Spring Festival, and don't eat dumplings." Some people also said, "You are sensational, I can cry and I lose."
Today, with the increasingly rich market economy, people's attention is occupied by more diverse expressions, and the symbolic expression of the Spring Festival Gala is increasingly less recognized by the wider region and the new generation.
Indeed, it is impossible to make a happy "Manchu and Han banquet" for 1.3 billion increasingly picky Chinese people. In recent years, in order to reconcile the public, CCTV has also organized online Spring Festival Gala and Spring Festival Gala branch venues, trying to cover more segmented and diverse audiences, but it is still difficult to escape the situation of "swearing every year".
In fact, CCTV's approach is tantamount to "demolition of the east wall and repairing the west wall", and is not a fundamental solution at all. The driving force of the "violent cycle" lies in the fact that the Spring Festival Gala becomes part of the New Year's Eve ceremony, but this very ritual-like habit has passed over time. Although the Spring Festival Gala is also trying to change "clumsyly", its audience has become faster.
2017 CCTV Spring Festival Gala has come to an end. The 2018 CCTV Spring Festival Gala will still arrive as scheduled, just like the sun rises every day. Everything seems to have not changed, and everything is changing quietly.
Welcome to follow "Watch TV"!
In-depth industry perspective, unique objective comments, fresh insider information
Senior media person operation and management
Watch TV, we must be a content industry self-media with character, thoughtful and insightful content industry.
