The variety show "Riding the Wind and Waves 3" led by the sisters just ended. The variety show "Breaking the Thorns 2" brought more than 30 brothers on the stage. Du Dewei , Richie shi , Su Youpeng and other "old faces" appeared. Once again, "Memories Kill" became the signature of the show. It is undeniable that "Memories Kill" has enabled the show and the Mango TV behind it to win over a group of "post-80s" and "post-90s". Given the previous number of investment customers achieved by "Riding the Wind and Waves 3" leads the variety show market and the current series of brothers' same models. The products are launched one after another, and the "Memories Kill" can bring far more than this wave of popularity and traffic in front of you.
is very popular when it is broadcast, with the attention accumulated in the previous season of the program, "Break Through the Thorns 2" officially started broadcasting under the expectations of the audience, and achieved high popularity when it is broadcast.
Lighthouse Professional Edition shows that as of 20:30 on August 21, "Brushing the Thorns 2" has achieved the market share of the full network's main film playback twice, and the popularity of public opinion was also launched on August 19. It reached the top on the first day, and the cumulative number of views reached 401 million, of which the number of views on August 20 reached about 150 million.
In fact, "Break Through the Thorns 2" has become more popular before it was launched. On the night before the broadcast, on August 18, the number of readings on the Weibo topic "Everyone who overcomes obstacles" exceeded 200 million times. As the program started broadcasting, more topics related to the program content were born one after another. Among them, the cumulative reading volume of the topic "overcoming obstacles" had exceeded 1.6 billion times as of the time of publication by Beijing Business Daily reporters.
"The program can receive extremely high attention in the market before it has started broadcasting, which is inseparable from the accumulation of reputation in the first season and the same series of variety shows "Riding the Wind and Waves". " TV critic Zhao Wenbo said this. At the same time, in the eyes of industry insiders, the popularity of "Brushing the Thorns 2" is closely related to the guests of the season's program.
In this season, more than 30 male artists including Richie Richie, Du Dewei, Zheng Jun , Su Youpeng all gathered in the program to bring a new round of music competitions, and it is also the above "old faces" who have debuted for many years. As soon as it was released, it quickly became the focus of hot discussions among all parties. Topics including "Su Youpeng's girl" and "How many good friends does Du Dewei have in the entertainment industry" have also been on the hot search list on Weibo, and another "memories kill" has been This is started.
brings not only the popularity
"Memories Killing", which has attracted more attention from the "post-80s" and "post-90s", and popularity and traffic gathered. It was also at this moment that a layout around this audience began one after another.
"Looking at the cultural market since this year, "Memories Kill" has become a keyword in many cultural sub-sectors, and variety shows, music, performances, etc. have all set off a craze for "Memories Kill". The audience targeted behind this is The post-80s and post-90s also include some post-70s. Compared with the post-00s who have just entered society or are still in the learning stage, although the former is not that young in terms of age, the ability to consume independently is It has certain advantages." investment analyst Xu Shan believes that combining "memory killing" and the consumption capacity of the audience, and reasonably integrating commercial operations can to a certain extent help the program in investment, advertising and even the same products, etc. Get better market returns on the derivative chain.
"Riding the Wind and Waves 3" is a proof. Mango Super Media revealed in its 2022 semi-annual report that there are 27 advertising cooperative customers of "Riding the Wind and Waves 3", and the number of recruiting customers leads the variety show market in the first half of the year. At this stage, the commercial operation of "Brushing the Thorns 2" has also begun.
On Xiaomang e-commerce, which relies on Hunan Satellite TV and Mango TV dual platforms, a series of the same products related to "Brothers" such as slippers, sports towels, water cups, and joint training suits have been put on the shelves. At the same time, on the Mango TV platform, you have to buy a "hot gift pack" and you have to blink a magic box, so you have the opportunity to get different products in the surrounding area and other products. Events have also been launched, attracting the attention of the audience.
. Given that the first season of the show launched the derivative variety show "Night in Greater Wan Chai" after the end, it continues to attract a wave of traffic and the layout of advertising brands in the fields of catering, automobiles, etc., in Xu Shan's view, if "Break through the Thorns 2" The popularity and traffic can continue. If the planned launch of derivative variety shows continues, it is expected to bring another wave of advertisers and commercial cooperation.
Continuous challenges still exist
"Break Through Thorns 2"'s commercial layout is inseparable from the popularity and traffic formed by the program at the moment, but how long this can last has also aroused curiosity from all parties.
"On the one hand, a fact in the market in the past two years cannot be ignored, that is, the reduction of offline activities in special periods has made participating in variety shows a channel for artists to develop their careers, and when subsequent offline activities are resumed one after another and There are still a small number of high-quality artists to choose from. There are challenges to whether they can continue to invite ideal guests in the future. On the other hand, the competition in the variety show market is becoming increasingly fierce. In addition to the continuous exposure of old variety shows, new variety shows have also appeared one after another. How to seize the audience's attention is also one of the challenges." TV commentator Sun Yu said.
According to incomplete statistics from Beijing Business Daily reporters, there are 60 variety shows in the second half of the year that have been broadcast or scheduled, including other music-related reality shows. At the same time, the audience feedback from "Brushing the Thorns 2" has gradually emerged. In addition to the recognition voice, some viewers also questioned the performance effect and professionalism of the "Brothers". Regarding program settings and other aspects, the reporter contacted the program team, but no response was received as of press time.
In Zhao Wenbo's view, "memories killing" marketing is a common method in the market in recent years and is also the least likely method to make mistakes. However, if you rely too much on feelings and guests and rely on creating topics to reap the dividends that are not good for long-term reputation, the key is still to be the key. Return to the music and stage, conquer the audience through the strength of the guests and the content of the program.
In addition to this, Sun Yu believes that the commercial operation of variety shows is based on market recognition, including multiple levels of recognition from audiences and commercial customers, and this requires the use of content to build a solid foundation, thus going outward Extend and expand.
Beijing Business Daily reporter Zheng Rui Han Xinyuan
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