"Gala Cake" started to be eaten by three parties

Abstract: With the Lantern Festival Curtain, the Spring Festival evening cake began to be divided into three parties. According to relevant data, CCTV Spring Festival gala from advertising revenue to copyright sales, such as the absolute monopoly began to weaken, more than 20 local satellite TV has emerged in the advertising market, and video sites in which to rob

With the Lantern Festival ending, "Spring Festival Gala Cake" began to be divided into three parties.

According to relevant data, CCTV Spring Festival gala from advertising revenue to copyright sales, such as the absolute monopoly began to weaken, more than 20 local satellite TV has emerged in the advertising market, and video sites in which to grab a cup of soup.

The local satellite TV skillfully divide the soup

In particular, CCTV recently put forward the Spring festival evening "0 advertising" slogan, in this year's gala, CCTV will be the Spring Festival Gala advertising elements to the year's lowest, many advertisers holding funds hope that the Spring Festival Gala is not the start, had to switch to major satellite TV. And such as Jiangsu Satellite TV, Hunan satellite TV and other spending money to organize the "Spring Festival Gala" has also been very good ratings, to enhance the advertisers to put local satellite TV will.

According to CCTV Sofres monitoring data, CCTV Spring Festival evening audience ratings are also declining steadily. In the past three years, the CCTV Spring Festival Gala was ranked 18.344%, 17.37% and 11.362%. According to relevant statistics, CCTV reduce the Spring Festival evening ads within three years, advertising revenue reduced by about 1 billion yuan.

Local satellite TV show the audience ratings are all the way, Jiangsu satellite TV by virtue of F4 again, "The new White Snake" and Zhao Benshan finale sketch three highlights, to 3.98% of the ratings led local satellite TV, rose nearly 50% than last year, and then, including Liaoning Satellite TV, Hunan TV and Oriental TV also created 2.848%, 2.801% and 2.24% of the ratings, gradually narrowing and CCTV spring night ratings gap.

According to the video site released by the "Spring Festival Evening Index": Excellent cool potatoes won CCTV, Hunan Satellite TV, Jiangsu Satellite TV, Oriental TV and other national nearly 20 satellite TV gala copyright, and as the Liaoning satellite TV, Oriental TV and other 8 of the chief video media broadcast on demand.

PPS has 36 sets of Spring Festival Gala (including Lantern Festival Party, etc.) live/broadcast copyright, the overall Spring festival content in the PPS total number of terminals to break through 410 million times. Among them, multi-terminal live broadcast total playback volume 160 million times, multiple terminal on-demand playback volume 250 million times.

Beijing University Cultural Industry Research Institute deputy Dean Chen Shao told the "First financial daily", although the CCTV Spring Festival evening to minimize the ads, the major satellite TV Spring Festival gala the Spring Festival evening advertising market, but overall, CCTV Spring Festival gala status is still difficult to shake. Major satellite TV Gala also need to do a comprehensive consideration, after all, the preparation of a huge cost of the Spring Festival party is not all the TV can afford.

Video site to the front desk

According to the statistics of Youku potatoes, the year of the Snake Spring Festival holiday, the total number of cool Potato Spring Festival Gala show up to 120 million times, the CCTV Spring Festival gala, for example, has 37.5% of viewers watching the gala through the mobile end, which was only 5.7% last year, while the total station share of the moving end of the gala was soaring from 4% last year to 48%.

"Compared to previous years, the year of the Snake Spring Festival stalls a lot of revenue." "A video site executives confirmed to reporters that some video sites in the" Spring Festival Gala "project for the first time to achieve profitability, mainly because" most (Spring Festival gala) The price of copyright has declined, advertising is also better. "

In the popular play every million yuan in the "Copyright wars", the copyright price fall also in the snake of spring night to reflect. According to the above people said: the first two or three years of the Spring Festival gala, Lantern Festival Party copyright to millions majority, including local satellite TV gala, and in this year's Spring festival, only the CCTV Spring Festival Gala broadcast costs are also maintained in millions; local TV's price has been greatly reduced, the average party price per Taiwan in 200,000 ~30 million. and Hunan Satellite TV, Jiangsu Satellite TV, such as spending huge sums of money invited the star's party, the price is only about 500,000 yuan.

In order to attract advertisers, a number of video sites will be "Spring Festival Gala + Homemade content + Interactive experience" combined to make a package of the Spring Festival project. As the PPS received the CCTV Spring Festival Gala's exclusive Mobile end live broadcast that night on demand nearly 30 million times. The internal data from PPS shows that in the whole Spring Festival project, PPS attracts more than 20 advertisers to participate in various marketing methods, advertising revenue nearly tens of millions of dollars. According to disclosed, PPS Spring Festival Project advertisers mainly from Suning, snow beer, gold gong, Master Kang, such as food, electricity, liquor, such as the rapid extinction industry.

"Future advertisers will not only move the TV budget to the PC screen of the video, but will also move to the mobile screen." "Archie Art CEO Gong predicted that the first half of 2013 video industry advertising prices will rise 30%, the number of advertisers will be increased by 50%."