Mango as the advertising leader, slightly hydrated but with a "student premium"

In recent days, Jiangsu satellite TV, Zhejiang satellite TV, Hunan satellite TV held a series of ad tenders, including "Run Brother 2" 216 million, "I song 3" 300 million, a new program "Idol" 400 million, "Dad 3" is up to 500 million. Although the specific value of the industry has a lot of controversy, but whether 300 million or 500 million, are far more than 2014 years of overall results.

In order to a glimpse of the high handsome advertising boutique world, entertainment Capital specifically interviewed the star President Cha, once operated a domestic mobile phone media ads to buy Mr. Jiang, a 4-a advertising company staff (a pseudonym Zhang) and other industry insiders. Uncover why Oppo is willing to spend 400 million title a brand-new program, reveal next year video website can in among them how much soup.

Mango as the advertising leader, slightly hydrated but with a "student premium"

According to small entertainment to get the data, Hunan satellite TV from 2009, its advertising amount has a significant increase each year, which is 2009 years 2.2 billion → 2010 3.6 billion → 2011 5 billion → 2012 5 billion → 2013 6.3 billion, is expected to the end of 2014 years, The advertisement amount of Hunan TV will be as high as 7 billion.

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But those achievements and the day before (13th) in Changsha, Hunan satellite TV bidding will be compared, it is very general. On 13th, one day, Hunan satellite TV received nearly 5 billion, 2015 is expected to break through 8.5 billion. Among them, such as "Adventures in the Zoo", "Flowers and Youth" and other new programs have not yet announced. In addition to the "Idol came" is the 2015 new column, the remaining resources are Hunan satellite TV Ace Class column.

But careful analysis of this table, CSM50 city ratings far lower than "good voice" series of "Dad" but become the king, and the unknown "Idol came" also has 400 million title, more or less puzzling. According to a deputy in Hunan TV advertising practitioners Small A (alias) told Small entertainment, they are agents of the enterprise of "Dad 3," the right to the title of the valuation is about 300 million, can be used as an example, "Dad 3" is not as "Dad 2", put on the tender for public bidding, but the way to buy. Small a explains: "This is mainly to facilitate the internal operation of some resources, good collocation to Yili." According to small a understand, considering the mango advertising face problem, the real name should still be flat or slightly more than the second quarter: "312 million certainly almost, the remaining 188 million should let the Mango translated into a variety of advertising rights package." At the same time, in his view, "Idol" 400 million, "happy Camp" 350 million also have a certain water injection.

However, once operated a domestic mobile phone media advertising to buy Mr. Jiang told Small entertainment, next year because there are 4g and other new technologies spread out, 3, 4-line city will usher in the peak of mobile phones, and Hunan TV just have summer student audience and two or three line audience premium rights, "OPPO, Step by step high vivo of the main consumer is high school students, and I heard that "Idol came" is to show the main fans of the large-scale TV talent show, is the reality shows and the combination of human reality show, so advertisers are still more recognized. ”

Next year's variety show advertising or up to 48 billion of the Super 40%

According to the play Star President Cha Deposit Introduction, this year's tender will be able to significantly increase the amount of advertising, mainly because of the "Matthew effect intensified." According to him, the overall television advertising amount of 110 billion last year, although the plate is large but low growth rate, "this year also on the 7% growth, about 120 billion, next year is expected to increase 1.9%." By contrast, online advertising has grown 46% this year, and 50% next year will be over 150 billion. That means that next year the network will surpass the traditional first medium of television. ”

In this case, in fact, this year seems to increase the amount of advertising, in fact, are from their own plate: 1. Three or four-line TV less than a year, and even some satellite TV advertising revenue less than 100 million, 21 play two stars a day two episodes, less a TV show ads will be transferred to the variety shows. ”

According to small entertainment from a fund company to understand, variety show ads accounted for the proportion of television advertising gradually increased, which is expected next year TV columns accounted for more than 30–40% (first-line TV column revenue accounted for more than 50%), estimated overall plate for 36 billion to 48 billion. "If you look at 48 billion, dad 3" 500 million is nothing at all. ”

Erie 1 billion became the advertising king, the total annual net profit of Yili 20%

If you really want to say this year's satellite TV advertising overlord, non-yili, it is reported, its name in the Q1 "the strongest brain 2", put 250 million; Q2 title "Run Brothers 2", put 216 million; Q3 "Dad 3", investment 500 million, not the temporary undecided Q4, Yili has spent nearly 1 billion (966 million), become a veritable advertising king.

However, according to the Small Entertainment survey, the first three quarters of this year, Yili total revenue of 42 billion yuan, net profit of 3.5 billion yuan, because winter is not the dairy, beverage sales peak season, the annual net profit of Yili is expected to be around 4.5 billion. At the same time, in order to get the net profit of 3.5 billion yuan, Yili invested 7.6 billion yuan in the first three quarter, and the advertisement for TV is included in these sales expenses. In the same period last year (the first three quarters), this figure was 6.7 billion yuan.

It can also be roughly calculated that Yili's funds for programs such as "Papa 3" are equivalent to more than 20% of its net profit for the year of 2014, and account for 14.4% of the cost of the first three quarters of sales. You know, sales costs include a hard wide, supermarket admission fees, channel fees, PR fees and a series of fees, from here can also be seen in the dairy industry now how much value marketing.

Similar to the day of the industry's high sales costs accounted for, coupled with human costs, logistics costs and other hard costs, and not expensive milk, but also let many users raised their own questions: China's milk, how much is really the cost of milk?