CCTV Spring Festival Gala 40 years, advertising “steal the show” 39 years
The flow of the Spring Festival gala feast, but not every enterprise can eat, not every enterprise to eat can digest.I do not know when the beginning of the CCTV Spring Festival Gala in the audience watching the program, but also a hobby – launch “fire eyes” to find advertising.The 2022 gala also has a large number of advertising sponsors.The most obvious is jd.com, an exclusive interactive partner that prepared 1.5 billion yuan in red envelopes and real goods.In addition, there were more than 30 corporate brands, including Gree, Yili, China Mobile and Feihe, which appeared 10 minutes before the gala began.Gujing Tribute wine and millet mobile phone appeared in hosting the population broadcast;And placed in the audience, the camera repeatedly “inadvertently” swept wahaha.These companies compete and spend huge sums just to appear, even for a few seconds, on the CCTV gala, still the world’s largest pool of traffic, 40 years after its official debut in 1983.Many reasons so that those who have the interest of the audience for the program, such as “as BGM (background)” “critical to see”, even “just worried look not to understand the second day of the Spring Festival gala speech”, the south China morning post comments may represent a lot of people the feeling of the Spring Festival gala “like western Thanksgiving Turkey” indispensable…Numerous reasons, accumulated for many years, the Spring Festival gala is worth a year a year of pomp “flow” : in 2012, the CCTV Spring Festival gala was rated as “global to the largest number of the party”, and thus get the guinness book of world records, which is less than 500 million of the audience, by the year 2021, through multimedia terminal at the number of 1.272 billion.According to preliminary statistics, as of 24 o ‘clock on Jan 31, the average TV audience rating of the 2022 Spring Festival Gala reached 21.93%.The number of new media direct on demand users reached 4.932 billion, a significant increase from last year.Where there is traffic, there is commercial competition. In fact, one year after the launch of CCTV Spring Festival Gala in 1984, sponsors began to appear in the gala successively:From the 1980s, the “three big items” of consumer goods in the early stage of China’s reform and opening-up, to the popular wine and home appliances in China’s consumer market, and to the Internet giants who regard traffic as their lifeline — they have all been the “business stars” of that era or an era, appearing on the screen of the CCTV Spring Festival Gala.Some of those battles have changed, and some are still too close to call.A Spring Festival gala drama, is also a commercial drama.Spring Festival gala one second one million gold on February 1 zero, “10,9,8…”After the countdown, the year of the Tiger 2022 officially began.This is also a “fixed program” of the CCTV Spring Festival Gala. The midnight of 2022 is named by “Dream Blue M6+”, which is the third time since 2020. Before this, this golden hour has been locked by the home appliance giant Midea for many years.This is also the CCTV Spring Festival Gala “gold content” one of the highest time.Today, the CCTV Spring Festival Gala is so secretive about the cost of advertising sponsorship that the outside world can only glimpse it from the occasional data.For example, in 2010, Midea Group bid 52.01 million yuan to win the title of Midnight Time. Based on the market value of 10 seconds of midnight time advertising, the advertising cost of this period of CCTV Spring Festival Gala in 2010 was equivalent to 5.2 million yuan per second.This amount, more than seven times that of 2005, by comparison, may also be able to infer 10 years later today, the price of this period of time.In addition to the clock, hard radio sets, product placement, host broadcast, subtitles at the bottom of the screen, multi-screen interaction and other links, at the special moment of national celebration, every shot with a billion streams can be sold at a high price every second.For example, In 2016, LeEco won the golden advertisement for 30 seconds countdown to the Spring Festival Gala with 71.99 million yuan, with an average of 2.4 million yuan per second.In 2010, the CCTV Spring Festival Gala was mocked by netizens as “Huiyuan Juice”, whose appearance time was longer than Dong Qing’s.At that time, media reported that Huiyuan set a record by paying 60 million yuan for product placement during the Spring Festival Gala.During the 2009 CCTV Spring Festival Gala, baidu CEO Robin Li sat in the audience eight times, which is said to be one of the “gift package rights” baidu invested in the gala in return for 47 million yuan of advertising money.In 2009, Baidu, along with Alibaba and Tencent, overtook Sina, Sohu and NetEase to become the “big three” of the Internet.As BAT in the first water Spring Festival gala marketing forerunner, Baidu is just a dabble, the larger group competition started 6 years later.As Internet giants hit the Internet one after another, the commercial drama of the CCTV Spring Festival Gala has become even more lucrative and exciting.In 2015, Tencent invested 53 million yuan in the exclusive new media cooperation of CCTV Spring Festival Gala, and issued 500 million yuan wechat red envelopes sponsored by brand enterprises;In 2016, “regreting the original” Alipay at 269 million yuan to grab the exclusive interactive cooperation of the Spring Festival Gala, and came up with 800 million yuan of real money to distribute red envelopes;In 2020, the cooperation between Kuaishou and CCTV Spring Festival Gala set a new record. According to Caixin Weekly, Kuaishou offered the highest price in the whole network:”The price of exclusive cooperation is 1.3 billion yuan to 1.4 billion yuan, the overall marketing package is 2 billion yuan, plus the ‘News Broadcast’ advertising, the exclusive title of CCTV ‘I want to appear in the Spring Festival Gala’ and other cooperation, kuaishou and CCTV cooperation overall expenditure may be as high as 4 billion yuan.”From this point of view, as the exclusive interactive partner of the 2022 Spring Festival Gala, JD.com has caught a “late episode” in the battle of Internet giants.But as the price of Spring Festival Gala sponsorship continues to rise, the price jd.com will pay is much more than 1.5 billion yuan.Although the Spring Festival Gala is worth millions of dollars, for most enterprises, it is still a “highly profitable” business;And for the head-on war of business rivals, CCTV Spring Festival Gala is a field of contention.In the payment war between Tencent and Ali, the former realized the counterattack of the latecomers by taking advantage of the CCTV Spring Festival Gala, and established the status of wechat Pay and Alipay as rivals in the arena.On the day of the 2015 Spring Festival Gala, 1.01 billion red envelopes were sent and received on wechat, which is the sponsor, while 240 million were sent and received on Alipay.Data from the first quarter of 2015 after the Spring Festival Gala showed that the number of wechat Pay users increased to about 400 million.It can be said that the on-stage competition of CCTV Spring Festival Gala has become a “mirror image” of the game of commercial power behind the scenes.The series of companies that have appeared on CCTV’s Spring Festival Gala over the past 40 years even represents, to some extent, China’s business landscape and the changing times.From 1984 to 1993 (except 1985), Combus clock occupied the C position of the “zero hour” of the CCTV Spring Festival Gala.However, time is changing. With the improvement of social consumption level and mass consumption migration, Midea became a regular “guest” for the midnight announcement of CCTV Spring Festival Gala from 2003 until 2019.In addition, as liquor is an essential element of Chinese people’s festive consumption, major liquor companies have also become regular sponsors of CCTV Spring Festival Gala.These companies are like the familiar “old faces” of the CCTV Spring Festival Gala — formerly Jiang Kun and Feng Gong, now Jia Ling and Shen Teng;On the other hand, just as the annual Gala introduces “new people” in response to the cultural trend of the year, the emergence of new sponsors at the gala each year also reflects the commercial trend of the year.In 2014, the domestic online car-hailing market started a crazy subsidy war, which even extended to the 2015 CCTV Spring Festival Gala. Didi Private car and Kuaidi Taxi appeared in the advertisement “prime time” ten minutes before the gala began.The bidding for the 2016 CCTV Spring Festival Gala also attracted various mobile phone manufacturers with frequent wars. Xiaomi, Lev and Meizu all bid to become the sponsors of the gala.From the beginning of 2019, Kuaishou and Douyin, the top two “short video” players, are catching up with each other. In the first year, Douyin became the exclusive social media platform of the CCTV Spring Festival Gala, and in the next year, Kuaishou “invested heavily” to win the sponsorship of the exclusive interactive partner of the CCTV Spring Festival Gala.In 2021, after PDD unexpectedly terminated its cooperation program with CCTV’s Spring Festival Gala, Douyin took advantage of the situation and handed out 1.2 billion yuan in red envelopes during the gala’s live broadcast.Perhaps, judging by this trend, the next large-scale bid for the sponsorship of CCTV Spring Festival Gala will come from the field of new energy vehicles. As a new battlefield for all major enterprises, with the maturity of the market and the expansion of enterprise scale, the flow of CCTV Spring Festival Gala will naturally become the target of competition they will not miss.A few joy a few worry flow feast attract reverie, but not every enterprise can eat, not every enterprise can digest.Luo Zhenyu in 2018, in the time of friends across speech mentioned a story: in 2017 to get the APP to do promotion in the CCTV Spring Festival gala, but communication “want to go to the CCTV Spring Festival gala day to live an Internet product, or advertising out in an instant, the server will crash”, is, therefore, give up the cooperation with Spring Festival gala.That year, CCTV’s gala was joined by Taobao. According to real-time interactive data on Taobao, 15,000 mobile phones were wiped out within 10 seconds of the gala opening.Within 55 minutes, nearly 60 million families participated in the interaction.According to a taobao official, the number of visits to Taobao’s system on that night was 15 times that of singles’ Day in 2017 — an unexpected influx of traffic that caused taobao’s system to “crash” several times.In 2019, Baidu, which has made full technical preparations, did not experience “downtime” in snatching red envelopes like wechat and Taobao, but it was also hard to harvest, because the traffic attracted by its “900 million red envelopes” ended up as a one-day trip to the Spring Festival Gala.Monitoring data from sinofoil Research and Innovation Center showed that mobile Baidu gained more than 100 million new users that night, but by February 9 (the fifth day of the Chinese New Year), the user retention rate was only 2%.Toutiao and Tiktok retain only 30 percent of the total.And for those who through the Spring Festival gala for the last fight of the enterprise, flow is more difficult to become a panacea.In 2016, LeEco won the golden advertisement of the Spring Festival Gala. In November of that year, it was exposed to “capital shortage”. The temporary success on the Spring Festival Gala stage could not reverse its continuous losses and the final delisting.Is also not to reverse, rolling forward commercial trend, is not what the market change – looking for advertising audience today compared with yesterday to see viewers have, enterprise is also a time from the blind pursuit of “attention economy” calm down, really stand on the user’s point of view, to spend more to promote products of intensive cultivation.Otherwise, attention is fleeting, CCTV Spring Festival gala flow carnival exciting, for some enterprises, in the end is just a dream.