BAT appeared on CCTV Spring Festival Gala successively, the biggest red envelope in Baidus 1.9 billion red envelope history this year.

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 BAT appeared on CCTV Spring Festival Gala successively, the biggest red envelope in Baidus 1.9 billion red envelope history this year.


Oriental IC Map of CCTV Spring Festival Gala rehearsal in 2018

With 10 days to go before the Spring Festival Gala of CCTV Pig Year in 2019, the online cast recently pushed the Spring Festival Gala into several rounds of hot searches.* Chen Pace and Zhu Shimao reunited at CCTV Spring Festival Gala 21 years later? Ge Yous first acting sketch? Zhang Manyu reappears the charm of Qipao?

Since the Spring Festival Gala in 1983 tried to broadcast live, it has become the habit of countless people to wait for the feast to begin at 8 p.m. with their families on New Years Eve. Such emotions are difficult to give up for enterprises, but also means a huge amount of customer diversion.

According to unofficial survey data, the advertising revenue of CCTV Spring Festival Gala was 200 million yuan in 2002, nearly 400 million yuan in 2006, nearly 500 million yuan in 2009 and 650 million yuan in 2010. After slimming down in 2014, industry insiders conservatively estimated that in recent years should remain at about 600 million yuan, this year will not change much.

From One Branch Is Outstanding to All Flowers Blossom

The Spring Festival Gala is a product of the combination of modern media and traditional folklore. Wang Lu, a veteran film and television director who has interacted with several Spring Festival Gala directors, believes that its emergence is by no means accidental.

The embryonic form of the Spring Festival Gala dates back to 1956. The Central News and Documentary Film Studio produced The Spring Festival Gala, which was directed by Zhang Junxiang and directed by Xie Jin. Masters such as Xu Yulan, Xinfengxia, Mei Lanfang, Hou Baolin, Laoshe and Bajin all participated in the performance.

In 1979, two CCTV directors, Deng Zaijun and Yang Jie, directed the Spring Festival Literature and Art Gala, which was highly praised after its broadcast on New Years Eve. At this evening party, the toast song sung by tenor Li Guangxi was broadcast for the first time. Many years later, the audience still remembered it vividly.

It is the live Spring Festival Gala in 1983 that is of epoch-making significance. At that time, the live evening party was a challenge for any director, including CCTV. Although it was a little strange, it had many advantages. Not only did the live broadcast have timely pictures and information dissemination, but also the live broadcast covered a wide range of areas. The audience was not restricted by the cultural level, but also had strong interaction. Wang Lu believes that in the early stage of reform and opening up, when entertainment mode was relatively single, the Spring Festival Gala Model which combines live broadcast technology with celebrities gathering together basically laid the foundation for the birth of a super folk IP program.

In 1983, the CCTV Spring Festival Gala was broadcast live for the first time. Li Guyi sang nine songs in the whole evening. Source: CCTV Network

Li Guyis Hometown, Ma Jis Cosmos Brand Cigarettes, Zhang Mingmins My Heart in China, Feixiangs A Fire in Winter, Zhao Lirong and Zhao Benshans sketches and other programs have almost become the cultural labels and maps of the 1980s and 1990s.

In the first 20 years, CCTVs Spring Festival Gala was an outstanding and dominant one, which is incomparable to local satellite TV. Wang Lu, a former member of a Southern Satellite TV group, believes that the status of CCTV Spring Festival Gala is difficult to shake, thanks to decades of exploration, it has created a fixed viewing time and relatively stable program form, and formed a cultural brand.

First financial journalists consulted public information and found that from 2001 to 2017, the live viewing rate of the Spring Festival Gala was over 30%, but there were several interesting points. First, from 2006, CCTV Spring Festival Gala fluctuated, and the viewing rate dropped to below 35%.

This is mainly because local satellite TV launched the Spring Festival Gala one after another in 2005. For example, in 2005, after theSuper Girlboom, Hunan Satellite TV launched the Super Girl Concert. Other satellite TV also launched the New Years Eve Gala or award-giving concerts of various names. No matter what cards they play, they are all stars coming on and celebrating the festival together. The challenge of the Spring Festival Gala of local satellite TV still exerts some pressure on CCTV. Wang Lu, who claims to be the iron powder of CCTV Spring Festival Gala, has chosen to watch the local satellite TV Spring Festival Gala for several years.

This kind of impact has caused some fluctuations. For example, will local satellite TV choose the best programs for CCTV Spring Festival Gala? Do stars like to participate in CCTV Spring Festival Gala?

Programs can be solved by expanding channels. Since 2005, CCTV has carried out innovations to open the door for the Spring Festival Gala: collecting programs nationwide and overseas through many channels. Since then, many excellent programs from the folk have appeared on the Spring Festival Gala, narrowing the distance between CCTV and the audience.

Stars can only play resources and emotional cards with various satellite TV stations. From the current spring Gala lineup of 2019, CCTV and local satellite TV have their own characteristics. In addition to Li Yuchun and Zhang Jie, who are Super Girl and Fast Man, Hunan Satellite TV also invited Xiaohua Chengxiao and Zhou Jieqiong. The celebrities invited by Beijing Satellite TV Spring Festival Gala include Yang Miao, Cai Xukun, Wang Kai, Luo Jin and Tang Xiao, and the celebrities assisted by Wang Junkai, Yi Shuqian, Liu Haoran and Han Xue.

Zhao Benshan and Song Dandandan are frequent visitors of CCTV Spring Festival Gala. They have created a well-received Baiyun Black Earth couple. Visual Chinese Map

A hundred flowers blossom well, the audience has more choices, what they like, it depends on what they see. Wang Lu plans to watch his favorite star performances this spring evening according to the program lists, pinching the time points.

Another change of CCTV Spring Festival Gala is that in 2015, the audience rating was 29.60%, and for the first time it was below 30%.

In fact, although every director is trying his best to arrange the composition and bring forth new ideas, the controversy about CCTV Spring Festival Gala has always existed, especially the program model has many doubts, such as the actors lip-synching.

Some commentators believe that in the past, because of technical problems, actors need to use counterpart technology to achieve the effect of the party broadcast, but now CCTVs live broadcasting level can reach the zero delay high standard, there is no counterpart problem.

In 1994, CCTV director Lang Kun took the lead in putting forward the concept of true singing in the Spring Festival Gala, which was not only true singing, but also accompanied by live bands. In several Spring Nights, CCTV has asked singers to sing live. Although there are out of tune and broken tones, the practice of the director group is still widely praised.

The directors team did not give a public response to whether it would sing authentically this year, but some singers revealed that several television experts suggested that the directors group resume authentic singing this spring evening.

Internet giants make their debut and achieve the IP value of Spring Festival Gala

The ratings fluctuate. Apart from the change of CCTV Spring Festival Galas public praise, CCTV Spring Festival Galas advertisements once touched the bottom line of the audience.

The income of Spring Festival Gala comes mainly from advertisements. From the end of the news broadcasting to the beginning of the Spring Festival Gala, to the full-time newspaper advertising, and to the My Favorite Spring Festival Evening Program advertising, all three periods are advertising golden seats.

The first advertisement before the Spring Festival Gala began in 1984. The first sponsor was Jinan Kangbasi Watch Factory.

In the period when watches, bicycles and fans, radios and cameras become luxury goods, the impact of such an advertisement is self-evident. Ling Ping, editor-in-chief of Advertising Guide, still has fresh memories of this advertisement.

In the late 1970s and early 1980s, the Conbas quartz clock was well-known. Besides the advantages of its design and production technology, the advertisement of Conbas quartz clock Timing for you in the prime time of CCTV once made it a well-known brand, and Conbas became the synonym of the quartz clock at that time. In the most brilliant year of 1991, the annual output of watches and clocks reached more than 2 million.

However, just like the fate of Yangcheng Lake hairy crab and Wuchang rice nowadays, the authentic Kangbasi has been disturbed by more than 60 counterfeit Kangbasi and has faded out of peoples vision.

In the age of material scarcity, Spring Festival Gala is the fame and fortune market of enterprises. Well-known enterprises need Spring Festival Evening Advertising to create social influence and desire phenomenal communication. Ling Ping, who witnessed the development of Chinese advertising, believes that CCTV Spring Festival Gala advertising is also a microcosm of Chinas economic development.

In the 1990s, domestic enterprises accelerated the pace of entering the field of household appliances. Whether it is the conversion of military enterprises to civilians or the transformation of state-owned enterprises, the goal of reform and restructuring is to enter the field of household appliances. During this period, the sponsors of CCTV Spring Festival Gala became the world of Haier Hemei; in the new century, wine brands also occupied the main battlefield of Spring Festival Gala advertising, and enterprises such as cellar, Wuliangye, Langjiu took turns fighting for beauty.

Now its BAT again. Ling Pings analysis shows that. For Internet applications landing in the Spring Festival Gala, CCTV Advertising Department has a hard requirement: more than 100 million people live a day. Even so, its hard to resist the sudden influx of billions of users in the red envelope interaction.

On January 9, Baidu announced that it would become the exclusive red envelope interactive partner of CCTV Spring Festival Gala in 2019. From January 28 to February 4, Baidu will issue a total of 1.9 billion yuan of red envelopes. Users can participate in the red envelope grabbing activities through shaking, Baidu App search keywords, information streaming eggs and other interactive forms. The amount of interactive red envelopes will reach 900 million yuan only during the Spring Festival Gala live broadcast.

Since 2015, CCTV Spring Festival Gala has been working with WeChat, Alipay and Taobao to carry out the red envelopes in the Spring Festival. This year, Baidu became the exclusive red envelope interactive partner of the Spring Festival Gala. It was also the first time that Baidu participated in the Spring Festival Gala. The 1.9 billion red envelopes also reached the largest amount in history.

The appearance of BATs three giants has shown that Chinas economy is developing towards the era of Internet economy. On the other hand, with the increasing IP value of Spring Festival Gala and the impact caused by the burst of traffic in a short time, Ling Ping believes that only the giant enterprises can bear such a burden.

Spring Festival Evening IP value plus code, giant enterprises bear the price code is also increasing.

Taking Mei Group as an example, according to the data of public bidding, the advertising price of the countdown advertisement of CCTV Spring Festival Gala taken by Mei Group in 2005 was 6.8 million yuan, which had reached 52.01 million yuan by 2010, and increased 6.6 times in six years.

As for this years price, the information of public bidding does not show, but Ling Ping believes that even if there is growth, the increase should not be large, because after losing weight, the Spring Festival Gala is basically in a normal state of development.

The so-called slimming is the Spring Festival Gala 2010 because of too many implantable advertising caused many doubts.

At that time, audiences had made statistics. In the Spring Festival Gala advertisement of 2010, Zhao Benshans sketch Donation only planted Sohu video, Sogou, National cellar 1573, Sanya tourism and other advertisements. The sketch 50 yuan actors apron was planted with Lu Hua trademark; the sketch Graduates at Home was planted with a 4-second close-up of Yanghe Blue Classic; the song and dance Pat was planted with Canon camera close-up; Humble magic is embedded in Huiyuan Juice Advertisement.

According to the workshop information, these implanted advertisements have brought CCTV 120 million yuan in revenue, but how many officials have not disclosed.

The controversy over Spring Festival Gala advertising focuses on the contrast between the low cost of CCTV Spring Festival Gala and the high advertising revenue created.

First financial reporter learned that the direct production cost of the Spring Festival Gala is composed of salary and dancing beauty of the performers. This part of the cost is not high. If the base is about 10 million yuan reported in 2008, coupled with tens of millions of Yuan renovated by CCTV, the production cost of the Spring Festival Gala still belongs to the production cost of a fine variety show. According to the current market price, it is also tens of millions of millions. Yuan or so. But the advertising value created by Spring Festival Gala is amazing. Current unofficial estimates show that from 2002 to 2010, advertisements for CCTV Spring Festival Gala rose from 200 million yuan to 650 million yuan, and this years advertising revenue is expected to be around 650 million yuan. Wang Lu believes that the most delicious meal, after more than 30 years of eating, will have different problems. After all, the Spring Festival Gala is an art form, and the audiences aesthetic interest and interest are also changing. This structural contradiction is inevitable, but it is also a driving force for the Spring Festival Gala to continue to move forward. Source: First Financial Responsibility Editor: Wang Fengzhi_NT2541

First financial reporter learned that the direct production cost of the Spring Festival Gala is composed of salary and dancing beauty of the performers. This part of the cost is not high. If the base is about 10 million yuan reported in 2008, coupled with tens of millions of Yuan renovated by CCTV, the production cost of the Spring Festival Gala still belongs to the production cost of a fine variety show. According to the current market price, it is also tens of millions of millions. Yuan or so.

But the advertising value created by Spring Festival Gala is amazing. Current unofficial estimates show that from 2002 to 2010, advertisements for CCTV Spring Festival Gala rose from 200 million yuan to 650 million yuan, and this years advertising revenue is expected to be around 650 million yuan.

Wang Lu believes that the most delicious meal, after more than 30 years of eating, will have different problems. After all, the Spring Festival Gala is an art form, and the audiences aesthetic interest and interest are also changing. This structural contradiction is inevitable, but it is also a driving force for the Spring Festival Gala to continue to move forward.