Bid for Guo.
Jin Yue, the general director of the 2007 Spring Festival Gala, secretly went to Chengdu to select programs with Liao Yun, the director in charge of sketches. Jin Yue recently revealed that the Spring Festival Gala in 2007 will be frugal, with low-cost sketches as the mainstay.
Jin Yue revealed that the total investment in the Spring Festival Gala is only several hundred million. (Only a few million implies that it should have been 1000 million in the past. If it didn't exceed10 million in the past, it would be a bit unreasonable to use only a few million-Tianya loves the British personally)
This makes Jin Yue feel tight everywhere. Jin Yue said: "In 2007, the Spring Festival Gala focused on saving money. In the Spring Festival Gala, beautiful dance, lighting, sound and dancing all need money. The audience asked for a grand scene in the Spring Festival Evening, but it must be saved. "
Jin Yue revealed that in 2007, the total length of programs will not exceed 33, and large-scale song and dance programs will shrink, so that more cost-saving comedy sketches can be used as the main programs of the Spring Festival Evening. Comedy sketches account for half, and acrobatics account for half.
Spring Festival Gala is worth 1,000 yuan at a time: one hour of Spring Festival Gala is worth 100 million yuan.
Source: Bao Jing. Com (Beijing) comments 6.
(Liu Yali, Wang Xiaoying) In four days, the annual Spring Festival Gala will be staged again. Compared with the urgent mood of ordinary people waiting to watch the program, many businesses are more anxious to get angry. The Spring Festival Evening has long been not only an indispensable "New Year's Eve" for ordinary people, but also a big stage for enterprises to show themselves. The exclusive naming right is 45.08 million yuan, the time advertisement is 205.39 million yuan, and the zero-point advertisement has reached a historical high price of 9.66 million yuan ... Enterprises have been rushing forward in order to win a small face in the "Spring Festival Evening". It suddenly dawned on me that it is no wonder that CCTV enjoys it every year, but it doesn't know that the advertising revenue of the Spring Festival Evening is really worth 1000 yuan.
620 seconds advertising 400 million revenue
The reporter learned that CCTV's advertising campaign for the Spring Festival of the Year of the Dog has already started. At the bidding meeting of "Golden Resources" held on 1 18 last year, I was invited to bid for the exclusive naming right of "My Favorite Spring Festival Evening Program in 2006". The starting price was 25.8 million yuan, which was finally won by Hangzhou Minsheng Pharmaceutical Co., Ltd. at 45.08 million yuan. In addition, the advertising resources of the Spring Festival Gala are invited by advertising companies in Beijing.
According to the advertisement requisition of CCTV Spring Festival Gala in 2006, the advertisement invitation of Spring Festival in the Year of the Dog is mainly held in the Spring Festival Gala, and the enterprises that advertise in the Spring Festival Gala may get some advertising resources during the Spring Festival. The advertising time during the Spring Festival covers the period from October 24th to February 2nd, 65438+/kloc-0. Among them, the package advertisements broadcast directly before and after the Spring Festival Gala are 10 minutes, plus two time advertisements on this year's Spring Festival Gala, each of which is ten seconds long. In this way, the total advertising duration of the Spring Festival Gala is 620 seconds.
How much is a 620-second advertisement worth? The exclusive naming right of "My Favorite Spring Festival Evening Program in 2006" is 45.08 million yuan. In the Spring Festival Evening of 2006, a 20-point time advertisement was added before the start. The starting price of the zero-time advertisement was 5.39 million yuan and 9.66 million yuan respectively, while the price of the zero-time advertisement in the Spring Festival Evening of 2005 was only 6.8 million yuan. According to relevant personnel of the advertising department of CCTV, according to the annual increase of 10% during the Spring Festival of CCTV, the Spring Festival advertisement of the Year of the Dog with the Spring Festival Gala as the main body will exceed 400 million yuan.
It is understood that in addition to traditional fast-moving consumer goods such as food and beverage, health care products and household washing, enterprises that love Jixing, E-percentage, Noah's Ark, Wenquxing and BBK education electronic products may also become big advertisers in the Spring Festival of the Year of the Dog. Zhao Jinlin, vice president of Beijing Huiyuan Group, revealed that Huiyuan will put 15 second advertisement in the prime time of CCTV Spring Festival Evening. "Advertising in CCTV Spring Festival Evening works well. We will continue to do so this year. " Wang Jianhong, deputy manager of China Unicom's marketing department, told reporters that China Unicom likes the spread intensity and ratings of CCTV Spring Festival Evening. When the reporter asked about the advertising cost and advertising form, Wang Jianhong kept his mouth shut, only telling the reporter that the advertisement of the Spring Festival Evening was to build a brand and establish a corporate image. In an interview with reporters, the head of the marketing department of Yili Group kept his mouth shut about the secret of the Spring Festival Evening advertisement: "The Spring Festival Evening advertisement has not yet been decided." Then he added, "Can we miss such an important opportunity?"
"Three high selling points" attract many businesses.
Why are merchants eyeing the Spring Festival Evening? Jin Zhiwei, a media expert in Ctr market research, analyzed the reasons: Spring Festival Evening advertisement is the brand's high-end marketing selling point, with high attention and acceptance.
In 2005, CCTV broadcast the Spring Festival Gala simultaneously through channels 1, 4 and 9 and Spanish (French), with a total audience rating of 95.45%.
The broadcast of the Spring Festival Evening to the whole world is actually a dialogue and contact between Chinese civilization and international advanced culture. The global influence of the Spring Festival Gala gives this product a new market charm. In this sense, the Spring Festival Evening advertisement is the brand's high-end marketing selling point. The highly accepted selling point is that the Spring Festival Evening is the biggest advertising event in China's normal programs. What Chinese people all over the world come into contact with with with a happy and beautiful mind is bound to be unforgettable.
The other is the high attention of the program. The Spring Festival Gala is something that people all over the country look forward to every year. Especially at the end of the year, the Spring Festival Gala has become a hot spot of media tracking, and any tidbits from the selection of programs to the rehearsal have been caught by the media. In the specific arrangement of the program, the Spring Festival Evening takes the popular route, and strives to meet the different preferences of men, women and children. In addition, there are very few national similar programs or competing programs broadcast in the same period, which also makes the Spring Festival Evening stand out. Although the satisfaction of the Spring Festival Gala in people's minds has declined in recent years, the absolute number of viewers is unmatched by any other media. According to the statistics of market research department of CCTV, more than 500 million viewers watched CCTV Spring Festival Evening in 2004. Through the investigation of 2227 families in more than 0/00 sample cities in China, 2/0/05 families watched CCTV Spring Festival Gala, and the family ratings reached 94.5%. And many businesses just want to borrow sails to go out to sea, and advertisements will be broadcast on the program, which will definitely be concerned. And high attention is the source of short-term economic profits.
Advertising "reduce time, increase price"
Many businesses compete for the advertising battle of the Spring Festival Evening, but careful people find that the advertising time of the Spring Festival Evening in the Year of the Dog is shorter than last year. The duration of package advertisements broadcast around the Spring Festival Evening of the Year of the Rooster is 12 minutes, while that of the Year of the Dog is only 10 minutes. However, in the Spring Festival Evening of the Year of the Dog, a time-telling time slot was added, and a time-telling advertisement was arranged at 20 o'clock before the start of the Spring Festival Evening, with a duration of 10 second.
Zhao Shuguang of Tsinghua University School of Journalism and Communication told the reporter, "The audience is tolerant of advertisements, and hard advertisements are fatal to ratings. In order to strike a balance between enterprises and ratings, CCTV Spring Festival Evening constantly innovates advertising resources. " The advertising forms of CCTV Spring Festival Evening range from hard advertising and product placement (hidden advertising) to event marketing and event marketing in the later period. The advertising trend is changing to event marketing and event marketing.
It is understood that the director is trying his best to show the form of the advertisement at the annual party. In addition to time reports, congratulations, subtitles and opening advertisements, in order to satisfy advertisers and not upset the audience, some product placement advertisements are cleverly filled into the program. In the Spring Festival Evening of 2005, in the essay Birthday, "Wahaha is very cola" and "rare nucleic acid" were given as gifts; Essay "Romantic Things" Guo Da raised Mengniu milk several times, and his "son" deliberately shook a large bottle of Mengniu milk in front of the camera; When Zhu Jun and Feng Gong performed sketches, Heineken beer was impressively placed on the table.
Chen Hongfei, Marketing Manager of Hangzhou Minsheng Pharmaceutical Co., Ltd. said, "We are very optimistic about event marketing and event marketing." Minsheng Pharmaceutical not only bought out the exclusive naming right of "My Favorite Spring Festival Evening Program Selection in 2006", but also jointly launched the interactive activity of "Buy Minsheng Products and Go to Beijing to Watch the Awards Gala" with CCTV. Jointly open up the audience network, SMS interactive platform, etc. Make a new attempt to improve the interactivity and ratings of the program. Look forward to the win-win situation for enterprises, CCTV and audience, and achieve the effect of killing three birds with one stone.
Four main forms of advertisements in the Spring Festival Evening of the Year of the Dog
Times advertisement: 9.66 million
CCTV Spring Festival Evening has 20: 00 and 0: 00 time periods respectively. The starting prices of advertisements at 20 o'clock and 0 o'clock are 5.39 million yuan and 9.66 million yuan respectively.
Congratulatory advertisement:100000
In the middle of the Spring Festival Gala, the host will tell the audience in the form of a congratulatory message just received, wishing the audience a happy New Year. Congratulatory messages were awarded by CCTV to enterprises with an investment amount of100000 yuan.
Subtitle advertising: 5 million
At the end of the Spring Festival Gala, there will be some CCTV thank-you units on TV, and these units are all enterprises that put in more than 5 million yuan of CCTV advertisements or buy thank-you subtitles at the end of the party.
Headline advertisement: 45.08 million
The exclusive title of "My Favorite Spring Festival Evening Program Selection in 2006" was won by a company for 45.08 million yuan.
Enterprises watch "Spring Festival Evening"
"Advertising in the Spring Festival Evening is the most cost-effective" —— Vice President of Mengniu Group
"Since 2002, we have cooperated with CCTV Spring Festival Evening, and this year is no exception. It is worth mentioning that there are bosses of four divisions of Mengniu, including two foreign bosses of the milk powder department and the international pasture department, which shows that our degree of internationalization has improved. " Sun Xianhong, vice president of Mengniu Group, told reporters.
Mengniu, an enterprise with a soft spot for CCTV, was the sponsor and guest of CCTV Spring Festival Gala for three consecutive years from 2002 to 2004. In June 2003, Mengniu won the title of CCTV advertisement, and its president Niu Gensheng once boasted that it was a mother-daughter relationship, at least a lip-tooth relationship. Mengniu was ranked 1 1 16 in the industry, and now it has become a leading brand, which is inseparable from the advertising investment in the Spring Festival Evening.
Sun Xianhong said: "From the perspective of input-output ratio, the advertisement of CCTV Spring Festival Evening is the most cost-effective." As for the advertising cost this time, Sun Xianhong told reporters that negotiations are under way and will not be announced until one or two days before the Spring Festival. Mr. Lin of the marketing department mysteriously said that the advertising form will be innovative this time.
"We took a fancy to the rural audience in the Spring Festival Evening" —— Director of Advertising Department of Wahaha Group
"This advertising cooperation with CCTV Spring Festival Evening is under consideration. With the development of our company, the advertising volume will also increase. The proportion of advertisements in the Spring Festival Gala will be lower than before, but the total amount will not be less. In 2005, Wahaha's advertising quota in CCTV Spring Festival Evening was 2% of the annual sales. " Yang, director of the advertising department of Hangzhou Wahaha Group, told reporters that Wahaha and CCTV have cooperated for many years, and this cooperation is based on cost performance. "It depends on whether some of our requirements and plans can be reflected in the Spring Festival Evening, and the cost has not yet been determined." In the advertisement of the Spring Festival Evening in 2005, the cooperation time was determined the day before New Year's Eve.
Yang said that Wahaha Group chose to put advertisements on CCTV Spring Festival Evening, targeting audiences in rural areas, towns and small cities. Now these markets have been opened.
Optimistic about overseas influence, 45.08 million won the naming right-Hangzhou Minsheng Pharmaceutical Co., Ltd..
"We bought out the exclusive naming rights of my favorite Spring Festival Gala program in 2006 at a high price of 45.08 million yuan. This time, we are doing marketing in the Spring Festival Evening, in addition to enhancing our brand influence, or to launch a new product' Xiaojinvita' for children. " Chen Hongfei, Marketing Manager of Hangzhou Minsheng Pharmaceutical Co., Ltd. told reporters with a strong southern accent that the positioning of our products is the daily consumption of ordinary people. Choosing to be the exclusive title of CCTV Spring Festival Evening is not only optimistic about its market effect in the mainland, but also optimistic about its influence overseas. It is understood that in the media outside CCTV, Minsheng Pharmaceutical's annual advertising amount is nearly 200 million yuan. It is reported that many large enterprises with the prefix "China" participated in this competition.
Chen Hongfei said, "We advocate' event marketing'. 45.08 million. I think it's worth it. Because not only advertisements, but also activities. " According to reports, Minsheng Pharmaceutical Co., Ltd. and CCTV jointly launched an interactive activity of "buying products of people's livelihood, and the whole family went to Beijing to watch the awards evening".
As for whether Minsheng Pharmaceutical will continue to choose to advertise in CCTV Spring Festival Evening next year, "that depends on the effect this year." Chen Hongfei told reporters.