Rhino Entertainment Original
Wen | Fangzheng Editor| Park Fang
Without the show, the "money scene" of the Q1 variety show is not optimistic.
On the one hand, the network has no title and 0 sponsorship "naked running" phenomenon. For example, "Lao Guo Has New Fan" broadcast 49 issues without seeing any brand figure, "Semi-familiar Lover" was broadcast naked to the end, "Nian Fan" variety show "Mao Xuewang" and "House of the Guys" could not find a gold master to accompany, "Hahahaha 2" only grabbed sporadic sponsorship without a title, and the topic of love "Spring Day Delay and Departure" only pulled to a total title and hurriedly launched...
The other side is the embarrassment of the comprehensive N generation sponsorship "crazy". "Friends Please Listen Well 2" did not invite Yi Yi Qianxi to gather the original team of people, from the previous season of 9 sponsorships fell to 2 of this season, the originator of the reasoning variety show "Detective 7" fell to only 5 sponsorships, "Happy Comedians And Old Friends Season" was only launched under the title of 1 Yibao, "The Strongest Brain 9" only got 2 sponsorships, and the heyday can not be the same day...
Q1 The lack of investment in Q1 variety shows was unimaginable in previous years. "Multi-platform talent show confrontation" is the main theme of the Q1 variety show market in the past few years, the S+ show that is popular among young people can usually pull up to the number of sponsored brands of 10+, and the title brand sells the "milk vote" binding goods to the show fans, and the transformation effect of its product effect was once "lonely and defeated" in the field of variety marketing.
Last May, the "milk pouring incident" prompted an official paper to stop xiuzong and hit the pitch, which was the direct trigger for this year's Q1 variety show investment to be so "passive". But if you take a long-term view, now the cold attitude of the gold lords to the long variety show has been revealed last year, and how long this round of investment winter will last, I am afraid it is unknown.
"Shooting was banned" a year later
Who fills the big hole left by Xiu Zong?
A year-on-year decrease of 9.5%.
This eye-catching data comes from watching TV & Perk Insight's newly released "2021 Variety Show Investment White Paper", which describes the proportion of the year-on-year decrease in the number of variety shows on the Taiwan network in 2021. We can guess at various reasons for the reduction in capacity, and the continuous reduction in content expenses for long video platforms must be one of the factors close to the core.
Long-form video platforms have been unable to make ends meet for years, making cutting back on the number of variety shows the new normal for a long time. To make matters worse, brands have shown a more wait-and-see and cautious attitude towards the launch of long-term variety shows.
Source: Kiyang Insights "2021 Variety Show Investment White Paper"
According to the "2021 Variety Show Investment White Paper", although 483 new brands entered the variety market in 2021, the number of brand owners who withdrew from variety shows reached a staggering 744. In other words, on the whole, the number of cooperation between brands and variety shows last year has shown a significant reduction trend, and the decline in investment promotion in Q1 this year is essentially a continuation of last year.
It is even more obvious if you look at the indicator of "number of investment projects" of each platform. In the head network comprehensive platform, the overall number of investment projects last year increased compared with 2020, only Mango TV, Youaiteng three have decreased, and the number of projects in particular Youku has been halved; in comparison, the performance of the Taiwan comprehensive platform is slightly better, and in the five David TV, Hunan Satellite TV, Oriental Satellite TV, and Jiangsu Satellite TV investment projects have decreased, and only Zhejiang Satellite TV and Beijing Satellite TV have risen steadily.
From the perspective of industry brand enthusiasm, last year's cooperation between the variety market and brands in various industries showed a trend of "overall decline". Among them, only the mainstream FMCG industries such as beverages and liquor have increased their efforts due to changes in supply and demand in the consumer market, but perhaps due to the impact of the ban on Xiuzong, the number of cooperation in milk drinks is still decreasing.
Of course, the above is only an observation of the overall market trend, which does not mean that a single variety show with outstanding investment was not born last year. In fact, even after Xiuzong was banned, the "Brother Who Cut through thorns" implanted by 11 brands in the second half of last year and the "Heartbeat Signal 4" that attracted 7 brands to cooperate are all marketing masterpieces that can be used for case analysis.
However, having a good work cannot cover up the overall weakness of the 2021 long variety show investment. In the final analysis, first, the "real hits" with high heat dissemination and Shangjia's reputation in the variety market last year were rare, which was not enough to pry the pockets of the gold owners; second, the short and flat short video content diverted a considerable part of the attention of the long variety show, and this trend is still gradually accelerating.
From 2021 to today's 2022, it is still facing the competitive threat of short video content externally, and internally it is necessary to seek a new gold-sucking track that can make up for the banned shows. After the "hit investment" was banned for a year, the key to breaking the Q1 and even 2022 next variety show investment dilemma is to find a way to make up for the big hole left by the show.
Perhaps the young and trendy variety show projects are the new variables that open the breakthrough. Last year, the brand industry held high the banner of "scrambling for a new track" on the network comprehensive launch, betting on the variety show projects of many young tracks such as script killing, talk show, comedy, etc., hoping to win the attention of the young group that originally paid attention to the show roundup, and projects such as "Talk Show Conference 4" and "Meng Detective Detective" finally got both excellent results in heat data and investment performance.
"Twist Special Happy" is one of the few special cases of more sponsorship in Q1 this year, happy twist golden signboard to attract 7 sponsors flocked to, which sends a new signal, young comedy variety show in 2022 is still quite "money scene"; and the platforms are entering the suspense script killing track this year, "Detective Detective 2", "Reasoning Master", "Apartment 11" and so on will undoubtedly attract the attention of brand owners who want to hit the young market, but they are not yet on the Q1.
Under the cold winter, variety show marketing changes
Is the "combination of long and short" the future?
This may be the coldest Q1 in the variety marketing industry.
It is reasonable to say that the variety show on the Q1 line can not be described as diverse, only the love roundup has "semi-familiar lovers", "Spring Day Late Departure", "I have not talked about love" three files, riding the wind of the Winter Olympics, there are "Super Fun Ski Conference", "Drifting Snow Days to See You" and other ice and snow variety shows, the New Year family celebration can watch cross-talk variety show "Youth Guardian Artist", music synthesis "Shining Band", or satellite TV comprehensive N generation "Ace to Ace 7", "Detective 7" and so on.
Some people say that the Winter Olympics diverted some variety show audiences to watch the ice and snow arena, resulting in the overall contraction of the Q1 variety show audience, but from the perspective of multiple variety show broadcast data, this conclusion is difficult to stand. For example, according to the Yunhe data website, "Semi-familiar Lovers" has won up to 1.1 billion+ cumulative playback of the whole network this time, so the popularity of last year can be ranked all year round, why does not a brand owner look at it?
In addition, there are several variety shows that have been broadcast in the early days of last year to Q1 and have not seen the figure of the gold lord, such as "Lao Guo Youxinfan", "Mao Xuewang", "Guy's House" are all 0 sponsorship "naked broadcasts", "Hahahaha 2" has so far no title online; and in the projects that were launched at the end of last year, "Youth Guardian Artist" with "Deyun ShetianTuan" sitting on the seat only got 1 sponsorship from Guanfang Hawthorn Tree, and "Shining Band" only received two sponsorships from OPPO and Xilinmen Mattress.
Guanfang Hawthorn Tree Titled "Young Artist"
Of course, most of the above mentions are new variety shows, and it may be wise for brand owners not to bet on treasures, but the number of sponsors of the N generation of Taiwan comprehensives such as "Detective 7", "Friends Please Listen Well 2", "Strongest Brain 9" and so on has generally declined, which is a bit incomprehensible. It should be known that The Taiwan comprehensive has a wide range of communication power and credibility, and the comprehensive N generation of the masses is wide-based, advertisers are generally easy to trust the TELEVISION media for safety considerations, and now even these are cautiously placed.
However, the Q1 variety show is not a collective poor acid, in addition to the previous said that "Twist Flower Special Happy" lived up to expectations and won 7 sponsorships, the "Super Fun Ski Conference" titled by China Mobile and the "Snowy Day to See You" titled by Fufu have received as many as 6 sponsorships. However, the popularity of several ice and snow variety shows is not high, and the gold owners who thought they could rub the dividends of the Winter Olympics may have to regret it.
China Mobile titled "Super Fun Ski Conference"
How to understand the general "wait-and-see" attitude of the financial owners in Q1? On the one hand, or out of the psychology of Ning Que, after all, the marketing effect of the past Q1 bet on the show and the purchase of milk is too good, and now the brand side can not find a more effective marketing method, and it is also a safe move to choose to temporarily close in Q1 and wait for this year's follow-up projects.
On the other hand, as seen in the analysis of the first part of the report, the brand side's round of long-term video variety show sponsorship has begun since last year, and "cautious investment in long-term variety shows" may be a major trend for a long time to come.
The reason why the past Xiuzong is a "hot land for brand investment" is because the brand can achieve communication to young people through strong interaction with Xiuzong, and use the fan effect cultivated by idols to bring high attention and high conversion to the brand. Nowadays, in terms of strong interaction and communication to young people, investing in short video projects may be a better choice for brands.
For example, douyin did a short video live broadcast program "The Lord is coming" during the Winter Olympics, borrowing Wang Meng's explanation of the circle of fire, and then jointly launched the "Tiger Year by Year Gesture Dance" brand challenge with the title merchant Feihe Milk Powder, which made the brand deeply implant the mind of young users on the platform by means of the challenge, which is much shorter than the long video variety marketing conversion link.
In addition, the short video platform has continued to increase the production of micro-variety shows in recent years, which has also attracted the financial owners to shift their attention from the field of long variety shows to this. For example, the "Super Nice Conference" jointly produced by Kuaishou and Xiaoguo has won the sponsorship of 5 brands such as Zhilian Recruitment, Guangliang Wine, and Meituan, and the short, flat and fast short video content marketing is being favored by more and more financial fathers.
Rhino Jun has a strong premonition that the "combination of long and short" may be the main theme of variety marketing in the future. First, long video variety shows should broaden the breadth of linkage brand marketing in the short video ecology, which may become a common requirement for brand sponsors in the future; second, cross-screen variety shows will be a major trend, after all, the current audience's attention is always shifting to the small screen, and the small screen scene where users interact while watching the variety show is a promising new position for the brand.
A "combination of long and short" variety marketing reform is taking place.