Rhino Entertainment Original
Text|Fangzheng Editor|Park Fang
Q2 is being pinned on high hopes by the variety show industry.
After a slightly deserted Q1 (Yunhe data said that the number of new Q1 networks decreased by 10 year-on-year), satellite TV and platforms finally released a large number of blockbuster variety shows in Q2, and the recovery of the market seems to be just around the corner.
First, Q2 platforms have laid out at least S-level topics. Mango's "Hot Search Nail Household" "Riding the Wind 2023", iQiyi's "Explosive Point Maker" and "Meng Detective Detective 3", Tencent's "Famous Scene Promoter" "50 Kilometers Peachblossom Dock 3", Youku's "OST Music Complex" and "Drama Beautiful Song" gathered in Q2, which seems to stir up a storm in the public opinion field.
Second, the satellite TV end of the old comprehensive N generation, the platform experimental new comprehensive "you sing and I appear". This side box is the running man, extremely picky, yearning, Qingyou and other comprehensive N generation that can be on the hot search only by "IP name" has been launched one after another, and the other side box is the experimental "Hi, City Hunter", "Women's Reasoning Society", "Youth Party Plan", "Beautiful Battle" and other new comprehensive strong market positions.
What makes practitioners even more excited is that Q2 variety shows have performed rapidly in attracting investment. It can be seen with the naked eye that the financiers of milk, ice cream, beverages, e-commerce and other industries are betting on Q2 on their marketing budgets, which makes most Q2 variety shows relatively smooth in completing investment promotion.
To put it simply, all the problems faced by the variety show industry in recent years can ultimately be boiled down to "lack of money". Perhaps the most positive signal from Q2 to the industry is that we finally don't have to worry too much about "money".
The show did not start, and the gold owner rushed first
Q2's variety show is really not bad money.
A typical phenomenon is that recently, many programs have finalized the sponsorship formation very early, and the title has been determined months in advance, and many sponsored projects to be broadcast are everywhere. (See table below)
"Longing for Life" is very much like a peerless master in the recruitment business, and every season it is "killing enemies invisibly" and easily cutting down customers. It can be seen from the poster released a week before the broadcast of "Longing for Life 7" that this season it will still go hand in hand with 8 old customers such as Trensu, Luyuan, and Arowana, and this investment volume has maintained the consistent level of the IP.
Although the "Youth Pi Project" is Mango's newly launched Generation Z selection mix, its investment is not inferior to the N generation. As early as several months ago in the pre-recording stage, the publicity materials were finalized to be named by the "big customer" Taobao, and its program official Bo also announced six sponsors: Taobao, Qingdao Chunsheng, Wallace, Olivilan, AHC, and Shell.
In terms of Zhejiang Satellite TV, the veteran music complex "The Voice of Heaven 4" has been a topic singer for many seasons, and it is also very easy to get the title of Dongguang Fresh Cordyceps and the sponsorship of Nestle Tea Extract, Boss Electric and Sailing Pharmaceutical. In addition, recently Lantai has fully upgraded "China Blue TV" to a new media platform "Z TV Introduction", in order to drive the download volume of new APP, it is estimated that Lantai will invest a lot of resources in the future to increase the code of this signature music mix.
And the more trenched S-class is still to come.
It may be because variety shows are very good at Reuters marketing this year, and the brand's attitude of choosing the title is more resolute than ever. Because "Riding the Wind 2023" ("Sister Lang 4") marked the naming fee on the investment promotion case this year to 500 million, there are few brands left that can be rivals with Yili Jindian, and the Jindian LOGO is deeply bound to the project announcement very early.
Other platforms S-level investment promotion efficiency is also very high.
Although many variety shows to be broadcast are still a long time away from being broadcast, the title merchant has long been unable to hold back the heart of the launch. For example, Yili Jindian also titled Tencent Video's "social variety show masterpiece" "Fifty Kilometers Peachblossom Dock 3" at the same time in Q2, and Yili's ice cream brand Qiaolezi named iQiyi's "Meng Detective Detective 3".
In addition, iQiyi's "China Rap Peak Showdown 2023" has long been favored by Mengniu, and Mango TV's "Escape Room 5", which has just started recording, continues to be dominated by beverage brand Meinenda.
The old and new ones are not bad money
The hit variety show is also "money" scene.
According to the statistics of Rhino Jun, regardless of the old variety and the new comprehensive, the projects currently active in the Q2 market have collectively bid farewell to last year's naked broadcast dilemma, and the investment situation of many new variety shows is even better than that of the N generation.
Comprehensive 2nd generation is the most attractive in the market at present, and "Chinese Wedding - Good Things Become Two Seasons" that has just been broadcast on Hunan Satellite TV is one of the best. This series focusing on wedding culture attracted 3 brand sponsorships in the last season, and the number of sponsorships in the second quarter of this year soared directly to 8 (named by Rongzi Winery), which shows that Hunan Satellite TV's influence on TV audiences is still not to be underestimated.
"Let's Camp Together 2" is also a stable 2nd generation, after all, the camping scene is a very suitable field for brand implantation. In the last season, the show took advantage of the exquisite camping fever under the epidemic to succeed in the card slot market, and this season's investment continued the excellent performance of the previous season, attracting a total of 6 brands such as Yili Zhenxi, Black Lion White Beer, Samsung, Aokang, Yadi and NIO.
"Women's Reasoning Society" and "Extreme Challenge 9" form an interesting set of contrasts. Although "Women's Reasoning Society" is a new variety show, it has created a new path in the involuted reasoning track with the multiple innovations of all-female lineup + drama-style variety show + workplace issues, and the sponsorship volume of the show's 4 brands has been equal to the comprehensive N generation "Extreme Challenge 9".
It can be seen that in comparison, the investment performance of this year's old comprehensive N generation can only be said to be decent. "Extreme Challenge 9", whose cast was shuffled and reorganized, received 4 sponsorships, and "Run 11" and "Youth Travel 4" only recruited 3 gold owners, which is not the same as the peak. But on the other hand, as long as there is investment, these programs with a stable TV audience can continue to do so.
Compared with the N generation, Q2's new variety show brings more surprises in terms of investment. For example, Youku's "headhunting workplace observation reality show" "Hi, City Hunter" is obviously a project that attracts investment first, and the title of merchant hunting is very consistent with the tone of the program, and the new program can get 3 sponsorships is also a good performance.
It stands to reason that "Why Outwit Victory", as a "CP variety show" tailored for the popular variety show CP, is a miniature variety show with extremely strong fan-oriented attributes, but this "small show" has also been favored by two brands, Onion Partner and Beijing Tongrentang. In contrast, "The Great Dance Club 2" won 3 sponsorships: Xu Ji Huan, China Free Day and Nestle Tea Extract, which can only be said to be an unsurprising investment result.
The financiers bet heavily on Q2
Q2Why has it become the expectation of the whole industry?
In fact, when the industry was talking about the recovery of variety shows this year, many people chose the time node of the industry's recovery in Q2. After all, variety shows are a product form with a long preparation cycle, and many of the projects that the platform focuses on polishing this year have not had time to start in Q1, but Q2 is an excellent opportunity for them to shine.
On the other hand, brand owners are more willing to spend their marketing budget on variety shows in Q2. Q1 Because it coincides with the Spring Festival marketing node, many brands are more inclined to put the marketing direction on fragmented New Year content, and in Q2, the big variety show projects highlighted by various platforms are undoubtedly more attractive to the gold owners.
Even so, this year's Q2 gold owners bet on a large area of variety shows is rare. Take Yili, Mengniu, and Junlebao as examples, their large-scale investment in Q2 variety shows can be described as "crazy".
According to incomplete statistics, Yili has recently joined hands with its brands to title at least 9 variety shows such as "Riding the Wind 2023" (Golden Code), "Fifty Kilometers Peachblossom Dock 3" (Golden Code), "Meng Detective Detective Case 3" (Qiaolezi), "Beautiful Battle" (Qixuan), "Come to Live Brothers" (Changyi 100%), "Let's Camp Together 2" (Zhen Xi), "Run 11" (An Muxi), "Great Dance Club 2" (Xu Jinhua), "When We Meet You" (Shuhua) and so on.
Immediately after, Mengniu and its brands won 2 titles in Q2, namely "China Rap Peak Showdown 2023" (with change) and "Longing for Life 7" (Trensu). The Junlebao series brand has also named at least 2 files - "Extreme Challenge 9" (Jane Ol) and "Youth Travel 4" (Yue Xianhuo).
If you only count ice cream brands, there are 4 variety shows named by ice cream brands in Q2, namely: "Meng Detective Detective 3" named by Yili Qiaolezi, "China Rap Peak Showdown 2023" titled by Mengniu with change, "Beautiful Battle" titled by Yili Qixuan, and "Great Dance Club 2" titled by Yili Qiexuan.
To sum up, dairy companies, ice cream and even e-commerce (Taobao), beverage (Meinenda) and other industry brands have recently put their marketing attention back on variety shows, and even Yili's somewhat "retaliatory" to launch variety shows, which has greatly boosted our confidence in the overall recovery of variety show investment this year.
After the problem of money has been solved, the most critical problem in the industry is still the lack of "explosive variety shows" and "explosive topics", perhaps what we need to wait for is that projects such as "Riding the Wind" and "Meng Detective" can play as steadily as in previous years, thus bringing the overall market of the hot variety show market.