On May 6, content with "running man ratings record low" rushed to popular searches on some platforms. In this content section, Kuyun's ratings data was intercepted, proving that the ratings of Zhejiang Satellite TV's ace variety show "Run" on the evening of the 5th were 0.3747%, thus trying to prove that the ratings of "Run" created a new low.
Because this popular search content rushed to the first page of some pages, and because the ratings data is directly linked to the investment of advertisers, the program group of Zhejiang Satellite TV's "Run" released ratings data pictures through official media accounts to prove that their ratings are not only not low, but still remain above 3%. According to the ratings data released by Zhejiang TV, the rating of "Let's Run" on the evening of the 5th was 3.384%, ranking first among all programs on satellite TV in the same period.
For a time, the ratings of Zhejiang Satellite TV's "Let's Run" began to become confusing. Some platforms give 0.3747% of the ratings, and some platforms give 3.384% of the ratings, a difference of nearly ten times. And real data, for the audience, doesn't seem to be that important. For satellite TV platforms and advertisers, it is very important. How should the two data be used?
The old editor first verified the data of Kuyun. The ratings data that formed the platform's popularity search is indeed from Kuyun. The rating of 0.3747% is indeed a bit inadequate. However, it should be known that in terms of cool clouds, the ratings of various David TVs are generally not strong. This phenomenon has been going on for three years or more. After the Spring Festival every year, the ratings of various David TV's programs will fall once, and there is no sign of warming up for the time being.
If only based on the ratings data of Kuyun, variety shows and TV series works, the ratings can exceed 1%, even if it is a hit. Of course, on Kuyun's platform, there are also some TV series and variety shows with very high ratings data. For example, "Crazy", which has just finished broadcasting, has seen its ratings in Kuyun exceed 3% many times. For example, Jiangsu Satellite TV's annual New Year's Eve Gala, Liaoning Satellite TV's annual Spring Festival Gala, etc., are also very high-rating, and there are also data of 3% and above.
Then look at the ratings data given by Zhejiang Satellite TV's "Let's Run". The source of this data should be CSM. On this platform, real-time viewership data can also be seen. At the same time, the next day, you can see the comprehensive ratings results of the previous day. CSM's ratings data scores are generally higher. On this platform, many popular dramas and popular variety shows can easily achieve a rating of 3%.
The market may like to treat low data as real and high data as false. On this point, I am more cautious. Whether it is cool cloud or CSM, it is actually sampling data. The biggest possibility is that the data of both companies is real. For example, like CSM, in the sampling data, the sampled users like to watch TV programs, the opening rate of the living room screen is high, and the ratings of the major programs formed are also high.
On the Kuyun side, the TV open rate of the sampled user may not be so high, so the rating data formed is not so high. It is worth noting that the opening rate of middle-aged and elderly audiences for living room screens is significantly higher than that of young audiences. For example, if a program is broadcast simultaneously on a video platform and a TV station, I prefer to watch TV because the living room screen has a better look. Younger viewers may prefer the casualness offered by video platforms.
Therefore, for these two data, I may have to have a harmonious attitude - both data are real, and the data values are different, which is caused by the difference in sampling users. Therefore, for the present, to see the most real ratings data of a program, it is not enough to rely on sampling data. At present, everyone is more convinced by the China audiovisual big data of the General Administration. This big data is marked as: the scale of live viewership data collection is 200 million.
At the beginning of China's audiovisual big data, the collection scale was 160 million, and now, it has reached the order of 200 million. This seems to mean that as long as viewers turn on the TV in their living rooms and watch programs, they can help their favorite programs form real and effective ratings, rather than being unable to help programs form ratings because they are not sampling users. With 200 million in the order, almost all TVs should become sampling users.
So, on China's audiovisual big data, what is the real ratings performance of "Let's Run"? So far, the China Audiovisual Big Data of the General Administration of China has not released the ratings data of "Let's Run" on the evening of May 5. However, on this platform, you can check the ratings of the first episode of this season of this variety show:
Zhejiang Satellite TV's "Run XI." embarked on a new journey, with a rating of 0.465% in the first episode, ranking 5th in the ratings of local satellite TV's evening premiere literary and art programs. At the same time, the scale of program review users ranked first among all cultural and artistic programs in the week, and it gained high audience stickiness when it was broadcast.
This paragraph given by the China Audiovisual Big Data of the General Administration should be uncontroversial to everyone. (Text/Ma Qingyun)