"Listen to songs in advertising", how much money does "Singer 2024" make?

People of the Day

2024-06-07 13:30Posted on the official account of Beijing Daily People

In last week's "Singer 2024", before Na Ying sang "Stranded", a full 9-minute commercial was played, and the song "Stranded" was only 5 minutes long.

Whenever this happens, everyone begins to involuntarily look for the "progress bar", and then they remember that it is a live broadcast, they can't drag it, they can't escape, and they have no choice but to watch and wait. In front of the advertisement of "Singer 2024", everyone is truly equal, even if it is a "distinguished VIP user", there is no shortage of advertisements to watch.

Text: Zheng Sifang

编辑|Yang

Operation|Kojiro

"I listened to a few songs in the commercial"

After a 4-year absence, the "Singer" series of programs, which can advertise even drinking water, has returned to the battlefield of variety shows in a new form of live broadcast. In the four episodes that have been broadcast, the number of songs sung in each episode has stabilized at seven or eight, but the advertising time has increased by leaps and bounds.

At present, there are two forms of advertising for the "Singer 2024" program - implantable soft wide and medium insertion hard wide. According to the statistics of Daily People, in the 4 episodes that have been broadcast, the duration of product placement is 5.5 minutes, 8.8 minutes, 11.05 minutes and 9.1 minutes respectively. The corresponding Exclusive version (singing only) is 36 minutes (7 songs), 43 minutes (9 songs), 36 minutes (8 songs) and 34 minutes (7 songs).

From the 1st episode to the 4th episode, the duration of product placement was directly doubled. In the third episode of the program, only the time for product placement accounted for one-third of the singing time, and if you add the interstitial advertisement, netizens complained: "This is a few songs that I listened to in the commercial." ”

Product placement always appears in front of the audience in a form of surprise.

At the end of singer Shanti Mo's song "Saving All My Love For You", when the audience in front of the screen was still immersed in the movie atmosphere created by the singing, music partner Yuan Yonglin's "Chinese Tea" immediately broke all this. Shanti Mo understood, unscrewed the cap, and began to "drink tea" heartily. At the same time, I did not forget to skillfully and professionally turn the logo of oriental leaves to the camera.

As the "traffic bearer" of "Singer 2024", Na Ying will inevitably be arranged by the program team to "bring goods". When she carried a bottle of Wuliangye and enthusiastically introduced it in a northeastern accent, and gave it to Shanti Mo, the sense of déjà vu of relatives during the Spring Festival came to her face. If you serve a plate of dumplings at this moment, the most suitable song for the two to sing must be "Unforgettable Tonight".

▲Naying's live broadcast introduces Wuliangye with goods. Photo / Singer 2024

Product placement is ubiquitous, and it's hard to guard against. The more naked interstitial ads make every minute and second of watching the live broadcast incomparably longer. Interstitial ads are usually distributed in the three nodes of the competition, after the competition, and the top of the announcement. Among them, Jane Alcohol and Pechoin may become the biggest winners. Yang Mi in the Jane alcohol commercial was ridiculed by netizens as the "female singer" who would stay until the end of the show no matter what, even if she was not on stage. And Pechoin relied on countless repeated broadcasts to brush up on the presence of a large number of interstitial advertisements.

In the 4th episode, before Na Ying sang "Stranded", a full 9-minute commercial was played, and the song "Stranded" was only 5 minutes.

Whenever this happens, everyone begins to involuntarily look for the "progress bar", and then they remember that it is a live broadcast, they can't drag it, they can't escape, and they have no choice but to watch and wait. In front of the advertisement of "Singer 2024", everyone is truly equal, even if it is a "distinguished VIP user", there is no shortage of advertisements to watch.

After reading the advertisement, it's better to remember it. In order to let the audience "see the advertisement in their hearts", the show has put a lot of effort into it. Some viewers who have been to the scene found that Haiquan's "mouth-paste" lines were written naked in the teleprompter at the scene. The phrase "drink singers, watch Jane Mellow" may not really come from Haiquan's mouth, but it really makes the audience remember Jian Mellow.

▲ Picture / Singer 2024

Under the bombardment of advertisements, some viewers began to comfort themselves: "Think about being able to use this money to invite Adam and Broken Eyebrows, and I will endure more advertisements." "The reason why the audience can be so self-PUA is that "Singer 2024" has contributed too much after-dinner talk and jokes to everyone.

exploded as soon as the broadcast began, and the two overseas singers Fanxia Oyia and Xiang Timo aroused people's fear of "domestic entertainment is over", and Na Ying, who "guarded the country", and netizens who made stalks, made the show slowly start to go out of the circle. The pouring traffic is like beating drums and passing flowers, swimming to everyone who actively or passively participates in this "carnival". Han Hong, who "took the initiative to fight", and Lei Jun, who ranked first on the shaker list, both added a strong touch to the drama of "Singer 2024".

In the 4th episode of the program, Sun Nan, who had a "black history of retirement", returned under pressure and won the second place in the mixed reputation, which exploded the hot search that night. American power singer Charlie Puss (fan nickname: Broken Eyebrows) confirmed to participate, and the online list Avril Lavigne, Taylor Swift...... has made "Singer 2024" gain more topics and expectations.

Before the broadcast, "Singer 2024" has 6 brand sponsorships, including Junlebao Jianol as the title sponsor, the chief partner VIVO X100 series, the partners Pechoin and Tomson Beijian, and the beauty time partner Wuliangye and the recommendation officer of Natural Good Voice Baisuishan.

The rising popularity and traffic are attracting more and more brands to come in. So far, Pechoin has been upgraded from a "partner" to a "super partner", and in the product placement advertisement, there are more Haoshi bread and Shu Skinjia, and there are more than 10 brands such as Dongfeng Nissan, iPad Pro, Coca-Cola, Tmall, Dove, etc.

▲ Picture / Singer 2024

At the same time, more than 15 brands such as Nanfu, Laoxiang Chicken, and Spring Airlines, Han Hong, who "learned from each other", shouted to "Singer 2024" on Weibo to "please fight".

An industry insider told Daily People that the advertisements that appeared in the third episode of the program were generally placed before and after the broadcast of the first episode, and they needed to go through the process of going through the contract, making materials, and coordinating the location, which required a certain time cost.

The popularity exceeded expectations, and the individual "brands" that did not catch up with the sponsors did not give up the opportunity to gain popularity, and the unbearable Hunan Satellite TV Advertising Department issued a statement on May 28, saying that individual "brands" used logos, main visuals, posters/stills, names and other related program elements in violation of laws and regulations without the permission of "Singer 2024", causing misunderstanding among the public.

The popularity of the show has also brought real money returns in the capital market. On May 13, three days after the premiere of "Singer 2024", the stock price of Mango Supermedia, the listed company behind it, rose sharply. In early trading that day, the highest increase was more than 12%. As of the close, the turnover reached 2.088 billion yuan, a new high since listing, and the total market value was 47.011 billion yuan, an increase of nearly 5 billion yuan from the previous trading day.

How much money does the turnaround "Singer" attract gold?

For viewers who have been paying attention to the "Singer" series of programs, "Singer 2024" takes the script of Concubine Xi's return to the palace in "The Legend of Zhen Huan".

In 2013, the first season of "I Am a Singer" was launched, and it earned enough eyeballs that year by allowing a number of well-known singers to compete on the same stage and adopting the elimination system. According to CCTV Sofurui data, the ratings of the finals and the central city network reached 2.38% and 4.34% respectively, both of which ranked first in the same period in China.

In its heyday, the advertising revenue of a season of "Singer" was as high as 1.5 billion, and the title income alone could reach 3-5 billion. Similarly, "Singer" also successfully discovered singers like Deng Ziqi, Huang Qishan, Li Ronghao, etc., who are now widely known and have great commercial value, but were not "famous" at that time.

But like many series of variety shows, "Singer" is also facing the problem of IP aging. As a "resource-consuming" program, the biggest fatal flaw is that almost all the singers that can be invited by internal entertainment are invited. Many people still remember that when "Singer" was broadcast in 2017, Hong Tao couldn't cry, and he said frankly: "I can only say that I tried my best." There are a lot of singers on the Internet that everyone is looking forward to, and we are really trying our best (to invite), I can only say that. ”

The last season of "Singer" stuck 4 years ago. In 2020, the peak ratings of the single episode of "The Year of the Singer" on the national network will only be 1.46%, and the score on Douban will also stay at 4.9 points, far less than the 8.1 points in the first season. Knowing that he could not reverse the decline, Hong Tao announced that year: "2021 "Singer", don't do it!" The official blog of "Singer" also responded: "In the winter in the future, there will be no more "Singer". ”

▲ Picture / @湖南卫视歌手

Under the superposition of various factors, when preparing for "Singer 2024", it can be said that there is only one "bad card" left in his hand. Before the broadcast started, there were complaints about "the worst singer lineup in history", "can't find sponsorship", "arranging and pulling crotch" and so on.

But what everyone didn't expect was that "Singer 2024" grabbed a new traffic password - "live broadcast + full open mic + zero sound repair". When the program premiered this year, when director Hong Xiao asked Na Ying in the program "Do you accept (live broadcast)", he got Na Ying's affirmative reply: "We must reform, if you don't reform, our music comprehensive will have no direction." ”

Live broadcast used to be the magic weapon of Hunan Satellite TV's ratings, and programs such as "Super Girl" from 2004 to 2006 and "Happy Boy" in 2007 were all set off a referendum boom in the form of live broadcasts. Especially since last year, a series of "lip-synching turmoil", the domestic entertainment audience has been "lip-synching for a long time", and people have begun to miss those flawed but true voices.

With the blessing of "real voice", "Singer 2024" has been "applauded and applauded" all the way. Since its broadcast, it has achieved the highest rating of 0.5781% and more than 3% of the market share of Hunan Satellite TV's variety show this year. On the second day of the launch of the program network, the cumulative number of broadcasts exceeded 100 million, becoming the program with the highest proportion of Mango TV members in 2024.

▲ Picture / Visual China

Music blogger "Jet Lag Planet" said that the price of interstitial advertising in "Singer 2024" even soared to the peak of satellite TV. It is said on the Internet that the advertising fee of "Singer 2024" can reach 90 million yuan per 15 seconds.

But judging from the investment expenses over the years, the figures may not be so exaggerated. According to public information, at its peak, the price of 15-second advertising space for "Singer" was about 600,000. The Super Bowl in the United States, known as the "American Spring Festival Gala", offers 3.5 million US dollars (about 25.36 million yuan) per 15 seconds for the interstitial advertising of the performance.

Even if it is the exclusive title, the title sponsorship fees for the first to third seasons of "Singer" are 150 million, 235 million, and 300 million respectively, and the corresponding total annual advertising fees are 250 million, 985 million, and 1 billion respectively. Although the "sky-high advertising fee" is self-defeating in the data of previous years, to a certain extent, it represents the public's imagination and recognition of the ability of "Singer 2024" to attract money.

However, this popularity still exceeded the expectations of the industry. An industry source close to Mango told Daily People that they rarely see a seasonal show, creating a carnival and heat that only evening shows can see. And "after the explosion, there are still many brands that want to come in", but in order to ensure the quality and effect of the program, the program team has maintained a certain degree of "restraint".

A big gamble

In the 11 years since the "Singer" series was launched, Jindian Milk has been the exclusive title sponsor for 4 consecutive seasons. However, after the launch of Mango TV's other music competition program "Sister Riding the Wind and Waves" series (hereinafter referred to as "Sister Lang"), Jindian switched to "Sister Lang", starting from the second season to this year's "Riding the Wind 2024", it has been another 4 consecutive years.

For brands, what is more important is how to "do more with less". In the ridicule of netizens, now "the simple mellow of winning hemp and the golden classic of gluttony" have formed a stark contrast in the luck of betting this year, and winning the exclusive title of "Singer 2024" before it becomes popular is a thing that makes the advertising cost-effective.

The explosion of "Singer 2024" has doubled the pressure on "Riding the Wind 2024" next door. After the Sangong stage, "Riding the Wind 2024" did not appear on the popular stage, nor did it bring out popular sisters like Wang Xinling and Mei Yi Liya, so the program team also learned to live broadcast, and temporarily added a live PK show, so that the sisters could sing with all the microphones open. Although Shang Wenjie became famous and won the first place, Yuan Yawei and Wanida also performed well, but the gap in the real singing skills of the sisters also directly made the audience take off the filter of this kind of competition show.

The ability of the "Sister Lang" series to attract money is also declining. "Sister Lang 1" was almost zero publicity, and on the first day of broadcasting, it was happy to mention 250 million views, rushed to 6 hot searches in two days, and Weibo topics exceeded 8 billion in a week, and the number of discussions was close to 3.8 million.

▲ Picture / Sister Riding the Wind and Waves (2020)

On the day of the first season of "Sister Lang", it directly boosted the stock price limit of Mango Supermedia and entered the "100 billion market value club". The program has been sponsored by more than 40 partner brands. The open source securities report has pointed out that the commercial income created by "Sister Lang 1" is expected to reach about 1 billion yuan, of which the advertising revenue is about 455 million yuan, and the program's pull on member income is about 500 million yuan.

Taking advantage of this shareholder wind, "Sister Lang 2" was quickly launched four months later, and it received sponsorship from 15 brands at the beginning, and Mango Supermedia's financial report directly mentioned that "Sister Lang 2" "has the largest investment amount in the industry".

Last year, when the overall advertising investment trend was not very optimistic, "Riding the Wind 2023" also received 13 sponsorship cooperation with its own popularity and Mei Yi Liya's "Pure Land of Bliss", but so far this year, the number of sponsors of "Riding the Wind 2024" is only 7.

In fact, not only the "Sister Lang" and "Singer" series, in the past two years, the advertising market has been shrinking, and it has become more and more difficult for variety shows to attract investment.

Unlike "Aiyouteng", which focuses on drama business and membership income as the pillar, Mango Supermedia focuses on variety show business, but the advertising business as a "cash cow" has declined for two consecutive years since 2022. According to the financial report, Mango Supermedia will achieve an operating income of 3.994 billion yuan in advertising business in 2022, a year-on-year decrease of 26.77%; In 2023, the operating income of advertising business will be 3.532 billion yuan, a year-on-year decrease of 11.57%.

▲ Picture / Visual China

While distracting the audience, short videos are also competing for advertising brands that are not as generous as they once were. "There is only so much money for advertisers, and if you don't invest in variety shows, you will invest in Douyin." An industry insider told the Daily People.

Nowadays, for brands, putting variety shows is more like a big gamble. The sponsors of the "Singer" series over the years, from Liby to Jindian to Haitian Soy Sauce, this year's Jane Mel is the first exclusive title. But this is not the first time it has cooperated with Mango Variety Show, in the titles of programs such as "The Sound of Life: Hong Kong Philharmonic Season", "The Sound of Life: Carnival", "Time Concert 2", etc., there is a simple and mellow figure, and the "Sound of Life" series is also operated by Hong Xiao Studio, the production team of "Singer 2024". Until the day the show aired, no one could predict the outcome, there were winners and losers at the gambling table, fortunately Jian Alcohol made the right bet this time.

But judging from the ups and downs of word-of-mouth and ratings in previous seasons of "Singer", there is no eternal winner at the gambling table. The hot stalks will be cold, the audience will disperse, and the tastes of the market will change. Now that the emotional card has failed, "Sister Lang" and the once suspended "Singer" have had their own "glorious years", but it is difficult to maintain their popularity. For this year's popularity, "Singer 2024" has been dormant for 4 years.

The production team of "Singer 2024" is Hong Xiao Studio. Since Hunan Satellite TV launched the "studio" system in 2018, 12 teams with producers as the core have been established, and "Hongxiao Studio" is one of them. In 2023, after the integration of Hunan Satellite TV and Mango TV's dual platforms, there will be a total of 56 variety show teams in the Mango system. "Singer 2024" can be said to be a program run out of internal "horse racing".

According to public information, in recognition of the excellent performance of the first season of "I Am a Singer", Hunan Satellite TV has awarded the production team, editor-in-chief office and other departments of the program, and issued a bonus of 1 million yuan. In addition to being director Hong Tao's apprentice, Hong Xiao also led the studio to win a million-dollar prize with "Detective Academy 6" last year.

For the live broadcast effect, "Singer 2024" has put a lot of effort from the stage to the sound. According to public information, the stage of "Singer 2024" uses the latest L-ISA sound for the first time in the world, and the role is to restore the most delicate singing details. Li Yue was a member of the public jury and was deeply impressed by the texture of the sound, and it is said that director Hong Xiao spared no effort to introduce these audio equipment to the audience every time he was at the scene: "You are the Nth batch of viewers in China who are the first to enjoy them." "It's already the "third batch in the country".

However, with the broadcast of the show, the shortcomings of "Singer 2024" continue to appear. Viewers who have watched 4 episodes of the show found that the top 3 seats with almost no suspense, Na Ying, who is "nervous" in each episode, and longer and longer advertisements are making the viewing of this show slowly decline.

▲ Picture / Singer 2024

Live broadcast, as the biggest attraction of the show, is also the most likely to be impacted by accidents. Since the broadcast of the program, although the ratings of each episode are enough to become the ceiling of the music comprehensive, last week it was squeezed into the same time period as the live broadcast of the women's volleyball team and "Riding the Wind 2024", and the data was also affected. In the battle report released by "Singer 2024", the ratings and share of the third phase of the CSM national network have hit a new high since the broadcast, with a maximum of nearly 10%, and in the fourth issue, the share of the CSM national network only exceeded 6% even during Sun Nan's singing.

In contrast, real advertising revenue is the guarantee that provides a sense of security. Between a perfect viewing experience and obedience to the needs of brand owners, adults naturally know how to choose.

Moreover, more and more advertisements have also begun to make the audience have greater expectations for the future list of singers. After all, the program team has earned so much money, and it should be able to invite more heavyweight singers to benefit everyone's ears.

Resources

[1] Hunan Satellite TV "Hunan Satellite TV Mango TV "Singer 2024" Live Broadcast Returns with Glory and Heated Discussion on the International Yinxiong Stage"

[2] Hunan Satellite TV Advertising Department, "Four Consecutive Championships in Ratings! One minute after the broadcast, it topped the hot search! 〈Singer 2024〉 The True King of Music Synthesis

[3] Entertainment Spring and Autumn, "The Disappearing Hong Tao of 'Singer 2024', and the Inside Story of Mango Variety Show"

[4] Beijing News, "Up More Than 4.9 Billion Yuan in One Day! "Singer" reappeared in the rivers and lakes to attract gold, and became popular with Mango Supermedia again"

[5] 21st Century Business Herald, "'I Am a Singer' Smash Hit: How Much Do You Really Make"

[6] 21st Century Business Herald, "Hot Search Dominates the Screen, "Broken Eyebrows" is Really Coming! How much money does "Singer 2024" have? 》

[7] Rhino Entertainment, "These Advertisers Win the Gamble on 'Singer 2024'"

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