Coquettish Rebirth

By the time of the tenth episode, the ratings had soared to 7%.Such a rising ratings really made many high-level personnel of domestic TV stations unanimously begin to pay close attention to and analyze this TV series very seriously.After all, the subject matter of this film is too unpopular. How did such a TV series made of two unpopular themes become such a good rating?This is a topic they must study!This is a very important phenomenon-level event before their eyes!Among these TV stations, Mango TV is undoubtedly the first to start research and the first to start thinking about this film.When other TV stations first noticed Jia Hongjian's TV series, the meeting on Mango TV here was over.

Speaking of which, the meeting on Mango TV lasted for 10 hours.This meeting will be held, and the entire meeting room is filled with smoke, just like the legendary fairy island-no matter men or women, in this kind of high-pressure emergency meeting, it is necessary to smoke to relieve stress, So after a few people started to smoke, everyone started to smoke, and then just opening the windows couldn't solve the smoke problem.But fortunately, all of these executives are smokers, so no one minds the smoky environment.

In the previous meeting, the executives of Mango Channel were all staring at the documents in their hands in a daze, and each of them was thinking hard.Why are they brooding?Not only because they saw Jia Hongjian and China Satellite TV's movie about a rural girl playing basketball had good ratings, but also because they got more advanced data from China Nielsen after spending money!You must know that China Nielsen provides ratings report data in China, and the low-level data is simple ratings and market share data, which are provided at a very cheap price.And more detailed data related to consumers' age, gender, annual family income, job type distribution, educational background, etc., are only provided by advanced data packages that cost more money to buy!

Such a so-called high-level data package does not mean that it is the same as selling consumers' private information that is common in society—who is our Jia Hongjian?Can we let our company do such taboo things publicly?Even if someone sells information in the society, it is basically sold secretly by employees. Where is there a company that sells it directly?Even if there is, it can't be a big company!And Jia Hongjian, who loves feathers, is even more impossible to do such a thing!

Then Jia Hongjian and the others jointly established a joint venture with AC Nielsen to provide an advanced data package provided by China Nielsen.What kind of data is it?To put it simply, it is like a low-level data package, and the data provided is the daily ratings of such a TV series of the rural girl basketball team, for example, it has reached 7.3%.The national ratings share for the same period has reached a terrifying figure of over 15%. What ranks first in the overall ratings for the same period. During the continuous broadcast of the two episodes yesterday, the cumulative audience size was about 8500 million.Then the advanced data package, the information provided will be more detailed!For example, female viewers accounted for 56% of the total number of viewers.Male viewers accounted for 44% of the share.

Then there is not only such gender-differentiated data, but also approximate age distribution data-the main audience is family couples over the age of 30 and under the age of 40, accounting for as much as 41%.The young viewers aged 20-30 provided 21% of the viewing share, and the middle-aged and elderly viewers over the age of 40 provided a 32% share.However, such a data record is only a very rough data after all-after all, it is impossible for the TV to monitor and distinguish whether the person watching TV is male or female, old or young.These data are from the pages that pop up automatically after the broadcast of cable TV programs when doing some award-winning ratings surveys from time to time, allowing viewers to use the remote control to select.This kind of data will definitely have a certain amount of viewers who will choose to fill in blindly, so it can only be used as a reference to a certain extent.But even so, the provision of such data has greatly helped various TV stations to carry out digital management.After all, it is much easier to manage with numbers than without numbers!

And more detailed data, such as the annual household income.The approximate work industry and educational experience distribution will also appear in the advanced data package.For a play like Jia Hongjian’s, 10% of the viewers have a family income of more than 43 yuan per year. Not many, but such a ratio is already the highest among all TV stations in the country!And No.10 is CCTV's various news programs!So such a comparison highlights the high-end audience of China Satellite TV!Moreover, among the viewers of such a drama, those with a college degree or above accounted for 2%. Although it is not high, it reflects that this drama attracts audiences with low education as well as highly educated audiences!It can be said that no matter what your education background is, you can take it all!

The pressure brought by such data to Mango TV is really huge!As a colleague in the radio and television industry.Mango TV really wants to know how much money China Satellite TV can make with such a TV series, but it is impossible for China Satellite TV or China Nielsen to provide such data.But such a data, as a peer, Mango TV can still roughly estimate it based on its own experience.For example, in a play like Jia Hongjian.It can be said to be an "advertising series"!There are really too many soft advertisements in this play!Take cars as an example, the taxis and private cars in the urban and county towns are all models of the Huaxia Automobile faction!No other cars at all!

Although China Satellite TV was very careful about this kind of advertisement placement when filming this scene, it would never come across a big close-up of the front of every car, but as a colleague, we pay attention to the details!The executives of Mango TV took a look and analyzed it.At that time, I discovered that all the cars, no matter whether they were in close-up or not, or in an unattractive corner in a shot, anyway, all the cars that appeared were Huaxia Motors!Like a taxi?A brand under Huaxia Automobile.Private car?A brand under Huaxia Automobile.bus?The Northeast Motor Company, a subsidiary of Huaxia Automobile, produced the bus.Even the small bread that only appeared in the background and was used on the street as both a soliciting goods and soliciting customers, was also a best-selling cheap bread produced by Huaxia Automobile's Northeast Automobile Company!

And just let the brands of Huaxia Automobile appear in the camera from time to time, that's not the end!Even from time to time, an advertisement for Huaxia Automobile-related products would pop up on the TV that the supporting characters in the play were watching!Of course, there will be no close-up shots in this advertisement, but when the characters are talking, the TV stands there as the background, and then the advertisement of Huaxia Automobile is still playing on the screen, and the sound of the advertisement will be heard from the TV. !Although this kind of embedded advertisement is not explicit, the subtle background really makes the executives of Mango Channel feel scary!And for the most basic things like basketball, China Satellite TV is cooperating with the Wilson brand in the United States. It just so happens that this brand wants to enter the Chinese market, so it hit it off!So at least until now, all kinds of training balls, especially the concrete floor training balls, are all Wilson brand!

Isn't this basketball sent by enthusiastic netizens in the plot?At the beginning, the children didn’t know what brand it was, so enthusiastic netizens explained to the little players in the play-this Wilson brand, that’s the one called “Wilson” in “Cast Away” starring Tom Hanks. Become the producer of "Wilson" Volleyball!In fact, as a staff member of the courier company, Tom Hanks picked up the ball when he was on a plane and after the plane crashed, he was living on a deserted island. The brand is Wilson!Who is such an explanation for?On the surface it is for young players, but in fact it is introduced to the audience!It is to let the audience know that Wilson is not a completely unknown brand, but actually has a lot of background!

Then I was afraid that the audience would not know that the "enthusiastic netizens" in this play also conducted popular science-before Spalding sponsored the NBA in the 80s, Wilson had always sponsored the NBA. The NCAA basketball league, which still uses Wilson's basketball!That's right, the ratings of the key games of the NCAA college basketball league are higher than the ratings of the NBA!For example, Spalding's powerful ball is mainly a leather basketball.However, leather basketball is mainly played in indoor courts, and it is not easy to use in outdoor courts. As for Wilson, with the world's only high-tech PU leather material technology, he made a high-touch basketball that is very suitable for playing on concrete floors. , and not expensive!Like basketballs sent by enthusiastic netizens, that’s just over 100 yuan each!And the feel is so much better than the brand-name basketballs sold in ordinary supermarkets!

Such a plot, in the eyes of the audience, is science popularization, which is to let the audience know new information that they did not know before.But in the eyes of insiders, this is the advertisement of Chiguoguo!This is blatantly reading advertisements through plots!How much does it cost to advertise Wilson basketball in such a fair and aboveboard way, and to introduce Wilson's history and high technology in such a detailed manner?How many millions?So just by estimating it like this, and then counting it with your fingers, Mango TV felt that such a TV series as China Satellite TV could recover more than half of the investment before it was broadcast, and it was a conservative estimate!It is estimated that the radical point may be able to recover all the investment!What does this mean?It means that when the TV series is shown back, the money for the advertising time in the middle is for nothing!What kind of TV drama title money is earned for nothing!Such an achievement has never been achieved by Mango Taiwan!So doesn't it make Mango Station feel a lot of pressure?

Huaxia Satellite TV and Jia Hongjian not only made popular films about unpopular subjects that everyone was not optimistic about, but also made a lot of money!The ratings are still high, how can this not be Alexander? (~^~)