2024The Spring Festival stalls are very lively. The movie market is picking up, the box office is rising, and there are constant topics of discussion. Looking at TV dramas, although no movie has attracted as much attention, many dramas have also taken advantage of the eight-day holiday to become popular. On the TV side, "South and North" and " Fireworks and ", which are suitable for the whole family to watch, have stood out in many Spring Festival galas, and their ratings have continued to rise; comedies such as "The Dog Runs" and "Happy Parents" have also become popular. Continuously popular. On the online side, the viewing time of users of video websites such as iQiyi, Youku, and Tencent Video has also increased simultaneously. Young people who have been busy for a year finally have the opportunity to catch up on long-running hit dramas such as "Crazy", "Flowers", " Human World ", "Lotus House", "Sauvignon Blanc"; "Do you know if it should be green, fat, red and thin", " Classic works such as "The Legend of Zhen Huan" and " Celebrating More Than Years" are still the best choices for killing time after visiting relatives and friends during the Spring Festival...
"Fireworks Family" and "South and North" lead the ratings
"Brilliant Stars" for a year and a half For the Chinese people, the Spring Festival means family reunion, bidding farewell to the old and welcoming the new. It embodies every ordinary person's beautiful yearning and yearning for the new year. In such a peaceful and festive holiday season, family dramas and humorous comedies are undoubtedly more in line with the emotional needs of the audience, and have become the focus of broadcasting by satellite TV and platforms. For example, in the Spring Festival of 2022, the period family drama "In the World" and the comedy "Holiday Ocean 2" will be broadcast. In 2023, the travel therapy drama "Where the Wind Is Going", the period family drama "Days of Our Lives" will be broadcast, and The "Country Love" series meets the audience every Spring Festival and so on. These works are extremely popular and will quickly open up the drama market in the new year.
Family fun and comedy themes are still in demand for the 2024 Spring Festival drama series. The more obvious one is the TV station. The emotional group drama "South and North" directed by Zheng Xiaolong and Liu Zhangmu and starring Bai Jingting, Ding Yongdai and Jin Chen was not affected by the Spring Festival Gala. From the first to the eighth day of the Lunar New Year, it always maintained a high national average of more than 1.5% in ratings. Rate. Although "Fireworks", which was belatedly released on the fourth day of the Lunar New Year, is not as warm and joyful as "South to North", it realistically reflects the conflicts and conflicts of Chinese-style families to a certain extent. However, the three generations of women in the play, "old, middle and young" The group portraits and the display of kinship relationships in China are closely related to the public's attention to family issues during the Spring Festival, triggering group value resonance. It is reported that the national network ratings quickly exceeded 2% on the first day of the show's premiere, and the average ratings during the Spring Festival even exceeded the half-popular "South and North".
Data has shown that when young people return to their hometowns for reunions during the Spring Festival and families gather together, the turn-on rate of TV sets will increase significantly. For example, during the 2020 Spring Festival, the daily TV activity rate reached more than 50%, and the average daily usage time exceeded 7 hours. In order to meet the cultural and recreational needs of audiences of different age groups, various satellite TV stations will replace other daily programs with old and popular dramas during the Spring Festival. A Beijing News reporter made statistics on TV drama broadcasts during the afternoon period from 12:00 to 17:00 and the prime time period from 19:00 to 24:00 during the 2024 Spring Festival. In addition to the 1986 version of "Journey to the West ", the 1987 version of "A Dream of Red Mansions", the 1983 version of "The Legend of the Condor Heroes" and other old dramas that have arrived as scheduled, many local satellite TVs have scheduled popular online dramas in the past three years, including , the most popular costume dramas that are easy to eat, such as "You Fei", "Stars Fall into Sugar", "Scorching Romance", etc. have all ushered in one or more rounds of "starring". The costume drama "The Star is Brilliant and the Moon Rises Over the Sea" starring Wu Lei and Zhao Lusi was finally released on the dual platforms of Beijing Satellite TV and Jiangsu Satellite TV during the Spring Festival after a year and a half, and the ratings reached around 0.2% in different time periods. The 2023 hit costume drama "Lotus Tower" starring Cheng Yi, Zeng Shunxi, and Xiao Shunyao is also broadcast on four channels: Chongqing Satellite TV, Guangdong Satellite TV, Guizhou Satellite TV, and Hebei Satellite TV. Some viewers joked: "It was broadcast back and forth during the Spring Festival, and Cheng Yi was on every station."
"Celebrating More Than Years" and "Twelve Hours in Chang'an" are on the decline in popularity
"Crazy" and "Human World" watch time increases during the Spring Festival
If "e people" (extroverted people) spend the Spring Festival mostly busy visiting relatives and friends, traveling and socializing, The "i people" (introverts) are more immersed in staying at home, lying down, and watching TV shows. According to Youku data, the audience for this year’s Spring Festival dramas was actively interactive, and the number of mobile barrage increased by 32% compared with last year’s Spring Festival dramas. Data from the iQiyi Data Research Center also takes "South to North" as an example. For this show alone, the viewing time of users during the Spring Festival increased by nearly 400% compared to before the holiday.
Beijing News reporters conducted a survey on the broadcast data of popular dramas during the Spring Festival on three video platforms: iQiyi, Youku, and Tencent Video. Data shows that the eight-day long holiday not only brings popularity to new dramas, but also "old dramas" that have been completed for more than half a year have also ushered in a golden period of "concentrated catch-up viewing", among which "Celebrating More Than Years", "Chang'an Twelve Hours", "Kurst" and " Works such as "Everyday Life" and "Human World" have all experienced a "reverse decline" in popularity.
Take the iQiyi platform as an example. During the Spring Festival, users of eight "old dramas" including "In the World", "Everyday Life", "Crazy", "Changfengdu", "Lotus Tower", "Ning'an Like a Dream" and "One Thought of Guanshan" The viewing time ranks among the top 30 on the platform. Among them, the viewing time of "Hurious" and "Human World" increased by 7.6% and 10.4% respectively compared with before the Spring Festival. With the popularity of "South and North", the popularity of classic spy dramas and historical period dramas has also continued to increase. The viewing time of the anti-Japanese spy war drama "Black Rose" on iQiyi increased by 127.1%, and the viewing time of two period classics "Journey to the West" and "The Romance of the Three Kingdoms" also increased by 4.4% and 4.9% respectively.
In Youku and Tencent Video, many works have ushered in their second "hot period". Data shows that "The Star", which has been broadcast on the Tencent video site for more than 590 days, was second only to new works such as "The Hidden God" and "Reconnaissance Heroes" during the Spring Festival; Works such as "Ruchen" also jumped to the top of Youku's popular list again.
Not only are online dramas popular, while the box office of theatrical movies continues to rise during the Spring Festival, the audience's enthusiasm for watching movies online is also increasing. According to data from the iQiyi Data Research Center, the viewing time of iQiyi movie channels during the seven days of the Spring Festival increased by 6% compared to before the Spring Festival. Among the top 20 popular movies, the Lunar New Year movie "The Annual Party Can't Stop!" is currently showing in theaters. 》 came out on top.
's hit blockbuster has also led to the second online popularity of related starring movies. Taking advantage of the momentum of "Flying Life 2", the previous film "Flying Life" entered the Youku movie hot list, with the number of views increasing by 136% compared with before the holiday. The film also rose from 16th place before the Spring Festival to 6th place in terms of user viewing time on iQiyi. At the same time, the long Spring Festival holiday has also brought considerable users to online movies: the online movie "Black and White" exclusively broadcast on Youku has exceeded 25 million in box office within 14 days of its release. The movie "Defiant: An Eye for an Eye" released on iQiyi Cloud Cinema on New Year's Day also drove the viewing time of its predecessor "Defiant" to rise into the top 20.
Beijing News reporter Zhang He Liu Wei
editor Tong Na
proofread Liu Yue
