"Singer 2024" Picture/Official Weibo
After four years, " Singer " has returned to the world and there is no shortage of topics.
used the full live broadcast for the first time, the singer overturned, Han Hong "applied to compete"... In three days, the popularity of "Singer 2024" continued to ferment.
html On May 13, the stock price of Mango Super Media, the listed company behind "Singer 2024", surged. In early trading that day, Mango Super Media continued to rise, with a maximum increase of more than 12%. As of the close, the stock price closed at 25.13 yuan per share, an increase of 11.69%.Popular variety shows boosting stock prices is nothing new for Mango Super Media. In 2020, on the day "Sister Riding the Wind and Waves" (referred to as "Sister Lang") was launched, Mango Super Media went straight to the daily limit and entered the "100 billion market value club." By 2022, " Cyndi Wang boys" also drove Mango Super Media's stock price to rise continuously.
has both joy and sorrow. The revision of "Happy Camp" caused Mango Super Media's stock price to fall by 30%.
sound comprehensive " depth bomb ": Six major sponsors help out
html On the evening of May 10, "Singer 2024" returned on Hunan Satellite TV and Mango TV. This long-awaited music competition program quickly attracted attention. Line-ups, live broadcast overturns, etc. are constantly flooding the screen.According to data provided by "Singer 2024", the program achieved Hunan Satellite TV's highest ratings of 0.5781% and a market share of more than 3%. On the second day after it was launched, "Singer 2024" had 142 hot searches on Weibo's main list. The online broadcast volume was 7.3 billion+, and the premiere ratings ranked first among the four networks. The premiere performance set the channel's highest Friday prime time record this year. According to data from the
Lighthouse Professional Edition, "Singer 2024" has a historically high market share of 28.24% in feature film playback across the entire network. Comparing with the music variety shows of the same period, the n-generation variety shows of the same type, "Godsend Voice Season 5", had a historical high of 2.88%, and "New Rap 2024" had a historical high of 10.85%.
became popular not only with "Singer 2024", but also with Mango Super Media. At the close of trading on May 13, Mango Super Media’s share price surged 11.69%, with a turnover of 2.088 billion yuan. The scale of the transaction volume hit the highest level since June last year, and the total market value reached 47.011 billion yuan, a one-day increase of more than 4.9 billion yuan.
On the same day, the stock price of Wondershare Technology, which provides technical support for the title sequence of "Singer 2024", also experienced a surge. As of the close of trading on May 13, Wanxing Technology's share price rose 5.18% to 89.82 yuan per share. Wondershare Technology stated that part of the video footage in the opening sequence of "Singer 2024" was generated with the technical support of Wondershare "Sky Curtain" large-scale model, a subsidiary of Wondershare Technology. According to statistics from
Shell Finance reporters, there are six sponsors in the first issue of "Singer 2024", namely Junlebao Jianchun, vivo x100 series, Pechoin, By-Health, Wuliangye, and Baisuishan. Among them, there are both old friends and new customers. In previous "Singer" programs, the most eye-catching implant was when director Hong Tao announced that the singers had to drink Baisui Mountain before announcing their performance results. In this year's program, Baisuishan continues to be the recommendation officer, and vivo mobile phones also join the "team" again.
Pechoin, which has often appeared in " The Voice of China ", has become a new sponsor of "Singer 2024". As the exclusive sponsor, Junlebao Jianchun is also the first time it has joined hands with the "Singer 2024" program.
Shell Finance reporter noticed that Junlebao Jianchun and By-Health have named "Continuous Sound: Hong Kong Philharmonic Season" and "Continuous Sound: Family Years" respectively. The production teams of "Singer 2024" and "Endless Sound" are both produced by Hong Xiao Studio.
Shell Finance reporters found out that in the years since it started broadcasting in 2013 and stopped broadcasting in 2021, Liby Group was the original "finance owner" of "Singer". According to public media reports, the title sponsorship fees of Libai Group, the program title sponsor of "Singer" from the first to the third season, are 150 million, 235 million, and 300 million respectively, and the corresponding total annual advertising fees are 250 million, 250 million, and 300 million respectively. 985 million and 1 billion.
Starting in 2016, the fourth season of "Singer" ushered in a new sponsor, Jindian Milk, and the total sponsorship amount also increased to 600 million yuan, and the total advertising amount that year reached 1.5 billion yuan. In 2020, "Singer" began to transform and focus on new-generation singers, launching the "Year of the Fight". At this time, the title sponsor of the show was replaced by Haitian Gold Label Light Soy Sauce. However, "Singer" has never disclosed the specific fees and program revenue of the total sponsorship.
On September 22, 2020, the official Weibo of "Singer" announced that the show will be suspended: "In the coming winters, there will be no more "Singer"."
As the variety show "Singer" has entered a bottleneck period, the audience began to complain. Voices gradually emerged that the program could not invite suitable guests, that the contestants relied solely on singing high notes to get high scores, and that the program's format was not interesting. The reputation of "Singer" continues to reach new lows, and its popularity and commercial value are also declining. The year before it was suspended, the Douban score of " The Year of the Singer " was only 4.9 points. The ratings of "Singer 2019" on csm55 City Network an earlier year did not break 1 for any episode.
Advertising revenue continues to decline , stock prices are frequently popular with variety shows
Shell Finance reporters noticed that on April 26 this year, at the four-platform spring investment conference held by Mango, "Singer 2024" was placed in the variety show section first place.
In addition, Mango said that in addition to "Singer 2024", the variety n generation includes "Continuous Sound·Hong Kong Philharmonic Season 2", "Time Concert", "Twin Stars Season", "First-time Captain Season", etc.; Outdoor travel themes include new series such as "Travel Any Door", "City Hide and Seek" and "Business Hunting for Treasures", innovative genres include the currently airing "Brilliant Garden", social experimental program "Escape from Nasty Island", AI director " "Love Man" independent variety show "Love Man's 1% Rule"; mystery variety shows "Escape Room 6", "Girls' Mystery Club 2", "Cube New World", etc.
For the platform, whether variety shows make money mainly depends on two indicators: investment and number of members. At the beginning of its launch, "Singer 2024" was different from "Chengfeng 2024" ("Lang Jie 5") in the same period - it had 7 sponsor customers.
However, "Lang Jie"'s ability to attract money is also declining. In comparison, last year it had 13 sponsors.
Last year, Mango Super Media stated in its financial report that leading IPs such as "Riding the Wind 2023" and "Beyond the Wind Season 3" stabilized the variety show advertising investment market, and "Go Where the Wind Is" and "Camp with Love" refreshed the company's three dramas. Records of investment amount and number of project cooperation customers in the past year. But its advertising business has declined for two consecutive years.
Shell Finance reporter noticed that in 2022, Mango Super Media’s advertising business gradually showed signs of pressure. Even in 2023, when performance recovered, advertising business revenue was still declining. According to the financial report, Mango Super Media achieved advertising operating income of 3.994 billion yuan in 2022, a year-on-year decrease of 26.77%; in 2023, the advertising business achieved operating income of 3.532 billion yuan, a year-on-year decrease of 11.57%.
Compared with peers, iQiyi’s online advertising revenue in 2023 will be 6.2 billion yuan, a year-on-year increase of 17%.
In the context of difficulty in growing advertising revenue, membership and e-commerce have become the focus of Mango Super Media’s efforts in 2023. However, last year, Mango Super Media’s membership business only achieved 10% revenue growth due to the substantial boost from 88vip.
In addition, according to Mango Super Media’s financial report, 2023 is the last year that major taxpayers such as Happy Sunshine, a subsidiary of Mango Super Media, are exempt from paying income tax. In 2024, Mango Super Media will most likely face an increase in taxes and fees of hundreds of millions of yuan, and its net profit margin will be tighter than last year.
In the first quarter of 2024, Mango Super Media handed over a report card of increasing revenue but not profit. The company achieved operating income of 3.324 billion yuan, a year-on-year increase of 7.21%, operating profit of 547 million yuan, a year-on-year increase of 3.69%, and net profit attributable to shareholders of listed companies of 472 million yuan, a year-on-year decrease of 13.85%.
Mango Super Media stated at the performance briefing that since the fourth quarter of last year, the recovery of consumption and the recovery of the closely related advertising industry have gradually become more certain. Looking forward to the whole year, against the background of the recovery of the advertising market, the company maintains its focus on the advertising business. optimism.
It is worth mentioning that, with popular variety shows in hand, Mango Super Media’s stock price has frequently become popular.
On June 12, 2020, the day "Sister Lang" was launched, Mango Super Media went straight to the daily limit and entered the "100 billion market value club". Statistics from Shell Finance reporters found that before and after the broadcast of "Sister Lang" in the first season of 2020, Mango Super Media's stock price rose from about 39 yuan to about 81 yuan, and the stock price rose by 107.7% in 2020.
On May 20, 2022, "Sister Lang 3" was launched. Cyndi Wang became popular after singing "Love You" on the first stage.After the show was broadcast, "Cyndi Boys" made calls on Mango TV while buying shares of Mango Super Media. On May 24 and 25, Mango Super Media's stock price continued to rise, with the highest intraday increase of nearly 10%.
However, the stock price of Mango Super Media also fluctuated with the news that the signature program "Happy Camp" was suspended. On October 9, 2021, the time slot that was supposed to broadcast "Happy Camp" on Saturday was changed to the TV series "Good Life". At the opening of trading on October 11, Mango Super Media’s stock price plunged rapidly. From October 11 to 13, Mango Super Media’s stock price fell for three consecutive trading days, with a cumulative decline of 18.9%.
In January 2022, the 24-year-old "Happy Camp" announced a revision. From January 4 to January 20, Mango Supermedia's stock price fell from 59.8 yuan/share to 43.01 yuan/share, a drop of nearly 30%.
Shell Finance reporters combed through available public information and found that in 2015, the revenue from "Happy Camp"'s title plus 60% of hard and public resources was nearly 1.2 billion, of which the title increase was 81%. In 2016, the exclusive title and related resources were signed for 700 million yuan. In 2018, there were a lot of failed bids in advertising auctions, with the average failed bid rate reaching 32%.
Beijing News Shell Finance Reporter Zhao Fangyuan Editor Wang Jinyu Proofreader Jia Ning
