reporter: Du Wei and Ding Zhouyang editor: Dong Xingsheng
has a network spread of over 7.3 billion, generated 1,352 hot searches, and boosted the market value of the listed company Mango Super Media (sz300413, 26.19 yuan/share, market value 49 billion yuan) Soaring by nearly 5 billion yuan... After 4 years, the big IP "singer" returns to the public eye. The first episode has just aired, and it reminds people of the fiery atmosphere of the music variety show (hereinafter referred to as "Music Variety") in the past "golden age".
"Singer 2024" Picture source: Picture provided by the program team
html On May 15, "Singer 2024" set a new record for Weibo's highest-scoring variety show in the past with a score of 9.4. This means that "Singer 2024" has mastered the traffic password at the beginning. During this period, the famous singer Han Hong's "I ask for a fight" helped the program quickly dominate the headlines of major social media. "Daily Economic News" reporters noticed that due to the high traffic, not only singers were actively signing up for the program, but various businesses were also eager to try it. In recent days, more than 15 major brands, including Nanfu, Laoxiangji, and Spring Airlines, have applied to "Singer 2024".It is worth noting that many advertisements were added to the first episode of the program, and because this program was broadcast in the form of "live broadcast", some netizens said that "advertisements can neither be fast-forwarded nor blocked" and "normally use membership to block them" I saw all the advertisements on 'Singer'." Therefore, as more and more brands “apply to participate”, some users cannot help but worry: Will adding more advertisements in subsequent programs affect the viewing experience?
Picture source: Weibo screenshot
So far, what is the investment situation of "Singer 2024"? Can Mango Super Media boost the performance of its advertising sector through this flagship program? "'Singer' has revitalized the entire domestic entertainment industry, but it is difficult to bring music variety back to the 'golden age' of investment." Lin Xia (pseudonym), who has created many hit programs, said bluntly in an interview with a reporter from the "Daily Economic News" , as far as Mango Super Media is concerned, the two major programs "Singer" and "Sister Lang" are scheduled too close to each other, and the company may bear greater risks. ""Qing Yu Nian 2" will be broadcast soon. The audience's time is extremely limited. How much money the 'singer' attracts will be known after the third episode of the show."
High traffic makes advertisers crazy
More than 15 major brands "Singer" is a veteran music variety show that has witnessed the evolution of the music industry for more than ten years. From its birth in 2013 to 2020, a total of 8 seasons have been broadcast, attracting more than 100 singers to participate, and a total of 888 songs have been presented to the audience, giving birth to Yu Quan, Han Lei, Han Hong, Li Wei, Lin Yilian, jessiej , Liu Huan, Hua Chenyu eight singing kings.
After bidding farewell for four years, "Singer 2024" returned to the public eye on May 10 this year. Internationalization, live broadcast and other elements are the most discussed highlights of this season's program.
html On May 12, after Han Hongfa "asked to compete" on the show on Weibo, Wang Xi, Huang Liling, Lou Yixiao, Ji Minjia, Zeng Yiming and other singers and artists also expressed their hope to "compete" in "Singer 2024". "The current number of active registrations is really beyond imagination... I would like to ask all singers to confirm the schedule if they want to participate in the show!" Many media quoted the show's director Hong Xiao's WeChat Moments in the early morning of May 14th. Posted, ""Singer 2024" is broadcast live every Friday night, and has a long-term competition system. It is not just a one-time performance."
Image source: Screenshot of the artist's Weibo
This shows that under the high popularity of "Singer 2024", The “eye-catching” power of audiences and artists. Where there is traffic, there is a market. In the commercial field, "Singer 2024" also has strong brand appeal.
"If the program team agrees, Keke (Hongxing Erke) will join the team overnight." According to rough statistics by the reporter of "Daily Economic News", as of May 15, there have been Hongxing Erke, Laoxiangji, Spicy Prince, Wugu Daochang, Nanfu, Wei Dragon, Luo Ba Wang Snail Noodles, Spring Airlines, Busy Snacks, Wang Xiaolu, Fuguang, Jierou, Urban Ranch, Opa, Bibizan, etc., spanning clothing, food, daily chemical care, manufacturing, and air transportation More than 15 major brands in various fields including the entertainment industry have successively "applied to compete" in "Singer 2024".
Picture source: Weibo screenshot
Judging from the first episode, "Singer 2024" has recruited six major "funders". Among them, Junlebao Jianchun is the exclusive sponsor, and other advertisers include vivo and Tang By-Health, Wuliangye, Baisuishan, Pechoin.
"We have recruited 6 (advertisers), and this program will definitely make money." Lin Xia told the "Daily Economic News" reporter that although "Singer 2024" is currently very popular, it is expected to introduce "new ones" in the future. "Financers" support, but the overall program "cannot return to the 'golden age' of music and entertainment investment." Lin Xia revealed that at that time, the advertising revenue of top programs could exceed 1 billion yuan, and the exclusive title sponsor alone could bear half of the program production expenses.
From another major IP on the market, "The Voice of China", you can get a glimpse of the "brilliance" of the audio variety show. From 2015 to 2017, "The Voice" contributed more than 2.8 billion yuan in revenue to its parent company, Canxing Culture. The
program hopes to introduce more brands, but viewers have begun to worry. The reporter of "Daily Economic News" noticed that after the first episode of the program was broadcast, many netizens said, "I was 'pressed on the head' and watched 10 minutes of commercials" and "there are too many 'singer' commercials. In addition to listening to songs tonight, Just watch ads." "The ads that are usually blocked by membership can be seen in "Singer 2024"... This has aroused the concern of more netizens. Only those who have paid to become a member of Mango TV can watch the live broadcast of "Singer 2024". "But when watching the live broadcast, you can neither fast forward nor block ads." As the show becomes more popular and more ads come in, will it affect the viewing effect?
Picture source: Weibo screenshot
Are the many brands that have "asked for competition" from "Singer 2024" just trying to gain popularity, or are they the real potential sponsors of the show? In response to netizens' concerns and the subsequent investment promotion of the program, a reporter from "Daily Economic News" sent an interview outline to Hunan Satellite TV and Mango TV, the producers of "Singer 2024", but as of press time, the other parties had not responded.
More platforms’ “king-fried” content is on the way
Can the “singer” stabilize the Mango Super Media advertising market? As an important monetization channel for long-form video content,
members, advertisers and operators constitute the "troika" of Mango TV's Internet video business.
Mango Super Media’s annual report shows that in 2021, Mango Super Media’s advertising business reached a new high. The total number of advertising brands of various types throughout the year exceeded 1,000, and advertising business revenue exceeded the 5 billion yuan mark for the first time, reaching 5.453 billion yuan, a year-on-year increase of 31.75%. . Among them, the investment amount of the self-made variety show "Sisters Riding the Wind and Waves 2" reached the highest level in the industry.
But this grand occasion cannot last until 2022. The financial report shows that in 2022, Mango Super Media’s advertising business revenue was 3.994 billion yuan, a year-on-year decrease of 26.77%.
In 2023, Mango Super Media’s advertising business revenue was 3.532 billion yuan, a year-on-year decrease of 11.57%. Among them, in the fourth quarter of 2023, Mango Super Media’s advertising revenue increased by 15.95% year-on-year. It can be seen that head IP plays an important role in stabilizing the advertising market. Mango Super Media also mentioned in the annual report: "Head IPs such as "Chengfeng 2023" and "Beyond the Wind Season 3" stabilize the variety show advertising investment market."
So, can the advertising revenue of "Singer 2024" become the basis for Mango Super Media? The "leader" in revenue in 2024?
Photo source of "Singer 2024" stills: Photo provided by the program team
"As we enter the summer vacation, all platforms will come up with 'king bomb' content." Lin Xia said, ""Singer 2024" took the lead in 'jumping in', hoping to gain a head start. . The content competition in the entire summer season will be very fierce, so 'Mango Channel' will show a trump card first. "
audio variety was once a must-have for the summer season, but it has also been quiet for a long time. Currently, relevant programs being broadcast include iQiyi’s rap music reality show "New Rap 2024" and Tencent Video's "100% Singer", both of which are currently moderately popular. At the same time, popular film and television drama content will also compete for the attention of advertisers and audiences. On May 16, "Celebrating More Than Years Season 2" will be launched. Some netizens said, "Now that "Celebrating More Than Years 2" is here, there will be no time to watch "Singer"."
"Advertisers are very 'realistic'. If the popularity and reputation of "Singer 2024" increases further, more advertisements will be added in the future.But if this program fails to truly break through within three episodes, advertisers will turn their attention to other popular content in the same period. "Lin Xia analyzed, "At present, 'Singer' has only broadcast one episode, and its 'money-attracting strength' has yet to be tested. "
In addition, this year, Hunan TV put the two big IPs "Singer" and "Sister Lang" almost in the same schedule. Why would they let their own programs "close combat"? Lin Xia believes that these two programs are similar in Broadcasting at different times will inevitably bring competition. “Food, beverages, fast-moving consumer goods and other merchants are big sponsors of advertising, and their peak sales season is in the second quarter. Therefore, the platform’s scheduling of programs should take into account the demands of advertisers. ”
Daily Economic News
