It is no exaggeration to say that "Singer 2024" is the most successful season of this show. Since its broadcast on May 10, " singer " has exploded, from the broadcast method, eyesight difference, and Na Ying performance, to a large number of singers later "asking for competition". The second episode will be broadcast on the evening of May 17. The popularity reached a new high, occupying the top 20 hot searches.
This is definitely the most representative success story of marketing. The team successfully used the advantages of the program for marketing, and the shortcomings of the program were used for marketing as advantages, and the marketing was even more aggressive.
The advantages of the program are obvious. The more gorgeous stage, lighting, and sound once again prove that "Singer" is a benchmark for music variety. At least at a technical level, it can bring the audience top-level enjoyment in the field of music variety. And all 13 programs are broadcast live, which is difficult to operate and high-risk, which demonstrates the boldness and sincerity of the program team. Of course, it is particularly stressful for the contestants and creates a lot of topics, which directly determines the "decline list" and "please fight" are two major marketing events. The shortcomings of
are also obvious. Let Rainie Yang , Hailai Amu, etc. compete with Vancia and Shanti Moore on the same stage. It can only be said that the program team is either stupid or bad. Those with equal strength are called competition, and those with widely different strengths are called crushing. Weightlifting and boxing competitions also focus on heavyweights and the competition must be fair. How can you do this?
So after the first episode of the program was broadcast, two foreign singers were praised to the sky, while our own singers were almost trampled into the mud. By the second episode, Rainie Yang and Secondhand Rose were eliminated, and they were eliminated after two episodes. This It's not a win-win at all, it's only beneficial to the show, and the singer loses face. Therefore, it's basically squeezing the contestants in exchange for popularity of the show, and it shouldn't be like this.
But it was originally a shortcoming, but it was amplified and hyped step by step, becoming the most important marketing weapon of the show.
Why do you do variety shows? Stop talking about those high-sounding empty words. The purpose of doing variety shows is to make money, and marketing is also for making money. Singers are willing to take great risks to participate in such live music variety shows, also for the purpose of making money. Although
has only aired two episodes, this program, with the help of these singers, has helped the big capital behind it earn 7 billion.
In case there are still people who are unclear and think that "Singer" is the TV station's proud work, it is necessary to explain that the company behind "Singer" is actually Mango Super Media, a listed company. Mango Super Media covers Mango TV's Internet video business and new media. Interactive entertainment content production and content e-commerce business, etc. To put it simply, the broadcast performance of "Singer" is directly linked to the stock price of Mango Super Media, and it is amplified exponentially.
Next, let’s take a look at the stock price changes of Mango Super Media. After the program was broadcast on May 10, the popularity effect of the program has not yet appeared. The closing price of Mango Super Media that day was 22.50 yuan. As of the close of May 17, Mango Super Media’s stock price stood at 22.50 yuan. From a high of 26.22 yuan, the price per share has increased by 3.72 yuan, and the total equity is 1.871 billion. In the capital market alone, "Singer" has brought huge income of nearly 7 billion to the capital behind it.
As the popularity of the program continues, the advantages of the "live broadcast" mode have also become highlighted. Han Hong 's declaration of "please fight" has definitely contributed to the program's skyrocketing stock price and advertisers' frequent showings of goodwill.
After Han Hong requested the competition, more than 15 brands applied to participate. It seems that it has been a long time since a variety show has been so aggressively requested by a brand to place advertisements.
The reason is very simple. On the one hand, the program is indeed popular and attracts attention. When subsequent programs are broadcast, the ratings and viewing volume will be very impressive. At this time, advertising is more cost-effective and covers a wider range of people.
On the other hand, the full live broadcast means that not only ordinary viewers have to watch the advertisements, but even members cannot skip the advertisements, making the delivery more effective.
It can be foreseen that the capital gain of 7 billion is just the beginning. "Singer" still has a lot of profit space to be explored. I just hope that the program team can treat the singers better! Especially Han Hong, who is such a great contributor, she has to give people the opportunity to appear on the show, not to mention that the show team will not suffer a loss if Han Hong is invited.
