Hot dramas also cause advertising shortages

Rhino Entertainment Original

Article | Founder Editor | Park Fang

The advertising market for episodes is turning red.

Recently, many popular dramas have encountered investment promotion waterloos one after another. The iQIYI version of " Bottom Line ", which ended in the previous paragraph, ran naked to the end, and the " Tang Dynasty Weird Stories " counterattacked by word of mouth. "The public is proud of the market and the market is frustrated, and "Our Ten Years", which is currently being broadcast on multiple platforms, has yet to see the gold owner.

Hot dramas are still like this, and other series are even more difficult. According to the incomplete statistics of Rhino, there are also " my secret roommate " and "Are you safe?" " and their names ", " Flying Fox Legend ", " Braves are not afraid of " and other dramas can't escape the fate of naked broadcast, while the well-received " Rock Crazy Flower " and " Chidao " are all only It has been favored by 1 brand, and it is only released in individual episodes.

In fact, nude dramas are not new. They have been common in waist dramas in the past, but such large-scale nude runs are quite rare. With the current economic downturn, gold owners clenching their wallets have become the norm, and it is expected that there will be more dramas in the future. Rally choose 0 wide naked run. In view of this development situation, the folks even invented the term "radish rate" as a new indicator for identifying drama bursts.

Data source: Douban group "Ratings Research Center" From which dramas were broadcast naked, which episodes did the sponsor retreat, and how many episodes were broadcast naked, the audience was finally able to clear the marketing fog of the battle report data, and get a glimpse of the true broadcasting performance of a drama from the attitude of the sponsor.

Those brave warriors

The commercial shortage of hot dramas may be more serious than you think.

Folks are keen to discuss the rate of turnips, and we have to start with the summer drama "The Bright Stars: The Moon Rising to the Sea". The show is expensive as a S+ level costume drama on a certain platform, but its broadcast popularity is not very satisfactory. What is even more surprising is that 14 episodes (episodes 7-20) of the show are in the state of zero broadcasts in the middle of the broadcast.

Fortunately, due to the slow update rate, the reputation of the show has undergone several rounds of long-term fermentation. In the second half of the episode "Moon Rising to the Sea", the number of sponsors attracted significantly increased, saving a little face. But the market has also seen from now on that the field of big dramas is no longer a hot spot for advertisements that the gold owners cast their eyes on. After the

summer season, more dramas with 100% turnip rate began to emerge. For example, "Are You Safe? ”, the version of Tencent video still has a set of advertisements, and the iQiyi version is full of naked running. The same is true for the female group drama "Their Names", which was broadcast on Youku on September 6, and there is no trace of advertisements in 32 episodes.

I have to mention a "Radish King" in the field of radish dramas and "Fearless of the Brave". The drama, which was broadcast on the Internet on September 1, was broadcast on the three platforms of Youai Teng, and even none of the three platforms were caught. Advertising space (achieving the achievement of three platforms radish) can be said to redefine what a big drama is from the dimension of investment promotion.

In addition, some drama projects that are roughly equivalent to naked broadcasts have come out one after another, and many of them are quite popular. The first to bear the brunt of the topic is "Story of the Tang Dynasty". The show has 36 episodes of 0 radio broadcasts. Only some of the "Ruyi stickers" advertisements performed by the actors in the play are exposed, but this kind of drama is operated by the platform. Advertising does not count as the category of the show's money-making.

and iQIYI "Rock and Roll", which was updated in 5 days, attracted the attention of the public opinion field with innovative themes and Yao Chen popularity, but the whole process only received 999 Pi Yanping's opening advertisement, and it was withdrawn after 10 episodes. Go out and leave the 11th and 12th episodes of the nude broadcast. Generally speaking, we can choose to evaluate the market value of a drama based on the choice of whether the sponsor will go or stay when the episode is on the air. This kind of withdrawal of the sponsor before the finale really hurts the luck of a drama.

To sum up, we can see the concrete manifestation of the current drama market facing "advertising shortage". It can be said that we can see the live broadcast of the drama more directly from the level of investment promotion through the "radish rate" of a drama. Looking at the battle report data marketed by the drama party, whether or not the sponsor will stay or not is one of the most intuitive criteria to measure the explosion of the drama.

All kinds of helpless forced to broadcast nude

Why did the drama market enter the "naked era"?

From the macro level, under the general trend of economic downturn, brand owners from all walks of life are holding their pockets tightly, and they are more cautious in the launch of cultural and entertainment products and pay more attention to marketing transformation. At the beginning of the year, Mr. Rhino once wrote an article about the phenomenon of multiple projects in the variety show market with 0 sponsorship and naked running. The advertising dilemma faced by the drama market today is the same.

It can be said that the emergence of hit dramas such as " Begins " and " World " at the beginning of the year has to some extent concealed the decline that has already appeared in the investment promotion of the drama. Now this decline is more vividly reflected in the large and small projects in the second half of the year. . From the perspective of the

station brand, this issue is more clear.

First of all, most drama projects in this market are high-risk, and the sponsors are more inclined to put on the top projects that carry the top dramas on the card (such as " Menghua" which won 30+ brands in the summer season. Recording "), the waist and tail items without top-notch blessings are difficult to be recognized by the brand.

Data source: Douban Group "Ratings Research Center"

is so able to explain why the previous hits such as "Story of the Tang Dynasty" and " Big Exam " are all in the predicament of attracting investment, and they have not carried the popularity of the drama from the actors. At the bottom, it is difficult for the more cautious gold owners to find a reason to bet on them.

Furthermore, there is a lot of uncertainty about the launch of various drama projects at the moment, and the sponsors are more and more reluctant to enter the drama marketing in advance in order to preserve the capital. Many of these episodes can only choose to run naked first, and then leave it to the subsequent accumulation of word-of-mouth to re-attract the attention of the gold owners.

However, only a few of such brave and naked projects can counterattack in the market only by word of mouth, and most of them have become cannon fodder. For example, "Rock and Roll" suffered from a short broadcast cycle. Even if the series had a good reputation, the project was over before the sponsors could react.

There are also some special themed projects for nude broadcast reasons that are even more special. For example, the current popular gift-themed dramas "Our Ten Years" and "Big Exam", etc., their isolation from the brand is not based on commercial considerations, but more likely because they are afraid that the content of the advertisement will hurt their expression of the spirit of the times, so they actively choose away attitude.

"radish drama" may become the norm in the market in the future

When will this wave of nude broadcasts pass?

Regarding this issue, Mr. Rhino holds a somewhat pessimistic view. In fact, Mr. Rhino is more inclined to believe that the frequent occurrence of radish dramas in recent times is not a short-term phenomenon, but more likely to be some kind of market normal in the future.

The long video platform is promoting the strategy of cost reduction and efficiency improvement. Brand owners with increasingly tight marketing budgets are more likely to invest their money in low-risk, high-end actors. Large-scale production projects, waist and tail projects They are likely to face the situation of "hard to find a gold" for a long time (that is, radish drama).

In fact, some time ago, "Meng Hualu" was able to stand alone in the top of the drama marketing industry, and was even widely discussed inside and outside the industry. In other words, if things go on like this in the long run, the , 28, and effects of drama marketing will become more pronounced. Another very important reason why the

brand prefers to cast top-tier dramas is that top-tier actors can generally "bring their own resources". The endorsement brand client Chun Zhen, for the waist and tail projects, this lack of joint marketing resources is fatal, because it makes them almost "unlicensed" in front of the brand owner.

According to this development trend, the industry is likely to face a situation that the current marketing environment forces big platforms to focus more on developing top-tier projects, which may further lead to high-quality dramas without top-tier blessings. , won the word of mouth but failed to win commercial returns, and then became the outcast of the platform.

Of course, from another perspective, "radish drama" is a kind of ridicule and a disguised incentive. History has repeatedly proved that dramas (no matter how big or small) that can really be widely recognized by the market will eventually be favored by the business. The drama company that produces the waist and tail projects may still have a way out of the predicament, and that is to continue to stick to the persistence and polish the content. Beginning.

On the contrary, for the top projects developed by the long video platform, there is no conflict between finding top-notch actors and making high-quality dramas. The production of works that are both very popular and popular makes the brand owners feel at ease to pay, which is what the platform needs. Eternal pursuit of goals.

In the final analysis, the best way to reduce radish dramas on the market is to polish the content of high-quality dramas, so as to regain the confidence and sense of security of brand owners.