The annual CCTV Spring Festival Gala is the first highlight after the New Year’s Eve dinner for people across the country.
What adults see is the excitement, children see the advertisements, and businesses see the value behind it.
Since the first Spring Festival Gala was held in 1983, it has pioneered the history of embedded advertising sponsorship in the Spring Festival Gala in 1984. In the past 40 years, a total of 19 brands have become brand sponsors of the Spring Festival Gala (exclusive naming rights, and insertions are not included).
Major brand sponsors fought fiercely regardless of cost to win the much-anticipated Spring Festival Gala. Those few seconds of advertising also became more deeply rooted in the hearts of the people.
I have to say that the ads "sponsored" with money are really delicious. Besides, the precious opportunity obtained after finally breaking through the siege, the gold content of advertising will definitely not be low.
01 Homesick theme: Confucius Family Wine
It can be said that except for the sponsor Compas in 1984, which sponsored the Spring Festival Gala half-heartedly, its advertisement "Compas, tell you the time" also appeared regularly at the zero o'clock time.
With the development of the advertising road, the Spring Festival Gala began to select brand sponsors suitable for the Spring Festival welcome theme.
In the early 1990s, there were three major brand giants in Shandong Lu wine: Kongfujia Wine, Kongfuyan Wine, and Qinchi Winery. In order to compete for market share, the three brands each come up with unique strategies.
Qinchi Winery distributed leaflets at high altitude, and Kongfu Banquet Wine advertised on buses. Faced with these childish tricks, Kongfu Family Winery directly won the prime time advertising rights of CCTV in 1993.
The advertising theme of Kongfujia Liquor has always been around homesickness and reunion. Not only did it come up with the classic advertising slogan "Kongfujiajiu makes people miss home," it also came up with the "Beijing" which was released in 1994 and quickly became popular all over the country. "People in New York", the familiar theme song "Millions of Questions" is actually also the advertising song for Kongfu Family Wine.
"I have been pursuing you for thousands of miles." Isn't this a true portrayal of leaving home and farewell, parents and children?
Going home during the Spring Festival has also been an important theme of the Spring Festival Gala for many years. The homesickness of Confucius Family Wine and the Spring Festival Gala hit it off.
In 1996, Kongfujia Wine became the main sponsor of the Spring Festival Gala. "Kongfujia Wine makes people miss home" making Kongfujia Wine a household name.
02 Good Life Theme: Beautiful Life
Spring Festival Gala advertising is a must-have for businesses. Obtaining the naming rights is not only a symbol of the company's financial strength, but also a manifestation of the brand's credibility.
In the face of brand competition, they are willing to spend huge sums of money just to appear on the Spring Festival Gala stage, even if it only lasts for a few seconds. The CCTV Spring Festival Gala advertisements have been re-adjusted. In addition to the zero o'clock time, "My favorite Spring Festival Gala program" ”, Spring Festival Gala specials and other major projects can be named as sponsors, as well as regular hard advertising packages, oral advertising and product placement.
Among them, the zero o'clock time advertisement is undoubtedly the highlight. Since the launch of zero o'clock advertising in 1984, in the past 40 years, except for the cancellation of the zero o'clock advertising in 2012 due to complaints from viewers due to too many embedded ads in the 2011 Spring Festival Gala, the zero o'clock time every year has become an industry benchmark for brands.
In 2003, Midea began to dominate the zero-hour advertising market. From 2003 to 2014, Midea has paid New Year's greetings to people across the country at zero o'clock for 11 consecutive years. Midea's classic advertising slogan "A good life starts with Midea home appliances" became famous because Midea has been on time to greet the New Year for 11 consecutive years.
After China joined the WTO, China's home appliance industry, with Midea as the leader, rose rapidly, breaking the monopoly of foreign investment, going abroad and facing the world. The business structure of Midea Group is also quietly reflected in the zero-point advertisement, which changed from the original "Midea Group wishes New Year's greetings to people across the country" to "Midea Group wishes New Year's greetings to Chinese people all over the world."
Midea Group’s CCTV Spring Festival Gala zero o’clock countdown advertising auction price has also been rising year by year. The price in 2011 was equivalent to a sky-high price of 5.72 million yuan per second based on a 10-second countdown.
03 Hope theme: BBK
In 1998, a video advertisement of "BBK" spread all over the streets, igniting people's hope for life.
"There is always a reward for your efforts. It is better to do what you say than to do it. If you do it, do it the best." BBK integrates the company's responsibility into the advertising song.
In the 1999 Spring Festival Gala, BBK became the main sponsor. Kung Fu star Jet Li served as the spokesperson, and popular singers Lin Yilun , Jing Gangshan, and Gao Linsheng sang "Bubugao", which became a hit song on demand on the TV station's music channel. The BBK brand became popular overnight, and sales of VCDs increased steadily.
Looking back on the 40 years of the Spring Festival Gala, the CCTV Spring Festival Gala brings classics and advertisements that are full of childhood memories. Today's Spring Festival Gala only has cold advertisements. The classic slogans that audiences knew by heart in those years are no longer seen.
-
-
-
-
-
-
-
-
-
-