, reservations exceeded 9.5 million, and the popularity exceeded 22,000 within 13 minutes of being online, and then quickly exceeded 28,000... This wave of traffic comes from the ancient costume IP drama "Sauvignon Blanc Season 2" (hereinafter referred to as "Sauvignon Blanc Season 2"), which aired on the evening of the 8th. Sauvignon Blanc 2》).
While it has high popularity and high ratings, "Sauvignon Blanc 2" has also been very successful at the commercial level. Before the series was aired, the show's official account thanked 21 brands. In addition, "Sauvignon Blanc 2" also announced IP authorized cooperation brands, involving "eating, drinking, playing, wearing, shopping", and currently cooperates with more than 37 brands. , and the authorized cooperation is still ongoing.
"Sauvignon Blanc 2" stills
sorted out the domestic dramas since the beginning of this year. Under the leadership of many popular dramas, while attracting attention, the ability of "attracting money" is also amazing. At the beginning of the year, " Blossoms " The number of advertisements in a single episode exceeded 10, and then "South to North" scored an astonishing result of nearly 300 advertisements for 41 brands, but soon " and Fengxing " had a total of 421 advertisements for a total of 23 brands on dual platforms. Advertising breaks records.
And "Celebrating More Than Years 2" became the domestic drama with the longest advertising period in the first half of this year. In addition to its long duration, "Celebrating More Than Years 2" also provides the brand with titles such as overall title, joint sponsorship, special leadership, and special cooperation, which can be regarded as an eye-opener for the industry. " Rose Story ", which just finished airing, once again added fire to this year's TV drama market with the cooperation of 44 brands.
In this era of fragmentation, public attention is becoming increasingly scarce. Therefore, the higher the attention and topic of dramas, the more attractive they are to brand owners. This has also led to the "siphon effect" of current dramas being stronger than in the past. Because now that a drama is popular, it can stir up public discussion and attract more traffic than in the past, and the attention gathered in a short period of time can be used by brands to make a big fuss.
For dark horse dramas such as " Mo Yuyunjian ", the advertising of the drama was not ideal when it first aired. However, as the topic of the drama gradually broke out in the public opinion field, brand owners also heard about it. According to Youku, the advertising revenue and number of advertisers of "Mo Yu Yun Jian Jian" increased 3.5 times 5 days after its launch, ranking first in the revenue scale of a single drama and the number of customers of a single drama in 2024.
Red Star News reporters noticed that for popular IPs such as "Celebrating More Than Years", "Flowers" and " Sauvignon Blanc", brand merchants will intervene in advance. The producer and the brand work together to create a scene with a high degree of "integration" so that the advertisement blends into the content and is not obtrusive when it appears. For example, in "Flowers", Miss Wang came to a roadside shop to drink soda alone because she was jealous that A Bao and Li Li were too close. The boss comforted her. Although there was a soda advertisement embedded here, the scene also suited Wang. The young lady's heart was filled with ups and downs at this time.
In addition to hard advertising and implantation, platforms and producers are also trying new branding methods. For example, a certain brand and "Qing Yu Nian 2" have created many creative short films that are deeply tied to the plot. During the broadcast of "The Story of Roses", a certain dairy brand collaborated with Liu Yifei and a group of "topic boyfriends" to shoot a side story. Creative plot.
An industry insider said that the TV drama market is booming this year, and more and more brands are willing to invest in dramas. What is certain is that behind this trend is always “content is king”, and only high-quality content production can obtain commercial value. This year is already halfway through. Whether the drama market in the second half of the year can still maintain such excitement in terms of works and commercialization needs to be tested by the continuous launch of popular products by major platforms.
Red Star News reporter Qiu Junfeng editor Su Jing
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