Investment and word of mouth have fallen, variety shows "gold absorption" shrinkage

Source | Tech Planet

Wen | Zhai Yuanyuan

The second season of the variety show "One Annual Comedy Comedy" was broadcast 3 days ago. On the first broadcast on the circle of friends, many people lamented that only the Ma Dong and the Comedy Contest allowed them to re -open the variety show, "the annual happiness is back."

Since the first season comedy contest is the first season, the second season can continue the heat of the previous season. According to the war report released by iQiyi, the first season of the comedy contest was premiered, and iQiyi's popularity value exceeded 8700, ranking second in the network comprehensive integration and communication index list.

The same comedy variety show, also the participation or dominance of Li Xuan, many netizens unconsciously compared the fifth season of "Talk Show" with the comedy contest. The controversial talk show 5 encountered a comedy comedy contest 2 in the broadcast.

Aside from the comparison of the quality of the two programs, from the perspective of the number of advertising sponsorship, the two "comprehensive N generation" programs have gained a good commercial return. The number of sponsorship of comedy contest 2 has doubled, from 2 advertisers in the first season to 4 this year. The Talk Show Conference 5 was the same as the number of advertisers last year, reaching 10.

However, the number of advertisements cannot be equal to the advertising scale. In addition, it seems difficult for business success to save the dilemma of the decline in the variety show. The comprehensive N -generation program is generally in a embarrassing situation of "word of mouth and commercial value". Although the talk show 5 is still the suction king of laughter culture and Tencent video, its Douban score has fallen to 4.9, the lowest score in five years. The scores of the first season to the fourth quarter of the talk show conference were: 6.8, 7.6, 7.9, 7.6.

The reputation of other "comprehensive n generations" program is also not optimistic. The mango TV variety show "Sister who breaks the wind and breaks the waves" also fell from 6.7 in the first quarter to passing below the grid, only 5.8 points. Youku ace variety show "This is Hip -hop". The Douban score also completed the number of numbers in the first season and the new season, from 8.6 to 6.8.

Compared with innovative programs, the "comprehensive N generation" commercial value is higher and the ability to absorb gold is stronger. If many new programs can't recruit business, they don't even have the opportunity to set up, let alone come out. A variety show producer told Tech the planet that the variety show was difficult. Now the variety industry is not the 28th law, but the 0.5 and 9.5 laws. The maximum value existed in the N generation may be just sucking gold.

"Comprehensive N generation" investment promotion and word of mouth decline

The latest season "Talk Show" is under unprecedented challenges.

Unlike the second season of the Comedy Comedy Comedy, the fifth season of the talk show conference this year, whether it is attention or discussion, is not as good as the past few seasons. The show did not receive widespread attention because of his high quality, but was sent to hot search for repeated disputes.

Since the broadcast, from the guests of the show to the funny burdens, they have been spit. The first "rollover" lies in the setting of the guests. Among the 5 leaders of the talk show, in addition to the guest Zhang Wei in the previous seasons, the first phase invited actor Zhou Xun and singer Na Ying. It is the two non -professional leaders who have become the biggest controversy in the show.

Leaders forgot to shoot the lights, not commented on the talk show actor, and resonated with laughter and low understanding. Netizens' vomiting is particularly direct, saying that "the two newly -leading jokes are defeated." A loyal audience of the talk show showed a distressing manner that from the first season of the Tucao Conference to the Fifth Season of the talk show, it was chased for 6 years. This year, it was too down to be out of anger for 5 minutes.

In addition, a large number of internal stalks of talk shows have also allowed audiences to upgrade their aesthetic fatigue. Because the internal stalks are relatively small, people who are not familiar with Xiao Guo culture and talk show are "unfriendly". In the new season, the divorce stalk has become a traffic password, and the show contains a very high divorce rate. The actors have mentioned many times that internal employee divorce is mentioned. The proportion of ridiculous stalks between actors has continued to increase, and some netizens even commented that the talk show conference was almost becoming a laughing fruit cultural annual conference program.

For a month, the "Talk Show Conference 5" has fallen from Douban 5.0 to more than 490,000 people. Nearly a third of the people have a star difference. In the "Talk Show Conference" group of nearly 100,000 people in Douban, netizens even shouted in disappointment and anger, "playing Li Xuan, splitting the fruit."

The word of mouth of the talk show is becoming more and more obvious. In fact, in recent years, the "comprehensive N generation" word of mouth has almost encountered Waterloo. Several head variety shows with high traffic heat failed to escape the fate of declining the heat.

The fifth generation program "This is Hip -hop". Compared with the first season, Douban's homepage shows that only one -nineths of the latter have been watched and participated in the scoring score.

In the sixth season of the sixth generation show "The Life I Longing", the Douban score failed to pass the line, only 5.9, and during the peak of the program, the highest score in the second season reached 8.0. Although, the score is just a manifestation, and the invisible losses are seriously lost. Many people have abandoned the "Life I Longing".

In the sixth generation of "Chinese Restaurant", the Douban score this year is also the lowest, only 4.5. The number of scores even reached a record low, with only more than 2,000 people participating in the scoring. When the first quarter of 2017 was broadcast, more than 30,000 people participated in the scoring.

The Douban score dimension may be too single, and the number of advertisers may best reflect the popularity of the show. The flow of the program is closely related to the number of advertisements. The first, second, and third seasons of "Sister who rides the wind and the waves" is 13, 15, and 6 respectively. The middle waist is reduced to the bottom, and many programs are naked or chopped

The head of the "comprehensive N generation" program is difficult to attract, and the mid -waist variety show is more difficult.

The waist company is directly reduced to the ankle. Muzi Li is the head of the back of the waist variety show. His company produces about four or five programs each year. , They made. When the profit is good, it can almost reach about 20%. But this year, the number of programs and profits encountered a double sheet.

Mu Zili told the TECH planet that compared with last year, there were only two variety shows produced this year, only two. The profit also folded, from 20%to 10%. The platform shrinks the money to the production company.

The advent of a show is directly linked to the investment situation, and this year's variety market has encountered an unprecedented cold winter. Brand title, industry sponsorship, and joint sponsorship have been significantly reduced. Muzi said that the variety market is similar to "cool". Only the variety shows on the extremely head can also get unsatisfactory advertising sponsorship.

This year's variety shows are generally difficult to attract investment, the ability to attract gold is weakened, and the overall brand variety release budget is shrinking. The limited budget of advertisers is generally concentrated on the head S -class variety show, and many other programs are naked. The sponsorship fee for head show shows is declining, and the long video platform variety championship fee may be around 100 million yuan before, and now it may only have a level of 50 million.

The agreed advertising sponsorship may also be temporarily withdrawn. Muzi Li said that a good program recognized by the entire industry in a platform in a certain industry was temporarily withdrawn before the broadcast.

The upstream advertisers evacuated, and the reduction of downstream personnel became commonplace. Muzi Li said to the TECH Planet that a team of vertical circuit variety producers on a long video platform reduced from eight people to 3. Without the advertiser to pay, the platform is also trying to draw and retreat.

The platform's betting on the explosive variety show has become more restrained, and the programming project has become more stringent. In the past golden age of variety shows, if the platform considers a certain program to have explosive potential, it will relax investment restrictions, and will not require the program to reach 30%-70%of the investment results, covering the cost of the program to the greatest extent. But now, the program investment is less than 1. That is, if the investment cannot cover the cost, the program will not be released.

Instead of investment, membership income is coming. The platform variety show investment was bleak, and began to change from solo to sewing. Muzi said that the platform is now not enough for the promotion, and simply liberalized the copyright of the program, and the multiple platforms were broadcast together. Then everyone divided the membership income together and used membership income to make up for the loss of less investment. In this way, variety shows have begun to develop in the direction of dividing dramas.

The platform's life is not good, and the chills are also passed on to every downstream production company. Muzi Li said that the platform's reduction price did not reduce the price. Previously, the programs for the production costs of the production company's tens of millions of production costs are now directly cut off and down to 35 million. The production cost was 30 % off, but it was required to make the same level of production as before. Several variety shows of different levels have been compressed. In the past, the S -levels were 50,000 to 60 million, and the A -class cost was 30 million. "Such a program cannot be connected, and it is a loss when it takes one after another."

The downstream production company had to follow the clothes to shrink and adjust the clothing together. Muzi Li began to transform from a large project to a vertical program. Large projects are difficult to establish items. Small programs mean lower costs and smaller risk investment.

In terms of the situation of the head and the waist program, it is no longer the two eight effects in the past, but the 0.5 and 9.5 effect.

The crown advertiser is "no money", and the variety show has been attracting gold.

The changes in the ability to absorb gold in variety shows can be seen with a phenomenon -level explosion program.

From the first season to the third quarter of this year, "The Sister of the Wind" directly became a variety show sponsorship of the barometer. In the first season of "The Sister of the Wind", 13 advertisers were harvested before the broadcast, and the total number of advertising customers exceeded 40 when the show ended. Sister Lang's 2 start is even more fierce, and 15 brands enter the game before launching. In the third season of Sister Lang, when the first season was broadcast, there were only 6 advertising sponsorship.

Open source securities researchers have conservatively estimated that the scale of commercial income created in the first quarter of "The Sister of the Wind" is expected to reach about 1 billion, of which about 455 million advertising revenue is around 500 million.

But the once "suction king" seemed to be a little bit of the year. An insider of Mango TV told the TECH planet that this year's variety show investment is not good, and several pole head programs are okay, and other programs are really not particularly good.

The third quarter of "The Sister of the Wind and the Wind" was cut off. After the program was broadcast, the heat declined, reflected in the mango super media financial report. Its semi -annual report showed that its revenue in the first half of 2022 was 6.714 billion yuan, a year -on -year decrease of 14.5%; net profit 1.19 billion yuan, a year -on -year decrease of 17.95%.

The popularity of the third season may directly affect the investment capacity of the fourth quarter, which also adds a shadow to the performance of Mango Super Media. And Sister Lang's dilemma is just a reality of many "comprehensive N generation" programs. The most prosperous stage of variety shows may be pushed until a few years ago. In the second season of Hunan Satellite TV's "Where's Dad" and became the Golden King of Variety shows. Yili won the exclusive title of the second season of the show at a record price of 3119.9 million yuan, which greatly exceeded the 250 million titles of the third season of "China Good Voice", setting a record for the title fee of variety shows.

Three or four years ago, the right to speak on the head show was relatively large. One show had an exclusive title and a maximum of two brands. The program has a higher bargaining power and will screen the brand that is compatible with the program. If the tone is not matched, the program team will ask the advertiser to set up other programs.

However, today is different from the past. The variety show producer Shuangmu Lin told Tech the planet that the championship cost of the long video platform may be about 85 million, and the final sales price may not reach 85 million. There are very few customers who pay a sponsorship fee of 100 million yuan, basically gone. Moreover, the show will basically not push the customer out, and the customer is king.

In the past, most of the crown advertising customers were three major mobile phone brands and two milk brands, as well as beverage companies such as Nongfu Spring, as well as super apps. However, since the epidemic, the sales of 3C mobile phones have fallen significantly. Party A's customers have no money, and the budget that naturally flows into the market has become less. Another type of escape advertising is a new consumer brand. Last year, these new consumer brands had almost finished the money, so this year I want to invest in advertising but no money is put on.

Now the customer group has become two major milk brands, e -commerce platforms, new energy vehicles, international beauty brands, etc. Shuangmulin said that in the past two years, there have been almost no changes in the variety shows, and "Big Star+Game" still belongs to the universal formula. Music programs have been stabilized through the past few years to form a stable circle, and the investment effect is quite stable. Advertising customers are more inclined to the three categories of variety shows, namely: Hunan variety shows, language, indoor germination and other game programs.

The "comprehensive N generation" that has been verified has the advantage of gold, but the entire variety market now belongs to the first season of the program.

- END -