Every Big Businessman Makes The Spring Festival Evening Advertisement, Not Bad Money!

The golden age of CCTV advertising this year, the Spring Festival gala will be announced.

The annual CCTV gold resources advertising bidding conference was held in Beijing today.

On the screen, CCTV Spring Festival Gala is the most market-oriented evening party, even if it is a close-up shot in the live broadcast of the party, it is also very "gold content".

This is certainly due to the high ratings of CCTV Spring Festival Gala, but also related to CCTV's sales strategy. The winning bidder's advertisements will be broadcast live through many CCTV channels, and will also be accompanied by the preheated advertisements before the Spring Festival Gala and the replay of the evening party.

No wonder some people say that CCTV does not sell a party, but the CCTV channel resources.

Multi lateral gold absorption

Party investment is only tens of millions advertising returns exceed 600%

The title of "my favorite Spring Festival Gala program", the name of the Spring Festival evening zero hour, and the 2011 spring festival gala were introduced online, and the results were announced in the evening.

The advertisements of winning companies will appear in all aspects of the Spring Festival Gala.

Apart from the title of "my favorite Spring Festival evening show", the two advertisement forms named "zero hour" of Spring Festival Gala, they will also appear in the Spring Festival Gala in various forms such as live advertisements, congratulatory advertisements, subtitles advertisements, new year advertisements, and close-up.

Generally speaking, enterprises must give up money if they want to show their faces in the Spring Festival Gala.

From the admission ticket of Spring Festival Gala to a close-up shot in the program broadcast, it is expensive.

If you want to enter the live broadcast site, first hit 100 thousand, you need to have a seat next to the round table below the stage, at least put 4 million ads on the Spring Festival Gala.

In the live broadcast of the Spring Festival Gala, the close-up shot of the guests at the round table is not low in gold content. They are the advertising customers of CCTV Spring Festival Gala, and they spend more than 3 million in the Spring Festival Gala.

For example, on 2009 Spring Festival Gala, Baidu CEO Robin Li featured seven or eight close-up shots.

It is reported that Baidu spent more than 47 million in the Spring Festival Gala.

A variety of forms of advertising around a party have also made many TV cameras afraid to think about it.

The total advertising revenue of 650 million in the Spring Festival Gala in 2010 has created an economic myth, which yields a return of more than 600% compared with just 10 million of investment.

Shout all the way up

The base price of the rabbit is nearly 300 million, the paction price is over 650 million.

Data show that the Spring Festival evening advertisements are calling up every year, and the annual increase is relatively fixed. From 2002 to 2006, almost all of them rose at 50 million, and in 2010, there was a high point, which rose by more than 150 million compared with 2009, setting a new record for the total income increase of the Spring Festival Gala. The total paction price of 650 million yuan was 2 times higher than that in 2002.

The 2011 spring festival gala advertising price is only up to 291 million 200 thousand: "my favorite Spring Festival Gala" awards the highest bid price of 126 million; the Spring Festival evening zero hour base price is 57 million 200 thousand; the 2011 spring festival gala sets the advertising price 108 million.

Insiders predict that the paction price is likely to surpass 2010.

CCTV brand consultant Li Guangdou said in an interview with the newspaper that CCTV Spring Festival Evening advertising prices rose faster than house prices.

"CCTV tendering increase indicates that its former value is underestimated. Spring Festival Gala is an old brand with a history of more than 20 years. There is no attention for a party or a program. It can undoubtedly get a lot of attention in advertising on the Spring Festival Gala."

Li Guangdou said.

At the same time, advertisers tend to advertise in strong media to achieve the purpose of publicity and promotion. CCTV is the best platform, and the number of people who advertise for CCTV Spring Festival Gala is more, and its price will naturally rise.

Different advertising rose different "zero hour" slowly.

Combing reporters found that CCTV Spring Festival Gala advertising rose differently.

From 2006 -2008, the title advertisement of "my favorite Spring Festival Gala" has increased by 5 million every year, while in 2009 and 2010, it has increased by nearly 15 million and 40 million respectively.

In 2011, the advertising product's bid price reached 126 million, which was 15 million more than that of 2010. The industry expects that its paction price will rise by 20 million over the same period.

However, the price increase of another advertising product, the "zero hour" advertisement, is not so obvious. In addition to the fastest increase from 2006 to 2008, the price increase from 2008 to 2010 is about 5 million.

The 2011 base price of this advertising product is only 57 million 200 thousand, which is 5 million 190 thousand more than that of 2010.

Li Guangdou explained that the price depends on the acceptability of the customers and the advertising value of the zero time period is smaller than that of "my favorite Spring Festival evening show".

"Although everyone will watch the Spring Festival Gala, they can stick to the zero hour at night, and the children and the elderly will not be able to withstand it at first.

Others saw half the big cards and didn't see them in the second half.

As a result, the zero ratings will be relatively low, so the advertising price increase at zero hour is relatively low.

Li Guangdou said.

Frequent visitor

Mei Cheng's "king of time" Langjiu is also familiar face.

From 2003 to 2010, every ten seconds of the time of the Spring Festival party, the audience can see the beauty on the screen.

On the stage of the CCTV Spring Festival Gala in the last two years, the name of one of the most important enterprises is the "Lang wine".

In 2009 and 2010, Lang wine won the exclusive title of "my favorite Spring Festival evening show" for two years, though it was only two years ago, Langjiu is now a household name.

And throughout the Spring Festival evening advertisements, its categories mainly include alcoholic products,

Li Guangdou analysis pointed out that the reason why such advertisements appear most frequently on CCTV Spring Festival Gala is that CCTV has a wide audience, and these products can cover audiences at all levels.

"Liquor is a festival product, such as electrical appliances and dairy products, which belong to the products of household consumption. It is very appropriate to put advertisements on Spring Festival Gala.

Market observation

Spring Festival Gala sees high monopoly clients

Unlike the Spring Festival gala held by the satellite TV stations, CCTV Spring Festival Gala has experienced more than 20 years of wind and rain, and Spring Festival Gala has become the custom of Chinese people on New Year's Eve.

CCTV through a set of four sets, nine sets, Spanish, French channel and the broadcast of the Spring Festival Gala, the total number of channels of up to 95%, so that the TV station can not catch up.

It is natural for high quality advertisers to seize the CCTV platform.

The staff of CCTV advertising department also said that judging from the ratings, the Spring Festival Gala still occupies an absolute advantage, and the replay rate ranks first in the Spring Festival. For many customers, "Spring Festival Gala is expensive, but it still feels value".

Li Guangdou pointed out that putting advertisements on the Spring Festival Gala is a fast way to enhance the brand of an enterprise.

Reporters found that a dairy company has been a sponsor of CCTV Spring Festival Gala since 2002, and even won the CCTV advertising banner in 2003. Today, the company has jumped from the first 100 in the industry to the leading force, which is closely related to the advertising input on the Spring Festival Gala. Three.

The person in charge of the company clearly pointed out that advertising on CCTV Spring Festival Gala is the most cost-effective way of advertising according to input and output ratio.

On the other hand, because of the wide coverage, advertisers who want to develop the rural market and overseas market, undoubtedly, advertising on CCTV Spring Festival Gala is a great profit.

Dong Xiaohua, director of the brand center of the United States, once said proudly: "last year, many of the agents in Spain showed that they had seen the advertisement after the advertisement was launched.

CCTV's "gifts" are more advertising and cost-effective.

Since it can't be advertised like a TV play, the Spring Festival Gala can not only be interrupted frequently, nor can an advertisement be too long. It usually flashes in a few seconds, but the excessive price will discourage many advertisers.

Therefore, CCTV took the strategy of packaging sales when auctioning advertisements.

That is to say, successful bidders can not only "show their faces" at the Spring Festival Gala. During the whole Spring Festival, viewers can see the advertisement of the company on TV.

The forms of advertising include: "Spring Festival Gala" Promo with the prompts to watch advertisements, program awards, award shows, prompts and advertisements, "Spring Festival Gala" on-site advertisements and programs to award awards live party advertisements.

This is very attractive to many enterprises.

Take the United States as an example, the group has won the zero time and time honored advertisement at the price of 50 million yuan.

In the end, the ads were broadcast for 37 days, totaling nearly 450 times.

In addition to appearing in the Spring Festival Gala, it appears in 17 columns of at least 4 channels: from January 1, 2010 onwards, with the promo of CCTV Spring Festival Gala, it appears in the titles or ends of CCTV popular programs such as "news 30 points", "today's statement", "animation City" and "golden stall theater" and continues until February 13th (the new year thirty).

It took only 50 million yuan to get so many resources and value for money during the Spring Festival.

The relevant person in charge of the United States told our reporter that he had worked with CCTV for so many years. Although the price of the zero time advertising was soaring, CCTV offered more and more free resources. That is to say, compared with 10 years ago, the price of the Spring Festival evening advertisements is much higher.

It is worth mentioning that CCTV sells scarce resources, but in the face of an old customer, CCTV does not pose a lofty attitude. Instead, it is going to organize promotional meetings and understand the wishes of enterprises.

The staff of CCTV advertising department said that the promotion would be equipped with different hosts of CCTV to promote sales at each station, and the last big client would be invited to give speeches and talk about the development of the enterprises after the advertisement was put on CCTV.