As the saying goes, some people are happy and some are sad.
After the ratings for the second night of "Hello, Youth" were released, Shangpin Lighting was very happy. Fortunately, Yanjing TV was relatively strong yesterday and did not agree to the price they offered, otherwise they would have been taken advantage of.
Rating 1.7. China has a population of 1.5 billion, which is equivalent to only 25 million potential customers. Generally speaking, a conversion rate of 1% is pretty good. Shangpin Lighting focuses on mid-to-high-end brands, and its conversion rate is even lower, perhaps less than 0.2%.
Let’s say it’s 0.2%, which is 50,000.
Yesterday, they offered Yanjing Satellite TV 15 million yuan for the exclusive naming rights. Including labor and 50,000 customers, on average, one customer would have to earn at least 400 yuan to recoup the investment.
In the past, the profits of lighting products were high, reaching almost 50%. In recent years, the industry has become very fierce, and the profits of ordinary lighting products have been compressed to about 10%. Shangpin Lighting mainly focuses on mid-to-high-end brands, with higher costs and higher profits. It can almost reach 20% profit.
20% profit, including labor, if you want to make 400 yuan from a customer, it is equivalent to the customer spending at least 2,000 yuan.
Of course, 2,000 yuan, for mid-to-high-end lighting such as Shangpin Lighting, is only the price of a few small lighting fixtures and one or two medium-sized lighting fixtures.
As for high-end lighting, it is estimated that the average family cannot afford it. It is something that only wealthy people can afford. Shangpin Company never takes high-end lighting into account when it places advertisements and calculates profit and loss.
Anyway, if a customer plans to use their Shangpin lighting, it is not too difficult to spend 2,000 yuan.
But note, this is just a return on capital. If they want to make money, each customer must spend at least 5,000 yuan, and the net profit reaches 30 million yuan, then this sponsored advertisement is worthy of them.
5,000 yuan is more difficult.
Another point is that the ratings of 1.7 are today's ratings. I don't know if it can be maintained in the future. Didn’t the ratings drop by 0.6 yesterday? If it drops again later, to below 1.5, the ads will cover fewer customers. However, Shangpin Lighting spent 15 million to purchase the exclusive naming rights of "Hello, Youth". There is a high probability that it will be taken advantage of. Even if it does not lose money, it will not make much money. It is just spending money to earn praise.
All the money went to Yanjing TV.
In the same way, other brands are similar.
Yesterday, in order to get advertisements during the "Hello, Youth" episode, many brands offered the highest prices to 100,000 for 15 seconds and 160,000 for 30 seconds. Most people paid 80,000 for 15 seconds and 130,000 for 30 seconds. ....
Only Yanjing Satellite TV did not agree, otherwise they would definitely be taken advantage of this time.
With a ratings of 1.7, 60,000 in 15 seconds is not worth it.
They finally knew why Yanjing TV suddenly contacted them and agreed to the price they offered. Obviously, Yanjing TV must have seen the serious decline in the ratings of "Hello, Youth" and wanted to take advantage of them. .
Although they act unhurried, do they really think they are idiots?
In fact, with a ratings of 1.7, the advertising fee of 50,000 yuan for 15 seconds is still acceptable. Even if the ratings drop to 1.5, the advertising fee of 40,000 yuan for 15 seconds is still acceptable, but they offered Yanjing Satellite TV 20,000 yuan for 15 seconds. For the price, I won’t give you a cent more, just to disgust Yanjing TV. Who told Yanjing Satellite TV to take them for granted? No wonder they disgusted Yanjing TV.
Those TV stations offered Huayi a price of 200,000 per episode, which is actually the same reason. Huayi regarded them as fools and wanted them to be taken advantage of, so no wonder they disgusted Huayi.
As for whether Huayi will choose to retaliate and end their cooperation in the future, the TV station is not worried at all. As long as Hua Yi is not stupid, he will have to endure this wave of disgust. Next time we meet, we still have to be harmonious with them and have a good time over wine.
Anyway, regardless of Yanjing TV and Huayi, at this moment, brands and TV stations have other goals, and they have turned their attention to Suning TV and Tianhai, because the average ratings of the third and fourth episodes of "Welcome to School Together" have exploded. .
This TV series, which had an average ratings of only 1.3 in its first broadcast, had an average ratings of 2.4 in the third and fourth episodes, which was higher than the premiere ratings of "Hello, Youth".
The key is that this is only the third and fourth episode.
Many brand owners have read the reviews of "Born Together" and most of them are positive. Even the rating on Poison.com has increased from 7.2 yesterday to 8.5, with more than 30,000 reviews. The rating of Movie Paradise also increased from 7.0 to 7.8, with more than 20,000 comments.
Moreover, the comments are very real. They are all plot posts and include gags. It seems that they cannot be trolls.
If this trend continues, this TV series is expected to become a hit soon. Isn't it better than "Hello, Youth"? At this moment, many brand owners are waving their money and approaching Suning TV, wanting to buy advertising time during the broadcast of "Together".
Shangpin Lighting also approached Suning TV and wanted the exclusive naming rights for "Together", and the price offered was still 15 million.
First-tier TV stations, including Dolphin TV and Yangtze River TV, approached Tianhai and wanted to buy the second-round broadcast rights of "Born Together".
In this regard, Suning TV and Tianhai are not greedy.
After the ratings of the third and fourth episodes came out, Su Yichang is now very sure that "Born Together" will definitely become a hit TV series like Wang Xuan said. But he still asked the investment department to carry out advertising investment according to the price he had offered before, 100,000 for 15 seconds, 120,000 for 20 seconds, and 180,000 for 30 seconds.
In the end, Suning TV screened some brands, and the advertising space was quickly sold out.
Combined, the one-minute advertising fee is as high as 300,000 yuan. During the evening broadcast of "Together", half an hour of advertising time can be generated, which is 9 million yuan. After deducting the 2 million yuan cost of purchasing the right to broadcast the TV series, the net profit is as high as 7 million yuan.
Waiting for the finale of "Welcome Together", Suning TV will earn more than 100 million from advertising fees alone, plus exclusive naming rights and special broadcasts, Suning TV will make a lot of money, right?
Is this just monetary profit, what about users? After "Beginning Together" is finished, how many loyal viewers can this TV series bring to Suning TV? This may be Suning TV’s biggest gain.
"Wang Xuan is the best! We must strengthen cooperation with Tianhai in the future." Su Yichang thought to himself, feeling very good. It is worth mentioning that the exclusive naming rights of "Welcome to the Same Window" were finally won by Shangpin Lighting for a price of 16 million.
.....
Let’s talk about Tianhai. In the second round of broadcasting rights, Tianhai only sold 4 of them at the price of 600,000/episode to Yangtze TV, Ham Channel, Jinmen TV, Green Mango TV...
Including the previously sold Ludong Satellite TV and Yangcheng Satellite TV, there are 6.
In fact, there are still many satellite TV stations that want the second-round broadcast rights of "Welcome to the Same Window", but after careful consideration, Zhu Xu still feels that only these 6 will be sold. From the perspective of immediate benefits, the more second-round broadcast rights are sold, the more profitable Tianhai will naturally be. But Tianhai's main purpose in filming this TV series is not to make money, but to gain reputation and gain fame. Making money is just incidental.
If the second round of broadcast rights is sold too much, it will inevitably disperse the ratings of "Welcome to School Together", and in disguise, the TV stations that buy the broadcast rights will not make much money.
This is actually damaging Tianhai’s reputation. If the reputation is bad, who will be willing to cooperate with Tianhai in the future?
Six is just right.
The six satellite TVs currently sold are all carefully selected.
Yangcheng TV is in the south, Jinmen TV is in the north, Ludong TV is in the east, Green Mango TV is in the west, Ham Channel is in the southwest, Yangtze TV is in the central part... Look, after this wave, the viewers of "Welcome to the Window Together" have already Covered the whole country. The audience groups of these TV stations are also different, and their influence on each other is minimal.
As for those TV stations that wanted the second-run broadcast rights of "Welcome to School Together" but couldn't buy them, don't they still have the second-run broadcast rights? Then just give them a more favorable price.
Anyway, Tianhai's goal has been achieved. With the TV series "Staying Together", we have opened the door to many TV stations.
...
It was a long night and many dreams. After the negotiation, many brands immediately signed advertising contracts with Suning TV. Shangpin Lighting also quickly signed an exclusive naming contract with Suning TV. The earlier it is signed, the sooner it is released, the sooner it is made.
So on the night of the 3rd, the advertisement was put up.
When Ye Haitao was watching the fifth episode of "Welcome Together" and saw the words "This program is exclusively sponsored by Shangpin Lighting", his nose was almost crooked with anger. During the commercial break, when I saw the advertisements placed by the brand owners who had contacted Yanjing Satellite TV before, I almost became angry.
...
From songwriter to entertainment superstar
