Spring Festival cake three points in the world the rise of local TV and video sites

according to the relevant data, the CCTV Spring Festival Gala from advertising revenue to the absolute monopoly of copyright sales began to weaken, more than and 20 local TV has emerged in the advertising market, but also in the video site to grab a cup of soup.

local TV Fengeng clever


in the year of the snake CCTV Spring Festival evening or a single large, but the big TV by avoiding the CCTV Spring Festival Gala time in New Year’s day to the fifth day and the Lantern Festival the Spring Festival time series, launched a series of Spring Festival evening party, as well as get benefits.

especially the Spring Festival CCTV recently proposed "zero advertising slogan, in the Spring Festival this year, CCTV Spring Festival evening in the advertising elements down to the lowest over the years, many advertisers took the money to cast the gala is unable to start, had turned to the big tv. And such as Jiangsu satellite TV, Hunan satellite TV, and so spend a lot of money to prepare the Spring Festival Gala also get a good rating, enhance the willingness of advertisers to place local tv.

According to CCTV Sofres

monitoring data, CCTV ratings are falling. In the past three years, the CCTV Spring Festival Gala in the order of 18.344%, 17.37%, 11.362%. According to relevant statistics, CCTV Spring Festival Evening advertising to reduce the three years, advertising revenue decreased by about $one billion.

local TV show ratings have a TV with F4 Jiangsu stride forward singing militant songs, meet again, "White Snake" and Zhao Benshan ending the sketch three aspect, to 3.98% of the ratings led by local TV, than last year rose nearly 50%; thereafter, including Liaoning TV, Hunan TV and Oriental TV also created 2.848%, 2.801% and 2.24% performance ratings, gradually narrowing the gap between the audience and the CCTV Spring Festival gala.

According to the

video website "Spring Festival Gala" index: Youku potatoes get CCTV, Hunan TV, Jiangsu TV, Dragon TV and other TV show nearly 20 copyright, and as chief of Liaoning TV, Dragon TV, video and other 8 TV Associated Media live on demand.

PPS has 36 Spring Festival Evening Gala (including the Lantern Festival, etc.) live / broadcast copyright, the overall content of the Spring Festival in the PPS terminal exceeded the total playback volume of 410 million times. Among them, the total number of live broadcast terminal 160 million times, more than the number of terminals on demand playback volume of 250 million times.

Chen Shaofeng

, vice president of Peking University Institute for cultural industries told the "First Financial Daily", although the CCTV Spring Festival Gala to reduce advertising, each big TV Spring Festival Gala travel advertising market, but overall, it is still difficult to shake the status of CCTV spring festival. The major TV to do the Spring Festival Gala also need to be considered, after all, the preparation of a huge cost of the Spring Festival Gala is not all TV can afford.

video site to the front

According to the statistics of

Youku potatoes, the snake spring festival holiday, the total amount of playing each show Youku potatoes reached 120 million times, in the CCTV Spring Festival gala as an example, there are 37.5%.

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