Chapter 1219 Mutual Help and Mutual Benefit
The previous performance of Disney TV Channel was that it was limited to children and young people, but it was not attractive enough for adults.
But after Yin Jun bought Disney, the TV and variety shows he gave to Disney were very powerful.
Among the overall high ratings, adults over 25 years old accounted for 38% of the viewing share.
If you include those over the age of 18, this number jumps to 55%.
Especially for the variety show "American Idol", the ratings for those over 18 years old soared to 73%, almost doubling!
The advertising industry in the United States has been advertising on television since the 1920s. After sixty years of continuous development, it has become very mature and rational.
Sometimes, high ratings and a large number of viewers alone do not mean that these TV or variety shows are favored by advertisers. It is still necessary to go into the details of each project to analyze the advertising value in detail.
Take "American Idol" as an example. After its first season was completed, all advertising companies and evaluation companies listed it as a 5A-level advertising project, which means "enter its advertising at all costs." circle to market their products.”
The advertising placement of a program is very particular.
Roughly speaking, there are naming rights, pre-broadcast advertisements, mid-stream advertisements, end advertisements, subtitle advertisements, picture advertisements, video advertisements, etc.
There are a total of twenty or thirty categories, and of course the prices are different.
The largest NBC, CNN, ABC, etc. in the United States are all wireless TV stations, that is, free TV stations that do not charge money and rely entirely on advertising fees.
Therefore, over the past few decades, they have attached great importance to the advertising of their various programs, and it can be said that they have developed to the extreme. Unless the Internet era comes, nothing can surpass it.
In the last two or three seasons of such a top TV series as "Friends", each episode brought hundreds of millions of dollars in advertising fees to the TV station. This is why the six protagonists can claim to be paid $1 million per episode each.
"American Idol" is not as good as "Friends", which has been deeply cultivated for more than ten years, but its ferocious momentum is not inferior at all.
Since the White House performance on January 1 this year, countless advertisers have come to the door, hoping to get the advertising projects they need.
It is rare to have such an opportunity to slaughter a fat pig, and the auditions are also scheduled for July. There is no rush, so Disney TV Channel treats them very calmly, and conducts various comparisons and negotiations in order to negotiate the best terms. .
Robert Egger's talents were fully exercised and brought into play during this negotiation.
When the results of the negotiations came out in mid-July, people across the United States were shocked.
The New York Times was the first to reveal the outline of the advertisement for "American Idol".
The first one that bears the brunt of the attention is the naming rights, which are also the most expensive among all advertisements.
Except for the Fortune 500 companies, it is basically impossible for other companies to obtain this naming right.
This does not mean that you have money, you must have a certain level to be worthy of our program.
This is also a default rule.
Obviously, this time the naming rights for "American Idol" were also obtained by a Fortune 500 company.
It is BMW.
"BMW won the naming rights for the second season of "American Idol" with a naming fee of US$100 million!"
This news headline is bigger than all other advertising items.
Because it is the biggest gimmick in itself.
These days, although advertising is becoming more and more expensive, if you spend 10 to 20 million US dollars on a TV station, program or TV series a year, it is considered a big deal.
If it exceeds US$350 million, it can only be the most popular program and TV series of the year.
A program naming fee of US$100 million per year has never been seen in the history of the United States.
It has never happened not only in the United States, but also in the whole world.
But today it appeared so quietly!
Seeing this news, everyone's reaction was disbelief.
Is BMW crazy?
100 million US dollars!
How many BMW cars do they have to sell to make money back?
BMW is a listed company, so everyone can see that BMW's turnover last year was only 32.2 billion US dollars!
An advertising fee of 100 million US dollars is definitely a big burden for them.
But many people immediately realized that BMW was planning to enter the North American market!
To be honest, BMW has always had business in the United States.
Since the 1960s, German automobile companies such as BMW, Mercedes-Benz and Volkswagen have begun to enter the North American market.
It's just that the U.S. market itself has three giants, and there are also many medium-sized car companies. In addition, North America has a vast territory, which is completely different from narrow Europe, so car usage habits are also different. Naturally, it cannot be what Europe has. The model is popular, and it is popular in the United States.
Take a very simple example.
Since pickup trucks became popular during World War II, Americans have been very fond of making such vehicles, and pickup truck sales account for more than 60% in the United States.
Every country in Europe is so narrow and the population is so dense. It is impossible to use such a fuel-consuming and space-consuming pickup truck, so most of their cars are sedans, and small cars such as Beetle, MINI, Golf, Fiat, etc. Cars are popular.
With such a big gap in concepts, even if BMW brought its luxury sedans and off-road vehicles to North America, it would not achieve much.
The same is true for companies such as Mercedes-Benz, Volkswagen, and Porsche.
After such a tepid ten or twenty years, BMW finally began to make big moves, which immediately aroused the vigilance of people in the automotive industry.
However, the three giants in the United States are not neurotic.
BMW has never had an advantage, and it is certainly impossible to turn around with just one naming rights advertisement. They are more concerned about the follow-up actions.
The bored melon-eaters were extremely excited.
Especially the fans who had been cultivated through the first season of "American Idol" felt that this was the most powerful proof of the influence of their favorite show, so they celebrated crazily, as if they had made money.
Yin Jun is familiar with the operation mode of future idol singers, and has carried out key training for the top three singers of this season's "American Idol", especially the first place Karen Mu.
Not only did he give Callum Martian Brother's "Lazy Man's Song" to release an album as soon as possible, Yin Jun also prepared 30 fan meetings for him across North America.
The scale of these fan clubs is not large, each one only has one to two thousand people, and the maximum size is two to three thousand people.
But don’t underestimate this kind of fan meeting. After 30 shows, there are over 100,000 people. With the support of these 100,000 die-hard fans, Karen’s reputation will naturally become more and more famous.
Then Disney TV Channel also arranged many interviews, programs, various advertising endorsements and other opportunities for Karen, making him the most exposed singer in the world in the past six months. Teresa Teng, a generational queen who has won 11 awards in the United States, is even more eye-catching.
With Karen as such a benchmark, why don’t you think those young people who worship pop idols and those who like the glamorous star life are attracted to "American Idol"?
Who among the young people doesn’t want to be the second Callum? Who doesn’t want to see a talent show as exciting as the first one?
After waiting for more than half a year, Disney TV Channel finally launched the audition process for the second season of "American Idol". Everyone was like a suppressed volcano, and the surging enthusiasm suddenly burst out.
Before the auditions have officially started, the news about BMW's $100 million naming rights has spread among fans and young people.
According to a report by Nielsen Data Company, the brand recognition of BMW among young people aged 16-25 has far surpassed all its European and Japanese counterparts, and even surpassed many in the United States. The company surpassed them all, ranking eighth.
Good guy.
In just a few days, BMW's ranking improved by more than a dozen places, which they had never expected before!
BMW executives were a little worried at first, but they immediately calmed down.
This time, the gamble was right again!
After the preliminary publicity, as the auditions, semi-finals, finals, etc. proceed, BMW's name will be deeply engraved in the minds of North American audiences together with "American Idol".
Although 100 million U.S. dollars is a lot, if you consider that one season of "American Idol" lasts for almost 6 months, this is equivalent to BMW spending 100 million U.S. dollars on advertising for 6 months, and the attention is more than The most important idol selection program among all TV programs, this can be said to be quite worthwhile.
At least that's how it seems now.
Mercedes-Benz lost again, this time it was also very disappointing and disappointing.
But there was nothing they could do.
The Disney TV Channel has informed them of the US$100 million, and this is also BMW's final bid.
If they can offer 110 million US dollars, then the naming rights for the second season of "American Idol" will be theirs.
But after careful consideration, Mercedes-Benz reluctantly gave up this opportunity.
In their view, if the price is 30 to 50 million US dollars, or even 70 to 80 million US dollars, it can be paid, but if it exceeds 100 million US dollars, it is considered a high-risk gamble and is not suitable for Mercedes-Benz at all. development plan.
Now, the preliminary results have come out, proving once again that BMW's vision and gambling luck surpass those of Mercedes-Benz!
BMW is looking forward to the future, but Disney Channel is already smiling from ear to ear.
BMW's US$100 million was the first to be negotiated, and then Robert Iger took this list to negotiate with other advertisers. When others saw that BMW had spent such a high amount of money, they knew that they could not take advantage of it, so they just You can bite the bullet and continuously improve the bottom line.
Therefore, in the second season of "American Idol", their other various types of advertising combined, sold a total of 560 million US dollars in advertising revenue!
This is also the record holder for the most revenue earned by a single program in the history of the United States! !
After negotiating this deal, Robert Iger firmly established his position within the Disney Company. Tang Shuxuan also promoted him to the vice president of the Disney Company. Although it was only a part-time job, it also represented his unstoppable rise. momentum.
Of course, the most profitable one is Yin Jun.
With an advertising revenue of 560 million U.S. dollars, through various tax avoidance methods, the final net profit will not be less than 300 million U.S. dollars.
This US$300 million is almost enough to cover the US$3.7 billion in loan fees from Xiangjiang Commercial Bank and HSBC for about a year.
The various cooperations with BMW really brought Yin Jun great financial luck! !