Chapter 540 Advertising Costs May Break the Record! (Added)
"Xutai, three brands of Tyson laundry detergent, Haishan Bibimbap Sauce, and Yuanqi Drink have come to us again and want to enter the advertising time of "Friends"."
Xu Senjin nodded and said: "Of course they are welcome to come back, but since the temporary withdrawal of advertising occurred in the early stage, they will need to increase their return by 20% on the basis of the previous one."
The head of the advertising department standing in front of him hesitated and confirmed: "Is it an increase of 20% on the previous sponsorship fee?"
"Is there any problem?" Xu Senjin raised his eyebrows slightly and asked.
"Director, we have negotiated the sponsorship fee based on the top price before."
"I know, but they temporarily withdrew the sponsorship before the broadcast." Xu Senjin said, "Now if you want to come back, of course you can't implement it according to the previous standards, otherwise other sponsors will follow the same example, and we will continue to do so in the future. How to attract investment?”
"Yes, but 20%... Okay, I understand, I'll tell you."
"The highest ratings of the first broadcast have exceeded 2. So far, the search volume for this drama on the entire Internet is ranked first in the entertainment category. Sponsoring this drama means how many people will see it. This does not require us to follow They stressed. "Xu Senjin said, "The third rebroadcast at 7:30 this morning had a ratings of 0.64%."
Xu Senjin signaled that the discussion was over.
The head of the advertising department leaves.
The secretary knocked on the door and came in and said: "Xutai, Director Shen Tailin of Beijing Station would like to make an appointment with you this weekend to have a meal together."
Xu Senjin said: "They must have come to me again, wanting the second round of "Friends" to be broadcast in Beijing and Taiwan."
The secretary kept smiling and waited for Xu Senjin's instructions.
"Tomorrow night." Xu Senjin said, "Tomorrow night at eight o'clock, just say that I only have that time free."
"Okay." The secretary nodded, "One more thing, you asked me to remind you that the crew of "Friends" will come to Taiwan to record "Saturday Night" this afternoon. The rehearsal time is three o'clock in the afternoon, the time when the crew will arrive. It’s half past two in the afternoon.”
"Okay, everyone's dressing room is independent, right?"
"Yes, I have made it clear to them that they are all independent."
"Okay, you have to confirm the gifts you have prepared for them in person and don't let them make mistakes."
"OK."
Xu Senjin's cell phone rang.
It was the director of another TV station calling.
The secretary wisely withdrew and closed the office door.
Xu Senjin answered the phone.
"Wang Tai, you called me so early on Saturday, why didn't you sleep a little longer?"
…
Saturday morning was supposed to be a relaxing day off, a time to sleep in.
However, for people working in front-line TV stations, it is destined to be impossible to sleep lazily.
Wang Bang of "Friends" opened the show and shot into the heart of every TV person who said "TV stations are in decline".
The average ratings exceed 1.9%, and the peak reaches more than 2%. In such an era, this number is out of reach for all local stations except CCTV.
But "Friends" did it.
Even though everyone expected it, with the return of Bai Jingnian and Lu Yanhe, as well as the viral marketing promotion of the show, including a 24-hour exclusive broadcast window period, the show's launch performance was definitely not bad, but everyone's expectations That is to say, break 1.
Breaking 1 is already an amazing miracle.
As a result, "Friends" came straight to the rescue.
Too exaggerated.
how so?
Why is it that the third season has become so bad, and the ratings in the later period have collapsed in Beijing and Taiwan, but "Friends" can just ignore the failure in the early stage?
Has Lu Yanhe’s appeal reached this level?
On Saturday morning, every first-tier TV station, especially those in the TV drama business segment, were working overtime to analyze the reasons behind this.
Cast?
Of course, after the first three seasons, there is no doubt that the six actors of "Six" have greatly improved their popularity and appeal compared to the first season.
But if you want to say that it can lead to the basic viewing base?
Sorry, no actor can do that in this day and age.
Is it publicity and marketing?
Of course, the promotion and marketing of this drama can be said to be the best in recent years.
Online, offline...all-pervasive publicity means burning money behind the scenes.
However, if such publicity can generate a 1.96% opening, any drama or TV station would be willing to do so, because it can generate several times the advertising revenue.
what else?
Is this show good to watch?
No, it can be seen from the opening ratings of this drama. The real-time ratings reached more than 1.8% in the first minute after the drama started airing.
Why?
Why? -
"TV Review" published an article at 9:42 am, commenting on the opening performance of "Friends" and directly clicked:
——I think this Saturday morning will be a busy morning for the first-tier TV stations that are still interested in competing.
——Why did "Friends" achieve such exaggerated ratings when it first aired? This question will be lingering in the minds of every TV person for some time to come.
——I must say, just taking the circle of friends around me as an example, there are almost no people around me who have not watched "Friends". It is an exaggeration, but it is true. This show has attracted everyone around me to be interested in this show with various topics and discussions over the past few years. Just looking at how many people criticized Season 3, you can tell how many people watched it.
——Why did "Friends" get such an epic start? I can't give a particularly professional and objective explanation, but let me make a bold guess. This is the unique charm of sitcoms.
——The biggest difference between sitcoms and other types of dramas is that once you get into the story and become familiar with the characters, you don’t actually need to know what each episode is about. You can start watching from any episode. Because it is not a drama with a strong story or plot.
——In the past three years, this group of people in "Friends" has almost become a symbol of the Internet age. I don't mean that as a grand symbol, I mean, they became a cultural symbol. We will use Li Lili to describe those urban girls who are beautiful, have a little temper but have no ideas, and will use the views, attitudes and choices of many characters in this drama to explain how many young people in our era think.
——This drama took three years to create such a cultural context, and the news that Lu Yanhe brought everyone back to the drama is a rallying cry, calling all those who have been moved by this cultural context to return .
-
"The magazine "TV Critics" always praises your first line." Li Zhibai said with some envy, "I have noticed for a long time that this magazine has never been stingy in praising every one of your dramas. I asked someone to write the manuscript early and sent it out as soon as possible to support you. "
Lu Yanhe, who woke up at ten o'clock, came to Li Zhibai and Yan Liang in his pajamas, sat on the carpet, drank oat milk, and listened to Li Zhibai read him the media's evaluation of "Friends".
Lu Yanhe immediately said: "TV Review does not always encourage and praise my plays. Don't forget, it also has positive reviews for your starring roles in "Washe" and "White Jade Ballad"."
Li Zhibai: "I'm going, do you remember this?"
"I am a loyal reader of "TV Review". I don't have that much time to watch every drama. I can only understand the dramas we are broadcasting through their reports and comments." Lu Yanhe said with a smile, "I need to know the changes in the market."
Li Zhibai: "You are exaggerating. I doubt how much information you take in to your brain every day."
Yan Liang came out of the kitchen with his own glass of water.
He reminded: "Yan He, we will leave in an hour."
"Okay." Lu Yanhe nodded, "I haven't asked you yet, how was your talk with Zhou Pingan this morning?"
"He tried to convince me that even if he signed Mengli, it would not affect my work." Yan Liang also sat down cross-legged and opened his water glass.
Li Zhibai glanced into his water glass and clicked his tongue, "What are you drinking? Why does it smell like Chinese medicine?"
"I just put some medicinal materials in it that are good for the body." Yan Liang was speechless, "You are so weak, you should drink some."
"Were you convinced in the end?" Lu Yanhe brought the topic back with a smile.
"Of course not. I was very insistent. I must have an execution agent who can handle my work at any time." Yan Liang said, "He was a little unhappy in the end, but he still agreed."
"Of course he has to agree. In your current situation, as long as you don't leave Xingyu, you can kick him out at any time and find another agent." Li Zhibai pouted, "If you leave, another Mengli won't work. "
Lu Yanhe asked: "But are you willing to let him arrange an execution broker for you?"
"If I don't let him arrange it, he won't easily agree. Although I can change my agent, he and I know very well that if I change my agent at this time, I will be banned for at least half a year. The adjustment between me and the new agent was delayed." Yan Liang shrugged, "Especially after "Friends" became popular again, my invitations from all aspects increased exponentially, which was not something that a new agent could take over. Good time.”
Lu Yanhe nodded, "Indeed."
Yan Liang said: "Moreover, the executive broker asked him to arrange it, and I asked for a new assistant and a full-time driver, so he would not be so afraid."
"Cool, Yan Liang, you are playing tricks on him."
"If you want to peacefully master your own power, you can only do it bit by bit." Yan Liang shrugged again, "I learned a lot from Yan He."
Lu Yanhe quickly waved his hand, "Then I don't dare. If I had such ability, why would I have been suppressed by Zhou Pingan for so long?"
"You have made great progress in the past two years. Sister Ziyan has taught you a lot, and I have also learned a lot." Yan Liang said, looking at Li Zhibai again, "Especially when Li Zhibai broke up with Zhou Ping'an, it made me I have thought about it for a long time, because I will face this day sooner or later. How can I protect myself in this war as much as possible without being too affected? I have thought about it for a long time. "
Li Zhibai's strength is his family background that no one dares to offend easily, and his extremely high popularity since his debut, which allows him to not be cautious wherever he goes.
Of course, there is another key point. Li Zhibai is not the image of a good student like Lu Yanhe. He has been a cool guy since his debut. Therefore, you can't coerce him by making up some scandals such as being a playboy, having a bad temper, and being unprofessional at work, because not many people think of him in a good way.
In short, Li Zhibai has been an idol with only a 70-point image since his debut. You can't get him dirty by throwing dirty water on him.
This is what Lu Yanhe envies Li Zhibai the most.
If one day, he is photographed drinking or smoking (although he doesn't smoke, it's just an analogy), many people will be shocked and say:
- You actually drink? !
- You actually smoke? !
Lu Yanhe drank his oat milk in one breath and burped.
"I'm going to take a shower and get ready to go."
"Yeah." Li Zhibai asked, "So you guys aren't going to have lunch?"
"Didn't Yan Liang make a big pot of chicken soup?" Lu Yanhe said, "I'll just have a bowl of that. I just had a bowl of noodles and I can't eat anymore."
Li Zhibai looked at Yan Liang in disbelief.
"You made chicken soup? How weak are you to do so many things?"
Yan Liang: "If you want to be in good shape when you're forty or fifty, you have to pay attention to your health from the age of twenty."
"Forget it." Li Zhibai expressed his attitude bluntly.
-
"We all know that this drama will definitely create new history, so if you want to add advertising, OK, please don't joke about the offer just now."
Zheng Huairen sat in his office, holding his mobile phone, the autumn light flowing around him like honey, making the smile on his face look particularly sweet and gentle, like a tempting trap.
As the exclusive online broadcast platform for "Friends", although the first episode will not be available until 8 o'clock tonight, its performance on Yuehu TV last night is enough to prove that the market has not been completely disappointed with this series. As long as the audience is looking forward to it, they are still willing to support this drama.
The network's title sponsorship and other sponsor positions are of course also popular.
In fact, all the positions that should be sold have been sold.
But "Friends" is about to become the annual hit, and brands that did not get on the bus before will of course want to buy tickets to get on the bus again.
And buying tickets - of course, it will cost more.
After all, those who bought tickets before were gambling, and those who buy tickets now have already seen the speed of this train.
Zheng Huairen dealt with several advertisers who tried to play the emotional card, set his mobile phone to silent, plugged in the charger, and put it aside.
Now he needs to calm down.
Zheng Huairen picked up the data report that was just sent to him -
This report is the number of reservations for "Friends" and the number of real-time searches on the site.
Although the first episode has not been released yet, the real-time search number of this drama has reached the top position in the site.
Even the number of clicks on the trailer is growing wildly.
Obviously, this is the data formed by people who want to watch "Friends" but cannot see the main film at present and can only click in to watch the trailer.
In fact, for him, how to maximize the commercial value of "Friends" is not to attract new members or sponsor advertisements during the broadcast. If Lu Yanhe and others agree, they can do advertising placement. With the popularity of "Friends", advertising placement can easily make hundreds of millions of dollars in one drama.
You have to know what the theme of "Friends" is, which is the daily life of a group of modern urban men and women.
There are too many places for placement!
The income from advertising placement is hundreds of millions, and this number is absolutely not exaggerated.
It's just that Lu Yanhe and others have always refused this and resolutely refused to place the product placement in the main film content, because they firmly disagree with using the advertiser's request to insert a certain advertising slogan into their lines.
In the current market environment, only Lu Yanhe and Bai Jingnian can refuse this.
The head of the advertising department knocked on the door excitedly.
"Mr. Zheng!" He couldn't hide his excitement at all. "Songquan Home Furnishing wants to invite Lu Yanhe and six other people to shoot a short advertisement together. They said that as long as they can do this, they are willing to give 100 million."
Zheng Huairen's eyelids didn't even tremble.
"Reject them."
"Reject?" The head of the advertising department was stunned and couldn't believe it. Zheng Huairen didn't even hesitate.
"Six first-line stars, playing the roles of Friends, filmed a short commercial for them, and played it as a patch, and they were paid 100 million?" Zheng Huairen asked, "How is this accounted for? Do you know that the sponsorship fee of our network's general sponsor is 70 million? Didn't you sign this contract? Did the six of us actors film a short film for the general sponsor? They have a good calculation, and directly used the advertising fee to offset the endorsement fee, right?"
"..."The person standing opposite Zheng Huairen said, "Sorry, I was too excited and didn't explain clearly. What they meant was that the cost of the six actors shooting this short film is another matter, and the 100 million is only used as the cost of our network's patch playback."
Zheng Huairen raised his head at this time, and his eyes shone a little.
"Immediately contact the agents of the six actors." He said, "Get their quotations as soon as possible and start negotiations with Songquan Home Furnishing. 100 million is fine, but the patch broadcast time is only valid for three years. After three years, we This ad will be removed.”
"Three years? Isn't this time a bit short?"
"Did you know that the first season of "Six People" earned more than 35 million yuan in advertising fees for Beijing and Taiwan last year?" Zheng Huairen said, "They will calculate this economic account more clearly than us. One hundred million is much more , but this is the only one that has reached the level of "Friends".
The cell phone alarm rang.
Zheng Huairen immediately waved his hand, indicating that he had something to do and asked him to go and do it first.
The head of the advertising department left his office.
Zheng Huairen took a deep breath and dialed the number for Lu Yanhe.
"Yan He, I didn't disturb you, did I? Haha, the entire entertainment industry must be congratulating you."
Zheng Huairen smiled very heartily.
"I haven't looked carefully at what the media is saying about it, but judging from the situation on the business side - their noses have always been the sharpest. The first episode has just aired, and just this morning, there were already ten Several brands are vying to join in. This is a grand event that we at Northern Lights have never encountered since its establishment. I must say that not even "Seventeen Floors" and "Wulin Gaiden" have encountered such exaggeration. The scene. This only shows that in their eyes, this drama will reach unprecedented heights."
Lu Yanhe pressed his temples.
He found that from some unknown time onwards, the people around him began to speak more and more exaggeratedly.
It's unprecedented, unbelievable, epic at every turn...
"Sponsoring "Friends" is of course the most cost-effective thing." Lu Yanhe said, "Other shows will be finished as soon as they are finished, but we all know how exaggerated the long-tail effect of this series is. I heard that the first three seasons of "Six" Since yesterday, the number of views has skyrocketed again, and it has entered the top five of Icefield videos. Once an advertisement is placed, it will work for several years.”
The online broadcast rights of the first three seasons of "Six" are owned by Icefield Video.
Someone from Icefield Video told Chen Ziyan about this, and Chen Ziyan told Lu Yanhe in turn.
Zheng Huairen said: "I can only say that "Friends" is likely to break the history of advertising revenue in the online video era."
Well, another piece of history is about to be broken.
Lu Yanhe said: "Then I can only say, wait and see."
Zheng Huairen: "Don't forget our lunch tomorrow."
"I can't forget it." Lu Yanhe smiled helplessly, "You have already reminded me three times."
"Because I know how busy you are, and I also know how many people want to have lunch with you. I have to make sure that you remember to have lunch with me without being interfered with." Zheng Huairen said with a smile. . (End of chapter)