The Spring Festival, a festival symbolizing reunion and celebration, is always inseparable from an audio-visual feast - the Spring Festival Gala. However, with the changes of the times, the Spring Festival Gala has also undergone unprecedented changes. This year's Spring Festival Gala is still starry and colorful, but the ratings data behind it reveals a fact that cannot be ignored: the audience of the Spring Festival Gala is losing.
According to Tianyancha data, in the past ten years, the ratings of the Spring Festival Gala have declined year by year from more than 40% at its peak, and now it has stabilized at about 20%. This change not only reflects the diversification of the audience's aesthetics and the richness of entertainment choices, but also highlights the profound changes in the ecology.
In the traditional ** era, the Spring Festival Gala is a must-have program for countless families on Chinese New Year's Eve, and the family sits around the TV to share this cultural feast. But with the popularity of the internet and mobile devices, the habits of the audience have changed dramatically. People are no longer limited to a single TV screen, but through a variety of terminal devices anytime and anywhere.
The ratings of the Spring Festival Gala have declined, on the one hand, because of the diversion of audiences. Nowadays, new platforms such as live webcasts and short programs have attracted a large number of young audiences, and they are more inclined to interact with friends in real time and share their views through these platforms. On the other hand, the family status of television sets is gradually decreasing. With the popularity of smartphones, the TV is no longer the center of home entertainment, but one of the many entertainment devices.
Although the ratings of the Spring Festival Gala are declining year by year, this does not mean that the influence of the Spring Festival Gala has weakened. On the contrary, the Spring Festival Gala is still an important business card of Chinese culture, with extremely high brand value and advertising effect. For the industry, the changes in the Spring Festival Gala have also brought new opportunities.
On the one hand, the new ** platform can take advantage of the hot effect of the Spring Festival Gala to attract more users' attention and interaction, and increase platform traffic. On the other hand, the traditional ** can also broaden the communication channels and enhance the influence of the program through cooperation with the new **.
The decline in the ratings of the Spring Festival Gala is not only the inevitable result of the first-class ecological change, but also a new starting point for the development of the industry. In the face of new audience needs and market environment, the Spring Festival Gala needs to continue to innovate and adapt to the trend of the times, so as to continue to inherit culture and deliver joy.
Data support: Tianyancha).