In 2023, the national radio and television system will be guided by high-quality development, expand the mainstream**, deepen the creation of high-quality products, and broadcast 46 TV programs on the Star Channel throughout the year70,000 hours, a hundred works of various themes bloomed, triggering a craze. Based on the overall ratings and advertising data of TV in 2023, this article reviews and analyzes the overall TV ratings and advertising operations of the first pattern, drama variety shows and advertising operations, in order to provide reference for the development of the industry.
** level channel group leads the daytime ratings,
The advantages of the five David TV late yellow files continue to expand
According to the CSM ratings survey, according to the analysis of the average daily cumulative data, the average daily operating rate of urban and rural households in 2023 will be 68%.The average daily activity rate of live channel users across the country has continued to grow, effectively promoting the recovery of the active rate of live channel users.
Data**: CSM63, 4+, 2021 > 2022 > 2023, all day, % ratings
The average ratings of head satellite TV throughout the day have increased significantlyDragon TV and Beijing Satellite TV grew respectively. 52%
Data**: CSM63, 4+, 2022 & 2023, All Day, Ratings %.
The CCTV group won the TOP5 daytime ratings, and CCTV-5 took advantage of the popularity of the Asian Games to follow; Among the second-tier satellite TVs, Shenzhen and Tianjin performed brilliantly, ranking among the top five satellite TVs.
Data**: CSM63, 4+, 2022&2023, 0800-1800, Ratings%.
The audience in the big evening period prefers the head satellite TV, and the overall ratings of the satellite TV group have increased significantly year-on-yearZhejiang, Hunan, Jiangsu, and Dongfang led the list, and Beijing Satellite TV increased by 43 year-on-year30%；
Data**: csm63, 4+, 2022&2023, 1800-2400, % rating
In the late yellow period, the ratings of the five David TV stations all exceeded 1 with the popular drama variety broadcast, and the ratings of Beijing Satellite TV increased most significantly, with a year-on-year increase of **6738%。
Data**: CSM63, 4+, 2022&2023, 1930-2130, % Ratings
During the second yellow period, Hunan Satellite TV's Monsoon Theater was frequently released, and the ratings increased by 32 year-on-year96%, ranking first in the ratings list; Dragon TV has grown significantly, rising 3 places in its ranking; CCTV-8 and CCTV-6 led the CCTV group, and CCTV-14 led the ranking with the scheduling of revolutionary historical dramas.
Data**: CSM63, 4+, 2022&2023, 2130-2400, Ratings%.
The drama series improves quality and quantity, and multi-dimensional exploration seeks survival and change
Hunan Satellite TV's two major theaters lead the wayCCTV's eight sets of TV drama channels ** strong theater and CCTV's first comprehensive channel first special theater followed, and the ratings of the top five David TV theaters all broke 1;
Data**: CSM-64 City, 4+, 20231.1-2023.12.31, Evening Theater, Ratings%.
In 2023, the TV drama industry will continue to deepen the call of "improving quality and reducing quantity", accelerate high-quality development, and continuously enrich the texture of content through means of expression that respects reality, fits the preferences of young audiences, and empowers new technologies. On the one hand, realistic themes dominated by urban emotions are still the main force of ratings, such as "The First Time in This Life" and "Lady's Character"; On the other hand, a number of subdivided vertical quality dramas have emerged, such as the main pastoral ** drama "To a Windy Place", and the theme of traditional Chinese medicine inheritance "Hou Lang" and other dramas have aroused heated discussions in the society.
At the level of broadcasting form, Taiwan-network cooperation tends to develop in depthThe multi-screen linkage represented by the broadcast mode of network and station simulcast and network backstage has become the norm, and the TV side has changed from the "premiere and new" of the drama to the role of expanding the "national influence" of the drama.
Looking at the variety TV ratings pattern, Zhejiang, Hunan, Beijing and Dragon TV have broken 1 in the ratings of programs, the proportion of "comprehensive N generation" is more than 60%, Zhejiang Satellite TV still has obvious advantages, "Run·11" with 2876% of viewership leads.
In recent years, various platforms have also continued to increase the research and development of new programs, and from the perspective of ratings, projects based on the innovative layout of advantageous tracks are more likely to attract attention, such as: Hunan Satellite TV's first-class competitive variety show "Youth Plan" created by focusing on the expression of youth attitudes; Jiangsu Satellite TV focused on the famous host-Meng Fei's customized travel experience program "Must Come"; Dragon TV launched "Open Mic Tonight" on the comedy track, and Beijing Satellite TV launched the food cultural program "Food and Nourishment China" on the health care matrix, and the ratings all broke 1, and the overall performance was "remarkable".
Data**: CSM-64 City, 4+, 20231.1-2023.12.31,1930-2130,Variety,Ratings%, Data manually deduplicated, for reference only.
TV delivery is under pressure, and the trend of concentration of industry heads is obvious
In the past year, affected by factors such as short-term crowding, economic pressure, and advertisers' budget adjustments, the annual national TV hard radio magazine spent about 931.5 billion yuan, a year-on-year increase of 193%；According to the statistics of Kik data, a total of 845 programs in the variety show market in 2023 have been softly implanted, an increase of 9% over the previous year, and a total of 1,307 brands have been implanted, a year-on-year increase of 21%.
Data**: CTR, 2022 > 2023, all industries, all channels, publication expenses (100 million yuan).
From the perspective of industry cooperation, in the first half of 2023, the pharmaceutical, food and beverage industries will still be the largest contributors to TV hard broadcasting, accounting for more than half (about 53%) of the three major industries. Television programme cooperation is still dominated by the entertainment and leisure, food and beverage industries.
Data**: CTR, 2022 > 2023, all industries, all channels, publication expenses (100 million yuan).
In 2023, the development of China's media economy will generally show a trend of recovery and recovery, and special governance and institutional norms will also provide a favorable guarantee for the high-quality development of the radio and television industry. In the new year, we look forward to the industry actively responding to changes and opportunities, and working together to promote the healthy and sustainable development of the broadcast and television industry.