2024 CCTV Spring Festival Gala
The CCTV Spring Festival Gala every year is the first highlight of the national people's Chinese New Year's EveChinese New Year's Eve dinner.
Adults see the excitement, children watch the advertisement, and the business looks at the value behind it.
Since the first Spring Festival Gala was held in 1983, 1984 created a historical precedent for product placement advertising sponsorship of the Spring Festival Gala, and a total of 19 brands have become brand sponsors of the Spring Festival Gala in the past 40 years (exclusive title nature, inserts are not counted).
Behind the fierce battle of major brand sponsors regardless of the cost, behind the night of the much-anticipated Spring Festival Gala, those few seconds of advertising are also more deeply rooted in the hearts of the people.
I have to say that the advertisements that are "sponsored" with money are really fragrant. Besides, the precious opportunity to finally break through the encirclement will definitely not be low in terms of the gold content of the advertisement.
01 Homesick theme: Confucian wine
It can be said that in addition to the sponsor of 1984, Combus sponsored the Spring Festival Gala half-pushed and half-pushed, and its advertisement "Combus, tell the time for you" also appeared in the rules and regulations at zero o'clock.
The Spring Festival Gala, which has developed on the road of advertising, began to select brand sponsors suitable for the theme of the Spring Festival.
In the early 90s of the last century, three major brand giants appeared in Shandong Lujiu: Confucius Family Wine, Confucius Banquet Wine, and Qinchi Distillery. In order to compete for market share, the three brands have their own tricks.
Qinchi Distillery distributed leaflets in the sky, and Confucius Banquet Wine advertised on the bus, and in the face of these pediatric tricks, Confucius Wine directly won the CCTV ** time advertising rights in 1993.
The advertising theme of Confucius Liquor has always been around homesickness and reunion, not only came up with the classic advertising slogan "Confucius Liquor, make people homesick", but even "Beijingers in New York", which was released in 1994 and quickly became popular all over the country, the familiar theme song "Ten Thousand Questions" is actually an advertising song of Confucius Liquor.
I have been chasing you for thousands of miles", isn't this a true portrayal of leaving home and farewell, parents and children?
Going home during the Spring Festival has also been an important theme of the Spring Festival Gala for many years, and the homesickness of Confucius House Wine and the Spring Festival Gala hit it off.
In 1996, Confucius Liquor became the main sponsor of the Spring Festival Gala, and "Confucius Liquor, making people feel homesick" made Confucius Liquor a household name.
02 Good Life Theme: Beautiful Life
As a must for businesses, getting the naming right is not only a symbol of the financial strength of the enterprise, but also a manifestation of the credibility of the brand.
In the face of the brand's rush to break the head and spend a huge amount of money, just to appear on the stage of the Spring Festival Gala, even if it is only a few seconds, CCTV Spring Festival Gala advertising readjusted, in addition to zero o'clock time, "My favorite Spring Festival Gala program", Spring Festival Gala special and other major projects can be title sponsored, but also increase conventional hard advertising suits, oral advertising and product placement advertising.
Among them, the zero-hour advertising is deservedly the highlight. In 1984, the zero-hour advertising began, and in the past 40 years, except for 2012, because the 2011 Spring Festival Gala was complained by the audience for too many product placements, and the zero-hour advertising of that year was canceled, every year's zero-hour advertising has become the industry vane of brand owners.
In 2003, Midea opened its zero-hour advertising hegemony. From 2003 to 2014, Midea has paid New Year's greetings to the people of the whole country at zero o'clock for 11 consecutive years. Midea's classic advertising slogan "A better life starts with Midea's home appliances" has become famous because Midea has been on time for 11 consecutive years.
After China's accession to the WTO, China's home appliance industry, with Midea as the leading enterprise, rose rapidly, broke the monopoly of foreign capital, and went abroad to face the world. The business pattern of Midea Group is also quietly reflected in the zero-point advertisement, which has changed from the original "Midea Group greetings the people of the whole country for the New Year" to "Midea Group greeting the Chinese people around the world".
Midea Group's CCTV Spring Festival Gala Zero Countdown Advertising Auction has also risen year by year, and the 10-second countdown in 2011 is equivalent to a sky-high price of 5.72 million yuan per second.
03 Hope Theme: Backgammon
In 1998, a "Backgammon" advertisement spread all over the streets, igniting people's hope for life.
There is always a return to pay, it is better to do it, to do the best", BBK integrates the responsibility of the enterprise into the advertising song.
In the 1999 Spring Festival Gala, BBK became the main sponsor. Kung fu star Jet Li is the spokesperson, and the popular singer Lin Yilun, Jinggangshan, and Gao Linsheng sang "Backgammon" and became a popular song on demand on the TV channel. The BBK brand has tasted the feeling of becoming popular overnight, and VCD sales are rubbing**.
Looking back on the 40 years of the Spring Festival Gala, the classics brought out by the CCTV Spring Festival Gala are full of childhood memories in the advertisements. Today's Spring Festival Gala, there are only cold advertisements, and the classic advertising slogans that the audience will memorize after listening to them in those years are no longer seen.