In the early morning of the first day of the Lunar New Year of the Dragon, the "2024 Spring Festival Gala" of ** Radio and Television Station ended successfully in an innovatively arranged song "Unforgettable Tonight". The data shows that as of 2 o'clock on February 10, the Spring Festival Gala of the main station has reached all the first100 million peoplecompared to last yearAn increase of 29%., and whether on the TV side or on the new ** side, the data such as the number of viewers and dissemination of the Spring Festival Gala of the main station have set a new record. Among the many highlight data, there is one that is very eye-catching: the total number of interactions with the Spring Festival Gala cooperation projects has reached553.2.1 billiontimes——More and more people are accustomed to participating in the interactive activities of major brands at the same time as the Spring Festival Gala of the main station.
The strong audience base and influence have made the Spring Festival Gala a target pursued by many brands. Especially this year,There are more advertising brands on the Spring Festival Gala——There are high-tech industry brands such as new energy vehicles and mobile phones that are influential in the world, Internet industry brands such as telecommunications, e-commerce, and social networking that have changed people's lifestyles, as well as fast-moving consumer goods brands such as clothing, daily necessities, food and beverages, which everyone can't do without. Special, implanted, interactive, customized, ......The companies "you sing and I will appear", which is reflectedChina's economy is recovering strongly after three years of the pandemicof the fiery picture. More advertising brands.
Stronger business confidence
There is such a sayingThe Spring Festival Gala advertisement has always been "a barometer of China's economy".: If the advertising sells well, the economic development will definitely be good. Others said,The Spring Festival Gala advertisement is "the vane of future economic development"., what is the future of an industry, just look at whether it is on the Spring Festival Gala. On the one hand, consumption is an important "carriage" to drive economic growth, and major brands have increased their advertising investment in the Spring Festival Gala and "brushed their faces" on stage, indicating that enterprises are very optimistic about the future domestic consumer market, which confirms the development prospects of China's economy. On the other hand, with a wide audience, high attention, convenience and speed, these "visible to the naked eye" advantages undoubtedly make the Spring Festival Gala an important platform for major brands to expand their influence, and there are many cases of "splashing traffic" helping enterprises to achieve corner overtaking on the industry track. 
Judging from this Spring Festival Gala, Huawei, Xiaomi, OPPO, Dongfeng Nano, GAC Trumpchi, Deep Blue Automobile and other mobile phones and automobile companies let people see the rise of domestic manufacturing, Wahaha, Yili, Junlebao and other food and beverage companies are very eye-catching in the lens, Wuliangye, Gujinggong, Yanghe, Moutai, Langjiu, Jinjiu, Xifeng Wine, Fenjiu, Shuijingfang and other liquor companies continue to make efforts, Haier, Gree and other home appliance companies continue to consolidate the national recognition of the brand, Jingdong, Xiaohongshu, Tencent and other Internet manufacturers or reassembleChina Mobile, China UnionPay, China Post and other large central enterprises and state-owned enterprises in the "Brand Power Project" also participated in the Spring Festival Gala advertising, as well as Pechoin in the daily chemical industry, Heilan House in the clothing industry, etc., also around their respective products and hot topics to build publicity. The "100 schools of thought contending" in the Spring Festival Gala of the main station are positiveIt reflects the firm confidence of the entrepreneur group in China's economy。It is also worth mentioning that the Spring Festival Gala has become a "golden business card" for spreading Chinese culture. As of the morning of the 12th, the main station is linked to the world200 pcsNational and regionalMore than 2,300** Done a live report on the Spring Festival Gala,68 speciesThe Spring Festival Gala report in language has been read overseas11.4.2 billion, ** Amount3.3.1 billion。This has naturally become the favor of many parties, including foreign companies and cultural and tourism institutions. The overseas promotion of this year's Spring Festival Gala has also dug up the "first pot of gold", and the potential is unlimited. 
Consumption rebounded
These industries are "keeping an eye on" the Spring Festival Gala
In 2023, the total retail sales of consumer goods in ChinaMore than 47 trillionConsumption has re-emerged as the main driving force of economic growth. Final consumption expenditure drives economic growth4.3 percentage points, the contribution rate to economic growth isThe fundamental role of consumption is more significant. Taking the Spring Festival as an opportunity, fast-moving consumer goods brands such as food, beverages, and liquor participated in this Spring Festival Gala in various forms to seize the market share of the holiday consumption season. For example, many liquor brands run through the Spring Festival Gala with different "identities": Wuliangye has become the exclusive interactive partner of the Spring Festival Gala and the Beautiful Gift of the Year of the Dragon due to the "harmony and beauty" culture; Dream Blue, a subsidiary of Yanghe Co., Ltd., continues to accompany the people of the whole country to count down and welcome the arrival of the New Year; Gujinggong became the exclusive special sponsor of the Spring Festival Gala; Fujiu Famous Liquor joined hands with IPTV to land on the Spring Festival Gala. 
In addition, in recent years, with the rapid rise of national tide brands, the consumption of domestic products has been booming, and new consumption hotspots have been formed. In this year's Spring Festival Gala, domestic brands once again attracted attention, leaving a deep impression on Chinese people around the world in a festive and peaceful atmosphere, and detonating the attention and discussion of the audience. For example, Pechoin, a pioneer brand of domestic beauty, launched a New Year's greeting to the people of the whole country in the period before the broadcast of the Spring Festival Gala, realizing the concentrated explosion of brand energy and voice, and enhancing the confidence of national brands. 
Under the background of "focusing on expanding domestic demand" put forward by the first economic work conference and a series of pro-consumption policies issued by relevant departments, consumer goods companies have ushered in important strategic development opportunities. The Spring Festival Gala is a new "top stream".
They're gaining momentum
In the past year, the world economic recovery has been sluggish, the global recovery rate has been slow, and the foreign trade of the world's major economies has generally declined sharply, but China's economy has strengthened its body and strengthened its muscles and bones in the wind and waves, and the scale of imports and exports has stepped out of the upward curve. EspeciallyThe new energy vehicle and smart phone industries are making great progress and breaking out of the cocoon into butterflies。In this Spring Festival Gala, many brands in the two industries made a strong appearance, and many products made a stunning debut, which was exciting. Huawei's "Wenjie M9" has become a cooperative model of this Spring Festival Gala, and advertisements have appeared on the background board behind the host many times, and the white characters on a blue background are very conspicuous. As Huawei's deeply empowered "technology flagship SUV", the sales momentum of the entire Wenjie series is booming day by day and continues to soar. Xiaomi car SU7 has not yet been officially launched, and the model of this car has been put on the guest round table, and the Gulf Blue color scheme is very eye-catching, raising the expectations of consumers. Dongfeng Motor, GAC Trumpchi, Deep Blue Automobile and other brands also appeared in advertisements and live programs before and after the Spring Festival Gala. 
The Huawei Mate X5 mobile phone has appeared many times in the Spring Festival Gala sketch program, attracting the attention and discussion of the audience; The OPPO AI era conference, which was broadcast before the Spring Festival Gala, was called "the shortest in history", which drew a strong stroke for OPPO's marketing communication in 2024. 
There is no doubt that with the strong influence and degree of the Spring Festival Gala, these domestic brands that are sailing to the sea and conveying the new image of China's high-tech manufacturing will also become an out-and-out brand "top stream". In-depth cooperation
Win with the Spring Festival Gala
In recent years, affected by the slowdown in the development of the Internet industry, the number of Internet companies on the stage of the Spring Festival Gala has decreased. However, this year, a number of Internet platforms have become partners of the Spring Festival Gala of the main station, reflecting the development trend of China's Internet and related service industries stabilizing and improving - in 2023, China's Internet and related service enterprises above designated size will complete Internet business income1,748.3 billion yuan, a year-on-year increase of 68%。Among them, the revenue of Internet platform enterprises in the field of online sales has grown rapidly, increasing year-on-year。In this context, JD.com, which will be absent in 2023, will return again and become the exclusive interactive cooperation platform for the Spring Festival Gala of the main station, interacting with the audience in 4 and a half hours55.2 billionA total of 3 billion red envelopes and 100 million physical gifts have been issued. 
Xiaohongshu entered the Spring Festival Gala for the first time, playing the concept of "the main station's Spring Festival Gala note sharing platform", and built a "Everyone's Spring Festival Gala" live broadcast room next to the studio, leading the audience to exclusively explore the front and back stories of the actors' performances. As of 12 o'clock on February 10, the Xiaohongshu platform has produced a total outputMore than 12 millionSpring Festival Gala Notes,2.500 millionMulti-user browsing of Spring Festival Gala-related content,200 millionUsers actively search for content related to the Spring Festival Gala and generate60 millionuser interaction comments. 
Tencent's WeChat ** account got the exclusive broadcast right of "Watching the Spring Festival Gala on the Vertical Screen" for the third time, opening up the audience's new imagination for the Spring Festival Gala with a brand-new ** experience. On the night of Chinese New Year's Eve, the live broadcast of "Vertical Screen to Watch the Spring Festival Gala" reached a large amount4.2.3 billiontimes, compared with last year, continuousA new high in the year. 
It is not difficult to see that the cooperation between the Internet platform and the Spring Festival Gala has not only brought traffic to enterprises, but also improved the coverage and discussion of the Spring Festival Gala, truly achieving a win-win situation. Spring River Plumbing Duck Prophet. Advertising is a pioneer in the market economy, reflecting expectations and confidence. From the good start of the 2024 Spring Festival Gala advertisement of the main station, we can foresee that China's economy will further accelerate the pace of recovery and improve in the new year and usher in higher-quality development! **CMG Observation" WeChat***CCTV Finance (ID: cctvyscj).