Author |Wei Jie
Flowers", the 2024 drama market ushered in the first batch of highly anticipated episodes. Unfortunately, judging from the business data alone, the expectations of the drama market have been slightly disappointed.
Especially the sequels to several hit IPs that have been given high hopes.
"Dajiang Dahe 3" produced by ** TV Station, Noon Sunshine, and iQiyi, the ratings of CCTV on the air are as high as 15%, the popularity value of Maoyan monitoring goose and peach is second only to "Flowers", but the number of advertisements has decreased sharply after a week of broadcasting. Up to now, there is only one interstitial ad left in iQiyi, and there are no ads in Tencent**.
Qi Jinchao" and "Fairy Sword IV" also appeared in advertisements "eating radish" around a week after the broadcast.
The star effect and theatrical effect can still have a long-term impact.
According to statistics, Tencent X Theater's last "Black Soil Without Words" has an average number of advertisements of 391, with a peak of 5There was no zero wide phenomenon during the broadcast period of the drama。As of today, nearly 20 brands have advertised in "Love for a Long Time" starring Yang Zi and Fan Chengcheng.
This month, "customers are disappearing" is a problem that practitioners have to faceHow to achieve "flower fever" againIt is also a question that practitioners have to think about.
Disappearing ads, burned-out IPs?
At the end of 2018, "Dajiang Dahe" was launched on Dragon TV, Beijing Satellite TV, iQiyi, Tencent**, Youku five major platforms, and won 8A high score of 8 points on Douban. Two years later, the second part of its series was broadcast, and the market still gave back high ratings and high word of mouth, and the "Dajiang Dahe" IP became one of the hottest period drama IPs this year.
The play is adapted from "Da Jiangdong Go" written by Anai, which tells the ups and downs of the pioneers represented by Song Yunhui, Lei Dongbao and Yang Xun in the wave of change in the context of reform and opening up.
In all fairness, the data of "Big River 3" is not bad. As of January 24, Dajiang Dahe CVB3112%, setting a new ratings record, with an average rating of 2 for 22 episodes915, Yunhe daily list has also been in the top three daily list for a long time.
But business has mysteriously disappeared. According to statistics, the average number of advertisements for "Big River 3" has decreased from 6 to 1 on iQiyi, and from 21 to 25 episodes"Empty window".。In Tencent**, there have been more than a dozen episodes without wide (the data in the picture refers to Douban).
Ratings and businessReverse growthActually, it's not too difficult to understand.
On the one hand, the period drama attribute of "Big River" means that the age group of the audience is more tantMiddle-aged and elderlyAt a time when the brand emphasizes youthfulness, tonality, and consumption power, circle quality dramas are indeed not too attractive.
On the other hand, under the high popularity brought by "Flowers",Deliver more preciselyIt is bound to become the future trend of the brand. At the same time, in the era of data explicitness, real-time tracking and feedback seem to have become a habitual behavior for brands, and perhaps it is also a good choice to catch up later than betting in advance.
"Qi Jinchao" and "Fairy Sword IV", which are both IP sequels, are also facing advertising difficulties.
"Qi Jinchao", adapted from the game "The Legend of Sword and Fairy VI", has a total of three commercials since its launch, namely the insertion of Xinhuo and Sanjiu, and the end of Hypnokai. From 16 episodes, the number of ads is reduced to zero.
"Sword and Fairy IV", adapted from the game "The Legend of Sword and Fairy IV", has been broadcast with a total of two commercials since its launch, namely the opening of Aptamil and the middle of Sanjiu, and there have been no advertisements since episode 11.
are all business flames, and the reasons for "Sword and Fairy IV" and "Praying for the Present Dynasty" are simpler-The broadcast data fell short of expectations
Yunhe data shows that more than half of the two dramas are broadcast, and the proportion of feature films** is around 7%. The former caused a storm before the broadcast, and related topics were on the hot search, exceeding the attention of the official announcement. The title of the latter drama has no fairy sword atmosphere, the adaptation is mediocre, Xiaoyu has seen ** "Qi Jinchao" as the background sound in various offline stores several times, but no one knows that this is a fairy sword IP.
For the audience, the greater dissemination and popularity of the "Sword and Fairy" IP lies in the dramas "The Legend of Sword and Fairy I" and "The Legend of Sword and Fairy III", Hu Ge, Liu Yifei, Yang Mi, Liu Shishi and other starring actors, the rapid decline of the value of "Sword and Fairy" is already a reality, and it is more obvious in terms of branding, and there are only two businesses in the two dramas on the day of broadcast.
Today's brands are more cautious about the evaluation of IP and audience circles, as well as all aspects of dramas.
The rise of short plays, the manifestation of theatrical effects
In January, the unexpected performance was the finale of Tencent X Theater, "Black Soil Without Words".
The play is directed by Zang Xichuan, starring Chen Jianbin , Hu Jun and Deng Jiajia, telling the story of a vicious crime case in the small northeastern city of Lanhe, and the story of Guan Yu, the captain of the Lanhe Criminal Police Team, investigating the truth of the case.
Compared with the first three parts of the X theater, its performance is not outstanding. As the "finale", its Douban score is only 66 points, the popularity of the station has not reached the score of "The Long Season" exceeding 30,000, but in terms of investment promotion, it can be regarded as the top three dramas in January.
In Douban's data post, the first hot comment is - "Wow, it's unexpectedly good".
As just analyzed,This is inseparable from the initial theatrical effect
This year, Tencent** launched X Theater, a total of four dramas have been launched. What is amazing is that "The Long Season", "Under the Prosperous City", "Huan Yan" and "Black Soil Without Words" have all achieved wide results in the whole collection without exception.
The first "Long Season" is one of the only four dramas with more than 30,000 popularity in Tencent** in 2023, with 9 brands entering the game in just 12 episodes, and the average number of advertisements in the episode is as high as 45 pcs. This pioneering work has also successfully established a reputation for X Theater.
Subsequently, "Huanyan" starring Dong Zijian, Zhang Yi, and Tong Liya once again ended with 7The 9-point Douban evenly stabilized the label, and "Under the Prosperous City", which has no traffic and costume suspense as the highlight, won Douban 8 as a consolidated playerhas a high reputation of 8 points, and was contracted by Tongcheng before the broadcast of the whole episode of "Highlight Moments".
The three films have been steadily beaten, and the high reputation and suspense boutique label of X Theater have directly become the buff of "Black Soil Without Words", and it is no wonder that some people feel that "quality determines effect" is unbalanced here.
As for how long and how long such a theatrical effect will last, it is up to the production side to judge and practice it themselves.
Stars lead dramas, 95 flowers are not good
Star effect is still an element that cannot be ignored in business.
"To Love for a Long Time" starring Yang Zi and Fan Chengcheng performed unbeatably in January. As of today, nearly 20 brands have placed ads, with 7 ads at the peak of one episode.
This is thanks to Yang Zi's appeal.
According to statistics, in the summer of 2023, "Sauvignon Blanc" starring Yang Zi will have an average of 3 advertisements97, a total of 23 brands participated in the launch, and there has never been a zero wide situation from the beginning to the end of the broadcast. In terms of investment promotion of modern dramas, Yang Zi's advantages are more obvious. The niche theme "Female Psychologist" broadcast in 2021 still won the first place in Youku's investment.
95 Flowers' ability to attract investment has not been proven.
At that time, Yu Shuxin became the first echelon of 95 flowers with "Next Stop Happiness" and "Canglan Jue", and together with Zhao Lusi, Bai Lu, Yang Zi, and Di Lieba, she became the "candidate for carrying the drama" and "the role of the hit" in the producer's mouth, and 95 flowers gradually entered the public eye.
But looking back at the data, although "Cloud Feather" has Guo Jingming's popularity bonus, and its deputy CP is highly discussed on social platforms, the final advertising data is also a certain distance from "Sauvignon Blanc". Even the 2022 summer hit drama "Canglan Jue" failed to achieve the results of a wide range of episodes. At that time, producer Wang Yixu also deliberately responded to the question of investment promotion on social platforms.
Yang Chaoyue, who is also a 95-year-old flower, starred in "Heavy Purple" with an average number of advertisements of only 062, "Seven O'clock Auspicious", which was bet on the hit drama, also went from Manguang to "eating radish". Even Zhao Lusi, known as the "King of 95 Flowers", failed to achieve a wide range of results. The only 23-year-old 95 flower only two all-wide dramas are produced by Xinli, starring Tian Xiwei and Zeng Shunxi in "Tian Gengji", and "I miss you very much" starring Zhou Ye and Tan Jianci.
For most brands, perhaps compared with their works, their ability to grow grass in Xiaohongshu and Douyin is superior. In Yu Shuxin's Xiaohongshu account, the latest ** with the topic of Dyson hair dryer is released, and this hairstyle sharing has received nearly 60,000 likes so far.
It is undeniable that there are still overwhelming traffic-oriented artists in the market. is typical such as Wang Hedi, who was complained about several times in "Love as a Camp", and the Douban score dropped to 4At the time of 3 points, its investment data is still unbeatable, with a total of 208 advertisements.
However, with the change of the general environment, brands are becoming more cautious about advertising, not only 95 flowers, but also the head artists with high explosive content, the star effect has been affected to a certain extent.
Ju Jingyi, who is famous for "Three Thousand Years of Beautiful Girls" and "Ju-style aesthetics", and Chen Zheyuan, who has attracted attention for "Can't Hide Secretly", did not support the investment of "Sword and Fairy IV". "Our Translator" starring Song Qian and Chen Xingxu has only one brand launch so far. At the end of last year, Gong Jun and Zhong Chuxi starred in "I Want to Go Against the Wind", and the average number of advertisements in the episode was only 052 pcs. "Off the Rails" starring Liu Haocun and Lin Yi has only six episodes with advertisements.
Behind this, yesThe increasingly cautious attitude of brands is forcing the inevitable trend of drama productionIt is also the withdrawal period that the market must go through when it is sunny to the sun.