2024-03-04 05:32:02
After the Lunar New Year, TV station ratings gradually returned to normal. Jade Channel’s two-line drama was driven by “I’m Here”, plus “Love. “Go Home” and “Dong Zhang” escorted, and their performance was basically stable. On the contrary, other channels showed subtle changes. Among them, the ratings gap between HOY and VIU showed signs of narrowing.
Since HOY changed its formation last year, its major productions have failed to achieve the expected results. In addition, rising interest rates have pushed up capital costs. The resources invested need to be strictly controlled. Key programs are mainly conventional productions. VIU’s strategy seems to be similar, but it can still maintain the output of TV series, which makes it a relatively powerful tool for attacking difficult situations.
The drama series launched by VIU following the Lunar New Year is “The Apprentice”, with a total of 30 episodes, which is rare for this channel. The series stars Huang Junming, Su Yalin and other young actors, and takes investing in real-person sex as the main story line, which is different from the station’s past sports themes. It is unknown whether the taste is different. After the broadcast, the ratings hovered between 2 and 3 o’clock, which is close to or even surpassed by HOY’s regular programs “Frontline Investigation” and “New Year’s Eve”.
In the absence of reputable programs, the second-tier channels experienced a melee following the holiday. The J2 unconventional program “A Piece of Ma Dumped in Guangzhou” with better ratings was followed by “First Line”. HOY’s “New Year’s Eve” was better than VIU’s “New Year’s Eve” “Start Me on Time” is high, and it is close to “Once Upon a Time”, which makes the prime time ratings of the two channels closer.
The most important factor for advertisers when placing advertisements is ratings. Another factor to consider is production. Generally speaking, local production will have an advantage in terms of look and feel. Another disadvantage of outsourced programs in terms of advertising is that it is more difficult to implement product placement, so the performance of self-produced programs will attract the attention of TV stations and the advertising industry.
Most of HOY’s advertising sales are advertising packages linked to ratings. VIU has a stronger momentum and less relationship between advertising prices and ratings, so it has a relatively high price. Therefore, when the parent company announces its results recently, it specifically mentions the station’s performance. Audiences have an advantage. If the narrowing of viewership of the two channels continues, it is not ruled out that the positioning of the two channels will change.
The ratings gap between second-tier TV stations has narrowed, and the industry believes that part of the reason is related to the weak wind. With the reduction of resources, the impact of second-tier programs is particularly obvious, because from content to promotion, the available manpower and material resources have not changed from more to less, but from less to none. This is indirectly proved by the reduction in the number of program outputs. The weakening economy has resulted in a decrease in funds invested in the performing arts industry. This is not only a problem faced by individual companies, but also a challenge for the entire industry.
Pandora
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After the long Spring Festival holiday, the market gradually recovered, and advertising began to return to more normal conditions in February. The impact of the long Spring Festival holiday on the advertising industry requires detailed figures to provide a more accurate reference. However, recently, the media and industry have been talking a lot regarding a phenomenon, which is that digital media advertising experienced an unusual anti-climax during the traditional peak season last year. Volume dropped significantly.
Before the Lunar New Year, the industry has begun to ask each other regarding the status of digital platform advertising sales in December last year. Because some media received a sharp drop in ads placed by social platforms, the amount of programmatic advertising pushed by the media dropped significantly. At the beginning, the media I wonder if there’s something wrong with it, or maybe it’s a time-dependent phenomenon. However, following referring to Admango’s data, the advertising volume of websites, social media, and mobile apps all fell back in December. Among them, Youtube’s correction was the most significant. Compared with the decrease of nearly 30% in the previous month, the trend was unexpected. Market expectations seem to confirm that the slowdown is a symptom of the overall market, not a problem of individual media outlets.
The performance of digital media in 2023 will inevitably be affected by the economic slowdown. Although it has maintained an upward trend in individual months, it has been moving up and down throughout the year. As a single major digital media platform, Youtube’s November was the highest point of the year, with an increase of slightly more than 20% compared with the previous month. However, the subsequent significant adjustment in December was not only inferior to the peak season of the previous month, but also significantly lower than that of October. width. According to the practice of media revenue, November and December are supported by Christmas consumption and must be the best business days of the year. Although advertising will be greatly reduced following the holidays, the difference between the two months will not be too far, and December has the opportunity to be better than November The month was slightly higher, so this data is very different from the past.
Youtube advertising volume dropped significantly in December, and the trend was similar to other types of digital platforms. On the contrary, traditional media remained strong in December, with newspapers, magazines, and radio stations all able to maintain the highest advertising volume throughout the year.
The most direct explanation for why digital advertising is suddenly weak during the Christmas period is the long holiday effect. Since many Hong Kong people leave Hong Kong for travel or return to the mainland, the ads placed by advertisers on social media or streaming platforms are mainly performance ads. Therefore, in The number of visitors started to decrease before the long holiday, and during the holiday there were even fewer visitors. Another explanation is that due to a large number of users leaving Hong Kong, the traffic volume has been greatly reduced, and even if there are orders, the ability to deliver goods has been greatly reduced. As traditional media has more brand advertisements and its effectiveness in targeting consumers staying in Hong Kong has remained relatively good, different trends have emerged.
I believe platforms and large online media will have in-depth analysis of what factors caused the sharp decline in digital advertising volume during last year’s peak season. As for whether this effect will reappear during the Spring Festival, I believe the figures released later will provide the answer.
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