After a restless and anxious night, Ren Jingxi got the first day's ratings data for "Huan Zhu Ge Ge" the next morning.
This is mainly due to the fact that Jinshu Media is also the data procurement partner of CCTV Sofurui Media Research Company established in the second half of the year.
Even though CCTV Sofurui was promoted by the Westeros system and participated in holding a small amount of equity, when the company started operations, Jinshu still actively became the first partners of CCTV Sofre, providing A three-year data procurement contract was signed in one fell swoop.
As for the reason, smart people all know.
Those who don’t understand, those who understand also hope that those who don’t understand will remain ignorant.
Let's talk about the ratings of "Huan Zhuge Ge". The four satellite TVs of Beijing, Shandong, Jiangsu and Guangdong are limited to the current reality of the Chinese TV market. The more important ratings within the province or jurisdiction are 31%, 23%, 27% and 24%.
After receiving the data and analyzing it, Ren Jingxi also found that this was very close to his recent efforts to promote the show in different markets.
Because the capital region has the most resources and the most exposure, the ratings directly exceeded 30%. As for Shandong, although it is my hometown, due to the lack of channels and connections, the ratings are the lowest.
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This also proves that the data of CCTV Sofurui still has considerable merit.
After all, even Ren Jingxi knows that a certain ratings survey agency can only be regarded as a start-up team, even a bit like a second-rate trafficker, because its own data collection system is not perfect, and a lot of information is obtained from relevant agencies across the country. Collect, consecrate the tiger skin through CCTV, and then sell it nationwide.
Judging from the data in Ren Jingxi's hands, no matter how the data was obtained, it was obvious that he put his heart into it.
After the first two episodes, the average provincial ratings were 26%, which is considered a success.
However, Ren Jingxi did not relax completely.
This start is the result of her hard work during this period. However, it is still unclear what the subsequent trend will be.
Going high and going low has happened too many times in the television industry.
Therefore, on Tuesday, Ren Jingxi still spent half a day specially arranging the follow-up publicity of "Huan Zhu Ge Ge", mainly newspaper announcements about the popular launch of "Huan Zhu Ge Ge" and some drama reviews.
Another day passed like this.
The ratings were released on Tuesday. The provincial ratings of four satellite TV stations were 36%, 39%, 37% and 35% respectively. All of them crossed the 30%+ threshold in one fell swoop, with the average ratings approaching 37%.
And then.
On Wednesday, the ratings of the four satellite TV stations were 45%, 53%, 46% and 41% respectively.
With an average provincial ratings of 46%, it successfully surpassed the popular "Kangxi Private Interview" during the summer vacation.
Speaking of which, in the ratings statistics stage of "Kangxi", CCTV Sofurui has not yet been established. The average rating of 45% is similar to "Desire", which was said to have a ratings of 90%. After all, it is a relatively rough statistic and lacks authority. sex.
Now, with CCTV's status in this era, the average provincial ratings of the four TV stations in the first three days have reached 46%, and are still rising. "Huanzhugege" has almost undoubtedly locked the TV series ratings in 1997. Annual crown.
Of course it’s still a TV show.
In the summer season, only "Super Girl", which has a ratings of 70% in the province, is broadcast on Jiangsu Satellite TV.
In any case, when "Huan Zhuge Ge" easily replaced "The Private Interview of Kangxi" in the top spot of the year in just three days, this time Ren Jingxi didn't need to spend much effort to promote it, and a large number of media began to actively follow up the report. For a time, the influence of "Huan Zhuge Ge" spread rapidly across the country.
Before the week was over, a large number of TV stations from all over the country began to chase after Ren Jingxi, hoping to purchase the subsequent broadcast rights of this TV series. Even CCTV showed strong interest.
CCTV also needs performance.
This year's two hit dramas, "Kangxi's Private Interview" and "Huanzhugege", CCTV clearly had the opportunity to win, but unfortunately missed them. It was really a mistake. Although they could not get the first-round broadcast rights, who gave CCTV a great cause? Which TV station in China can have wider coverage of CCTV
Therefore, as long as you can get the broadcast rights, you will definitely be able to have another round.
Here we have to talk about the round-robin broadcasting system in the Chinese TV drama industry.
Whether now or in the past, around 1997 to 1998 was a watershed in the Chinese television industry.
The core symbol is that the main stations in each province have logged into satellites, a large number of satellite TVs have appeared, and cable TV networks relying on satellites have also become popular rapidly. Not only that, the continued advancement of the policy of separating production and broadcasting, the continuous loosening of TV drama supervision, and even the establishment of ratings survey agencies such as CCTV Sofurui have accelerated the transformation of China's television industry from state-owned monopoly to market-oriented operation.
China's television industry has become more mature in its first-, second-, and online broadcast mechanisms, which have been continuously explored and improved in recent years.
Just like this time with "Huan Zhu Ge Ge", the first round of broadcasts signed by Ren Jingxi was very different from the first round of broadcasts of TV series many years later. Instead, it was more inclined to Hollywood's nearly pay-per-view meticulous distribution strategy of maximizing profits. In fact, many of the operations of the Jinshu Department are indeed based on the operational experience of the American media industry.
To be specific, the first-round contract signed by the four major TV stations certainly does not mean that it can only be played once.
Three times to be exact.
It includes a prime-time premiere in the evening and two rebroadcasts at midnight and during the day.
In the current industry environment where many TV stations usually buy out the copyright directly or at least buy out the copyright for a few years, Ren Jingxi has made a project so detailed. It is no wonder that the four TV stations almost gave up the project because it was too much trouble.
If the previous cooperation between the two parties had not been relatively pleasant, and it was said that a certain woman had a deep background, and the current exploration from state-owned monopoly to marketization made various TV stations more willing to try new strategies, Ren Jingxi would not have even thought of it at the beginning. It's very possible to negotiate the deal.
It was finally negotiated.
Perhaps, it is inevitable that a case will be copied, causing the Chinese TV drama industry to move in a different direction than before.
That's something to talk about later.
Let’s talk about income.
In addition to Ren Jingxi's own plan, the four companies jointly offered the most generous offer of 350,000 per episode to buy out the two-year broadcast rights. 26 episodes, a total of 9.1 million, allowed Ren Jingxi to achieve a return of more than 100%.
In comparison, according to the latest plan with floating ratings, the average ratings must reach 20% of the more popular ones to recover the cost. On this basis, for every 1 point more ratings, Huanzhu Film and Television Company can get an additional 5,000 yuan in advertising. This also requires "Huan Zhu Ge Ge" to reach the 45% annual crown level of "Kangxi" to get the same title as the four major Satellite TV's two-year buyout is a considerable return.
It seems like a hassle and not cost-effective.
However, if you choose to sell out, after receiving 9.1 million, no matter how many times the four major TV stations replay it in two years or how much advertising fees they earn, it will have nothing to do with Huanzhu Film and Television Company.
Now it has only sold three plays, one premiere and two reruns.
With the current average ratings of "Huan Zhu Ge Ge" reaching over 50%, based on the estimated average ratings of 55%, with three broadcasts in one round, the total advertising revenue for Huanzhu Film and Television Company is exactly 9.1 million, excluding 4.5 million Between the production costs and Ren Jingxi’s recent additional marketing expenditure of 300,000 yuan, the pre-tax net income reached 4.3 million yuan.
For a phenomenal TV series that won the title of the year, compared to the two-year fixed price that was almost sold out, this profit is just an appetizer.