Media Insider : A few days ago, An Tai, a senior ratings data research expert and assistant to the president of Zhonghe Media, was a guest at the Media V class to crack the first half of 2017 TV ratings data. Here are the highlights to share (above)
Wen/Antai
The year-on-year decline in satellite TV opening rate is nearly 10%
The proportion of variety show broadcasting has declined more significantly
In the first half of 2017, the proportion of TV drama broadcasting for all satellite TV channels The most, TV drama occupies 1/3 of the broadcast proportion, and TV drama broadcast rate is also the highest. This was followed by features, then youth, news, life services and variety.
In the first half of 2017, the proportion of broadcasting of variety programs declined more significantly, and the TV station only took up 7% of the time resources to broadcast variety programs.
Daily 920 prime time, variety programs and variety program reruns also have a more obvious decline, which is the most obvious decline in the past five years, which is also the overall TV opening rate is declining.
All the satellite channels, from 19:30 until 21:24 is the time for two episodes of TV dramas, this period of time all the satellite TV open rate year-on-year decline of nearly 10% .
Every day 920 prime time, variety shows and variety show reruns also have a more obvious decline, which is the most obvious decline in the past five years, which is also the overall TV opening rate is declining.
TV drama performance is not as hot as last year
In 2016, satellite TV evening primetime total **** broadcast about 255 dramas, of which there are 20 ratings are over 1, of which there are 4 dramas are a drama of two stars, in 2017 aired 275 dramas, more than last year, 20, but only 13 dramas ratings exceeded 1%.
In general this is the reason for the decline in the overall opening rate, the opening rate of the TV station affects the opening rate of the TV series, the opening rate is down mainly this year the overall performance of the TV series is not as hot as last year, or the audience enthusiasm is not as high.
In the first half of 2017, contemporary dramas accounted for 60% of the total, 4% more than last year. Costume dramas and recent dramas accounted for 40%, basically not a big change. There are not as many costume dramas this year as last year.
Overall combing top100 TV dramas found that urban dramas accounted for 51%, followed by war, martial arts, and espionage, rural; in 2016, urban dramas accounted for 47%, which indicates that this year's espionage, rural, and metaphysical themes than last year there is a significant increase, then the war, martial arts, and palace theme dramas than last year is a significant decrease.
The market prefers "one drama, two stars" broadcast mode
Among the top 100 TV dramas, 51 are solo broadcasts this year and 24 are syndicated, compared with 18 syndicated broadcasts last year, which indicates that the one-drama, two-star broadcast format has grown considerably this year.
With all the dramas in the top 100, 51 are exclusive, 24 are syndicated, and last year only 18 were syndicated.
As the production cost of TV dramas is getting higher and higher, including the cost of stars and publicity and development, more TV stations or production companies are choosing to co-broadcast or co-produce in the form of one drama, two stars.
By examining the number of hours per capita watched on all CCTV channels from 19:30 to 21:30 in the evening, we can see that Shanghai, Hunan, Jiangsu, Anhui, and Beijing do not broadcast many dramas, but it gets longer minutes per capita, which is a direct response to the fact that these TV platforms are attracting a stronger stickiness in reaching viewers.
Middle-aged and old-aged viewers have become the main viewing force
Young viewers are being diverted by the Internet
There is no difference in the per capita minutes metrics between first-tier satellite TVs and there are a few differences in the arrivals demographics, as the ratings are related to two metrics: one is the per capita minutes, and the other is the cumulative arrival rate. number and the other is cumulative reach.
It's not that viewers of channels with high ratings won't go away, and viewers of channels with low ratings will go away very quickly, it's just that there's a difference in the size of the audience. Because TV is now a channel that is more focused on middle-aged and older viewers, not very focused on middle-aged and younger viewers.
In 2017, after 17:40 until 23:00 all channels have different degrees of decline in the opening rate, which shows that to a large extent, the two episodes of TV drama syndication performance is not as good as last year, attention to the enthusiasm is not very high, and there are a lot of viewers are diverted to the Internet to watch.
In the evening prime time, viewers aged 15 to 34 fell by 17%. These people may have watched Three Lives, Three Times, Ten Peach Blossoms, In the Name of the People, and Ode to Joy 2, but perhaps from the Internet platforms, but they were not as faithful as they used to be, and they went to watch them every day.
Some TVs have good cumulative reach, but the minutes per capita are not very high, such as Jiangxi TV, which has the same minutes per capita as Anhui, Beijing, and Zhejiang, which means that viewers stay for a very long time, but it doesn't have the scale to reach it, and it's very difficult to increase cumulative reach for a TV because it's tied to the overall signal and the sequence of the remote control.
Guardian channel three key words:
change, helplessness, exploration
Change, helplessness, exploration is the current situation of the guardian channel in 2017 three key words, tier one guardian TV cumulative arrival rate performance than last year overall is a decline, this There is a direct relationship with the decline in the overall evening turn-on rate; this is also related to 15 to 24 year olds and 25 to 34 year olds leaving the TV set, the top five satellite TV 100% affected, its overall audience size than last year a slight decrease, but the arrival rate is still maintained at a high level.
The audience arrival size of the second-tier TV is very difficult to maintain, relying only on the evening two-episode drama to let the audience have a viewing habit, and then go to maintain the ratings is very difficult, because you can not just rely on the war drama, armed drama to let the audience continue to pay attention to, it is very, very difficult.
The different platforms have a very big difference in the proportion of the overall broadcast, Anhui TV, Shandong TV drama broadcast accounted for a very high, close to 50%; Oriental TV, Zhejiang TV overall variety show airtime accounted for more than 40%, which shows that the different platforms it is the overall positioning of the gap is still very big.
But in the past few years, Anhui TV and Shandong TV have been making very big moves, sparing no effort to develop variety shows, even at no cost, because by relying on the existing audience, if the channel hasn't changed substantially, it's very passive.
Seasonal programs have become the highest per capita minutes type
By combing the top 20 variety shows in this year's central TV ratings performance found that the highest per capita minutes is "Run for it", which has a very high per capita minutes, but not as good as the normative category of variety shows in terms of arrival rate and audience size.
For example, "Happy Camp", "Open Door" and other regular programs, its cumulative arrival rate is very high, the overall roughly 30% of the audience in the community, but it is difficult to compete with seasonal minutes per capita, but the performance is not bad, because after all, everyone will have a lot of feelings about it, there will be a lot of viewing habits, which are very difficult to change the formation.
really high reach and high minutes per capita
variety shows are hard to do
This year, really high reach and high minutes per capita variety shows are hard to do. Combing the top100 central TV variety programs in 2017, which accounted for 44% of the 2016 openings, 19% of the 2015 ones, and 10% of the new openings in 2017, which shows that the audience is very fond of watching new programs.2017 more than half of the new openings accounted for 10% of the new programs, and the end of the year will be more than 30%.
In 2017 top100 central TV variety shows, 92% are seasonal, only 8% are regular, 100 inside the shed column accounted for 66%, the shed accounted for 34%, basically the shed program is still the majority.
In the top100 CCTV variety shows, 75% are produced by the program company, about 20% are self-produced by the TV station, and the rest are co-produced, which shows that the program production company has been fully involved in the R&D and production of variety shows in depth. In the top100 variety program categories, reality shows make up the majority, followed by music, and then athletics, talent shows, comedy, and emotional interviews.