With the finale of "In the Name of the Family," the drama market will come to an end for the summer. Review this year's summer March (June-August), from the fire "hidden corners" set off the summer curtain, to "thirty only" "reboot of the extreme sea to listen to the thunder" successfully open the female-oriented, hard-core subject matter latitude, and then "glazed" "in the name of the family" firmly grasp the summer? The end of the summer? The summer dramas market is hot. The summer drama market hot broadcast war, draw a successful conclusion.
Yeon data show that the number of new summer dramas **** counted 94, a decrease of 1 compared with the same period last year. The slight decline in the number has also led to a plummeting trend in the effective broadcast volume of serials in this year's drama market.
Yunhope data show that this year's summer file of the whole network serials positive effective playback than Q2 warmed up, compared with June to improve 10%, but the overall compared to previous years a substantial decline in the cumulative effective playback of 96.6 billion, a year-on-year shrinkage of 32%. This means that this year's drama market is a lack of ? phenomenal hit?
Comparing the summer schedule of previous years, it is not difficult to find out that in 2018, the drama market had appeared in the palace drama "Yanxi Raiders", which had a broadcast volume of more than 10 billion yuan, and the number of times on the microblogging list of 400+; in 2019, there is "Dear, Love", "Little Happiness", and "Order of Chan Love"? Tripod? , Li Xian, Xiao Zhuan, and Wang Yibo were collectively known in that year as the ? (flow) three burst burst? On the contrary, this year, although the drama market does not rule out the "thirty only", "hidden corners" such as the topic of explosive or word-of-mouth explosive, but in the power of goods, holding newcomers level, not as good as the year.
This also shows side by side, the 2020 summer schedule is a relative lack of ? phenomenal hit? s year. However, if you look at the contrasting relationship between drama heat and quality, this is one of the higher quality summer dramas in recent years. And from the point of view of themes and genres, female-oriented and suspenseful dramas are still hot spots in the market.
Multiple big dramas share the market heat equally,? No phenomenal? into the 2020 summer? The shortfall?
Summer 2020 is a year of relatively even heat in the drama market. Thirty only", "twenty not confused", "hidden corners", "in the name of the family", "reboot of the extreme sea to hear the thunder" and other dramas, in the topic and heat level is basically the same, did not pull away from the distance too much. But if compared with the past summer market in the explosive? No phenomenon level? It has become a major regret in the summer.
(In order to be fair, the data of Yunhe and Yien are used as evidence, left Yunhe, right Yien)
Taking the headline drama "Thirty Only" as an example, the data of Yien and Yunhe show that "Thirty Only" is the headline winner of this year's summer drama market, with an average of 1.085 viewership (China Audiovisual Data), over 6.3 billion cumulative airplay, and 26.18 billion microblog topic readers, microblog topic readers, and 26.8 billion microblog topic readers, and 26.8 billion microblog topic readers, and 26.8 billion microblog topic readers. billion microblog topic readership, more than 228 times on the microblog list, and the output of 660 100,000+ topic influences are all proof of the drama's explosive attributes.
However, if placed in the 18, 19 year drama market, the explosive trend of "Yanxi Raiders" and "Dearly Beloved" is far above that of "Just Thirty". Data as evidence, "Yanxi Raiders" at the time of the finale, the drama had broken 13 billion broadcast volume to take the summer crown that year, 210 million in advertising revenue, 400 + microblogging hot search, as well as bring red drama a number of old and new starring, the Forbidden City cultural trend, etc., are proving the ability of this drama's pop-ups. Slightly different is that this is a network drama, the huge broadcast influence, but also let the drama in the aftermath of a number of times on the first and second tier satellite TV, successfully realize the network drama reverse output.
"Dear, Love" was the head of the summer market last year, Yunhe data show that the cumulative effective broadcast volume of the drama broke 8.12 billion, 35.7 billion microblogging topic reading, 43,900,000 media exposure articles, as well as the popularity of ? August boyfriend? Li Xian, is also proving the explosive trend of this drama.
In fact, just from this year's head drama?
In fact, just from this year's headline drama? perspective, you can see the relative coldness of this year's drama market. The big fire "thirty only" because it is a female topic drama series, in the band newcomers, hold male artists level, the influence is slightly worse; network broadcast drama "hidden angle", although the band fire? Zhanjiang? The movie has been a great success, but it's a great success. Mature artists? Qin Hao's popularity, or a slight gap with Xiao Zhaan and Wang Yibo, who came out of the "Order of Chen Love".
In addition to this, affected by the policy, this year's summer stalls broadcast costume projects are gradually reducing, and in the production, the topic of manufacturing level, are not as 19 years of the "12 hours of Chang'an", "Chen love order" and so on with the appeal. Even at the end of the summer? A small fire? The immortal drama "Liuli", but also because of the face value of the male and female lead actors in the debate, has not been reproduced in the past? The fairy fever? and thus forcing it to miss out on the headline hit.
Overall, this year's drama market has more than enough heat,? The company's newest product is the "Phenomenal". works are insufficient. On the one hand, this is inevitably related to the schedule, quality and marketing communication of the dramas broadcast; on the other hand, it also highlights that the drama market is gradually tending to? cold? s earnings. Even with the epidemic dividend, the drama market still shows a trend of declining effective broadcast volume.
Super 23 works Douban 7 points +, ? Word of mouth and heat? basically flat
Despite the summer market heat and the number of works slightly declined, but it is undeniable that this is the last three years, the number of dramas of the highest quality, and the word of mouth and the heat of the most flat year. Yeon data show that this year's summer dramas Douban 7 points or more works up to 23, up 21% compared to last year, of which Douban rating in the eight points and above the works of the "through the line of fire", "hidden corners", "Blame you excessively beautiful" "skyscraper" four, is last year's summer stalls 8 points of the works of four times.
Specifically, this year's drama market heat list TOP10 list, the list of works are basically worthy of the name?TOP10 list of dramas, Douban rating in the 6 points below the works of only one, the rest of the works are all in the pass line or above, and TOP10 list of 8-point works occupy three. This means that this is one of the highest summer word-of-mouth in the drama market in the past three years
Specifically, in 2018, the average Douban score of the drama works ranked TOP10 in the hotness ranking of the last new serial dramas reached only 5.51 points. The Douban 7.2 of "Yanxi Raiders" and the Douban 7.7 of "Xiangmi", as well as the Douban 7.2 of "For You I Will Love the Whole World", are the few works above 7 points in the hotness list TOP10, and only half of the hot works that have reached more than 6 points. This means that the summer drama market in 2018 is ? There is heat, no word of mouth? of the year.
In 2019, such a situation is slightly better. In that year, the drama market had given birth to "Little Happiness", "Chen love order" two Douban rating of more than 8 points, but also placed within the drama TOP10 heat list, the average score of 6.23 Douban results are still not as good as this year. However, compared to the 2018 summer of dramas, this is already a year of obvious word of mouth improvement. As a result, the 2019 summer schedule has also been called by the public as ? The highest quality? of the year.
Comparing the previous two years of hot summer dramas, it is not difficult to find that the quality of the 2020 summer works is even higher. This year, the drama market not only gave birth to four Douban rating over 8 works, but also let the audience more truly feel the drama market is constantly innovating.
Female-oriented, suspense themes into the wind, the market's explosive? Locked
From the point of view of themes and types, the 2020 summer schedule is still a blossoming schedule. Yeon data show that this year's drama market urban projects still occupy the big head, accounting for 28.82%, followed by love, drama, costume, suspense, fantasy and so on in that order. If we further arrange and combine them, we can find that the themes that occupy a large part of the market are still urban, costume and suspense themes. And from the perspective of creative approach, realist themes again occupy a large proportion, such as "Just Thirty", which took the first place on the summer heat list, "Twenty Not Confused", an urban youth drama created by the same Lime Meng Pictures, as well as "Anjia", which was aired in the drama market in the first half of the year, are typical representatives of realist themes. All of these works also share a ****same characteristic of using a female perspective as an entry point to generate ****sentiment among the public by exploring a series of social topics. For example, during the broadcast of Thirty Only, social topics such as cheating husbands, workplace elites, full-time wives, and children's education have set off waves of climaxes on the Internet, and embedding real-life topics visible to the general public into movie and TV creations is also a major convention for this kind of female-oriented works. But what followed was a drying up of the screenwriters' creative thinking, as if the only topics seen from a female perspective were family and marriage, and nothing else.
On the whole, the summer female-oriented works, suspense themes, instead of the previous ? costume fever? Although this year's drama market also appeared in the "Liuli" such as fairy fever, but compared with previous years, the head is not enough, the actors have not yet been able to get out of the circle, is the biggest regret. The video site other platforms broadcast "pretty scholar" "and listen to the phoenix" and other ancient costume themes, after all, is only ? a small hit?
This is a topic and the heat of the summer file, although the number of works, the effective broadcast volume, compared with the previous slight decline, but from the perspective of the general market environment, this year's summer drama performance is quite considerable, at least in the affected by the epidemic in front of the film market, the summer file drama or bear the burden of the entertainment should be.