Geek Park learned from multiple independent sources that in 2023, the WeChat video account will once again obtain the exclusive vertical screen broadcast rights of the Spring Festival Gala. This is also the second time that the CCTV Spring Festival Gala has cooperated with the video account. This year, the Spring Festival Gala canceled the exclusive horizontal screen broadcast. Both Douyin and Kuaishou have reached cooperation with the Spring Festival Gala to obtain the broadcast rights and can watch the live broadcast and replay on the platform. In addition, Douyin may also be one of the sponsors of this year’s Spring Festival Gala. A person familiar with the matter revealed that Douyin information has already been implanted in the rehearsal of the Spring Festival Gala skit, but this does not mean that Douyin will get an exclusive red envelope interactive.
According to people close to the project team of the Spring Festival Gala, unlike in the past, this year’s Spring Festival Gala has completed three rehearsals, but so far only the special sponsor “Gujing Gongjiu” has been directly exposed. The “Exclusive Interactive Partner of the Spring Festival Gala” that has attracted much attention in the past few years has not yet been determined. At this time, there is only less than a week left before the Spring Festival Gala. In addition, it is understood that this year’s Spring Festival Gala may be the overall title sponsor of the dairy brand Yili, with a nine-figure sponsorship fee.
In 2022, the video account will use the vertical screen to broadcast the Spring Festival Gala for the first time. WeChat data shows that on New Year’s Eve of this year, more than 120 million people watched the Spring Festival Gala through the vertical screen of the video account. The video account, which was officially launched in 2019, is now in the window of business development and needs irrigation on a larger scale. The National Project Spring Festival Gala can bring a rare burst of traffic.
The win-win interaction between the Spring Festival Gala and large Internet companies began in 2015. The story also starts from WeChat. This year, WeChat title-sponsored the Spring Festival Gala, and through the excellent planning of “shaking” to send out red envelopes, WeChat Pay was bound to 200 million personal bank cards in just 2 days – it took Alipay to complete this figure. for 10 years. Not only that, with the influence of the Spring Festival Gala, a national entertainment project, it is an excellent opportunity for brand sponsors (especially title sponsors) to attract new people and promote activities. Since then, the red envelope interaction in the Spring Festival Gala has become a battlefield for Internet companies.
After this incident, the Spring Festival Gala red envelope interaction has become an advertising space for companies to bid for. After 2015, Alipay became the title holder for two consecutive years, grabbing users by “collecting five blessings” and grabbing red envelopes. Since then, Taobao, Douyin, Baidu, Kuaishou, etc. have all acted as red envelope interactive sponsors.
With the addition of more platforms, the amount of sponsorship related to the Spring Festival Gala is also rising all the way. In 1984, a watch company named Combas exchanged 2,000 domestic quartz clocks for the opportunity to name the Spring Festival Gala. Now that the CCTV Spring Festival Gala is about to enter its 40th year, the title sponsorship has already cost billions of dollars. In the 2022 Spring Festival Gala, the amount of red envelopes and interactions sent to users alone has risen to 1.5 billion, excluding the title broadcast distribution fee.
Beginning in 2022, the Spring Festival Gala will have stricter broadcast and content dissemination restrictions. The Beijing News once reported that CCTV divides the copyright of the Spring Festival Gala into several types, long video live broadcast, recorded broadcast, short video, collection, as well as social communication, accompanied by host oral broadcast, and the price ranges from tens of millions to hundreds of millions. wait. Prior to this, Baidu’s Good-looking Video was fined more than 500,000 yuan for broadcasting “China Central Radio and Television 2020 Spring Festival Gala” without authorization to broadcast.
The Spring Festival Gala effect is also reflected in the capital market. It is reported that Yaowang Technology, a listed live broadcast e-commerce company, will cooperate with the 2023 Spring Festival Gala for exclusive live broadcast. Although since then, the relevant spokesperson of Yuanwang Technology responded on the investor relations platform that “the relevant business is under negotiation.” However, the stock price of Yuanwang Technology continued to rise for several days, and closed at the daily limit again on January 12.
In recent years, Internet traffic has peaked. Judging from the effect of red envelope sponsorship over the years, the growth is no longer obvious. In addition, most platforms are already facing user ceilings. Marketing events such as WeChat in 2015 may not be repeated. But dancing with the Spring Festival Gala, for large Internet companies, also means enriching and transforming the brand image, and has the opportunity to promote new business processes.
In the past two years, the video account has been working hard to enrich the content to attract more users (such as live broadcast of knowledge promotion, live broadcast of concerts, etc.). In the 2023 WeChat public class not long ago, the live broadcast team of the video account also announced that it will invest 5 billion in traffic to support high-quality live broadcast rooms in the future. Enhanced strategic position.
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related events
- When the preparations for the 2023 Spring Festival Gala are in progress, the exclusive vertical screen broadcast of the video account, Douyin, and Kuaishou all cooperate 2023-01-16
- The average audience rating of CCTV Spring Festival Gala live broadcast was 21.93%, and the cumulative number of vertical screen users reached 200 million2022-02-01
- Jingdong Spring Festival Gala interactive 1.5 billion red envelopes and good things have been notarized2022-01-18
- JD.com becomes the exclusive interactive partner of the 2022 Spring Festival Gala2022-01-05
- Pinduoduo withdraws, Douyin becomes the exclusive red envelope partner of the 2021 Spring Festival Gala2021-01-16
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