This star is wrong

Chapter 402 Advertising and Courage

The first season of "Hurricane", which is the first 13 episodes, will be finished in a week.

At that time, the second season will start broadcasting.

And the interstitials for the second season haven't sold yet.

Advertisers hope to negotiate the interstitial advertisements of TV dramas at the lowest price.

The producer of the TV series naturally hopes to sell it at a higher price.

So it's a game.

The most critical factor in this game is time.

After the advertising contract is signed, time is still needed to shoot short commercials for the brand owner, so time is tight.

In addition, "Hurricane" has been on the air for two days.

It also means that Ark Culture must sell the advertisement within three or four days, otherwise it will be too late.

Advertisers know this too.

Therefore, from the advertiser's point of view, as long as they hold their breath and delay for two more days, Ark Culture must lower the psychological price and facilitate cooperation.

Of course, this is not a two-party game, but a multi-party game.

Therefore, there is more than one brand owner, and there is also competition among brand owners.

Just in time, between the producer and the brand, there was a price arguing.

Dachuan Audio's "Sichuan Liu" series took the lead in winning the commercials for the first three episodes of the second season of "Hurricane" at a price of 300 million.

The total transaction price is 900 million.

This price has nearly doubled the premium for the current ratings of "Hurricane".

As soon as the news came out, major brand owners felt the pressure.

At this stage of pulling, I am afraid that a certain brand owner will suddenly achieve a premium.

This will give other brand owners the "illusion" that the "commodity" is very popular.

Moreover, this time, Fang Xing also kindly presented a short commercial for the 900 million plug-in commercial deal with Dachuan Audio, and made a short commercial for "Sichuan Liu"'s new earphones.

……

Some brands have already purchased the interstitial advertisements of the second season of "Hurricane", which made other brand owners who are interested in the advertising space of "Hurricane" nervous.

The advertising industry has its own circle.

The advertising departments of many brands began to inquire about the situation in the circle.

As a result, in various WeChat groups in the advertising industry, some people began to discuss:
"What's going on? How did the advertisement for the second season of "Hurricane" be sold? Is the price really 300 million?"

"It should have been sold. I happen to know Zhang Yigao, the contracted director of Ark Culture. He has already started preparing to shoot a commercial. I don't know the exact price. I heard that the total transaction price is 900 million."

"900 million, how many episodes is the advertising price?"

"The news I heard is three episodes, and it's a small brand of headphones."

"900 million for three episodes, isn't that more than double the premium? Isn't Ark Culture acting left-handed and right-handed?"

This kind of left-handed and right-handed strategy to form an interstitial advertisement is very popular, and it is a common method in many industries.

The purpose is to make the buyer feel that the competition has increased, and he is forced to sell in advance and sell at a premium.

"There is a possibility. This small brand is actually the brand owned by Fang Xing's girlfriend. There is indeed a possibility of collaborating with each other."

"Then do you want to follow?"

"The price of 300 million yuan per episode is too high. Even if I want to follow suit, our company president can't do it."

"Indeed, the ratings of the first four episodes of "Hurricane" are only above average, and the advertising price of 150 million episodes is the most standard. The premium is doubled, and it cannot keep up."

……

The heads of the advertising departments of major brands are all looking for news.

The flagship phone of HONOR mobile phone this year will be released soon, and the press conference was just held a few days ago.

At this time, we are looking for advertising cooperation everywhere.

In fact, Ark Culture has cooperated with HONOR mobile phones many times.

The year before last, Fang Xing also served as the image spokesperson for HONOR mobile phone.

Therefore, Liu Qinglin, the person in charge of the advertising department of HONOR Mobile, knows several high-level executives of Ark Culture.

Knowing is knowing, and business cooperation still depends on the price.

Therefore, if Liu Qinglin, the person in charge of HONOR's advertising, wants to get the commercial for the second season of "Hurricane", he can only discuss it through normal channels.

At most, you can inquire about the psychological price from the acquaintances of Ark Culture.

It is no secret in the advertising circle that the advertising price of the second season of "Hurricane" is 300 million yuan per episode.

Liu Qinglin knows that this price is currently a premium, but a lot of premium, so even if he wants to achieve, he has no right to decide.

Because of the large advertising budget, a high-level signature is required.

After thinking twice, Liu Qinglin took the documents and knocked on the door of the CBO office.

"Mr. Li, I have an advertising budget for this year's flagship phone promotion plan, and I want to chat with you."

"Sit, is it about the advertisement for the second season of "Hurricane"?" Li Changyan had already guessed what it was.

In fact, regarding this year's HONOR flagship advertising strategy, it was discussed at a high-level meeting a long time ago.

HONOR has cooperated with Ark Culture many times, and the cooperation has always been very pleasant.

After all, the TV series produced by Ark Culture before are all hits, as long as they are brand owners who cooperate with Ark Culture, there will be no unpleasantness.

Therefore, this year's "Hurricane" TV series produced by Ark Culture has naturally become an important partner for HONOR's mobile advertising.

At present, the advertisement for the second season of "Hurricane" is in the process of intensively attracting investment, but the price premium is too high, and there are no brands to make a deal.

As the person in charge of HONOR's advertising department, Liu Qinglin has been paying close attention to this matter for the past two days.

Hearing Li Changyan take the initiative to mention this matter, he nodded and replied: "It is indeed this matter. According to the news received so far, a small brand has purchased the first three episodes of the second season of "Hurricane" at a price of 300 million. advertise.

"So, I decided that maybe I can consider discussing this cooperation as soon as possible. If we continue to drag it down, there may be variables."

Li Changyan pondered for a moment, and asked, "Have you seen the launch data of "Hurricane"?"

Liu Qinglin nodded: "Not only have I seen it, but I have also studied it carefully."

Li Changyan then asked: "Then what do you think of the ratings data of "Hurricane"?"

"The ratings of CCTV's TV drama channel are at the upper-middle level." Liu Qinglin replied.

"anything else?"

This conclusion is obvious, and Li Changyan can see it without Liu Qinglin saying it.

Liu Qinglin continued: "The ratings of the third and fourth episodes have increased slightly, but the increase is very small and can be ignored."

Li Changyan nodded and asked, "Then according to the market standard, what should be the price of the advertisement for the second season of "Hurricane"?"

"150 million episodes, judging from the current ratings performance." Liu Qinglin replied.

"Then what price do you plan to use to cooperate with Ark Culture?"

"Well... it should take 300 million episodes to talk about it."

Liu Qinglin also feels that this sentence has no confidence, after all, the premium is more than doubled.

If you switch to another company and sign this kind of advertising contract, you may be investigated by the company to see if you get a kickback.

"Do you think the price of 300 million yuan per episode is appropriate?" Li Changyan didn't immediately object, but continued to ask him what he thought.

Liu Qinglin pondered for a moment, then replied: "Mr. Li, that's what I think. The TV series produced by Ark Culture in the past are all big hits. If the commercials are dragged to the end, the price will become more and more outrageous.

"In addition, Dachuan Audio has already made a deal with Ark Culture.

"I know that there is a nepotism between Dachuan Audio and Ark Culture, and many people think that this may be Ark Culture playing for us.

"However, after thinking about it carefully, I found a problem.

"If Ark Culture really wanted to show us a show, why did we find Dachuan Audio? Wouldn't it be better to find another brand that has nothing to do with Ark Culture?"

After hearing this, Li Changyan agreed with his deduction, but still shook his head and said, "Your idea does make sense, but just like this, it is impossible to pass an advertising budget that is more than double the premium."

Liu Qinglin went on to say: "Mr. Li, there is another reason why I propose to sell the deal at a price of 300 million yuan per episode.

"The ratings of the first two episodes of "Hurricane" are 1.27%, and the ratings of the third and fourth episodes are 1.32%.

"It seems that the increase is indeed very small, so small that it can be ignored.

"However, the ratings did not drop, but increased a little, which shows that "Hurricane" is attractive to the audience.

"Also, there is a more important reason.

"The third and fourth episodes of "Hurricane" will air on Friday.

"Friday is the battleground for provincial satellite TV variety shows, and the ratings of TV dramas during this time period will be affected.

"Also, this Friday happened to be the live broadcast of Xiangjiang Satellite TV's annual peak night of "Singing", and the ratings were all sucked by Xiangjiang Satellite TV.

"Under such circumstances, the ratings of "Hurricane" not only did not decline, but also increased slightly. I think that the ratings of "Hurricane" will explode soon.

"Once the ratings of "Hurricane" explode, the price of the interstitial advertisement will not be negotiable at 300 million yuan per episode."

After listening to his explanation, Li Changyan pondered.

Liu Qinglin's analysis is indeed well-founded, but it is still difficult to use this to convince the company's senior management.

After a moment of silence, Liu Qinglin added: "Actually, I have also watched "Hurricane", I personally think it is very good, and I really want to watch it.

"As far as my personal preference is concerned, I think the ratings of "Hurricane" will explode.

"Of course, this is just my personal opinion, just a suggestion.

"As for whether to win the commercial for the second season of "Hurricane" ahead of schedule, I still have to ask Mr. Li to make the decision."

Li Changyan thought about it seriously.

As the company's CBO, he actually has the right to sign and win the commercial for the second season of "Hurricane" at a premium.

It's just that doing so is a big gamble.

Once the ratings of "Hurricane" really started to "surge", then he would be considered courageous if he signed the advertisement of "Hurricane" in advance.

However, once the ratings after "Hurricane" are mediocre, he will be a little embarrassed in front of other company executives.

Li Changyan thought for a while and asked, "How much is the advertising price for a TV series on Ark Culture?"

"The highest price was 500 million yuan for an episode, but there is still a price but no market." Liu Qinglin replied.

"Okay. I'll sign it, and you can discuss it. 300 million episodes, and get all the remaining advertising spots in the second season of "Hurricane." Li Changyan made a decisive decision immediately.

"Okay, I will personally lead the team to talk."

After receiving permission, Liu Qinglin immediately returned to the advertising department and took people to Ark Culture to discuss advertising business.

……

this afternoon.

HONOR mobile phone signed the advertising space for the rest of the second season of "Hurricane", with a total transaction price of 3000 million.

After the signing was completed, from time to time, the person in charge of the advertising department of the brand owner called Ark Culture to inquire about the interstitial advertisement of "Hurricane".

As a result, all the replies I got were that the advertisements for the second season of "Hurricane" were all sold.

The news quickly spread in advertising circles and caused heated discussions.

"Which company bought the advertisement for the second season of "Hurricane"? Is it a premium?"

"You guys are not well-informed. The HONOR company bought it, and it should be used to promote the upcoming flagship phone."

"What price?"

"One episode is 300 million, and the total transaction price is 3000 million."

"It's really more than double the premium, which is too outrageous."

"Isn't this driving up the price!"

There are also @刘青林 in the advertising industry group.

Liu Qinglin had no choice but to reply: "The turnover is indeed 3000 million. If "Hurricane" does not perform well in the ratings in a few days, everyone can ridicule me as much as they want."

Someone in the group began to joke: "Mr. Liu, are you taking a kickback? Can the company agree to the premium?"

Liu Qinglin explained: "Who dares to reach out for this kind of focus project signed by the boss."

……

the next two days.

The fifth to eighth episodes of "Hurricane" aired.

In the play, "Gao Qiqiang" begins to confront "Xu Jiang".

The plot is exciting and exciting.

While sympathizing with what happened to "Gao Qiqiang", the audience began to hope that "Gao Qiqiang" could win this confrontation.

Moreover, in these episodes, another important female character "Chen Shuting" appeared.

The woman behind this black boss is glamorous, vigorous and cunning.

After appearing on the stage, he quickly attracted the attention of the audience.

After the eighth episode is over.

More and more viewers are discussing the plot on the Internet, and besides "Gao Qiqiang", "Gao Qisheng" and "An Xin", the characters discussed have added "Chen Shuting".

"Hurricane" also started from the fifth episode, and the ratings began to "surge".

The fifth and sixth episodes have an audience rating of 1.63%.

The seventh and eighth episodes have an audience rating of 1.95%.

The growth rate of the ratings is very large.

By Monday, many brands had reacted and began to realize that something was wrong.

Originally, the audience rating of "Hurricane" was 1.27%, and the price of the interstitial advertisement was 150 million according to the market standard.

Moreover, this price still has a part of the influence of Ark culture in it.

Therefore, at the beginning, the major brands were unwilling to pay double the premium to buy interstitial ads.

However, when a new week begins.

The ratings of "Hurricane" started to explode, rising from 1.27% to 1.95% in two days.

This growth rate makes people feel familiar.

This is also the case for several TV series produced by Ark Culture before. The audience ratings were moderate at the beginning, and after a few episodes, they were out of control.

According to this rate of increase, the ratings will break two.

Many brand owners have begun to regret that they did not pay a premium for the advertising space of "Hurricane" earlier.

Now the ratings of "Hurricane" started to take off, and the price followed suit.

However, even at the sky-high price, brand owners can't buy it if they want to.

Because the advertisement for the second episode of "Hurricane" has been taken over by HONOR company.

As a result, major brands began to look at the commercials for the third season of "Hurricane".

However, Ark Culture's response was: temporarily don't talk about the advertising business of the third season of "Hurricane".

(End of this chapter)