"How much?"

Deputy desk asked.

Zhou Hong said excitedly: "Director, according to the statistical results, ten minutes before the broadcast of "Longing for Life", the ratings were only 0.85%, and after half an hour of broadcasting, the ratings rose sharply, breaking through 1%, and then rose all the way, when the first issue of "Longing for Life" ended, the ratings stopped at 1.29%, and the average rating of the entire program was 1.08%, ranking 9th on all channels in the country. ”

"In the first phase, it was 1.29%, ranking ninth in the full band?"

The deputy director was a little surprised, in his expectation, it would be a good start for the ratings of the first episode of the program to break 1, but now "Longing for Life" exceeded his psychological expectations, which surprised him. Although it is only the sixth in the full band, don't forget, hundreds of TV stations and thousands of programs across the country can reach the ninth, how terrifying is it?

This is only the first installment, if it is the second installment, the third installment...... With the continuous fermentation of word-of-mouth and advertising, this will inevitably become another big trump card program of CCTV.

And they succeeded.

"Director, this is a show that is going to explode, let's make the right move!"

Zhou Hong was excited, this project can be said to be promoted by him, and he didn't dare to grab credit from the deputy director, but how could he be ranked in the top three?

That's all his qualifications.

The deputy station was very happy and said: "Yes, this show is about to explode, notify Wang Xiaobai of the news and let them hurry up and record it." I don't just want to broadcast 14 episodes of the first season, try to do as much as possible. ”

"Okay, I will communicate this matter with Wang Xiaobai. ”

It can be seen that the deputy station has played "Longing for Life" as a trump card.

……

Wang Xiaobai also got the ratings of the premiere for the first time, and his heart was also stable, and the success of "Longing for Life" was something he expected early on.

This show is not very good, in the original time and space, it can only be regarded as a good show, and it is far from the top reality show. But even so, in the original time and space, the ratings of each episode of "Longing for Life" were maintained at 1%, and when it was high, it could have 1.3 and 1.5, which made a lot of money for that TV station and made many people popular.

The next day, "Longing for Life" caused heated discussions on the Internet, and people had a strong interest in rural life, which also caused a strange phenomenon - the farmhouse business around the city was booming during the May Day holiday. Even with wild camping and wild barbecue, it also became a small fire.

In the afternoon of the same day, CCTV rebroadcast the first episode of "Longing for Life" at half past three in the afternoon of the seventh set, and the ratings of the rebroadcast actually broke 1.3%, and the final rating was fixed at 1.32%, which made everyone realize the huge potential of "Longing for Life".

The second issue of "Longing for Life" was broadcast, and the ratings were even more explosive, when it was first broadcast, the ratings were stable at 1.2%, and then rose all the way, and at the end, the ratings were fixed at 1.7, and it was only a matter of time before 2 was broken.

For a time, the two keywords of "longing for life" and "reality show" have become the most discussed words in the media. As he said at the beginning, Wang Xiaobai vividly taught the practitioners of the TV industry a hard lesson, letting them know that variety shows can still be played like this.

The popularity of "Longing for Life" made CCTV very happy, and the phone of the advertising department was blown up every day, and advertisers from all walks of life across the country were eyeing this hen that would lay golden eggs. 、

As the producer of "Longing for Life", Xingchen Dahai's phone was also blown up, so Liu Wenya had to find a few girls from the public relations department and the propaganda department, and stayed on the phone every day, doing nothing, just answering the phone. The content is also very simple - "Longing for Life" has no plans to introduce advertising for the time being, and the specific trends can only be released after discussion with CCTV.

In this regard, CCTV's reply is exactly the same.

The two families were like playing football, passing around at the door, but no one had the intention of scoring a goal, but the goalkeeper was in a hurry.

From the very beginning, Wang Xiaobai and the deputy station had a tacit understanding, and they did not mention the naming rights and advertisements of "Longing for Life", just to wait for today and wait for the price to sell.

Finally, after the third episode was broadcast, the ratings of the yearning directly broke 2, which also means that the best time has come.

The sheep have been fattened and it is time to start slaughtering.

……

On May 22, the advertising departments of hundreds of large companies across the country, with their assistants, gathered in a studio of the CCTV building, and an advertising auction about "Longing for Life" kicked off.

CCTV is very handy at holding this kind of event, since the early 80s, a powerful producer auctioned CCTV advertisements in the form of auctions, such auctions CCTV has held several times a year.

This also means that many people are bleeding.

There are three important advertising spaces to be auctioned this time, namely the naming rights of 30 seconds at the beginning of the program, there are two positions in total, the advertising space in the middle period, and the sponsored advertising space after the end of the program, a total of 13.

Hundreds of companies compete for a position, and the competition is very fierce, especially the first two naming rights, which many large advertisers are determined to win.

The auction is scheduled for half past three in the afternoon, and Wang Xiaobai also participated in this auction, nothing else, mainly to see how enthusiastic everyone is when they give themselves money.

It's exciting to think about.

Soon, a CCTV anchor came to the stage and served as the host of the auction.

He was dressed in a suit, and he crackled and recited words on it, with a low tone and a round tone.

Subsequently, the deputy stage came to the stage and delivered a speech: "Thank you very much for coming thousands of miles to participate in the advertising auction of the first season of "Longing for Life", and a total of ...... will be auctioned in this auction."

He said a long paragraph, but fortunately, it wasn't particularly verbose.

Then, the auction was officially opened.

"The advertising space we are going to shoot in this round is the advertisement during the first season of "Longing for Life", with a total of 6 commercials, each of which is 25 seconds long. The slot will be replayed four times when the show airs, averaging once every 30 minutes. The starting price of the advertising space broadcast in the first priority is 7 million, and the price increase shall not be less than 300,000 yuan each time...... "The host said.

"8 million!"

"9 million!"

“……”

When the host's voice fell, a fierce scramble immediately began. This advertising space is a very important advertisement, not only for a long time, but also a large number of rotations, and a program adds up to 100 seconds, which is a highlight.

In particular, the first ad and the last ad are the highlights of this ad slot.

Advertising is the most annoying thing for every audience, so when it comes to advertising time, everyone wants to change the channel, even if they know that the advertising time is not much, they still want to change the channel.

But the first and last commercials, the audience will always inevitably watch some, after all, people who have been following the show will definitely come back from time to time to see if the show has started.

Therefore, the competition for this first-place advertisement is very fierce.

In less than a minute, the advertising price of the first broadcast has soared from the initial reserve price of 7 million, and has more than doubled.

"15.3 million, Duodianbao herbal tea sold for 15.3 million, is there anything higher than this?...... 15.3 million once!15.3 million twice!15.3 million three times!Congratulations to Duodianbao Herbal Tea, at a price of 15.3 million, the first advertisement was taken!"

Boom!

A hammer sound fell, the first advertisement was shot, the price made Wang Xiaobai very happy, looking at the advertisers around him, it was also like seeing the RMB that could breathe and walk.

"Next, we're going to shoot the second ......"

"11.3 million! Congratulations to the dairy cow beverage industry, with a price of 11.3 million, the second place ...... auctioned"

“……”

"16.8 million, is there anything higher? 16.8 million for the first time...... Congratulations to Peanut Milk, which took the last commercial slot of the show's broadcast segment......"

In less than half an hour, the first round of six advertising spaces was sold out, and the six advertising spaces were also auctioned at a price of 92 million. According to the contract signed by the two parties, Wang Xiaobai earned 46 million in this round of advertising alone.

However, the auction has only just begun, and the prices will be higher for the next few more important advertising slots.

The second round of auctions began, and the five sponsorship rights after the show were auctioned for a total of 98 million, which did not break 100 million, which made Wang Xiaobai a little unhappy.

Unfortunately, due to the promulgation of the new advertising law, tobacco and alcohol companies cannot advertise on TV, otherwise they should really slaughter these two black-hearted manufacturers.

Finally, the final round of auctions is about to begin, and it is also the highlight of the whole auction, and all the advertisers are cheering up a hundredfold. Especially for the big advertisers, they are determined to get the naming rights.

"Now the advertising space we want to shoot is the naming right at the beginning of "Longing for Life", there are two positions, each naming right has 30 seconds, and the starting price is 20 million. Each price increase shall not be less than one million!"

The host said, which made everyone realize that a fierce fight was indispensable.

The starting price alone is much higher than the highest price previously auctioned, which shows how much attention is paid to this advertising space, which also discourages some small advertisers from giving up this important position to those who are richer and more powerful.

"30 million!"

"35 million!"

As soon as it opened, the big advertisers directly showed their swords, and they were bound to kill those competitors with one sword.

"75 million!"

In less than a minute, the price has tripled, and by the time it arrives, many advertisers have silently opted out, leaving only the country's notoriously unjust bosses to compete.

This made Wang Xiaobai a little unhappy, although you don't have such a strong strength at first glance, but you quit this time, there is no muddy water, how can I go up at this price?

For naming rights, Wang Xiaobai's psychological price is 100 million each, but judging from the current situation, it is difficult to achieve.

No, we have to find a way.

His eyes were circling around, and then he quietly walked up to an advertiser and greeted people warmly: "Hello, you are the representative of peanut milk, aren't you?"

"Yes, who are you?" The boss was in his fifties, and when he saw that Wang Xiaobai was only in his early twenties, he was a little uneasy, but he was also afraid that Wang Xiaobai was a staff member of the TV station, so he didn't dare to slack off.

Wang Xiaobai said: "Hello, I am Wang Xiaobai. ”

After finishing speaking, I won't say it anymore, thinking with some smugness in my heart, Lao Tzu is also a popular first-line star now, even if he can't be known to 1.4 billion national audiences, but there will always be 13.999999999 billion, right?

"Hello, I don't know what you're doing?" the other party shook hands with him warmly, but obviously didn't recognize him.

Wang Xiaobai's face is a little dark, you are actually one of the 1.4 billion?

Oh, no wonder you can only stand here and watch the play, and only dare to fight for those small advertising spaces in the corners.

He was dissatisfied, so he took out a business card and said, "This is my business card, please accept it with a smile." ”

The other party originally took the business card and glanced at it, anyway, even if he was from the TV station, his current age and position would not be high.

But then he glanced at it, and was immediately shocked, and said: "You are Wang Xiaobai, the producer of "Longing for Life"?"

"It's despicable. Wang Xiaobai is a little proud, now that the 1.4 billion people in the country finally know me, the task is complete.

"I don't know what you're doing?" the other party didn't dare to slack off.

"83 million! Is there any higher? Is there a higher price?" On the stage, the host shouted, but no one responded for a long time.

Wang Xiaobai was secretly anxious, but he still pretended to have an indifferent expression on his face, and said to the boss: "It's nothing, that is, although the advertisements of "Longing for Life" on the TV station are not under my control, some soft product placement advertisements in the filming, such as the milk that the main coffee drinks daily, the milk stored in the refrigerator, and the milk sent by the guests who come to participate in the show, these have not been arranged yet......"

The boss's eyes lit up, this was so obvious, if he didn't know what it meant, he would sit in this position for nothing.

"83 million for the first time!" the host began to bid.

"Oh, the price of this naming right is a bit low......" Wang Xiaobai muttered, staring directly at the boss of peanut milk.

The boss suddenly had a flash of inspiration, and he wanted me to help raise the price!

"90 million! 90 million peanut milk!" the boss shouted, directly pushing the price to a new peak.

Suddenly, everyone in the venue stared at peanut milk, and the advertiser who was about to be filmed glared at him angrily, seeing that the deal was about to be sold, didn't you give up following the shooting, what else did you make a mess?

Fortunately, there are a lot of 1 in 1.4 billion people at the scene, and most people don't recognize Wang Xiaobai next to them, otherwise it would be fun.

"92 million!" shouted the advertiser, determined to win the naming rights.

The boss of Peanut Milk looked at Wang Xiaobai and said, "I don't know what you think, how much should the advertising cost of this soft implant be?"

"The price is still a bit low...... he muttered "quietly" again, and then said: "This boss, if you say that the main coffee of "Longing for Life" will be the spokesperson of peanut milk, how much will this increase the sales of peanut milk?"

The boss of peanut milk had his eyes lit up again, and shouted loudly: "95 million!"

The advertiser was going crazy, and if it wasn't for the auction, he would have rushed over to question him.

Then, the man discussed with the person next to him, and finally gritted his teeth and shouted: "100 million!"

Damn, this is the reserve price, no more!

Wang Xiaobai was also very satisfied, and said to the boss of peanut milk: "Boss, if you are free tomorrow, you can go to Jiangcheng and talk about advertising endorsements." As for soft implantation...... I don't know why, I hit it off with you, of course I have to give you a discount, the price of the first season is 5 million. ”

"Okay, okay, I will definitely go to Jiangcheng tomorrow!" The boss of peanut milk smiled, and he was not happy, so he helped raise the price, saving at least a few million, this kind of thing is not costly.

With the foundation of the first naming right, the price of the second naming right skyrocketed as soon as it began, and everyone began to fight for bayonets. In the end, the second naming right was sold at a price of 105 million.

At this point, the entire auction came to an end, and the first season of "Longing for Life" had a TV advertising revenue of 395 million, which is in line with CCTV's identity and the value of popular TV programs.

And Wang Xiaobai also gained a lot, and asked more than 40 advertisers to go to Jiangcheng to talk about advertising placement.

According to the contract, the income from advertising placement belongs to Xingchen Dahai, which makes Wang Xiaobai crazy to make a profit.

However, this also lays the foundation for the future.

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