How much is "The Voice of China" worth for advertising sponsorship?

This is a problem, although Jiang Feng is not unable to make a specific valuation, but on another time and space on the earth, "The Voice of China" has done a total of four seasons, and the total advertising sponsorship fee has reached an astonishing more than 4 billion.

In this time and space, whether it is the live broadcast industry or the entertainment industry, it is far more developed than another time and space, and it is more than a little prosperous, so the commercial valuation of "The Voice of China" is only high.

Although "The Voice of China" is not broadcast on a traditional TV station, which seems to be subject to considerable restrictions, the online live broadcast platform actually has its own unique advantages, and it can even be said to be unique, that is, it can better interact with the audience, and it is real-time interaction.

Jiang Feng thought so and said so.

"Is 150 million advertising sponsorship a lot? I don't think so!"

"Don't underestimate the simple words sprayed on the body of the music caravan, you must know that "The Voice of China" will be auditioned in eight first-tier cities across the country, and each city will stay for at least seven days, so calculated, the audition stage alone is at least two months, and yesterday's live broadcast You also saw that the music caravan is definitely a major program highlight, which has attracted the attention of countless people and is full of exposure. ”

"In such a situation, is 20 million advertising sponsorship really a lot?"

"It's true that 20 million can buy an advertising slot on a TV station, but are you sure that the product exposure rate is really as high as that of a music caravan? Also, how can a dozen seconds of advertising time compare to a music caravan that has been parked at the event site?"

"Take yesterday as an example, the highest peak of popularity in my live broadcast room reached the 30 million mark, at this time, if I carry out an oral broadcast promotion, then 30 million viewers will know about your company's products, and it is not an oral broadcast promotion, every time a contestant comes on stage or goes off the stage, there will be an oral broadcast promotion, which is constantly repeated, and finally becomes a slogan that is deeply rooted in the hearts of the people. ”

As for the title advertisement, not to mention this, as long as "The Voice of China" is popular, then the title product will inevitably become popular, "The Voice of China" will become popular? I think you have already judged this, otherwise, you would not have blown up my phone and rushed to SH City to participate in this advertising bidding meeting. ”

"As a successful entrepreneur and businessman, I believe that you have a deeper understanding of the market than I do, you should know very well that the most important thing in advertising is to find the positioning of your own products, the positioning is wrong, the target group of advertising is biased, even if you spend more money, it is useless, not only a waste of money, but also may have a bad impact on your brand. ”

"But in "The Voice of China", you don't have to have so many worries and considerations, because this is a music talent show for all ages, and not only that, because of the unique advantages of the online live broadcast platform, I am confident that it will become a national interactive variety show. ”

"At that time, the exposure of your products is all-round, the audience is all over the country, all professions and all ages will participate in the program interaction, the audience in the live broadcast room will naturally pay attention to your products, and one thing, and most importantly, "The Voice of China" is a positive energy music talent show, which can effectively maintain and enhance your brand image. ”

"Speaking of which, do you still think 150 million advertising sponsorship is expensive?"

"The last sentence is to Yingdong you said, in order to ensure the effect of the program as much as possible, our advertising bidding slots are only three, so it is better to lack than to abuse, if no one bids, then the bid will be lost, I believe that there will always be advertising sponsors with real strategic vision in the future. ”

is completely different from Chen Yingdong, who is weak in his heart, Jiang Feng is full of confidence, talks eloquently, throws out one argument after another, and finally declares extremely domineeringly, if there is less than 150 million, then simply do not bid.

Hearing this, the entire conference room was in an uproar again, but compared to the previous restlessness, this time the advertising sponsors were thoughtful, no longer resisting, but a little moved.

As Jiang Feng said, the advertising efforts of traditional TV stations are strong, but that refers to prime-time advertising, otherwise, small advertisements in ordinary time are actually not as strong as imagined.

20 million advertising sponsorships may seem like a lot, but it is not enough to buy prime-time advertising from traditional TV stations.

A very simple example, a while ago, CCTV held an annual gold resource advertising bidding meeting, and they also participated, a dozen seconds of advertising space, often from 40 or 50 million, and the naming fee of a random CCTV program is as high as hundreds of millions, which is staggering.

In comparison, the starting price of the advertisement of "The Voice of China" is not high.

When they first came up, they felt that "The Voice of China" was just a live online variety show, and it was not worth investing so much advertising sponsorship money on it, but now when they heard Jiang Feng say this, it seemed that there was some truth, which made them change their minds and think deeply.

"That's okay?!" The corners of Chen Yingdong's mouth twitched slightly, such a domineering advertising tender is really rare, the key is that the sponsors present seem to be eating this set, and a few advertising sponsors who were already preparing to leave actually returned to their seats after listening.

However, there was still no one to bid, although the advertising sponsors present were persuaded by Jiang Feng and were a little moved, but considering such a high advertising sponsorship fee, they were still a little hesitant, and they all weighed whether it was worth it in their hearts.

At this moment, a seemingly inconspicuous piece of current political news was like a pebble breaking the quiet lake, and caused an uproar, and then pushed the originally cold and silent bidding meeting to a climax.

"Yesterday, Wang Ning, the mayor of W City, went to the municipal government service hotline 12345 to answer calls from citizens and investigate and guide the work, and praised the "Voice of China" program repeatedly mentioned by the citizens, believing that the music caravan is a flowing landscape in the city, and the whole program is also full of positive energy, which greatly enhances the cultural atmosphere and image of W City. ”

What is this? That's the tone!

Although this is not an official news release, since the mayor of W City has said so, it is undoubtedly the greatest affirmation of "The Voice of China", and there is also the fact that in the citizen hotline, ordinary citizens can repeatedly mention "The Voice of China", which actually fully demonstrates the influence of this variety show.

Thinking of this, the sponsors present could no longer sit still, and competed to raise their cards and start bidding.