The previous achievements of the Disney TV channel, that is, limited to children and young people, are still not attractive enough for adults.

But after Yin Jun bought Disney, the TV and variety shows he gave Disney were very powerful.

Among the overall high ratings, adults over the age of 25 account for 38% of the viewership share.

If you count the age group over 18, that number will soar to 55%.

Especially the variety show "American Idol", the ratings of the age group over 18 years old soared directly to 73%, almost doubled!

The advertising industry in the United States, since the 20s, has had advertising in the field of television, and after 60 years of continuous development, it has become very mature and rational.

Sometimes, high ratings and large number of viewers alone do not mean that these TV or variety shows are favored by advertisers, and it is still necessary to be specific to the details of each project in order to specifically analyze the advertising value.

Take "American Idol" as an example, after its first season was completed, all advertising companies and evaluation companies listed it as a 5A-level advertising project, which means "to enter its advertising circle at all costs to market their own products".

The advertising of a program is very particular.

Roughly speaking, there are naming rights, pre-broadcast advertising, mid-course advertising, ending advertising, subtitle advertising, picture advertising, video advertising, and so on.

There are a total of twenty or thirty categories, and of course the prices are different.

The largest NBC, CNN, ABC, etc., all of which are wireless television stations, that is, free-air television stations that do not charge money, live on advertising fees.

So for decades, they have attached great importance to the advertising of their various programs, and it can be said that they have developed to the extreme, unless it is the advent of the Internet era, otherwise there is nothing that can be surpassed.

In the last two or three seasons of the ace TV series "Friends", each episode has brought hundreds of millions of dollars in advertising costs to the TV station, which is why the six protagonists can shout out the confidence of $1 million per episode each.

"American Idol" is not as good as "Friends", which has been deeply cultivated for more than ten years, but this ferocious momentum is not inferior at all.

Since January 1 this year, after the White House singing, countless advertisers have come to the door, hoping to get the advertising projects they need.

It is rare to have such an opportunity to slaughter fat pigs, and the audition is also scheduled for July, and the time is not in a hurry, so the Disney TV channel treats them very calmly, and all kinds of comparisons and negotiations are just to negotiate the best conditions.

Robert Iger's talent has been fully exercised and brought into play in this negotiation.

By mid-July, when the results of the negotiations were in, people across the United States were taken aback.

The New York Times was the first to disclose the advertisement of "American Idol".

The first one is the naming rights that attract the most attention, which is also the most expensive of all advertisements.

Except for the world's top 500 companies, it is basically impossible for the rest of the companies to get this naming right.

This is not to say that you can have money, you must have a certain grade to be worthy of our show.

It's also a default rule.

Obviously, this time, the naming rights of "American Idol" are also obtained by the world's top 500 companies.

It's BMW.

"With a naming fee of 100 million US dollars, BMW won the naming rights of the second season of "American Idol"!"

This news headline is bigger than all other advertising items.

Because it's the biggest gimmick in itself.

In these years, although advertising is more and more expensive, if you have 10 million or 20 million dollars a year on a TV station, a program or a TV series, it is considered a big deal.

More than 350 million US dollars, that can only be the most popular programs and TV series of the year.

The annual naming fee of $100 million has never been seen in the history of the United States.

Not only in the United States, but also in the whole world.

But today it just appeared so quietly!

Seeing this news, everyone's reaction chance was in disbelief.

Is BMW crazy?

$100 million!

How many BMWs do they have to sell to earn it back?

BMW is a listed company, so everyone can see that BMW's turnover last year was only 32.2 billion US dollars!

The advertising cost of 100 million US dollars is definitely a big burden for them.

However, many people immediately reacted that BMW is planning to enter the North American market!

To tell the truth, BMW has always had a presence in the United States.

Since the sixties, German car companies such as BMW, Mercedes-Benz and Volkswagen have begun to enter the North American market.

It's just that the U.S. market itself has three giants, and there are many medium-sized car companies, plus the vast territory of North America, which is completely different from the narrow Europe, so the car habits are not the same, and it is naturally impossible to make any models popular in Europe and popular in the United States.

Let's take a very simple example.

Since the popularity of pickup trucks during World War II, Americans have been very fond of making this kind of car, and the sales of pickup trucks in the United States account for more than 60%.

And every country in Europe is so cramped and densely populated that it is impossible to use such high-fuel-guzzling and place-occupying pickups, so most of their cars are sedans, and small cars such as Beetle, MINI, Golf, Fiat, etc. are popular.

With such a big conceptual gap, even if BMW took its own luxury cars and off-road vehicles to North America, it did not achieve much.

The same is true for companies such as Mercedes-Benz, Volkswagen, and Porsche.

After such a tepid decade or two, BMW finally began to make a big move, which immediately aroused the vigilance of people in the automotive industry.

However, the three giants of the United States are not nervous.

BMW has never had an advantage, and it is certainly impossible to rely on a naming rights advertisement to turn over, and they are more concerned about follow-up actions.

The bored melon-eating masses were very excited.

In particular, the fans who have been cultivated through the first season of "American Idol" feel that this is the most powerful proof of the influence of their favorite show, so they celebrate wildly, as if they have made money.

Yin Jun is familiar with the operation mode of idol singers in later generations, and has focused on cultivating the top three singers of this season's "American Idol", especially the first Kalum.

not only gave Kalum Mars Brother "Song of the Lazy Man" and let him release the album as soon as possible, Yin Jun also prepared 30 fan meetings for him in North America.

The scale of these fan clubs is not large, each is one or two thousand people, and at most two or three thousand people.

But don't underestimate this kind of fan club, thirty shows are like this, there are more than 100,000 people, and with the promotion of such hundreds of thousands of die-hard fans, Karum's reputation will naturally become louder and louder.

Then the Disney TV channel also arranged a lot of interviews, shows, various advertising endorsements and other opportunities for Karum, making him the most exposed singer in the world in the past six months, more eye-catching than the generation of diva Deng Lijun who won 11 Grammy awards.

With Karum as a benchmark, how can you say that those young people who worship pop idols and like the scenery of celebrity life don't flock to "American Idol"?

Who doesn't want to be a second Karum, young people? Who doesn't want to see a talent show as good as the first one?

After waiting for more than half a year, the Disney TV channel finally launched the audition for the second season of "American Idol", and everyone was like a depressed volcano, and the surging enthusiasm broke out all at once.

has not officially started to sign up for the audition, and the news of BMW's $100 million naming rights has spread among fans and young people.

According to the report of Nielsen Data, the brand recognition of BMW among young people aged 16-25 has far surpassed all its European and Japanese counterparts, and even surpassed many companies in the United States, ranking eighth.

Boy.

In just a few days, BMW's ranking has risen by more than a dozen places in one go, which they didn't expect at all!

BMW's top management was a little apprehensive, but they immediately settled down.

This time it's a big gamble, and it's the right bet again!

After the preliminary publicity, with the auditions, semi-finals, finals, etc., BMW's name will be deeply engraved in the minds of North American audiences along with "American Idol".

Don't look at 100 million US dollars is a lot, but if you consider that a season of "American Idol" takes almost 6 months, this is equivalent to BMW spending 100 million US dollars on 6 months of advertising, and it is the first blockbuster idol selection program with more attention than all TV programs, which can be said to be quite a bargain.

At least for now, it seems.

Mercedes-Benz, which lost again, was also disappointed and disappointed this time.

But they can't help it.

The $100 million amount, Disney TV channel has already informed them, and this is also BMW's final bid.

If they can make $110 million, then the naming rights of the second season of "American Idol" will be theirs.

But Mercedes-Benz passed careful consideration and reluctantly gave up this opportunity.

In their opinion, if it is 350 million US dollars, or even 70 or 80 million US dollars, it can be paid, but if it exceeds 100 million US dollars, it is a high-risk gamble and is not suitable for Mercedes-Benz's development plan at all.

Now, the preliminary results are out, which once again proves that BMW's vision and gambling luck have surpassed Mercedes-Benz!

BMW is looking forward to the future, but the Disney TV channel is already smiling from ear to ear.

BMW's $100 million was the first to be negotiated, and then Robert Iger took this list to negotiate with other advertisers.

As a result, in the second season of "American Idol", their other advertising categories were added together, and a total of 560 million US dollars in advertising revenue was sold!

This is also the record holder for the most revenue per program in the history of the United States!!

Robert Iger, who negotiated this deal, completely established his position in the Disney Company, and Tang Shuxuan also promoted him to the vice president of the Disney Company, although it was only a part-time job, but it also represented his unstoppable upward momentum.

Of course, the most profitable is Yin Jun.

With $560 million in advertising revenue, through various means of tax avoidance, the final net profit will not be less than $300 million.

The $300 million is almost enough to cover the $3.7 billion loan fees of the Hong Kong Commercial Bank and HSBC for about a year.

The various cooperation with BMW is really very prosperous and handsome!!