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Observation on 2021 Spring Festival Gala

群邑智库 · 公众号 · · 2021-03-03 18:00

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Under the proposal from the government of staying put during the Spring Festival, more consumers chose to answer the government's call to celebrate the New Year in local and new methods appeared such as paying the New Year call online, do the New Year’s shopping online and Cloud Shousui. However, watching the Spring Festival Gala of CCTV is still one of the most important things on New Year’s Eve for the consumers. The audience size of CCTV Spring Festival Gala set a new record this year. Douyin, as the exclusive partner, spent 1.2 billion in red envelope activities and set a new high in the number of interactions during the live broadcast. Except for CCTV, traditional PSTVs hold local Spring Festival Gala as usual with their own characteristics, and even Internet companies have begun to organize New Year’s Eve. In this issue of Media Express, GroupM Knowledge will bring you an insight of Spring Festival Gala of 2021 the year of ox.

Key takeaways are as below:

Under the influence of limited travel and the increase on live broadcast channel of new media, the number of audiences of CCTV Spring Festival Gala continued to expand, and the number of brand cooperation this year has increased by 50% YOY: The number of audiences of CCTV Spring Festival Gala reached 1.272 billion. The users of new media increased by 128 million compared with last year, and the 20% increase broke the record of cross-media communication once again. The interactions during the live broadcast of the red envelope grabbing activity reached 70.3 billion times.

Due to the release of consumers' demand for film watching, the box office of 2021 New Year’s film is close to 8 billion yuan. In this condition, the discussions on the topic of CCTV Spring Festival Gala were less: Affected by the epidemic last year, consumers' long-repressed movie-watching demand was completely released. The New Year’s film faced a good start while CCTV Spring Festival Gala was less talked about.

Pay the New Year’s call via short videos has become a new method to celebrate the Spring Festival. A series of activities such as grabbing New Year’s goods on live broadcast and pay the New Year’s call online promoted the adherence of short video users: Douyin has also launched a series of New Year activities with more than 50 special effects for Spring Festival which have been used 100 million times. Kuaishou held 26 live programs, including talk show, evening party, comedy, speech, game, variety show, knowledge sharing, etc.

By capturing the preferences of young consumers and producing educational and interesting content, the Internet company has begun to dabble in the Spring Festival Gala and won a high reputation: the parties held by Zhihu and Tencent Video both scored higher than 7 points on Douban. The platforms give full play to their respective strengths and the educational content and the union of celebrities of its self-made programs allowed the original IP to gain new value and continue to increase the influence of the brand.

Watching the CCTV Spring Festival Gala has been a regular program on New Year's Eve for every household. The audience of this year's CCTV Spring Festival Gala has reached 1.272 billion and increased by 9% compared with 2019. The number of new media users increased by 128 million this year, which broke the record of cross-media communication once again. As the special sponsor of the CCTV Spring Festival Gala, Douyin invested 1.2 billion in red envelope grabbing activities, and the number of interactions during the live broadcast reached 70.3 billion which increased by 10% compared to last year.

2019-2021 Audience Scale of CCTV Spring Festival Gala（100M）

2019-2021 Interactions on APP during CCTV Spring Festival Live Broadcast（100M)

However, the topic of this year's CCTV Spring Festival Gala is not that popular. Although there are 145 top searches and an increase of 31.2 billion topic readings, the degree of continuity and online discussions after broadcast are only ordinary. On the contrary, affected by the epidemic last year, consumers' long-suppressed movie-watching demand was completely released during the Spring Festival this year, and the New Year’s films had a good start. The box office of 2021 New Year’s film is close to 8 billion, and the total number of movie viewers is 160 million, which set a new record on the box office and attendance of Chinese New Year’s film. On New Year's Day, the national box office exceeded 1.7 billion, and more than 34 million viewers entered the theater, which broke the record of total single-day attendance and single-day box office in Chinese film history. According to data of Baidu Search, the MOM increase on search of New Year’s film topic during the Spring Festival is far greater than that of Spring Festival Gala, and the number of Weibo readings of New Year’s film was higher than that of discussions on CCTV Spring Festival Gala. The popularity of New Year’s film was higher, and consumers' attention was more focused on it.

MOM Increase of TOP 5 Hot Topic Search on Baidu in Spring Festival

2016-2021 Box Office and Viewers Attendance of New Year’s Film

Note: Box Office from New Year’s Eve to 6th day of Lunar New Year

Asa huge flow pool of the Spring Festival Gala, many brand are not willing tomiss the opportunity of exposure. According to statistics, there are 54cooperative brands in 7 spring festival galas, including CCTV Spring FestivalGala, with a year-on-year increase of 50. Spring Festival Gala of PSTV isinnovative in its content and guest invitations. Comedy is the main part forthe Spring Festival Gala of Zhejiang TV this year. It accumulated alarge number of audiences based on itspopularity of comedy variety shows in the past. Hunan TV, Dragon TV, andBeijing TV invited top stars to helpout,which effectively attracted young audiences. Jiangsu TV’s guests cover allthree generations of old, middle-aged and young people. The cast reunion of MyOwn Swordsman on Dragon TV also became Weibo top search.

In the second and third-tier PSTV Spring Festival Gala, with Liaoning TV as an example, the sponsorship of Douyin brought it a further entry into the sinking market. The sponsorship of local brand Fupai E-jiao of Jinan and Fujian's well-known alcohol brand Fumao Cellar Wine for local TV has effectively promoted the brand's penetration and influence in the hometown.

Cooperative brands’ numbers in 2020-2021 Spring Festival Gala

Note: include CCTV,Hunan PSTV,Dragon PSTV,Zhejiang PSTV, Jiangsu PSTV, Beijing PSTV, Liaoning PSTV

Main Sponsor of Second and Third-tier PSTV

As the exclusive partner of this year's CCTV Spring Festival Gala, Douyin has won a total of 1.221 billion viewers on its app during the live broadcast. The Spring Festival Gala with huge followings attracted new users for Douyin and the users scale of its app increased by xx% compared with one week before the Spring Festival and increased by xx% compared with Kuaishou. Due to the epidemic, consumers paid more attention on fighting the epidemic during the Spring Festival last year, while this year more consumers chose to stay put during the Spring Festival in response to the government's advocation. The custom of New Year’s greetings has changed. On Douyin, there are 130 million short videos for paying New Year’s call, which increased 11 times YOY. Grabbing the New Year’s goods through broadcast and paying the New Year’s call via videos have become a trend to celebrate Spring Festival though people stay away from home. Douyin has also launched a series of New Year activities with more than 50 special effects for Chinese New Year, which have been used 100 million times. In addition, Kuaishou rely on its live commerce, launched live programs for different age groups, combined with the interactive red envelopes and the influence of star anchors, to permeate every user with annual flavor and joy.

Douyin- New Year Special Effects

“Good Luck in Year of Ox” Special Effect used

15.45 Million Times

“Paper-cut” Special Effects used

25.99 Million Times

In addition, since the New Year's Eve party was held by Bilibili, other Internet companies have also begun to try to hold Year End Party. Zhihu and Xinhua News Agency launched the party "The Adventures of Answers" . It combined musical drama, history and science fiction together, which produced educational and interesting content and immersed the audience in it. "Unexpected", "Too shocking" are the comments on it from the audience and it reached a high score of 7.9 points on Douban.

Tencent's New Year's Eve is a new attempt after "Bye 2020 Comedy Night", with a Douban score of 7.2. This program allows the original Tencent self-made IP program to obtain continuation of value. The program invited the stars or guests of its self-made film or variety show, which gathered the characters with hot topic. By the camera capturing the reactions, the activities of celebrity on stage and backstage can be watched in real time. It broke the forms of traditional evening party and narrowed the distance between the platform and young consumers and continue to increase the brand influence.

Douban Score and Clicks of Spring Festival Gala on Video Websites

Tencent

New Year's Eve

Douban score: 7.2

Zhihu

The Adventures of Answer

Douban score: 7.9

Word Cloud of Tencent New Year’s Eve

Data Source:

CCTV News, Baidu Search, Dengta, Jirang, Douban, Public information

Observation on 2021 Spring Festival Gala

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