Chapter 402 Advertising and Courage

Author: Jianzoufeng

Chapter 402 Advertising and Courage

The first season of "Rush", which is the first 13 episodes, will be aired in one week.

At that time, the second season will start broadcasting.

The commercials for the second season have not yet been sold.

Advertisers hope to negotiate for spot ads in TV series at the lowest price.

The producers of TV series naturally hope to sell them at a higher price.

Therefore, this is a game.

The most critical factor in this game is time.

After the advertising contract is signed, it still takes time to shoot the advertising video for the brand, so time is very tight.

In addition, "Hurry Up" has been on air for two days.

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

Advertisers know this too.

Therefore, from the advertiser's perspective, as long as we can stay calm and delay for two more days, Ark Culture must lower its psychological price and promote 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.

At this time, there is a fight between the producer and the brand over price.

Okawa Audio's "Stream" series was the first to win the commercial spot for the first three episodes of the second season of "Horse" at a price of 3 million.

The total transaction price was 9 million.

This price is already nearly double the premium for the current ratings performance of "Crazy".

As soon as this news came out, major brands felt the pressure.

In this pulling stage, we are afraid that a certain brand will suddenly achieve a premium.

This will give other brands the "illusion" that their "goods" are very popular.

Moreover, for the 9 million commercial spot deal with Dachuan Audio this time, Fang Xing also kindly donated a short advertising video and shot a short advertising video for the new headphones of "Chuanliu".

…

Some brands have already purchased interstitial ads for the second season of "Rush", which has made other brands interested in the advertising space of "Rush" nervous.

The advertising industry has its own circle.

The advertising departments of many brand owners began to inquire about the situation in circles.

As a result, people began to discuss in various WeChat groups in the advertising industry:

"What's going on? How did the commercials for the second season of "Rush" be sold? Is the price really 3 million?"

"It must have been sold. I happen to know Zhang Yigao, the contracted director of Ark Culture, and he has already started preparing to shoot a commercial. The specific price is not clear, but I heard that the total transaction price is 9 million."

"9 million, how many episodes is the price for advertising spots?"

"The news I heard is that Sanji is a small brand of headphones."

"9 million for three episodes, isn't that more than double the premium? Isn't it Ark Culture's left-handed acting?"

This strategy of leaving the right hand behind the left hand to create a very popular interstitial advertisement is a common method in many industries.

The purpose is to make the buyer feel that the competition is increasing, and be forced to make a move in advance and close the transaction 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 joining forces."

"Then do you want to follow or not?"

"The price of 3 million per episode is too much of a premium. Even if I wanted to, our company's president's office wouldn't be able to get through."

"Indeed, the ratings of the first four episodes of "Hurry Up" are only above average. The advertising price of 1.5 million for an episode is the most standard. At double the premium, it cannot keep up."

…

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

HONOR Mobile's flagship phone this year will be released soon, and the press conference just concluded a few days ago.

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

In fact, Ark Culture and HONOR Mobile have cooperated many times.

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

Therefore, Liu Qinglin, the head of the advertising department of HONOR mobile phones, knows several senior executives of Ark Culture.

Acquaintance is acquaintance, but business cooperation still depends on price.

Therefore, if Liu Qinglin, the head of advertising at HONOR, wants to get commercials for the second season of "Horse", he can only negotiate through normal channels.

At most, you can ask about the psychological price from acquaintances in Ark Culture.

The advertising price for the second season of "Rush" is 3 million per episode. It is no secret in the advertising circle.

Liu Qinglin knows that the price is currently a premium, but a large premium, so even if he wants to achieve success, he has no decision-making power.

Because a large advertising budget requires the signature of a senior executive.

Liu Qinglin thought twice and knocked on the door of the CBO office with the documents.

"Mr. Li, regarding this year's flagship phone promotion plan, I have an advertising budget here and want to talk to you."

"Sit down, is this about the commercial for the second season of "Hurry Up"?" Li Changyan had already guessed what it was about.

In fact, this year's HONOR flagship advertising strategy has been discussed at a high-level meeting long ago.

HONOR has cooperated with Ark Culture many times, and the cooperation has always been a pleasure.

After all, the TV series produced by Ark Culture before were all hits. As long as it is a brand that cooperates with Ark Culture, there will be no unpleasantness.

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

Currently, commercials for the second season of "Hurry Up" are under intense investment promotion, but the price premium is too high and no brand has closed the deal.

As the head 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 the matter. The news received so far is that a small brand has purchased the first three episodes of the second season of "Hurry Up" for 3 million.

advertise.

"So, I decided that I might consider discussing this cooperation as soon as possible. If we continue to push forward, there may be changes."

Li Changyan pondered for a moment and asked: "Have you seen the launch data of "Hurry Up"?"

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

Li Changyan then asked: "What do you think of the ratings data of "Crazy"?"

"The ratings are the same as those of CCTV TV drama channels, which is above the average level." Liu Qinglin replied.

"anything else?"

This conclusion is obvious, and Li Changyan can see it at a glance without Liu Qinglin having to say it.

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

Li Changyan nodded and asked: "So according to market standards, what should be the price of the commercials for the second season of "Kurst"?"

"1.5 million per episode, judging from the current ratings performance." Liu Qinglin replied.

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

"Well...it should take 3 million episodes to negotiate."

Liu Qinglin also felt that there was little confidence in what he said, after all, the premium was more than double.

If I had signed this kind of advertising contract with another company, I might have been investigated by the company to see if I had received any kickbacks.

"Do you think the price of 3 million per episode is appropriate?" Li Changyan did not object immediately, but continued to ask him what he thought.

Liu Qinglin pondered for a moment and replied: "Mr. Li, this is what I think. The TV series produced by Ark Culture in the past were all popular dramas. If the commercials are delayed until the end, the prices will become more and more outrageous.

“In addition, Dachuan Audio has already concluded a deal with Ark Culture.

"I know that there is a nepotistic relationship between Dachuan Audio and Ark Culture. Many people think that this may be a show by Ark Culture for us to see.

“But after I thought about it carefully, I discovered a problem.

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

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

Liu Qinglin then said: "Mr. Li, I propose a deal price of 3 million per episode for another reason.

"The ratings for the first two episodes of "Hurry Up" were 1.27%, and the ratings for the third and fourth episodes were 1.32%.
To be continued...