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JD wins CCTV Sponsor for Spring Festival Gala China

#China e-Commerce#Retail#TMT#Supply Side Reform#Robotics#Social Media#Entertainment

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个案分析:老师带领讨论:

从微信,到后来的支付宝、百度、快手和抖音,几乎所有互联网巨头都已经轮流与春晚达成合作,参与内容分发、红包发放、电商合作等内容。

2015年,微信支付首次登上春晚发红包,官方数据显示,2015年春晚播出期间,微信互动总次数超过110亿次。不过随着红包常态化,春晚发红包在外界看来已经从引流演变为“赔本赚吆喝”。2019年,百度成为春晚合作伙伴,通过发红包当晚百度App日活从1.6亿迅速攀升至3亿,不过不少用户在领取红包后又选择卸载App。

另一方面,随着娱乐方式的多样化,春晚的收视率也准年下滑。根据中国视听大数据发布的数据,2021年央视春晚的综合收视率超过了20%。而在2019年,春晚跨屏总收视率达30.07%。

既然春晚的流量也在下滑,为什么互联网公司还挤破头要选择春晚?

京东获得今年的春晚合作权,与今年大部分互联网公司的低调有关。之前春晚合作公司包括腾讯、阿里、抖音、快手、百度等,合作的代价不菲。

今年大部分公司希望避免被过度关注,可能部分公司没有参与投标。同时春晚也会选择相对安全的合作对象,例如今年反垄断调查涉及到的公司正处于风口浪尖,很难参与合作权的竞争,因此分析猜测京东或以低于往年的价格成功竞标。


而从公司品牌广告投放需求看,春晚可能是一个最有效、集中面向中国用户的一次传播。

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