The show that’s captured viewers with an 89% approval rate has also captured the hearts of sponsors, breaking not only viewership ratings but also record sponsorship fees. Their latest ad sale for season 2 saw the sponsorship go to Yili milk for 312 million RMB, the highest ever for a sponsorship (the second is The Voice of China 3 at 250 million). This is on top of 171 million RMB of three partnerships, not to mention potential product placement revenues (season 1 had frozen goods, toothpaste, milk, beddings, and cars sponsored) and actual ad revenue to come later.
The new record is just one of many in China’s accelerating TV biz. Sponsorship fees have multiplied 20 times since 2005.
While the highest provincial sponsorships in 2013 being The Voice 2 at 200 million per season, so far threeshows have broke that amount for 2014 – I am Singer 2 at 235, The Voice 3 at 250, and Dad. At this rate, we should expect rather than be surprised at new records come next November.
Evolution of sponsorship fees since 2005 (source):
|Year||Highest sponsorship per season||Cost (millions of RMB)|
|2014||I am Singer||235|
|2014||Where are we going? Dad||312|
At a time that the Internet is increasing its hold on the audience, why is TV still doing so well? Part of the reason is because rather than pulling the audience away from TV, Chinese TV has managed to integrate the net to promote TV shows. “Dad” was one of the shows that managed to convince viewers who saw episodes on the Internet to sit at the TV for the airing. The benefits of Sponsorship, which is incorporated into the show, is especially important because they’re not cut out like commercials in Internet versions of the show, meaning that they benefit from not only traditional TV viewership, but also web viewership. In fact, “Dad” announced it’ll cut 6 minutes of ad revenue, probably betting on increased sponsorship deals due to more views over increased ad revenue.
The super lucky 999 children’s medicine only spent 28 million RMB to sponsor the first season as a result of home electronics company Midea (#Midea fainted crying in the bathroom# was popular on Weibo at one point) backing out right before the show aired. October saw sales of 999 children’s medicine rising 60% from the same month last year.