2023-06-29-艺恩-2023Q1综艺营销价值报告_30页_1mb

Summary of 2023 Q1 Entertainment Marketing Value Report

1. Market Overview

In the first quarter of 2023, the entertainment marketing landscape showed a shift towards digital综艺节目, with a 54.9% increase in brand collaborations for online programs compared to TV shows' 45.1%. The "Matthew effect" intensified, as leading programs secured 62.0% of brand partnerships, up from 38.0% in Q1 2022, and accounted for 74.0% of exposure time. Brands adopted strategies of fewer but deeper partnerships, with the top 20 brands' exposure duration rising to 96.9%. New series saw a 33.3% increase in brand collaborations, while established N-series had higher brand participation at 52.0% (up 24 points), maintaining stable reach.

2. Marketing Value Rankings

The Q1 2023 Marketing Value Index Top 10 included programs like "大侦探第八季" (72.2) and "半熟恋人第二季" (74.8), ranking high on platforms such as MangoTV and IQIYI. Broadcast Index Top 10 programs were led by "半熟恋人第二季" (score 67.1), while Audience Rating Top 10 featured "种地吧" with 79.4%. Brand marketing highlights showed dairy brands leading exposure, with Anmuxi ranking highest at 83.0 for "大侦探第八季," reflecting a trend in high-value partnerships.

3. Case Analysis

Case studies analyzed key successes like "大侦探第八季," where Anmuxi's advanced sponsorship (exclusive naming rights) increased exposure by 77% compared to its pilot in Q1 2022. This involved innovative advertising placements, such as banners and product usage scenes, driving strong audience engagement and social media buzz. Another example was "我们的客栈," where伊利金典 partnered with celebrities, boosting brand awareness through integrated marketing campaigns and consistent mentions.

4. Recommendations for Upcoming Programs

Highly anticipated programs include "潮流合伙人第三季" and "火星情报局第六季," with predicted engagement metrics of 87.1 and 86.5, respectively. These suggestions align with growing interest in fashion, music, and celebrity-driven content, suitable for brands in categories like fast-moving consumer goods and lifestyle products.