Placement advertising has faced an inflection point, the industry calls for a new benefit distribution method

The uproar about the advertising scandal of "Golden Wedding Storm"(later known as "Golden Wedding 2") has recently stirred up trouble. Anhui Satellite TV has made another difficult decision: it's okay not to delete the advertisements, but it's okay to charge!" ldquo; We bought TV series, not product placement. If the producers insist on not agreeing to delete the product placement, we think they should pay. rdquo; At the same time, Jiangsu Satellite TV, which has always claimed that it will not engage in redundancies, has also changed its attitude significantly. It has announced that it will use scissors to launch a clean version, and is also considering charging for placement advertisements.

Yesterday, Anhui Satellite TV, Jiangsu Satellite TV, and the "Golden Wedding 2" filmmakers all confirmed to reporters that they had not negotiated face-to-face on the issue of sharing accounts. So far, they are still shouting across the strait through the media.

Implant placement has once again been put on the topic focus list. From considering the audience to asking for payment, no one cares what the audience thinks, and whether the content is deleted is no longer important. They are just used as a solid excuse and become a trigger for a reshuffle of implant benefits. Experts remind: When placement reaches a certain density and volume, new additional income has to face redistribution.

“Still looking at the camera, 1 - 1 - 1”

There is no doubt that product placement in "Golden Wedding 2" has been seriously overloaded.

According to the edited version of Anhui Satellite TV's "Golden Wedding 2" video circulated on the Internet, after the actors 'dialogues about milk powder, cooking oil, insurance policies, refrigerators, air conditioners and other products in the original version were deleted, although the dialogue connection was slightly hindered, it did not hinder the development of the plot.

Yu Xianghua, manager of the program promotion department of Anhui Satellite TV Advertising Center, believes that props, backgrounds and other implant forms are acceptable because people already live in the ocean of brands. But if the storyline is specifically accommodated for the brand's exposure, it will be too much.& ldquo; For example, the part about milk powder does not help the plot at all. It is no different from a commercial and more difficult to accept than a commercial. It is completely indoctrination and has no creativity at all." rdquo;

Cao Ping, the film representative and producer, also admitted that he had over-indulged the advertisers this time and had a hard time." rdquo; Director Zheng Xiaolong apologized to the audience for overloading, and leading actor Zhou Yun and others also said that too frequent product placement not only affects performance, but also destroys the advertiser's brand image. Hu Jun ridiculed himself that I was still facing the camera 1:1:1.

Looking at it in this way, the two sides are highly consistent that the product placement of "Golden Wedding 2" has violated the aesthetic limits of TV dramas. But if the aesthetic outlook is consistent, it does not mean that the interests are consistent. The film company has a contract with the advertiser first, and deleting the advertisement will cause the film company to breach the contract. The TV station can not delete the sentence, but it will have to charge, and the conflict of interests behind the aesthetics is imminent.

Squeeze hard advertising and have to be redistributed”

Placement of advertising will certainly squeeze the hard advertising market, so the value chain needs to be redistributed. rdquo; Yu Xianghua said that there are only so many customers for a channel. If you already have exposure in a TV series, you will not choose to place hard advertisements. "Golden Wedding 2" is broadcast during prime time. The discounted price of a 15-second hard advertisement during this period is 20,000 to 30,000 yuan, but if it is an implant advertisement, the price will be as low as one-fifth. rdquo;

Divide accounts? I can not sell it!& rdquo; Obviously Cao Ping does not see it this way." ldquo; The prerequisite for advertisers to be willing to plant is that the TV series itself is of good quality, and the revenue brought by such a series to the TV station will also double: assuming that a hard advertisement at the same time period originally costs 20 yuan, and if a high-quality drama is broadcast, this 20 yuan can become 40 yuan." rdquo; For example, the revenue from feature advertisements (referring to special advertising such as the title of the show and other special advertising methods) brought by "Golden Wedding" to Beijing Satellite TV exceeded 30 million yuan. Moreover, when the TV station saw advertisements inserted in during the drama, they even put on advertising masks for the end pictures, and never gave the film company a dime. Anhui Satellite TV recently launched a golden wedding banquet with a free golden wedding card. ldquo; These are all our intellectual property rights. Who do we ask for this right? Do I have to split the accounts too?& rdquo;

In this regard, Liu Yuan, director of the editor-in-chief office of Jiangsu Satellite TV, believes that commercial breaks are a thing of the past and need not be mentioned again. Because after the State Administration of Radio, Film and Television issued Order 61 last year, Jiangsu Satellite TV strictly enforced restrictions on spot advertising. As for activities, Liu Yuan countered: Why can TV dramas be sold for such a high price? Isn't it just that TV stations can use it for advertising?" rdquo;

“The industry needs new calculation methods for benefit distribution”

In fact, product placement advertisements for TV series dates back to 1990's "Story of the Editorial Department". It has been 20 years. Why is there only now that there is a sharing of accounts?

Yin Hong, a professor at Tsinghua University, believes that it is because the density of product placement was not so high in the past and the benefits were not so large. In short, the development of product placement has gone from quantitative change to qualitative change. ldquo; This requires a new balancing mechanism to allocate this additional income and update the calculation method of benefit distribution. rdquo;

In addition, the launch of Order 61 of the State Administration of Radio, Film and Television in September last year also accelerated the arrival of this turning point. According to regulations, the duration of commercial advertisements per hour for each program should not exceed 12 minutes, and the duration of TV series breaks should not exceed 1 minute and 30 seconds. TV shopping advertisements should not be broadcast on the Star Channel from 18:00 to 24:00 every day. rdquo; Industry insiders have predicted that these regulations will reduce TV stations 'advertising revenue by 10 billion yuan. Under such circumstances, placement advertising has become a piece of meat that TV stations are determined to win.

However, crossing this turning point does not seem to be easy. Famous director You Xiaogang also expressed his position on behalf of the TV series. ldquo; There is no precedent in the world for advertising in TV dramas. I think it is a bit pretentious for TV stations to do this." rdquo; He said that producers are already in a weak position, and TV stations control public resources and broadcast platforms." ldquo; Does it (TV station) lack this money? Is there a need to divide accounts? It's just watching others make money with jealousy, and the sense of interest and power is too inflated!" rdquo;

Liu said: Isn't the film industry also considering dividing the bill for product placement? Why can't TV series work? rdquo; However, asking for money from product placement requires all TV stations to join forces. Yu Xianghua said that if you just rely on one or two TV stations to talk, they can not sell it to you or raise the price.

Although the industry unanimously believes that this incident will lead to the improvement of corresponding regulations, so far, the competent authorities have not responded specifically. The State Administration for Industry and Commerce, which is in charge of advertising, said it would consider it in conjunction with the "Advertising Law" that is being revised.