"China's Good Voice" The Peak of Advertising Heavy Auctions: 30 Seconds 6.3 Million

Watching "Good Voices in China" on Friday was a grand event that began in the summer. The program's ratings are leading all the way and it is the best proof of the national audience's love. Undoubtedly, China's hottest music program will surely become the darling of all advertisers.
On the afternoon of September 12, the "China Good Voice" summit competition was held in Hangzhou. It is gratifying for the producers of the show to create the top two television commercials in China, namely, China's most expensive 30 seconds and China's most expensive 15 seconds. Twenty-nine advertisers attended the tender meeting and competed for ten 15-second ads for the best night of China's Voice in the second quarter of October 7th. The fierce competition on the spot, with 15 million ads starting at 1 million, created the highest transaction price of 3.8 million yuan, which was more than three times the highest unit price of 1.16 million yuan last year. More than that, but also more exciting is undoubtedly the emergence of 6.3 million seconds advertising standard, refreshed the historical record of China's advertising unit price! 10 advertising total sold 32.42 million!
According to Wang Jun, deputy director of Zhejiang Wei Video Road, the advertisement for the finals has two openings. It announces that there are six advertisements before the third runner-up and four advertisements before the championship announcement. Prince Edward Dragon Clothing, QQ Browser, Touch Technology Six other companies won the tender. The original ten advertising spots, each 15 seconds, was disrupted by Prince Edward's costumes, forming a 30-second advertising space consisting of two consecutive 15-seconds. According to the on-site staff introduction, from a price of 1 million yuan and more than a dozen rounds, the outcry price basically jumped on a step-by-step basis, and the price increase was very enthusiastic. In a few rounds, it exceeded 3 million. Taizilong brand executives took the opportunity to score two consecutive consecutive paragraphs, and finally to 6.3 million to become the target for this tender.

In the age of new media, why are advertisers willing to compete for "China Good Voice" advertising with investment that is several tens of times higher than the price of advertising at the same time? Why would they not hesitate to buy a flashing 30 seconds? Money is not afraid of playing? Everyone can't help but look around. Cao Zhigao, Chief Operating Officer of Star Media, a program production unit, used the word "value for money" to retreat. First of all, “the ratings of good voices have stabilized at more than 5 at the current stage”, far ahead of the high ratings of similar programs, and correspondingly generated much higher advertising value than similar programs in the same period. Secondly, the program has great influence, positive energy, and great caliber. For advertisers, this is not a simple advertising bid, but an entertainment event that cannot be absent. The emergence of 6.3 million seconds of advertisement marks is also reasonable.
In this regard, Prince Edward brand responsible person said that the reason why we must strive to win 30 seconds advertising space, not blindly "make fun," This is due to Prince Edward and "China Good Voice" brand values ​​are the same. "China Good Voice" is a large-scale inspirational professional music stage created for Chinese people with dreams, and it is open to all those who are fighting for music dreams, while Prince Edward is pursuing the brand tenet of "building an image of self-confidence for those who struggle." For those who are eager to succeed in the psychological and elegant temperament, create elegant clothing, lead an elegant life, and jointly realize the dream of life. Although the two are different fields, they are highly sympathetic to the spirit. In addition, the Prince Edward brand helps "China Good Voice" and also represents the dream of the brand itself to the world. It is looking forward to uniting China's best music program to create a glorious festival and achieve a gorgeous turn.
In the end, the special feature of this bidding conference was not only the announcement of the price of 10 advertisements at the first time, but also the publication of the list of successful bidders. Cao Zhigao introduced that such transparent and thorough disclosure of results is rare in the industry. The reason why this is done is to show that this tendering meeting is a clean and pure business operation, which is different from the dark box operation that may be in the industry.