The pattern of troika viewing has not changed, and TV drama ratings have significantly improved

In the broadcast and ratings of all kinds of programs in the overall market, TV dramas, variety shows, and news are still the troika that drive ratings. The three types of programs account for 57.1% of the total ratings, which is basically the same as in previous years. Among them, TV drama ratings increased from 29.2% last year to 29.9%, an increase of 0.7 percentage points, the proportion of news ratings from 13.4% to 13.9%, an increase of 0.5%. The proportion of variety shows has declined significantly, from 14.7% last year to 13.3% this year, a decrease of 1.4%. Compared with the same period of last year, the number of new shows in the first half of this year has decreased significantly. The lack of innovation in programs and programming markets is an important reason for the apparent decline in the proportion of variety shows. Among other types of programs, the percentage of audiences for youth, movies, and other types also increased year-on-year.

Star Channel leads variety shows, terrestrial channels expand life service potential

Channel distribution data of different program types at different levels of the channel group shows that the Star Channel mainly focuses on TV dramas and variety shows, while the ground channels are devoted to TV drama and news program resources. In the first half of 2017, the ratings of various programs on the central channel were relatively evenly distributed: news, TV dramas, and variety shows ranked top 3, accounting for 48.8% of the total ratings, and thematic, movie, sports, and life service programs also achieved better results. As a result of the ratings, the advantages of channel specialization become more obvious. Provincial Satellite TV is relying more on TV dramas and variety shows, both of which contributed nearly 60% of the total audience ratings, of which the contribution of TV dramas is close to 40%, which is a significant increase year-on-year, while the contribution of variety shows has declined.

Provincial and municipal terrestrial channels, television dramas, news and life service programs are the three pillars of television viewing. TV dramas are the most common types of television programs. The contribution of viewership to television shows accounts for more than one-third of the total viewership. It is a terrestrial channel. The mainstay programs; In addition, the news programs also performed outstandingly, occupying 15.1% and 24.58% of the provincial-level terrestrial and city-level channels, respectively; while the proportion of variety shows on terrestrial channels was not high, and the life service programs became in recent years. To the ground channel to expand direction.

Television viewing competition: CCTV’s share continues to increase, and terrestrial channels have steadily dropped

The TV drama is the first of the three carriages that pulls viewership. It is a program resource that is suitable for all ages and people. The audience share accounts for 30% of the total audience. According to statistics, in the TV drama market, the share of CCTV's TV shows continued to increase. The share of provincial TV stations increased compared with the same period of last year. The number of terrestrial channels decreased steadily, especially at the county level. Nearly two-thirds of channel viewers’ contributions and one-third of the terrestrial channels contribute 45.3% of provincial satellite TV viewership.

There is no doubt that TV dramas are the engine of ratings. TV drama ratings can lay a solid foundation for the viewing of the entire channel. There is also a consensus in the industry that "TV dramas have to be viewed by viewers." The trend of TV drama resource use efficiency over the years has also confirmed this industry consensus: the use of TV drama resources has been in short supply of high-quality resources since 2000, and the efficiency of resource use is rarely less than 10%, and the pulling effect on ratings is true; but observations from long-term trends With the continuous increase in the broadcast volume of TV dramas and the standardized management of broadcast television programs by TV broadcasting policies, the utilization efficiency of TV drama resources has been declining year by year, and the marginal effect of resource use is gradually weakening.


The TV Pris TV drama analysis data of CSM media research shows that in the broadcast of TV nights in 100 cities, “the name of the people” entered the top 20 in all cities: the average rating of the country’s first broadcast was 3.05%, and the market share was 10.24%; The highest rating of 5.58%, the highest single-day market share of 18.62%; the highest rating of a single episode of 5.92%, a single episode of the highest market share of 20.53%, becoming the king of the well-deserved drama in the first half of 2007.

At the same time, the time-shifted data showed that the time-shifted viewing rate of “the people’s name” broadcast/reviewed within 7 days reached 0.42%, the ratio of time-shifted viewing and first-view viewing was 13.66%, accounting for 1/7 of the premiere rating, and the show also had Become a phenomenon-level drama in the first half of the year. In addition, Weibo data shows that the drama microblogging mentions 3.378 million people, mentions 5.754 million times, and has a total reading capacity of 9.47 billion times; on average, there are more than 150 million microblogging daily readings, and an average of 7.6 readings per person. Related microblog information has attracted viewers' extensive discussion on social media. "Because I met you," "Happy Song II" and many other different types of dramas have also entered the top 20 in more than 50 cities. On the one hand, they show excellent repertoire and super-competitiveness, but at the same time, they also bring out the TV drama market. Hey. From the television broadcasts, the "pretender" was broadcast on 10 channels, and "Yanbang" was broadcast on 6 channels. The hot drama last year continued this year.

Analysis of TV dramas revealed that TV broadcasts, video games, urban life, anti-special/spy campaigns, military struggles, and social ethics broadcasts exceeded 10%. Military affairs and anti-special spy warfare are still the highlights of the ground channel. In the Star Channel, TV dramas with better ratings have various themes. There are "Republic of People's Names," which features recommended repertoires and anti-corruption campaigns. There are romance dramas such as "Because I Meet You" and "Give Me Up". Life class "Ode to joy II" and other dramas. Several TV stations such as Hunan Satellite TV, Shanghai Dragon TV, Beijing Satellite TV and Anhui Satellite TV are all building the Zhou opera theater based on IP dramas to attract more attention from younger audiences. Among the repertoires with good ratings performances were the Xia Xia and Xuan Huan types of plays such as Chu Qiao Biography and The Selected Tian Ji. On the other hand, the better-performing repertoire for terrestrial channels is basically military repertoire and modern legendary repertoire. Including "My Tight Walled Man", "Girl Special Team" and "My Father My Soldier" and so on.

Variety show competition in variety shows: The proportion of broadcasts declined slightly, and more than 80% of the viewership was contributed by Star Channels

In the first half of 2017, the total length of broadcast of variety shows accounted for 6% of the total duration of the show, which was slightly lower than the same period last year. From the perspective of distribution of ratings, 82.4% of the program's ratings are contributed by Star Channels, and the ratings of central-level channels increase year by year, while the contribution of provincial-level TV viewers has decreased compared to the previous year. The viewing share of terrestrial channel variety shows is relatively low. It continued to decline in the previous year.

In the first half of 2017, the ratings of provincial satellite TV variety shows were mainly concentrated in the first seven TV stations. Seven TV stations accounted for more than 85% of the total TV programs in provincial satellite TV programs. Among them, Shanghai Dragon TV has continued to grow with comedy ("Happy Comedy" and "Swordsman" etc.), reality show ("Extreme Challenge" and "Chinese Style") and other variety shows. In the first half of the year, Jiangsu Satellite TV was strongly promoted by programs such as “Most Powerful Brain”, which also showed a significant increase over the same period of last year. Zhejiang Satellite TV has maintained its top ratings with its blockbuster variety shows such as "Run It" and "Trump to Trump," and Beijing Satellite TV has made every effort to create a "cross-border" brand, "cross-sector song king" and "cross-border" "Ice and Snow King" helped to catch up with the head TV; Hunan Satellite TV, Anhui Satellite TV and Liaoning Satellite TV remained stable.

The fierce competition in the variety show market mainly occurs on weekends. The fierce competition has caused more shows to be broadcast on weekdays. According to CSM Media Research TVPrisrs quarterly reality show statistics show that in the first half of 2017 and weekend (Friday to Sunday) evening hours, Star Channel broadcast a quarterly reality show 115 seasons, which is compared to the 123 seasons broadcast in the same period of 2016. The ratio dropped significantly by 6.5%. During the week (Monday-Thursday), it increased from 64 seasons in the first half of 2016 to 71 seasons, an increase of 10.9%. Judging from the results of the ratings, there have been rare explosions in reality TV show ratings, with over 60% of the ratings being less than 0.5% and 0.8% being more than 2%. Programs with relatively good ratings are generally integrated N-series programs. Innovation faces creative bottlenecks.

The hot-viewing quarterly broadcasts with more than 1% of ratings have become popular in the studio. Judging from the quantitative distribution, there were a total of 25 files with ratings of over 1% in the first half of 2017, of which 7 were for outdoor sports, 14 were for indoor sports, and 4 were for other non-competitive sports. From the original category, "High Energy Youth League", "72-storey Wonder House" and "We are 17" are new original outdoor sports programs this year; "The Battle of Nature", "The Sound of Dreams", and "I "I want to sing with you" and "Mysterious Child" are representatives of new indoor sports programs.

News program viewership competition: Central audience ratings increase, ground channel share decline

News is happening every day. The basis of news ratings is public credibility. Central-level channels have natural advantages. In the first half of 2017, news/current affairs ratings continue to be dominated by central-level channels, and the share of central-channel channels has increased significantly. 38% jumped to 43.9%; while the share of provincial and municipal terrestrial channel ratings dropped significantly, the contribution of ratings dropped from 44.1% to 37.8%; provincial TV remained stable. The central channel has significant advantages in comprehensive news and news commentary programs. The terrestrial channel focuses on the livelihood news program. The promotion of the central channel channel is mainly from 19:00 to 21:00, while the terrestrial channel is down at 18:00. -20:00 livelihood news period.

In the historical process of media integration into deep water reform areas, the viewing behavior of the audience has also shown a trend of accelerated differentiation. The loss of audience has started to spread to heavy audiences, and the competition problems left to the media people still exist, and the time for change and breakthrough is getting longer. The tighter it is, where is the road for television media, and we look forward to the successful exploration and practice of media people.

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