Chapter 1225： Mutual benefit

The previous achievements of the Disney TV channel, which is limited to children and small young people, are still not attractive enough for adults.

But when Yin Jun bought Disney, the TV and variety shows he gave to Disney were very powerful.

Among the overall high ratings, adults over 25 years old account for 38% of the ratings.

If you count the age group above 18 years old, this number will directly rise to 55%,

In particular, the variety show "America Idol", the ratings of people over the age of 18, directly soared to 73%, almost doubled!

The advertising industry in the United States has been in the television field since the 1920s. After sixty years of continuous development, it has become very mature and sensible.

Sometimes, the high ratings and the large number of viewers alone do not mean that these TVs or variety shows are favored by advertisers. It is still necessary to be specific to the details of each project in order to analyze the advertising value specifically.

Take "American Idol", after its first season is completed, all advertising companies and evaluation companies have listed it as a 5A-level advertising project, which means "to enter its advertising at all costs. Circle to market your products. "

The advertising of a program is very particular.

Roughly speaking, there are naming rights, pre-broadcast ads, midway ads, end ads, subtitle ads, image ads, video ads, and so on.

There are a total of twenty or thirty categories, and of course the prices are different.

The largest NBC, CNN, ABC, etc. in the United States are all wireless TV stations, that is, free TV stations that do not charge money, and all rely on advertising fees to survive.

So for decades, they have attached great importance to the advertising of their various programs, and it can be said that they have developed to the extreme. Unless the advent of the Internet era, there is nothing that can be surpassed.

In the last two or three seasons of the ace TV series "Friends", each episode brought hundreds of millions of dollars in advertising costs to the TV station, which is why the six protagonists can scream out the $ 1 million pay per episode.

"American Idol" is not as good as "Friends" for more than ten years, but this ferocious momentum is not inferior.

Since January 1, this year, after the White House sang, countless advertisers have come to the door, hoping to get the advertising items they need.

It is rare to have such a chance to slaughter fat pigs, and the sea election is also scheduled for July. The time is not in a hurry, so the Disney TV channel treats them calmly. Various comparisons and negotiations are just to negotiate the best conditions .

Robert Iger's talents were fully exercised and exerted in this negotiation.

When the results of the negotiations came out in mid-July, people across the United States were taken aback.

The New York Times was the first to disclose the advertisement of "American Idol".

The first to bear the brunt is the naming rights that attract the most attention, which is also the most expensive of all advertisements.

Except for the world's top 500 companies, it is basically impossible for the remaining companies to get this naming rights.

This is not to say that you can do it if you have money. You must have a certain grade to be worthy of our program.

This is also a default rule.

Obviously, this time the naming rights of "American Idol" were also obtained by the world's top 500 companies.

It is BMW.

"BMW has won the naming rights of the second season of" American Idol "with a naming fee of US $ 100 million!"

This news headline is larger than all other advertising items.

Because it is the biggest gimmick in itself.

This year, although advertising is becoming more and more expensive, but you are on a TV station, a program or a TV show, you have a $ 10 million to 20 million, even if it is a big deal.

If it exceeds US $ 30-50 million, it can only be the most popular show and TV series of the year.

The naming fee for a program of one hundred million dollars a year has never appeared since the history of the United States.

It is not just the United States and the United States.

But today it appeared so quietly and interest-free!

Seeing this news, everyone's reaction opportunities are unbelievable.

Is BMW crazy?

100 million dollars!

How many BMW cars do they have to sell to earn it?

BMW is a listed company, so everyone can see that BMW's turnover last year was only $ 32.2 billion!

Advertising costs like 100 million US dollars are definitely a big burden for them.

But many people reacted immediately, BMW is planning to enter the North American market!

To be honest, BMW has always had business in the United States.

Since the 1960s, German automobile companies such as BMW, Mercedes-Benz and Volkswagen have entered the North American market.

It ’s just that the U.S. market itself has three major giants, and there are also many medium-sized car companies. In addition, North America ’s vast territory is completely different from narrow Europe, so the car habits are also different. Popular models, popular in the United States.

Take a very simple example.

Since the popularization of pickup trucks during World War II, Americans have loved to make such cars, and pickup truck sales accounted for more than 60% in the United States.

And every country in Europe is so narrow and so densely populated that it is impossible to use this kind of fuel-intensive and occupied pickup truck, so most of their cars are cars, and the beetle, MINI, golf, Fiat, etc. are small The car is popular.

With such a big gap in concept, even BMW has brought its luxury cars and off-road vehicles to North America, but it has not achieved much.

The same is true of companies such as Mercedes-Benz, Volkswagen and Porsche.

After such a lukewarm decade or two, BMW finally began to make a big move, which immediately aroused the vigilance of people in the automotive industry.

However, the three giants of the United States and China are not nervous.

BMW hasn't always had an advantage, and it's definitely impossible to turn it over with a naming rights advertisement. They are more concerned about the follow-up actions.

The boring people eating melons are very excited.

In particular, the fans who have been trained through the first season of "American Idol" feel that this is the most powerful proof of the influence of their favorite shows, so they have crazy celebrations as if they are making money.

Yin Jun is familiar with the operation mode of idol singers in later generations, and has focused on training the top three singers of this season's "American Idol", especially the first-ranked Karum.

Not only did Karen Mars' "Lazy Song" give him the first album, Yin Jun also prepared 30 fan clubs in North America for him.

The scale of these fan clubs is not large, each game is one or two thousand people, the maximum size of two or three thousand people.

But do n’t underestimate this fan club. After 30 games, it is over 100,000 people. With the promotion of so many tens of thousands of **** fans, Karen ’s reputation will naturally become more and more loud.

Then the Disney TV channel also arranged a lot of opportunities for Karen to interview, show, various advertising endorsements, etc., making him the most exposed singer in the world in the past half a year The generation of eleven grand prizes in the United States is more noticeable.

With such a benchmark as Karum, you said that those young people who adore popular idols and young people who like to live in beautiful celebrities' lives can't be rushed to "American Idol"?

Young people who do n’t want to be the second Karum? Who would n’t want to see a talent show as exciting as the first one?

Finally, after waiting for more than half a year, Disney TV Channel finally started the sea-selection work for the second season of "American Idol." Everyone was like a repressed volcano, and the surging enthusiasm burst out.

The registration for the sea election has not officially begun yet, and the fact that BMW ’s $ 100 million naming rights have spread among fans and young people.

In Nielsen Data's report, the brand of BMW among 16-25 year olds has far exceeded the brand recognition of all European and Japanese counterparts, and even many of the United States. Companies have surpassed, ranking eighth.

Nice guy.

In just a few days, BMW's ranking has been improved by more than a dozen at a stretch, which they never thought of before!

BMW's senior management had a little disturbed heart, and immediately settled down.

This time the big bet is right again!

After the early publicity, with the sea election, the semi-finals, the finals, etc., BMW's name will be deeply engraved in the minds of North American audiences together with "American Idol".

Do n’t look at 100 million US dollars very much, but you consider that the season of “American Idol” is almost 6 months, which is equivalent to BMW ’s spending 100 million US dollars to play 6 months of advertising, and it is more concerned than It can be said that the most important idol selection program of all TV shows is quite worthwhile.

At least for now, it seems so.

Benz, once again defeated, was also very disappointed and lost this time.

But they have no choice.

The number of 100 million US dollars, Disney TV channel has informed them, and this is the last bid of BMW.

If they can reach $ 110 million ~ www.novelhall.com ~ then the naming rights for the second season of "American Idol" are theirs.

However, after careful consideration, Mercedes-Benz gave up this opportunity.

In their view, if the price is 30-50 million US dollars, or even 70-80 million US dollars, all can be paid, but if it exceeds 100 million US dollars, it is a high-risk gambling, which is not suitable for Mercedes-Benz. development plan.

Now, the preliminary results come out, once again proving that BMW's vision and luck of gambling surpassed that of Mercedes-Benz!

BMW is looking forward to the future, but the Disney TV channel is already laughing.

BMW ’s $ 100 million was the first to be negotiated, and then Robert Iger took this list and negotiated with other advertisers. Others saw that BMW spent such a high amount of money, knowing that they naturally could not pick up the cheap, so only Could it be that the bottom line is constantly improved.

Therefore, in the second season of "American Idol", their other various categories of advertising together, sold a total of 560 million US dollars in advertising revenue!

This is also the record holder of the most income of a single program in the history of the United States! !

After talking about this business, Robert Iger thoroughly established himself in the Disney company. Tang Shuxuan also promoted him to the vice president of the Disney company. Although it was only a part-time job, it also represented his unstoppable rise. momentum.

Of course, the most profitable is Yin Jun.

Advertising income of 560 million US dollars, through various means of tax avoidance, the final net profit will not be less than 300 million US dollars.

This US $ 300 million is almost enough to cover the loan cost of Xiangjiang Commercial Bank and HSBC ’s US $ 3.7 billion.

All kinds of cooperation with BMW, it is indeed a very good fortune! !