Many people's memories of the Spring Festival, in addition to the long road home, there is an annual Spring Festival Evening. As one of the Chinese New Year traditions that lasts for decades, watching CCTV spring evening Chinese New Year's Eve the night has a special meaning for every Chinese's new year.

Especially in recent years, during the broadcast of the Spring Festival Evening Festival, through the network, social media and other multi-terminal multi-channel, at home and abroad to watch the Spring Festival Evening audience reached a total of 1.131 billion. Such a large audience and broadcast range, will naturally get advertisers' favor.

In 2019, Baidu became the new sponsor of the Spring Festival Evening Red Pack after Alipay and WeChat. Early publicity mentioned that users can participate in the interaction through Baidu App family bucket, the total value of the red envelope will catch up with previous years.

With Baidu's addition, CCTV Spring Festival Evening gathered BAT, at the same time, JiYin also announced that it will become the 2019 CCTV Spring Festival Evening's exclusive social media communication platform. And this year's addition of jitters also foreshadows that the "little giants" will start to get a piece of the golden advertising space of the Spring Festival Evening.

On January 9, Baidu announced that it had won the right to interact with the red envelopes of the 2019 CCTV Spring Festival Evening. Baidu will issue a total of 1.9 billion yuan in red envelopes from January 28 to February 4, the campaign said.

In addition to CCTV Spring Festival Evening advertising resources, the name of the TV Spring Festival Evening has also become the focus of advertisers.

2019 CCTV network Spring Festival Evening's name party for the treasure network, Jilin Satellite TV Spring Festival Evening Name Merchant is a major vegetarian whole meal fast-food brand Zordanli 159. The latter has repeatedly become the name of the major Spring Festival Evening, the 2017 CCTV network Spring Festival Evening, 2018 Jilin Satellite TV Spring Festival Evening by its exclusive title.

Compared with this year's Anhui Satellite TV Spring Festival Evening traditional brand Gujing Gong wine, Hunan Satellite TV's title merchant is the young people's preferred short video app shake. At the same time, Jiyin will also become the 2019 CCTV Spring Festival Evening's exclusive social media communication platform.

Spring Festival has always been regarded as a special period to observe Internet products, class mobility, crowd gathering, especially for social products, is a good time to break out. WeChat red envelopes and shakes are all rising during the Spring Festival.

And in the previous TV New Year's Party, the Internet giants have repeatedly shot, such as do more than the name of Hunan Satellite TV 2019 New Year's concert, shaking the name of Jiangsu Satellite TV New Year's Eve party.

TV sponsorship has always been the main source of TV revenue, and every year TV stations hold chambers of commerce. TV series sponsorship mainly to the title, patch and medium advertising. Variety programs are relatively rich, including title, mouth broadcast, patch and mid-range advertising, program advertising implants, brand LOGO or product exposure.

In more than 30 years, CCTV Spring Festival Evening in the form of advertising constantly new, and more and more favored by advertisers. From the title advertisement in 1984, to the subsequent interactive prompt logo exposed, hosted the population broadcast, the screen below the prompt subtitles, multi-screen interaction, program soft wide implantation, red envelope and so on.

This spring evening, Baidu as an exclusive network interactive platform to participate in this year's CCTV Spring Festival Evening's red envelope interaction. Shake a shake, keyword search, information flow eggs, etc. , using any Baidu's APP, can participate in the red envelope activities. Including Baidu APP, good-looking video, Baidu paste bar, Baidu map, small video, Baidu extreme version, Baidu disk, baby know ... According to the latest data, in the spring evening of 2019, the number of times the global audience participated in Baidu APP interaction reached 20.8 billion, Baidu DAU peak exceeded 300 million.

Even if it's expensive, the Spring Festival Evening advertising space is still a battleground for soldiers. The reasons behind it are self-evident, whether in the 1980s, 1990s or now, CCTV Spring Festival Evening has maintained an irreplaceable spread and ratings.

In his 2019 New Year's speech, Luo Zhenyu mentioned that Tmall advertised the Spring Festival Evening in 2018 to cope with the traffic brought by the Spring Festival Evening, Tmall Taobao's capacity resources increased to three times that of double eleven, resulting in the peak traffic of the Spring Festival Evening is 15 times the peak of double eleven.

From 2001 to 2017, CCTV's overall national ratings for the Spring Festival Evening Festival were basically above 30%, according to CCTV's Sofari data.

It is reported that CCTV Spring Festival Evening advertising revenue is also rising year after year. From 200 million yuan in 2002 to nearly 400 million yuan in 2006, to nearly 500 million yuan in 2009 and 650 million yuan in 2010. CCTV Spring Festival Evening is also known as the "Golden Excavator".

In 2005, mei's group won the CCTV Spring Festival Evening Zero Countdown ad price of 6.8 million yuan, and in 2011, Mei's group again won the advertisement for 57.2 million yuan, an increase of 8.4 times in six years. Zero-point advertising for a total of 10 seconds, if calculated at the 2011 price, equivalent to 5.72 million yuan per second. Prices were not publicly disclosed in the years that followed.

Despite the annual increase in advertising costs for CCTV's Spring Festival Evening, business owners still feel they can draw a line under it.