In the tears of laughter and applause, 2019 CCTV Spring Festival Evening set a new record for cross-media ratings. According to statistics, on the night of New Year's Eve, 239 domestic TV channels broadcasted CCTV Spring Festival Evening and broadcasted in 162 countries and regions through 218 overseas partners.
During the live broadcast, the total number of viewers at home and abroad reached 1.173 billion through TV, internet, social media and other multi-terminal multi-channels. The audience size increased by about 42 million compared with the same period last year. Among them, the number of users who broadcasted and broadcasted the Spring Festival Evening on the new media side was 527 million, an increase of 96 million compared with the new media end users in the same period last year; the number of viewers who watched the Spring Festival Evening through TV live broadcast and TV time shift reached 621.4 million. The number of viewers watching CCTV Spring Festival Evening through the overseas Great Wall platform reached 24.8 million, an increase of 11 million compared to the audience ratings of overseas audiences at the same time last year.
The data also shows that the overall reputation of the Spring Festival Evening this year (the network is positively commented) reached 96.98%, and it has become one of the favorite Spring Festival Evenings of the audience in recent years.
The first Spring Festival Gala of the main station: the cluster communication effect is outstanding, and the high-tech lights up the new media.
As the first Spring Festival Evening after the establishment of the Central Radio and Television General Station, this year’s CCTV Spring Festival Evening, with the theme of “Strive for a New Era, Happy Years of Happiness”, conveyed the positive energy and thickness of society in a harmonious, warm and happy atmosphere. "Country and country feelings", 1.173 billion viewers and netizens at home and abroad used their praise to give this party a "like".
The Central Radio and Television General Station has fully utilized the cluster advantages of CCTV, Yangguang, Guoguang's various channel frequencies and new media platforms, and has only 20 live TV channels, broadcast frequencies and new media terminals. New technologies such as 4k Ultra HD and 5G and VR are also directly applied to new media communications. The new audiovisual experience has attracted many viewers and netizens.
According to statistics, on the night of New Year's Eve, there were 239 TV channels in China to broadcast the Spring Festival Evening, and they were broadcasted in 162 countries and regions through 218 overseas partners. During the live broadcast, the total number of viewers at home and abroad reached 1.173 billion through multi-terminal and multi-channels such as TV, internet and social media. Compared with the same period last year, the audience increased by about 42 million. Among them, the number of users who broadcasted live and on-demand Spring Festival Gala through new media was 527 million, an increase of 96 million compared with last year's new media; the number of viewers who watched the Spring Festival Evening through TV live broadcast and TV time-shift reached 621.4 million; The size of the audience watching the Spring Festival Gala on the Great Wall platform reached 24.8 million, an increase of 11 million compared to the audience ratings of overseas visitors last year.
Mobile viewing "blowout": the Internet has become an important channel for watching the Spring Festival Gala
The data shows that the total viewing rate of the cross-screen in the Spring Festival Evening of 2019 reached 30.07%, and the total rating of the network was 2.74%, which was 0.5 percentage points higher than last year (2.24%), and the total audience size exceeded 1.17 billion. Among them, the time to watch the Spring Festival Evening through the live webcast reached 106.26 million hours, and the time of watching the Spring Festival Evening through the network on-demand reached 0.6283 billion hours.
The large-screen collaboration strategy implemented by the Central Radio and Television General Station during the Spring Festival Evening spread this year fully satisfies the audience's viewing needs and has achieved great success. In the new media, in addition to the CCTV network multi-terminal of the station's own new media platform, CCTV news app and CCTV news mobile network, Yangguang.com, international online and other live broadcasts, Iqiyi, Tencent, Youku potatoes, vibrato Commercial new media such as Sina Weibo became the CCTV Spring Festival live broadcast and on-demand strategic partner for the first time. This open cooperation approach fully satisfies the audience's viewing needs, allowing viewers who prefer TV big screens and viewers who prefer the Internet to have their own needs, forming the largest coverage of users. In the first hour of the Spring Festival Gala opening, the online media’s viewing rate showed a “blowout”.
New Year's Eve single screen theme: CCTV Spring Festival Evening show wonderful flow
The data shows that during the CCTV Spring Festival Evening broadcast (20:00-0:47 on New Year's Eve), the Internet mentioned 9.47 million Spring Festival Evenings, which became the absolute theme of the night. In the comments on the Spring Festival Evening on the Internet, the positive evaluation rate reached 96.98%. During the Spring Festival Evening broadcast, Sina Weibo’s Spring Festival Evening related content reached 6.344 billion.
Overseas, this Spring Festival Evening has also received widespread attention. In the overseas network manuscript, the number of mentions of the Spring Festival Evening reached 328,800. CGTN New Media's overseas social Facebook main account was driven by the Spring Festival Evening, with more than 1.7 million interactions, ranking first in the global news media list.
The mainstream media, self-media and users interact with each other and promote each other to make the Spring Festival Evening topic a constant topic. The analysis of hotspot propagation path shows that the main body of web media is more diverse, including CCTV, CCTV News, People's Daily, Xinhuanet, Global Network and other mainstream media, as well as portals, local media and entertainment media. The star and its fan account and entertainment number have also become important nodes for the hot topic of Weibo on the night, such as @TFBOYS combination, @罗云熙, @白宇工作室, @秦岚, @锦衣夜行焱11, etc. The content of the Spring Festival Evening has caused widespread dissemination and discussion.
This year, while watching CCTV Spring Festival Gala on the mobile phone, the number of new media interactions in the Spring Festival Evening has also reached a record high. Together with Baidu and Vibrato, we continue to use the large and small screen linkage method to innovate in the interaction of red envelopes and content interaction. As of February 4th, the global audience participated in the “Good Luck China Year” theme of Baidu APP’s participation in the Spring Festival red envelope activity of 20.8 billion times; the Spring Festival Evening Union’s “Happiness Another Year” new media action delivered a blessing, video playback The total amount reached 24.7 billion.
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