Observation on 2021 Spring Festival Gala

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Watching the CCTV Spring Festival Gala has been a regular program on New Year's Eve for every household. The audience of this year's CCTV Spring Festival Gala has reached 1.272 billion and increased by 9% compared with 2019. The number of new media users increased by 128 million this year, which broke the record of cross-media communication once again. As the special sponsor of the CCTV Spring Festival Gala, Douyin invested 1.2 billion in red envelope grabbing activities, and the number of interactions during the live broadcast reached 70.3 billion which increased by 10% compared to last year.

2019-2021 Audience Scale of CCTV Spring Festival Gala（100M）

2019-2021 Interactions on APP during CCTV Spring Festival Live Broadcast（100M)

However, the topic of this year's CCTV Spring Festival Gala is not that popular. Although there are 145 top searches and an increase of 31.2 billion topic readings, the degree of continuity and online discussions after broadcast are only ordinary. On the contrary, affected by the epidemic last year, consumers' long-suppressed movie-watching demand was completely released during the Spring Festival this year, and the New Year’s films had a good start. The box office of 2021 New Year’s film is close to 8 billion, and the total number of movie viewers is 160 million, which set a new record on the box office and attendance of Chinese New Year’s film. On New Year's Day, the national box office exceeded 1.7 billion, and more than 34 million viewers entered the theater, which broke the record of total single-day attendance and single-day box office in Chinese film history. According to data of Baidu Search, the MOM increase on search of New Year’s film topic during the Spring Festival is far greater than that of Spring Festival Gala, and the number of Weibo readings of New Year’s film was higher than that of discussions on CCTV Spring Festival Gala. The popularity of New Year’s film was higher, and consumers' attention was more focused on it.

MOM Increase of TOP 5 Hot Topic Search on Baidu in Spring Festival

2016-2021 Box Office and Viewers Attendance of New Year’s Film

Note: Box Office from New Year’s Eve to 6th day of Lunar New Year

Asa huge flow pool of the Spring Festival Gala, many brand are not willing tomiss the opportunity of exposure. According to statistics, there are 54cooperative brands in 7 spring festival galas, including CCTV Spring FestivalGala, with a year-on-year increase of 50. Spring Festival Gala of PSTV isinnovative in its content and guest invitations. Comedy is the main part forthe Spring Festival Gala of Zhejiang TV this year. It accumulated alarge number of audiences based on itspopularity of comedy variety shows in the past. Hunan TV, Dragon TV, andBeijing TV invited top stars to helpout,which effectively attracted young audiences. Jiangsu TV’s guests cover allthree generations of old, middle-aged and young people. The cast reunion of MyOwn Swordsman on Dragon TV also became Weibo top search.

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