15 years of ratings: TV drama has reached the critical point of market share

According to the CSMTVPRIS system statistics, the number of new dramas broadcast each year during the whole three-day period in 80 cities has been decreasing continuously. In 2012, 391 new dramas were broadcast. In 2013, 368 new dramas were broadcast, and in 2014, they were further reduced to 351. unit. The annual broadcast capacity of TV stations has saturated, and the production chain can only rely on quantity and cannot break channel barriers.


Among all the broadcast channels, provincial terrestrial channels are the main platform for the premiere of new dramas, attracting 45% of the new dramas; followed by the video channels for the 35.1% of the total; provincial capitals and prefecture-level stations together account for 19.4%.



Compared with 2013, more new dramas were broadcasted at provincial TV stations and prefecture-level stations in 2014, which increased by approximately 3 percentage points, while CCTV decreased by 2 percentage points, and the provincial level decreased by approximately 5 percentage points.

TV stock market is large and it is difficult to increase

Production can not be expanded indefinitely, and the demand for television dramas on broadcast platforms has actually already had ceilings. The market for television dramas is huge and “incremental” is very difficult.

The 15-year data from 2000 to 2014 shows that the total number of broadcasts and ratings of television shows has reached a saturated state, and a relatively stable structure has been formed between broadcasts and ratings. In all CSM survey cities, television shows accounted for the show. About one-third of the total broadcast, accounting for more than one-third of the total audience, the share of the television market has reached a critical point.


In 2014, TV broadcasts accounted for 25% of the total, and 31.1% of the TV shows were broadcast. Compared with 2013, the number of television shows dropped. The efficiency of resource utilization has been greatly improved. TV dramas still play a role in the TV programming market. They are still the most stable and important value areas for television stations and the most demanding entertainment content for viewers.

In the current fierce market competition, both the producer and the broadcaster have realized that it is unrealistic to make breakthroughs in quantity alone, and the key is to enhance the quality of the drama, explore it qualitatively, and offer more quality products. Repertoire.