Disney TV's previous achievements, which are limited to children and young people who are not big or small, are still not very attractive to adults.

But after Yin Jun bought Disney, the TV and variety shows he gave Disney were very amazing.

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

If you count the age group of 18 years old, this number will directly soar to 55%.

Especially the variety show "American Idol" has seen the ratings of the age group over 18, soaring to 73%, almost doubled!

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

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

Take "American Idol" as an example. After its first season was completed, all advertising companies and evaluation companies listed it as a 5a-level advertising project, which means "to enter its advertising circle at all costs to market your own products."

The advertising of a program is very particular.

Simply put, there is the right to name, pre-cast advertisement, mid-pass advertisement, end advertisement, subtitle advertisement, picture advertisement, image advertisement, etc.

There are 20 to 30 categories in total, 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 they all rely on advertising fees to live.

So over the past few 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 Internet era is coming, there is nothing that can be surpassed.

The ace TV series like "Friends" has brought hundreds of millions of dollars in advertising fees to the TV station for the last two or three seasons, which is why the six protagonists can shout out the confidence of each person's salary of 1 million US dollars per episode.

"American Idol" is not as good as "Friends"'s foundation that has been deeply rooted in more than ten years, but this fierce momentum is not inferior at all.

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

It is rare to have such an opportunity to slaughter fat pigs, and the auditions are scheduled for July, so the time is not urgent, so Disney TV treats them calmly, comparing and negotiating variously, just to find the best conditions for negotiation.

Robert Eiger's talents were fully trained and developed during this negotiation.

By mid-July, after the negotiation results came out, people across the United States were shocked.

The New York Times took the lead in revealing the ads for "American Idol".

The first one to bear the brunt is the most popular naming right, which is also the most expensive of all advertisements.

Except for the Fortune 500 companies in the world, it is basically impossible for other companies to obtain this naming right.

This does not mean that you can just have money. You must have a certain level to be worthy of our program.

This is also a default rule.

It is obvious that the naming rights of "American Idol" this time were also obtained by the Fortune 500 companies in the world.

It's BMW.

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

This news title is bigger than all other advertising projects.

Because it is the biggest gimmick in itself.

Even though advertising is getting more and more expensive, if you spend a lot of money on a TV station, a show or TV series a year, you can make a big deal.

If it exceeds 30 to 50 million US dollars, it can only be the most popular program and TV series of the year.

The annual program naming fee of 100 million US dollars has never appeared since the United States and China.

Not only the United States, but never appeared in the world.

But today it appeared quietly!

Seeing this news, everyone's chance of reaction was unbelievable.

Is BMW crazy?

100 million US dollars!

How many BMWs do they have to sell to make it back?

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

Advertising fees of 100 million US dollars are definitely a big burden for them.

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

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

Starting from the 1960s, German automobile companies such as BMW, Mercedes-Benz, and Volkswagen began to enter the North American market.

But the US market itself has three giants, and there are many medium-sized car companies. In addition, North America has a vast territory, which is completely different from the narrow Europe, so the car usage habits are different. Naturally, it is impossible for European models to be popular, but in the United States, it is popular.

Take a very simple example.

Since pickup trucks became popular during World War II, Americans have been very fond of making this kind of car, and pickup truck sales account for more than 60% in the United States.

Every country in Europe is so narrow and has such a dense population, it is impossible to use such high fuel consumption and local pickup trucks, so most of their cars are cars, and small cars such as Beetles, mini, golf, Fiat, etc. are popular.

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

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

After such a tepid and twelve years, BMW finally began to make big moves, which immediately aroused the vigilance of people in the automotive industry.

However, the three major American giants are not nervous.

BMW has never had an advantage, so it is definitely impossible to turn around with a naming right advertisement. They are more concerned about subsequent actions.

The boring melon-eating crowd was extremely excited.

Especially the fans who have already cultivated through the first season of "American Idol", they felt that this was the proof of the most powerful influence of their favorite programs, so they celebrated wildly, as if they had made money.

Yin Jun is familiar with the operation mode of idol singers in later generations, and focused on cultivating the top three singers in this season of "American Idol", especially Karenmu, the first place.

Not only did he give Karenm the "Song of the Lazy Man" to his album as soon as possible, Yin Jun also prepared 30 fan meetings throughout North America for him.

The scale of these fan clubs is not large, with only one or two thousand people per game, and up to two or three thousand people.

But don’t underestimate this kind of fan club. After thirty episodes, there are only about 100,000 people. With the promotion of these ten thousand die-hard fans, Karenm’s reputation will naturally become more and more popular.

Then Disney TV Channel also arranged a lot of interviews, shows, various advertising endorsements and other opportunities for Karenm, making him the most exposed singer in the world in the past six months, and is more eye-catching than Deng Lijun, a queen who won 11 Grammy Awards.

With Karenm as a benchmark, you say that young people who worship popular idols and celebrities who like to be glorious will not flock to "American Idols"?

Who doesn’t want to be the second Karenm? Who doesn’t want to see a talent show as exciting as the first one?

After waiting for more than half a year, Disney TV finally started the registration for the second season of "American Idol". Everyone was like a depressed volcano, and their enthusiasm suddenly erupted.

Before the official registration for auditions has begun, the issue of BMW's 100 million US dollars naming rights has spread among fans and young people.

In the report of Nelson Data Company, the BMW brand among young people aged 16-25 has far surpassed all European and Japanese peers, and even surpassed many companies in the United States and ranked eighth.

Good guy.

In just a few days, BMW's ranking increased by more than a dozen in one go, which was something they had never expected before!

The senior executives of BMW were a little nervous, but they immediately settled down.

This time, the gamble was right again!

After the early publicity, as auditions, rematches, finals, etc. progress, BMW's name will be deeply engraved in the minds of North American audiences together with "American Idol".

Although it's a lot of US$100 million, if you consider a season of "American Idol" for about 6 months, this is equivalent to BMW spending US$100 million to advertise for 6 months, and it is the first major idol selection program with more attention than all TV programs. This can be said to be quite worthwhile.

At least it seems, that's it.

Mercedes-Benz, which lost again, was also very disappointed and lost this time.

But they had no choice.

Disney TV has informed them of the amount of $100 million, and this is also BMW's final bid.

If they can pay $110 million, then the naming rights for the second season of "American Idol" will be theirs.

But after passing the careful consideration, Mercedes-Benz gave up this opportunity.

In their opinion, if it is a price of 30 to 50 million, or even 70 to 80 million US dollars, it can be paid, but if it exceeds 100 million US dollars, it is a high-risk gambling and is not suitable for Mercedes-Benz's development plan at all.

Now, the preliminary results have come out, once again prove that BMW's vision and gambling luck are better than Mercedes-Benz!

BMW is looking forward to the future, but Disney TV is already smiling from ear to ear.

BMW's $100 million was the first to negotiate, and Robert Eiger took this order to negotiate with other advertisers. When others saw that BMW had spent such a high amount, they knew that they naturally could not get a bargain, so they could only bite the bullet and keep improving the bottom line.

So, in the second season of "American Idol", their advertising in various other categories combined, and a total of 560 million US dollars of advertising revenue was sold!

This is also the record holder of the most revenue per program in American history!!

Robert Eiger, who negotiated this business, completely established his position in Disney Company. Tang Shuxuan also promoted him to the vice president of Disney Company. Although he was just a part-time position, it also represented his unstoppable upward momentum.

Of course, Yin Jun is the one who makes the most profit.

The advertising revenue of 560 million US dollars, tax avoidance through various means, will not be less than US$300 million.

This 300 million US dollars is almost enough to cover the 3.7 billion US dollars loan fee of Hong Kong Commercial Bank and HSBC for about a year.

Various cooperation with BMW is indeed very good for Yin Jun’s wealth!!
Chapter completed!