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▲ Stills of “Seven-mouthed-spit-and-tongue”
For custom variety shows, traditional implantation methods are no longer the best choice. Another effect of the custom variety show is that “implantation” has begun from the source, and the entire content is centered on the brand layout. In addition to promoting products, it can also promote brand stories and brand culture.
In 2019, the number of new variety shows decreased, and sponsors tended to calm down. Facing the cold winter, the attractiveness of head variety shows and variety generations still exists, but the situation of group sponsorship of the same program is decreasing.
With its flexibility and diversity, Netcomm is attracting more and more different brands to “settle in”, and there are also increasing stickiness between some programs and brands, and brands and platforms.
The rise of live broadcasting and the formation of new consumption scenes have made custom variety shows and variety shows a new starting point. Live broadcast + variety shows are also being tried. Brands are not only the source of “funds”, they are also at the core of the content.