Since 2022, China Central Radio and Television Station’s CCTV-2 financial channel has accelerated the promotion of full-chain, all-round, and all-field innovation, striving to achieve a good trend of “full screen with high-quality products”, and its leading position in the professional financial market has become increasingly stable. According to survey data from CSM Soft, financial channels accounted for 93.33% of the national financial program market in May, a year-on-year increase of 4%, setting a new monthly share since Soft had ratings data in 2001.
The channel's main time period ratings increased significantly year-on-year
Since May, the ratings of the financial channel's main time periods have increased significantly year-on-year, with the morning time period having the highest increase of 100%; the morning, noon, afternoon, prime and evening time periods have all increased by more than 25%.
Among them, programs such as "First Time" in the morning, "Online Finance" at noon, "Go Home for Dinner" in the afternoon, prime time "Economic Half Hour", "Economic Information Broadcast" and "Dialogue" and "China Economic Lecture" broadcast in the evening time slot closely follow the current social and economic hot spots and have outstanding ratings. In May, the financial channel's innovative large-scale original life service puzzle program "Super Lifestyle Home" also continued to set off a ratings boom.
The first broadcast of the program boosted the ratings across the board
In May, the ratings of many first-run programs on the financial channel increased significantly. Among them, the average increase of seven "Zhengdian Finance" reached 93%, "The Final Word" increased by 69%, "Dialogue" increased by 54%, "China Economic Lecture Hall" increased by 52%, and "First Time" and "World Finance" also increased by more than 40%.
"Zhengdian Finance" reports the latest financial events in a timely manner, refines data, mines stories, conducts comments, and creates the latest and fastest professional financial information flow. "The Final Word" aims to "find the most discerning art investors" and conveys the cultural connotation of art, investment trends and other relevant knowledge to the audience. "Dialogue" follows hot topics, and in May broadcasts content on topics such as "Salute to the Most Beautiful Workers" and "China's Choice of Big Scientific Devices." "China Economic Lecture Hall" broadcast the "Hard Core Infrastructure" series in May, focusing on major national projects such as the South-to-North Water Diversion Project and the West-to-East Power Transmission Project.
Special planning of new media to increase viewership
CCTV Financial New Media, in conjunction with the Central Committee of the Communist Youth League, launched the integrated media program "New Youth, New Economy – Enjoy Youth" on the May 4th Youth Day, opening a cloud dialogue and creating a virtual cloud online topic event that all youth and users can attend together. It tells the story of innovation and practice in the new era, demonstrates the cultural confidence of China's new youth, and conveys the positive energy of youth struggle. The total number of views on the program reached 29 million, and the total reading volume of many topic words such as "Ding Zhen's schedule before and after the year" exceeded 400 million times.
On May 10, "China Brand Day", the integrated media program "China Consumer Brand Trends (2022)" was launched, which aroused widespread social response. "China Consumer Brand Trends (2022)" focuses on the transformation and upgrading paths of Chinese brands in the current consumption field, and summarizes the five development trends of "new domestic products", "green and low carbon", "user co-creation", "virtual and real complementarity" and "value return". At the same time, based on the observation of market segments that have grown rapidly in the past year, it released five "Chinese consumer brand tracks", namely "Staying at Home", "Parent-Child Mobilization", "New Outdoor Fashion", "Light Care and Health Trend" and "Pet Love is Priceless". The five "Chinese consumer brand trends" and the five "Chinese consumer brand tracks" provide important reference for the development of Chinese brands and Chinese enterprises.
