01CCTV-2 revision has achieved remarkable results
After the redesign in October last year, CCTV’s financial channel CCTV-2 showed a clearer positioning, its main business was more prominent, and its content was more focused. The channel highlights the positioning characteristics of "professionalism, authority and value", significantly increases the amount of financial news broadcast, and occupies a leading position in the field of financial public opinion through high-quality financial programs.
According to the ratings data in the first half of 2020, the revamp of CCTV-2 has achieved remarkable results, and the audience size has achieved substantial growth. In the first half of 2020, CCTV's financial channel CCTV-2 achieved a significant breakthrough in audience size, successfully breaking through the 1 billion mark, an increase of 11 million viewers compared to the same period last year. What is particularly eye-catching is that the young audience group has shown a trend of actively returning, with the audience in the 15-24 age group increasing by as much as 40%, showing the channel's remarkable effectiveness in attracting young audiences. At the same time, the added value of CCTV-2 ratings has also been further improved.
In the first half of 2020, CCTV's financial channel CCTV-2 stood out among the national financial programs. Its viewing time accounted for more than 90%, an increase of nearly 5 percentage points compared with the first half of 2019, demonstrating the channel's strong appeal and influence in the financial field.
02 Evening prime time program performance
In the evening prime time period (18:30-22:00) of CCTV’s financial channel CCTV-2, its ratings increased by 11% compared with the same period last year, further consolidating its leading position in the financial field. During this period, the daily broadcast program "The Way to Make Money" has become the king of ratings among viewers with its unique financial perspective and vivid program content.
As the star program of CCTV's financial channel CCTV-2, "The Way to Make Money" not only secures the top spot in CCTV-2's ratings, but also stands out among national financial programs, ranking first in ratings. Its ratings continue to rise, with a significant increase of 4% in the first half of 2020, demonstrating strong growth momentum. The program not only widely meets the viewing needs of audiences at all levels of society, but is deeply loved and sought after by mature and rational audiences. It is also committed to inheriting and promoting China's traditional characteristic industries and showing an ideal lifestyle and a beautiful living environment. Therefore, "The Way to Make Money" can be called the ratings champion of the evening prime time daily program, and it deserves it!
In addition, among the weekly evening prime-time programs, "The Final Word" also performed well and became the weekly program's ratings champion.
During the evening prime time, the weekly program "The Final Word" topped the ratings with its outstanding performance. This program is not only an important weekly art investment studio program on CCTV’s financial channel, but also aims to “find the most discerning art investors” and deeply tap into the public’s understanding of art investment. Its ratings continue to grow steadily, and it has been the CCTV-2 weekly program ratings champion for four consecutive years. "The Final Word" not only meets the needs of audiences at all levels, but also successfully attracts the attention of the "backbone of society" people. As CCTV's unique "financially intelligent" cultural column, the advertising ratings of "The Final Word" are closely linked to the program ratings and complement each other.
In the first half of 2020, CCTV Financial Channel (CCTV-2) continued to show strong ratings momentum, and its ratings potential cannot be underestimated. As the most influential financial media in China and even the Asia-Pacific region, the channel is deeply involved in people's daily lives through diversified and multi-level program content, and is committed to improving the quality of people's economic life and becoming a professional investment advisor trusted by the public.
