---
title: "Why Do Consumer Brands Love Sponsoring Variety Shows?"
description: "Recently, the variety show \"Roast\" has become very popular, and traditional consumer brands like Nin Jiom are using new marketing methods through product placement in such shows. This article analyzes why consumer brands are increasingly sponsoring variety shows, citing examples like Six Walnut and JDB, and provides seven reasons and five tips for effective sponsorship."
author: "New Distribution"
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published: "2017-03-11"
language: "en"
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# Why Do Consumer Brands Love Sponsoring Variety Shows?

> Recently, the variety show "Roast" has become very popular, and traditional consumer brands like Nin Jiom are using new marketing methods through product placement in such shows. This article analyzes why consumer brands are increasingly sponsoring variety shows, citing examples like Six Walnut and JDB, and provides seven reasons and five tips for effective sponsorship.

**Click the image for details**
**Introduction:**
Recently, a variety show called "Roast" has become very popular, known for its special focus on roasting "has-been" celebrities. As an editor who doesn't usually watch entertainment shows, Longmao Jun couldn't help but follow a few episodes.
What impressed me most about this show was not the producer Li Dan or Zhang Shaogang, but the brand placement advertisement of the sponsor, Nin Jiom, at the beginning. In several episodes of "Roast," many contestants also used jokes to incorporate Nin Jiom into their roasts.
This proves that traditional brands are finally learning to interact with users in a new marketing way. This is not an isolated case; more and more consumer brands are using product placement in variety shows for brand marketing.
**How do top consumer brands do product placement?**
Let's talk about Nin Jiom first. This old brand can be called a professional at product placement, always favoring variety shows. In 2006, before video websites had risen, it had a long-term cooperation with Hunan Satellite TV for program sponsorship.
According to public online information, starting from 2006, Nin Jiom first cooperated with "Searching for Ziling" as a title sponsor. At that time, Qiong Yao had a good relationship with Hunan Satellite TV, and "Searching for Ziling" was an activity to select one of the female leads, "Wang Ziling," for "A New Dream of the Red Mansion."
It can be said that from that time on, Nin Jiom and Hunan Satellite TV have been "good buddies," successively sponsoring "Dancing with the Stars Season 2" in 2008, "Encyclopedia" in 2010, "Powerful Sunday," "Helping Micro Power," and "That's My Mom" in 2011, "Legal Trio," "Who Will Win," and "Women's Song" in 2012, and "Wonderful Dance Flying" in 2013.
**This period also coincided with Hunan Satellite TV establishing itself as the top variety show producer in China, so there is a kind of love called "Hunan Satellite TV and Nin Jiom."**
**From Nin Jiom's past sponsorship strategy, it adopted a strategy of clinging to a big player for bundled marketing. Some of these shows were popular, some were not, but Nin Jiom tightly held onto Hunan Satellite TV's coattails, following their program strategy.**
That is to say, if you trust this team and their content production capabilities, the best way is to keep betting on this team, and the same team's content style won't differ much.
This is a bit like angel investing: if you believe in a person or a team, keep betting on them, and you'll eventually have a chance to win.
**Perhaps it is thanks to the continuous sponsorship of variety shows that advertising and marketing professionals have gained many interesting experiences, so Nin Jiom bet correctly again on "Roast."**
"Roast" received very high clicks and attention as soon as it launched, especially in terms of brand relevance and content relevance, with many similarities, just like Six Walnut sponsoring "The Brain."
Besides "Roast" being sponsored by the consumer goods company Nin Jiom, another nationally popular show, "The Brain," is also sponsored by the new FMCG player Six Walnut.
Six Walnut is not new to using content marketing to win over young people. Besides sponsoring "The Brain" with 250 million yuan, Six Walnut has also tried sponsoring shows like "Million Fans" and "Dream Star Partner," but they were lukewarm.
So after tasting success with "The Brain," Six Walnut bet on the second and third seasons. Six Walnut also sponsored "Tonight's 80s Talk Show," which involved Li Dan, the planner of "Roast."
**Another domestic FMCG giant, JDB, is the pioneer in China who dared to heavily invest in variety show sponsorship. "The Voice of China," a hit reality singing show that started in 2011, not only made Canxing Entertainment famous but also helped JDB, which had changed its name and was trying to rebuild consumer awareness, escape from its predicament.**
Especially Hua Shao's unique way of delivering the ad read became a topic in itself. Now every time I see the gold can of JDB, I automatically recall Hua Shao's classic ad read: "Authentic good herbal tea, authentic good voice. The Voice of China is sponsored by JDB, the leader of herbal tea." It is said that this ad copy set a new speed record for ad reads.
"Mars Intelligence Agency," led by Wang Han, was roasted by Li Dan of "Roast" as "Day Day Up" with too many people. Longmao Jun calls it the consumption-upgraded version of "Day Day Up." Its sponsors are almost all consumer brands, such as One Leaf Mask, HLA, VIVO phones, etc.
So, in summary, you will find that in recent years, the sponsorship rights of popular variety shows have almost been occupied by FMCG brands.
**Why do consumer brands love variety shows?**
Why are so many consumer brands suddenly rushing into variety shows?
**The consumer goods industry is one of the four industries with the most obvious wealth accumulation effects in the world, alongside technology, media, and finance. It has many large companies and a huge market size.**
**So in the heyday of Chinese TV advertising, consumer goods companies were vying for the position of CCTV's "bid king." At that time, as long as the distribution channels were deep enough, spending on a bid king could basically open up sales.**
But entering 2013, after mobile internet became the core traffic entrance, the effectiveness of traditional TV advertising weakened.
Major video websites increased their copyright purchases and production of self-made content, and variety show talents flocked to the exclusive platforms of video websites, bringing a batch of high-quality variety shows. Consumer brands with the keenest market sense had no reason not to follow this trend.
Of course, this is just the general trend. Below, Longmao Jun will analyze seven reasons why consumer brands prefer variety shows:
**1. Advertising expression can be more diversified.**
In the past, because programs were broadcast on traditional media like TV, innovation in program format was limited. Advertising was mostly at the beginning or end, or before the program.
Now variety shows are more flexible in production. For example, "Mars Intelligence Agency" can combine quirky forms with One Leaf's advertising appeal to create content, resulting in expressions like the "One Leaf Song." This kind of expression is very difficult in traditional TV variety shows.
Due to the increasing diversity of new online variety content forms, such as "Talk Show" and "The Brain," these text-based programs naturally have high flexibility and more points for easy placement, making them a very good carrier for consumer brands that need to express functional appeals.
**2. The personalization of variety shows and the functional appeals emphasized by consumer brands have increasingly clever integration points.**
For example, a show like "The Brain" is about exploring the potential of the brain, and the core functional positioning of Six Walnut is a brain-nourishing product, so the strong correlation between the ad placement is very obvious.
Another example is JDB herbal tea. Since it needs to compete with Wang Laoji for the "authentic" mind share, and "The Voice" also emphasizes being the authentic good voice, there is a natural strong correlation between the two brands, resulting in a good match.
Similarly, if it's a female beauty program, it's not incongruous for a mask brand to sponsor it. For example, a diamond brand sponsoring a dating show is also a very good scenario and choice. So in the future, new consumer brands need to increasingly find programs that match their scenarios and target audiences for sponsorship and endorsement.
**3. The core target audience has fully embraced the internet.**
The people who used to watch TV have aged. The post-80s generation has fully entered the second-screen era, and variety shows and IP-level web dramas are the traffic black holes.
Compared to TV dramas, which are limited and cannot be repeated, video website programs can be watched repeatedly, which contains rich attention space. As for the original bid king positions, these top IPs are roughly equivalent to the bid kings of the past.
**4. The new technology of "see and buy" is particularly suitable for consumer brands' advertising habits.**
Youku and Tmall have been deeply trying to directly embed purchase links in content. Consumer goods, especially beauty products, match the characteristics of variety show audiences, which are mainly female. This has an advantage over TV programs that can only form brand impressions but cannot quickly convert to purchases.
After all, just forming goodwill is not enough for the marketing effects brands pursue. If there can be a deeper conversion mechanism in between, why wouldn't brands be happy to do it?
**5. The Matthew effect in internet traffic is becoming more obvious, and major brands need to speed up to grab top IPs.**
At a time when mobile internet traffic growth is bottoming out, high-quality content is high-quality channels. High-quality content is high-quality attention. Major brands are increasing their efforts to occupy high-quality IPs, and in the future, the prices of these high-quality IPs and content will only continue to rise.
**6. After traffic fragmentation, consumer brands may continue to increase their harvesting of high-quality content.**
In the future, it is not ruled out that consumer brand companies will enter the film and television and cultural content fields to harvest traffic from the upstream. So consumer brands may continue to invest in sponsoring variety shows targeting different user groups.
**7. The huge growth pressure on consumer brands themselves is also a reason they are eager to spend heavily to find new traffic channels.**
For example, Meters Bonwe's heavy investment in "U Can U Bibi" was against the backdrop of a huge crisis at Meters Bonwe. The inventory pressure from dealers behind it also forced the brand to find more ways to expand its influence. After all, not every consumer brand can rely on social media to reach its user base like Durex does.
**How to ensure that huge advertising investments don't go down the drain?**
Finally, Longmao Jun wants to talk about what a new consumer brand should pay attention to if it wants to enter variety shows, so that the investment doesn't go to waste:
**1. Finding a variety show with a high degree of temperament matching can achieve twice the result with half the effort.**
A typical example here is "The Brain" and Six Walnut. Both are about intellectual battles, so naturally, you need to nourish your brain. This is a clever way to find a scenario, just like promoting air purifiers and masks on a smoggy day is very easy.
But if you don't have a good scenario to awaken the connection between content and brand, users will find it hard to establish a connection between their excitement and the product. Your investment will only increase user impression without awakening the purchase connector, which is not enough.
**2. Have the ability of a "buyer."**
In investment, buying potential stocks is the most profitable business. Similarly, choosing a good variety show for placement is the same. If everyone enters when the market underestimates the show, it is the most cost-effective.
For example, a show like "Letters Alive" that rose without prior hype requires very good judgment and vision.
**3. The effect of being first is a priority.**
A show may have many advertisers, but if you don't become the first to be mentioned, even if you are the second, the effect difference is not just the price difference of your sponsorship.
**4. Long-tail placement is also an effective strategy.**
If you don't get the first spot, you can later have the opportunity to gain rights in the secondary dissemination of the program. For example, if you can't get the title sponsorship of "The Voice of China," but there is content that reveals secrets, you can also seize the secondary dissemination point.
**5. When advertising effects are good, corresponding strategies are needed at the terminal to drive sales, such as combining IP to make customized products, which will increasingly become a strategy to improve conversion.**
In short, for consumer brands, when top IPs are getting more expensive and the effects of other advertising channels are becoming more quantifiable, having the capital to sponsor variety shows is indeed a relatively cost-effective move.
**Reporter: Longmao Jun**
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