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暑期热播剧“收视第一”? 别被忽悠了

2017-08-31 09:43:35   新华网

暑期档的电视剧市场,并没有出现什么口碑特别叫得响的作品,倒是各大卫视在宣传自己的热播剧时,频频号称“收视第一”。靳东主演的都市情感剧《我们的爱》在江苏卫视播出,8月16日宣称自己“CSM52城收视排名第一”;在湖南卫视播出的青春剧《浪花一朵朵》,官方微博宣称8月3日当天“全国网全时段全国第一”……观众可能会很困惑,这么多剧都说自己是收视第一,究竟谁才是第一?

当前中国的电视收视率统计标准,并不统一。不少卫视喜欢用CSM的收视数据。所谓CSM,是收视率统计公司中国广视索福瑞的简称。CSM有城市网和全国网两种渠道数据。城市网的统计样本来自于城市,样本数量比较大;而全国网的统计样本70%来自于农村,样本数量较少。此外,还有酷云关注度,它的数据来自于几千万电视和机顶盒终端的数据,特点是每一秒的数据都不一样。

事实上,为了说明自家卫视播出电视剧的受关注度,各家卫视在宣传时最爱玩的就是文字游戏。比如在“全国第一”前会加一个“全时段”,全时段的意思跟某月某日收视第一差不多,表示收视率计算范围是24小时。除了“全时段”,还有“同时段”,也就是说在该剧播出的那段时间,拿了收视第一。如果CSM、酷云都找不到好的数据,那要怎么宣传呢?这时候就该排行榜、搜索量登场了。正在浙江卫视播出的古装剧《秦时丽人明月心》,8月16日的宣传并没有提收视排行,而是突出自己在百度搜索风云榜、微博实时榜拿了第一。

对于各大卫视来说,收视数据的好坏,几乎等同于电视剧的播出是否成功。行业观察者赵天成一语道破玄机,整体数据不能拿第一的,就计算某日数据,某日不能拿第一的,就计算某时刻的数据,总有一个会得第一,“收视率每天都不一样,而宣传方要做的就是把数据最好的那一天拿出来宣传,所以我们才能看到那么多‘收视第一’的剧。”他也直言,这些“第一”做出来,最主要是让广告主开心,“毕竟广告商投了那么多钱,连收视率都保证不了,那还谈什么合作?”

相比电视台的“收视第一”游戏,各大网站的播放量“放卫星”之风,就更夸张了。今年3月的电视剧《三生三世十里桃花》全网点击量首先突破200亿,而最新纪录是暑期档的《楚乔传》突破400亿!普通观众以为,一个点击量应该代表一个人看了一集电视剧,一部剧怎么可能有超过400亿的点击量?但在视频网站的计算中,点击量不只是正片的播放量,还包括预告和花絮、小视频和剧照、相关推荐、影视原声等。比如,你看了10个预告片相当于10个播放量,自动跳转下一集相当于2个播放量,断网暂停相当于2个播放量。业内人士指出,一部剧400亿的播放量,其实际观看人数可能是400亿除以总集数,再除以5到10。

其实,不管是电视台还是网站,把数据尽可能做得漂亮,已经成为整个影视行业的通行法则。资深媒体人大楠认为,在整个影视行业的产业链中,大家都盯着数据看,就算是《人民的名义》这样“现象级”的电视剧,在播出前期的宣传中,也会尽可能突出某项数据的第一。不过,他也指出,观众也并没有那么好忽悠,这种“粉饰”的行为大行其道,最后受伤害的只能是整个行业。

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