Core Insights - The drama market is experiencing a shift with a decline in the effectiveness of traditional marketing strategies such as drama sponsorships, leading to a more pragmatic approach in marketing efforts [3][4][6] - The number of brands collaborating with dramas has increased, indicating a potential shift towards more direct and measurable marketing strategies [14][18] Group 1: Market Trends - Recent dramas like "国色芳华" and "难哄" have generated significant buzz, but overall viewership numbers are struggling to reach previous highs, with many key dramas failing to surpass 20 million views [1] - The trend of drama sponsorship is slowing down, with fewer major dramas able to attract substantial sponsorship deals compared to the previous year [6][9] - The rise of micro-short dramas and changing consumer behavior are impacting traditional long-form video platforms, leading to a more competitive environment for viewer attention [11][20] Group 2: Marketing Strategies - The effectiveness of drama sponsorship is being questioned as brands seek better value for their investments, especially when compared to the performance of variety shows [9][22] - New marketing strategies are emerging, such as "全集有广," which focuses on the overall performance of a drama rather than individual sponsorships, reflecting a shift in how success is measured [13][20] - Brands are increasingly engaging directly with audiences through social media and promotional events, enhancing their visibility and connection with viewers [31][34] Group 3: Challenges and Opportunities - The lack of blockbuster dramas is causing advertisers to be more cautious, as the risk of associating with underperforming shows increases [6][9] - There is a growing need for drama marketing to extend beyond platform-specific promotions to ensure broader audience engagement and brand visibility [24][34] - Collaborative marketing efforts, such as "全家桶" style partnerships, are becoming more common, allowing multiple brands to coexist within a single drama, thus maximizing exposure [28][30]