病毒营销的真相 – 神州租车与Uber

中国的营销者们现在都谈热点营销,这类营销和病毒营销还不一样。它更多透露的是一种小聪明,也因此周期一般来说更短暂;它不是依凭主体内容独立展开依附性极强,由于周期的短暂因此对与所依附事件或品牌的关联性要求较高;它们如昙花一现,大都可以造成感知却远不及病毒营销来得热烈和灿烂;最重要的,热点营销,必然是与热点携手,实际上就是与病毒营销携手,紧随其后。这种营销最大的功能,是混个脸熟。段数上来讲,远不及病毒营销,而实质上,所谓的热点营销与群众一样,也是病毒营销的“无私拾柴者”。

病毒营销的高楼下方,主体构建主要有这么几个层次:

1。 热点营销的相关品牌,可以是同行,亦可以跨界

2。所有自诩为“营销人员”的“专业人士”

3。 喜欢说话热衷表态的群众

所谓众人拾柴火焰高,这些无私的拾柴者在病毒出现后,拥有极高的病毒感染率,同时这几类人或品牌因其本身的特质而感染力极强。于是病毒的拥有者以一颗“腹黑的心”和几段“让人惊叹的花花肠子”用不多的代价请来了众多的高级演员,造了一场泥沙俱下的精彩戏码。

现在的热点营销已经成为了一种普通的游戏,对公众来说审美疲劳之势渐显。但病毒营销因为站在制高点,创意性最强,需要的魄力更大,对公众来说,这样能玩出丰富花样的戏是可以一直看下去的好戏。

病毒事件一般的逻辑:一个事件出现;小群体发酵;大范围扩散,群众迅速站队,不需要了解全貌;更多爆料和真相或转折出现;90%被打脸的人沉默保持高深莫测状,7%跟进事件诚实地改变观点,3%死撑坚持。整个看下来的事实就是,大部分人都傻乎乎地卷入一场有意思的炒作中满足了各种主要利益相关方的诉求。

这几天的Beat U事件,也基本遵循这样的发展路径。

神州租车发布Beat U海报;专业人士最早看到最早进行批判;大范围扩散,大量群众迅速战队,鄙视呼号,关注度飙升;到达预期的爆点指数后神州租车大招转折,道歉给红包奉承消费者,同时爆料出神州滴滴Uber都是柳传志一系;此时大部分人沉默了,小部分人转发了一下表示自己原来傻乎乎地被“不明真相”了,还有人坚持神州这种做法还是真小人伪君子。总体上,全民参与了一场神州租车和Uber,或者柳传志系租车平台吸粉的炒作中。对于双方甚至更多方来说,怎么看都是一个双赢或多赢的红火局面,而我们无私的拾柴者们得到的只是一股子虚无的刺激以及发现更多真相后的空虚,连一百块都没给。

这里说到Uber本身,想到一段时间以来大家在Uber的各类营销下纷纷竖起自己和旁人的大拇指,我想和这个世界谈谈。

我也用Uber,一年半前在印度开始就在用,但我从开始就明白Uber其实就是黑车,只不过是做得很高端的黑车(无统一客户平台,无明确的打表和计价模式,无标准化的服务等)。Uber的产品本身与营销方式似乎完全屏蔽了其本质。拿产品来说,对个人而言,车主多是素质高谈吐好的“优质中青年”,它的风险低在可接收范围内,最重要的它的价格足够便宜,便宜到只要你一被它“弱者”与“反垄断斗士”的形象挑逗,公家不让你坐的话你绝对不同意,因为这是你能感知到的最直接的金钱利益和搅动肾上腺素的本能中的反抗精神。

但是,随着业务发展规模化,出于盈利的需求准入标准将必然降低,同时拥有者无穷“小聪明”的中国人必将使平台变得日益复杂,这个趋势已经日益明显。车主群体的复杂化也必然带来无严格统筹下的风险提高。试想如果三个月后,你打Uber一样会被以各种理由拒载;载你的司机也并不是什么你想象中的“精英人士”而是专业的“黑出租”师傅,绕你路不用说说不准还威胁到你的人身安全;同时随着国内几家巨头们资本力量的不断飙升他们提供的价格也与Uber不相上下或者略贵……

这种情况下,你还会在下一次公家执法叫停Uber的时候激动不已呼号游行签字表态么?

也许不会。那时可能你知道,存在即是合理,但合理的是“存在”这件事情本身,而不是它“存在”以后做事和运行的方式与手段。我们是要感谢Uber,因为它的“存在”本身有了某种“启蒙”的意义;但我们也要从政府的角度思考,怎样的平衡与方案才是一个当前的最优解。这也是大多数Uber有运营的国家正在做的事情。

以后看到一个不可思议的事情,你要冷静,不要低估中国互联网从业人员的底限和手段,大多数上位的互联网企业家,他们事业的根基与理想究其根本还是生长在土里,从周鸿祎开始,中国的互联网就彻底瞧不起什么君子气质与侠客精神了,而都慢慢演变成了一群“流氓”,以说脏话为标配,以性语言为荣光,以不断挑战下限为突破重围的绝杀武器。他们离极客气质相去甚远,没有丁点儿“炫酷感”。

拾柴者不妄动,火就烧不起来,人就不燥热,大脑就冷静而不易被糊弄。成熟和理性占优的社会不会出现太多的能让人看出来的病毒营销,因为在这些社会里的群众看来,用脚投票的意思是远离,而不是凑热闹般地专门跑过去围观,着说到底是最终保护了投票者自己的利益,和周围人的利益,这是一种对自己和他人的责任感。

以后当别人说一部电视剧烂到不行各种吐槽,干脆不谈不看,做点儿能给你增值的事儿去,长点儿心吧,骚年们。

——— 版权所有,转载请联系我———

World PR report 2015

A few days ago, this year’s World PR Report from The Holmes Report was published with many interesting info charts. Everyone look at info/data in a different way and come with different conclusions. Here you go the charts and and enjoy the reading, don’t forget to evaluate whether you are ready to rock the stage and be the “right person” in the coming years!

BTW welcome to communicate with me about your discoveries by leaving a comment at the end^_^

——————-info charts from World PR Report 2015—————

01-talentstrategy 02-talent-sourcing 04-sector-growth-past-future-comparison 06-areas-see-expect-growth-comparison 07--areas-growth-investment 10-next-decade-relevant-skills 11-greatchallengeprfirms-2000px 12-optimism 16-marketingspend 17--non-traditional-services wprr_top10table

 

source: click me

Trustworthy – the essential character of a press release

You may have the experience that you felt having so much things to say, yet when it came to put these thoughts on paper it felt way more difficult. Twittering and blogging are essentially with quite the same difference. This is why 99% of people like talking in pieces rather than writing a passage.

The major reason behind is that when you express in longer versions you need to really think about it, organize, and pay attention to the logic anytime while speaking or writing. All these processing requires higher physical investment from your brain and makes you feel uncomfortable and even exhausted.

This, is exactly the reason why press release has been the basis of PR right from the start.

Entities want to create an image of trustworthy, which is the cornerstone of any great brand and the core perception a brand want public to have for this brand throughout the PR work. Press release has been the most utilized channel to communicate corporate information with the public even at a time when social media emerged to grab the spotlight.

That is to say, press release should be consistently trustworthy both from the perspective of brand owners and public.

For brand owners themselves, to communicate through texts forces them to think and express clearly and concisely to avoid any possible misunderstanding or false interpretation. This in turn encourages the management to think about things they might seldom think about from a reader’s (ie. customers, fans, employees, and media, etc.) point of view and refine the corporate strategy accordingly.

For the public or potential readers, press release is the official outlet of the brand information. It is not like any other channels because of its irrepealable and forever-searchable character. Brand might be able to delete a post on twitter or facebook, they might change whatever content on their websites, and barely anyone would take the effort to dig a piece a TV coverage and broadcasting. Even someone find a social post from long ago, it could be well interpreted in several ways including definitely a favorable one that protects the brand. But these are not the cases with a piece of press release. When a brand send out a press release, it goes to tons of media amongst which many will take the text online or even printed without a single revision. All these content, once published, could not be revised or deleted/burned, not at the will of the brand owner (because of the controlling power), not of the publishers (because of the lifeline of news media –  trustworthy), and certainly not at the will of any other parties (government not included). In the era of internet, a single click can lead you to the original words (mostly press release) a brand said years ago.

A press release is trustworthy not only for the concrete information it provides(5W1H), its precision in wording and the irrepealable character, but also for the fact it always goes with story pictures/videos/references which depict the real story in a more direct and convincing way.

Above explains why corp comm team should understand the first and foremost purpose of a press release is to shape the perception of trustworthy, before any other functionalities like promotion. This will form the core value of your brand and protect it from future rumors and scandals as well.

With this said, it is easy to conclude the secret to write a good press release. Surely there are times when brand need to think about adding some “flavor” into the text, for example to make it more connected with the current hot topics or more interesting, yet still the basic tenet should never be forgot or ignored.

———Some PR tips for drafting press release————

Remember what I said at the beginning? you got it, it felt so light now to write things in pointers in short version rather than paragraphs, lol

1. press release is a very good tool to sort out your marketing strategy and advertising, while avoiding talking to yourself

2. a PR calendar marked with key corp event and public event should be a must-have for any PR professionals

3. no hard terms, no abbreviations without explanation, no price info or other info making the topic like an ad, no strong descriptive words in the content

4. a good press release cost you at least 1/3 the time to study and think about the SEO. do use the search engines well

5. do include at least one picture (at least 300dpi, less than 10M; not promotion pics, should be story or solely product pics), your logo, and your official website if you have

6. keep main topic less than 20 Chinese characters and content around 1000 (or 100 English characters for topic), mind to paragraphs and logic

7. less than 1 link in every 300 Chi characters

8. yes by law. do not comment on stocks, politics, and other obvious violated topics

9. data, fact, examples, keep it new and fresh

———————————

Copyright @ johnson139.com, contact me before you use anywhere else.

色彩大游行 – 土耳其之旅

六月,游走土耳其,就像游走在一个色彩的王国,五彩缤纷,目不暇接。从看到土耳其热气球开始就一直向往,这次各种机缘巧合之下竟成行,要感谢几个人,生活里的工作中的,就不一一点名了。考虑到有些人没时间看完这么冗长的图文回播,先把tips放上。

—————TIPS————–

1. 国内换好起码1000美金。土耳其很神奇的可以通行新里拉,美元,欧元。每家商店都有自己的汇率……基本上买东西时候都问一下不同货币是多少钱,根据我的经验基本上美金是最划算的。比如一次在冰淇淋店买水,新里拉8里拉,折人民币18元左右,美元却只要2美元,只要12人民币左右……

2. 衣服薄厚都带着,长裤一定要带。土耳其很多景点是在高海拔,还是比较冷的。

3. 一定要带防晒霜!后脖子上一定要涂好!晒伤了不是好不好看的问题,是疼不疼的问题……女生要带一条纱质围巾,进清真寺其次,主要是防晒。

4. 买大额的东西还是要讲价(据说原来土耳其本来没有讲价的习惯,但自从中国人大量去旅游后,现在就学会虚报价格了,也真是不省心……他们估计没法理解中国市民讲价的快感……),一些偏远地区买一些手工艺人的小东西尽量就不要讲价了,也是真的不容易

5. 手机像素如果够高,不需要带单反。只要设置飞行模式下拍照,电量用一天都没问题一般。自己去的话一定要带个自拍杆。本文所有图片都是使用手机拍摄的未处理图片,如需商用请联系我以获得版权与高清原图。

6. 拉肚子什么的常用药还是带着。

7. 进山或偏远地区农村之前先把零食置办好,最最重要的是水,一定要买多点。

8. 带几条好一点的袜子。很多景点是要脱鞋才能进入的,不要一脱了鞋发现都是破洞……

9. 一定要戴上欧标圆针插头,插头基座也需要是圆形的,因为土耳其所有插座都是凹进去的,如果插头基座不是圆形是插不进去的。

10. 语言问题。出国门旅游,不会英语那真没什么好办法,你就最好跟团。实在不想跟团,最不济你也带一部专门的土耳其词典,中英土互译。总之我至今没见过能跟韩国人一样什么当地语言都不懂都敢全球到处跑的同样的人种……

 

大概就是这些,开始图文回放——》

—————图文————–

Day 1》 蛇口港 –  香港 -伊斯坦布尔

蛇口港,出发香港机场DSC00097

 

Day 2》 伊斯坦布尔 – 伊兹密尔

伊斯坦布尔国内航站楼与国内机场相比真的是非常简陋,也没什么购物的地方。这里坐在椅子上的时候有一个德国人搭讪,个高2米多,德国的一个拳击手,国家队,将代表德国参加下一届奥运会。合影的时候周围好多欧洲人围观着惊叹不已。由于拍的不好我就不上图了。

到了伊兹密尔后,来到一个小山城希林斯,品尝当地特产——各种水果酒。喝第一口的时候还是很不错的,香气馥郁,喝多了也就没什么特殊感觉了……(原谅我对酒毫无品味能力)

@希林斯

IMG20150608164129

下午去到以弗所古城,就是花儿与少年剧组去过的地方。

@门票,后来发现基本上大部分古建的门票都长着这副样子,区别度很低,也是挺有趣的

DSC00132@入口的石柱们

DSC00134

 

@以弗所的古城墙

DSC00140

 

@以弗所的猫。 这里真的是好多猫到处乱跑,一点也不怕人,估计也是见惯了。这里的猫都感觉有一种神性,优雅淡定,倏忽而来倏忽而去

DSC00143@以弗所 – 石道

DSC00160

 

@以弗所 – 古代厕所。不分男女,还是坐便设计,下方有流水通过冲刷污物。这真是毫无阻隔和隐私,古风之开放可见一般

DSC00167

@以弗所 – 给猫喝水的碗,让我感动的小细节

DSC00172

@ 以弗所 – 图书馆之门。这个图书馆也是很有趣,地下有一个通道可以走到对面——一个妓院。圣人书与坊间乐隔街相望而暗道相通,以便书生们可以以读书的名义来此,然后悄然跑过去享受人生一把,这个设计和古人的有趣也是当真比肩武侠小说了

DSC00185@以弗所 – 暗号。这是一个暗号。有经验有见识的骚年们应该能看得出来这个是在提示什么。一只脚是性的暗示,脚的方向是提示行进方向,前方的小孔是在说是收费的服务。俨然一股趣味扑面而来,想来活在这种连广告都打得这么有意思的时代也是一种幸福

DSC00209

 

@以弗所 – 斗兽场,可容纳2万5千人

DSC00222

 

@以弗所 – 一对情侣在模仿俄罗斯摄影师Murad Osmann的《follow me》牵着女友游世界系列,这个女生听起来是很颐指气使的类型,小男友在烈日下也是蛮苦逼的

DSC00223

 

@自拍

IMG20150608190714

以弗所之后,驱车前往当地的一家大型皮衣厂。这家皮衣厂为很多大牌代工。衣服蛮特殊的里外都能穿。皮子摸起来确实质量和做工很好,价格大概在2000美元以上,可以讲到约1/3左右

@ 皮衣厂为我们准备的一场秀,红裤子土耳其帅哥。走起来感觉还是满生涩的,T台真不是谁都能驾驭的了的

IMG20150606030748

当晚入住库萨达斯一座山中的别墅酒店,风景甚好,鸟叫虫鸣,趁机多呼吸了好多口空气,也不枉上山一趟

@山中别墅 – 花径

IMG20150606015110

 

@山中别墅 – 朝阳中的泳池

IMG20150606014111

@山中别墅 – 朝阳

IMG20150606010929

@山中别墅 – 客厅

IMG20150608200510

 

@山中别墅 – 客厅

IMG20150608200526

 

@山中别墅 – 阳台

IMG20150608200626@山中别墅 – 阳台

IMG20150609072315

 

Day 3》库萨达斯 – 棉花堡(帕姆卡莱)

棉花堡是土耳其著名的温泉度假区,地处帕姆卡莱。这里温泉水从地下涌出,含有丰富的矿物质。经年累月后这里的石灰质聚集而成岩石状结构,层叠错落,构成了壮观的岩石群和连环水池。与棉花堡在一起的还有拉波利斯古城,鉴于公元前190年,直至公元2~3世纪发展至鼎盛时期,是古罗马浴场的中心。据说地狱之冥神哈里斯就居住在这里。温泉水有治病之疗效,但又处在地狱之城,这其中似乎有中哲理。

@棉花堡 – 温泉连池

IMG20150606092806

@棉花堡 – 俯瞰

IMG20150606092928

@拉波利斯古城 – 废墟

IMG20150606084255

@拉波利斯古城 – 废墟城堡

IMG20150606085207

@棉花堡 – 温泉连池下小镇旁的湖

IMG20150606111733

@温泉连池下的湖

IMG20150606111835

 

@废墟之上

IMG20150606082438

当晚,住在棉花堡附近的一个温泉酒店

@温泉。据说中间的温泉出口的石头是非常烫的。池底有一层黄色的硫磺灰,这个温泉据两位泡过全球各种温泉的老人说是一级棒的。可惜当晚累成狗晚饭也没吃直接睡到第二天,只能第二天早上去摸了摸

IMG20150610073022

 

Day 4》棉花堡(帕姆卡莱) – 安塔利亚

安塔利亚是土耳其最美丽的地区,它位于地中海沿岸,被无数群山环绕。成行的棕榈树构成一条条林荫大道,一个极漂亮具有历史意义的码头,以及美味可口的菜肴都是安塔利亚这座城市的迷人之处。安塔利亚人口60,3190(2000)。始建于公元前二世纪,在东罗马帝国时期与奥斯曼帝国时期为东地中海重要港口。(来自百度

@去往安塔利亚的公路边的牧羊人IMG20150611145758

@安塔利亚城市公路入口处的建国将军雕像,颇有火影忍者里火影村的味道

IMG20150610162854

中午左右到达安塔利亚后,先去了安塔利亚考古博物馆,这个博物馆还是值得一看的。里面有旧石器时代到奥斯曼帝国时期各种文物,展品质量高。

@玉瓶

IMG20150610170805

 

@ 陶塑。感觉这个小人很有喜感,像不像鸣人?

IMG20150610170816

 

@是的,我就是为了密集恐惧症的人准备的

IMG20150610171112

 

@眼泪瓶。用来接眼泪,是当时情人间相隔很远的话,为了缓解异地恋之苦,就用这种制作异常精美的瓶子接眼泪寄给情人。这个物件真的是浪漫到不行

IMG20150610171301

 

@男神,气场

IMG20150610171431

 

@女神,气质

IMG20150610171513

 

@石首,英武

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@石棺, 外部雕刻极其精美,当时的贵人们死一次也着实不比现在便宜

IMG20150610172544

 

博物馆后,到爱琴海旁边的一家餐厅吃午餐

@爱琴海边,左侧餐馆是当天中午吃饭的地方

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@爱琴海边的餐馆,食物很一般,但风景独特,还到了中午的时候是很多人

IMG20150610180046

 

@背靠爱琴海

IMG20150610182915

 

@餐馆墙上的咖啡话,土耳其咖啡有名,咖啡占卜更有名,但没有尝试

IMG20150610183220

 

午饭后,到安塔利亚老城区漫步。依稀记得小的时候玩的一些RPG游戏中有几款很经典的其中都是以安塔利亚为故事背景的,所以现在真实地走在其间,很有感触

@安塔利亚 – 别人家的卖唱 – 步行街上卖唱的帅小伙儿们,都是不用麦克风的,纯凭借人声

IMG20150610190713

 

@安塔利亚 – 糖果店

土耳其的糖果,没有勇气的食客不要尝试了还是。甜度绝对让你的味蕾爆炸。很多地方早餐中有糖浆炖苹果炖面包炖各种东西……对我来说简直就是黑暗料理……

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@安塔利亚 – 步行街上一位正在受到爸爸调戏的小朋友

IMG20150610192531

 

@安塔利亚 – 这就是随处可见的土耳其烤肉。烤鸡肉很棒,烤牛肉和羊肉就一般,个人觉得。如果是到海边,你就会看到几乎每家都带着烤炉在海边烤肉……也真的算是国粹了

IMG20150610192616

 

安塔利亚老城沿着一条林荫大道分为左右两边,左边因为有一条步行街所以人声鼎沸,右边人就相对少了很多,但实际上右边一侧的风景秒杀左边,走在其间安逸无比

 

@安塔利亚 – 塔楼

IMG20150610195803

 

@安塔利亚 – 一家让人惊艳的商店

偏僻处的一家让我惊艳的店,货品超级多。最惊艳的不是东西,而是建筑,吊顶很高,石墙、塑料和木料的完美结合,光线和感觉都特别对!IMG20150610200050

 

@安塔利亚 – 一家让人惊艳的商店

店中一隅 – 阳光铺在石墙间,岁月静好

IMG20150610200203

 

@安塔利亚 – 一家让人惊艳的商店

店中一隅 – 那些让世界变得美丽的盘子们

IMG20150610200334

 

@店中一隅 – 那些让世界变得美丽的碗们

IMG20150610200344

@安塔利亚 – 一家让人惊艳的店

店中一隅 – 各种萌爆的陶制小动物们,因为觉得可能会遇到更便宜所以没有买,但是后来发现真的是哪儿都没再看见过

IMG20150610200635

@安塔利亚 – 一家让人惊艳的店

店中一隅 – 土耳其手办,lol

IMG20150610200909

 

@安塔利亚 – 岁月静好の街道

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@安塔利亚 – 岁月静好の街道

小屁孩

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@安塔利亚 – 岁月静好の街道

繁花似锦

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@安塔利亚 – 岁月静好の街道

地毯

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@安塔利亚 – 岁月静好の街道

海报

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@安塔利亚 – 岁月静好の街道

户外宴会草坪,其实就是我们的婚庆公司了,但别人家看上去和听起来都感觉高大上一点是不是

IMG20150610203105

@安塔利亚 – 岁月静好の街道

流浪街头的吉普赛妇女,和黑猫。当时看到这个场景的时候,一下子想到了宫崎骏动漫中的一些场景,里面的吉普赛女郎,里面的猫,里面的大海。我打赌宫老爷子一定受过安塔利亚的启发

IMG20150610203422

@安塔利亚 – 岁月静好の街道

作为一家餐馆,携带者这样的风情好么

IMG20150610203804

@安塔利亚 – 岁月静好の街道

一家美好的酒馆和旅店

IMG20150610203816

@安塔利亚 – 岁月静好の街道

土耳其少年,或许是青年吧……奇怪的是没怎么见到漂亮的土耳其姑娘,怪事

IMG20150610204559

@安塔利亚 – 岁月静好の街道

城墙

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@安塔利亚 – 岁月静好の街道

童话中的马车

IMG20150610205356

@安塔利亚 – 岁月静好の街道

电车轨道上的马车

IMG20150610205359

 

当晚,住在安塔利亚的“白宫”,HOTEL ZU,一家以白色为主题的酒店,白的让人心肝儿直颤

@白宫 – 房间。第一感觉就是这打扫起来可真是费劲啊

IMG20150610214011

 

@白宫 – 阳台的大床,很多人晚上在这里睡。这个阳台真的是比我家客厅都大……土耳其确实是地广人稀

IMG20150611000328

 

 

@白宫 – 阳台远眺

IMG20150611000312

@白宫 – 一方大大的游泳池。可惜一觉睡到天昏地暗,起来的时候泳池关了,没享受到这个让人欲罢不能的泳池

IMG20150611013709

 

@白宫 – 楼梯与红衣少女

从这里走向白宫的酒店私属海滩

IMG20150611013552

@白宫 – 私家海滩上的船

IMG20150611005254

@白宫 – 私家海滩黄昏下的躺椅们

IMG20150611004535

@白宫 – 私家海滩上行走的女人与狗

IMG20150611003822

@白宫 – 私家海滩上插着的钓竿

IMG20150611003437

 

@白宫 – 私家海滩的黄昏

IMG20150611003354

@白宫 – 私家海滩

IMG20150611002930

 

@白宫 – 石头,始一 念三 终九

IMG20150611010958

 

@白宫里的红色餐厅,食物非常优质。从海滩漫步回来先去吃了个饭。考虑到餐厅比较高档还特地回去房间换了正式点的衣服。

IMG20150610191913

吃晚饭,看时间尚早,九点多。就出酒店大门四处漫游了一下,发现对面有一家海洋馆,抱着多体验一点是一点的心态买了票进去看了海洋馆和爬虫馆(海洋馆和爬虫馆两个共45美金)。

@海洋馆- 鲨鱼战士们,还第一次看到这么密集的

IMG20150610225041

 

@海洋馆 – 整个海洋馆只有我一个人,上百只鲨鱼在这个通道上方盘旋

IMG20150610224559

 

@海洋馆1 – 下面这个也忘了是什么鱼类了,蛇一样的体型,喜欢钻洞

IMG20150610224128

 

@爬虫馆 – 蟒蛇之首

IMG20150611025236

 

@爬虫馆 – 拳头大的蜘蛛

IMG20150611025636

 

@爬虫馆 – 昂首的蜥蜴

IMG20150611030002

 

@爬虫馆 – 仔细看看图中的小动物在哪里, 提示:竹节

IMG20150611030503

 

@爬虫馆 – 锦鸡

IMG20150611030732

 

@爬虫馆 – 锦鸡

IMG20150611030751

 

@爬虫馆 – 所谓“古老的长相”

IMG20150611030832

 

@爬虫馆 – 刚开始以为是那种和尸体长在一起的没有眼睛的很恐怖的蛇,后来看说明不是,但只是这个景象也够慎得慌了

IMG20150611030908

看这些玩意儿了时候整个偌大的爬虫馆里只有我一个人,背景声音播放着蛙叫蛇嘶流水落叶,馆内是幽蓝或暗红的光线,待了一会儿感觉瘆的慌,总在想那些玻璃箱子到底牢不牢靠会不会爬出来一个什么……看到中间的时候还突然在身后出现了一个自己进来看得兴致勃勃的的小女孩……

@海洋馆 – 海洋馆出口与所有类似场所一样,都是一个纪念品商店,萌萌的毛绒小动物,可惜价格就远没有这么萌

IMG20150611023748

@白宫 – 酒店后面的私家海滩会所,从海洋馆回来另避蹊径就走到了这里,一些青年人在和着振奋的音乐摇摆舞蹈

IMG20150610230155

 

@白宫 – 酒店的私家草坪上,土耳其的一位富豪千金在过生日。一眼望去都是高富帅白富美,放着各种欧美流行音乐边唱边跳,high的很

IMG20150610230604

 

第二天早上,因为昨晚睡了很多所以起得很早,起来刚好是朝阳金光万丈的时候,匆匆抓了相机就出去拍照

@白宫 – 朝阳里的泳池

IMG20150611061034

@白宫 – 朝阳下的草坪

IMG20150611061328

@白宫 – 海上栈道

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@白宫- 栈道自拍

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@白宫 – 海滩栈道下玻璃色的海水

IMG20150611062442

 

Day 5》安塔利亚 – 孔亚 – 卡帕多奇亚

白宫吃完早餐后,驱车来到土耳其13世纪的首都,也是旋转舞的发源地,孔亚。

远看上去这里压根儿不像传说中的大城市,跟中国的城市相比充其量算个很小的小镇而已。首先去了梅夫拉那博物馆,这里以土耳其圣哲Mevlana而著名。

@梅夫拉那博物馆

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@梅夫拉那博物馆

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@梅夫拉那博物馆 – 小屁孩

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@梅夫拉那博物馆 – 宣礼塔

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@梅夫拉那博物馆 – 窗

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@梅夫拉那博物馆 – 华丽的穹顶

IMG20150611173115

 

@梅夫拉那博物馆 – 画壁

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@梅夫拉那博物馆 – 掏鼻孔的小朋友

IMG20150611172008

 

 

博物馆看完,驱车前往卡帕多奇亚石灰岩景观区,也就是几乎所有的梦幻一般的土耳其热气球的起飞地。

先去了一家住在岩洞中的居民家参观了一下

@岩洞家庭 – 门

IMG20150612151646

 

@岩洞家庭 – 内部

IMG20150612150945

 

@岩洞家庭 – 卧室入口,考虑到隐私,没有进入

IMG20150612150842

这个家庭在岩石山顶开了一家手工制品商店,钱多事儿少离家近,我看这个家庭满足了其中两样至少

@岩山商店

店铺中的彩色气球。后来行程中的热气球之旅因为天气原因被取消了,此行最期盼的一个活动没有成行喟叹不已

IMG20150612153141

 

@岩山商店

店铺中的华彩吊灯

IMG20150612153135

 

@岩山商店

店铺中成套的茶具,特别想买一套,但会掉色,还100美元左右一套,忍忍还是没买了

IMG20150612152404

 

@岩山商店 – 店铺中五颜六色的茶杯们

IMG20150612152253

 

@岩山商店

也许我们光顾他们的店就是让我们进入他们住的地方参观的原因吧。店外这棵树也是很有feel

IMG20150612152009

 

@岩山商店 – 山顶远眺

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@岩山商店 – 路边小羊

IMG20150612150643商店卖完东西之后,驱车去到卡帕多奇亚石灰岩地貌区

@卡帕多奇亚 – 石灰岩地貌

岩柱山谷中有一家果汁果酒店,只此一家。在这里被忽悠买了一包苹果茶,自产,包装简陋。因为之前没有问过价格,这里大爷跟我开价8刀我讲到7刀入手,高兴而去。最后在其他地方看到的价格都是2~3刀……IMG20150612161737@卡帕多奇亚 – 石林 – 帽子岩柱IMG20150612160952@卡帕多奇亚 – 石林 – 帽子岩柱IMG20150612160708@卡帕多奇亚 – 石林 – 山下的骑马人IMG20150612155818

下山后,继续赶往一家陶瓷商店参观

@陶瓷商店 – 制作工艺展示

转动的转盘灵活性非常好,用脚转两下就可以保持很久的稳定转速,不知道是怎么设计的或者用了什么润滑。这位男子还是学徒,但手上的功夫可一点儿都不差,上方的陶制酒壶一会儿变窄一会儿变胖一会儿拉个手柄出来一会儿用指甲划个纹路,看得人眼花缭乱惊叹不已。这家陶瓷店也是花儿与少年摄制组来过的,墙上还有当时的合影。这家店的主人,也是整个土耳其都很有名的陶艺大师。刚开始的时候觉得这个老头有点色,怀疑自己是不是多心了。后来出门后同行的伙伴说,来之前看过介绍说这个老头有个博物馆,收集的是全球各个地方的来这里参观或购物的女性的头发……一下子我就确信了这个动手动脚的老头果然是猫腻……IMG20150612201358@陶瓷商店 – 门卫处的花IMG20150612201107

 

@陶瓷商店 – 内部商品。中间摆了个大陶罐,很有型IMG20150612204628@陶瓷商店 – 内部商品 IMG20150612204622@陶瓷商店 – 内部商品IMG20150612204412陶瓷商店 – 内部商品
IMG20150612204407陶瓷商店 – 出口墙壁IMG20150612210217陶瓷商店 – 出口植物IMG20150612210325陶瓷商店 – 鸽舍。这里的鸽子也是怪,毛非常厚非常密实,一点儿不像鸽子,没有国内看到的鸽子那种轻盈的感觉IMG20150612210706陶瓷商店 – 背影就是“大师”IMG20150612210946出来陶瓷店,看到还真有人话成百上千美元买“大师”签名的陶瓷制品,啧啧。驱车回酒店。

@晚归路上的火烧云,美极了IMG20150613005500IMG20150613004841@酒店窗外 – 夕阳

IMG20150612003004

 

 

Day 6》卡帕多奇亚

因为卡帕多奇亚可看的东西较多,所以在这里待了两天。用一位朋友的话说,这里确实是卡帕多奇怪。

清晨4点多起来驱车去抱着满满的热情去坐热气球,结果走到半路萌萌的司机接了个电话,一句话也不说就返回。回去后才知道原来天气原因(高空风大,有雷雨可能)政府禁飞了,可惜到肉都痛

补个小觉,九点多醒来,再按照规划去往一个露天博物馆——格莱美露天博物馆。这是个西元4世纪即形成的岩窟村,里面教堂聚集,洞穴教堂内部的壁画画工精美,是人与自然的完美配合下形成的建筑奇迹。

@格莱美露天博物馆 – 拾级而上IMG20150612193106 格莱美露天博物馆 – 岩洞入口的男女IMG20150612191938格莱美露天博物馆 – 岩洞内的窗
IMG20150612191635格莱美露天博物馆 – 是的,这里也叫格莱美,但这里可是跟潮流和电影一点关系都没有。
IMG20150612191157 IMG20150612185301@大家都是小缤纷 之 亮得很
IMG20150612184744@叶间日光IMG20150612184731

中午吃饭选择在一个洞穴餐厅,比较有特点

@洞穴餐厅 – 去往餐厅的路上

看到两个躺在草地上晒太阳的当地农民。整体看上去非常像欧洲文艺复兴时期的油画。IMG20150612174655@洞穴餐厅 – 厨师小哥在分陶罐肉

吃起来确实味道很独特,但是一点儿也吃不出来有肉……后来问了大家也都好像没吃出来。不确定是用茄子之类的把顾客忽悠了还是真的做出来就是没有肉的口感。偌大一个餐厅基本上99%都是中国人,感觉在大学食堂吃饭似的……不过餐厅确实是在一个岩洞中,氛围上还是蛮有气氛的IMG20150612180403饭后,去了一家地毯博物馆了解地毯工艺

@路边的石头房子

里面却是有些事有当地人在住的,非常与众不同IMG20150612173856@地毯商店

这一张张都是钱啊,最便宜的几百美元吧,小的挂毯。土耳其地毯织法是双节编制,世界上仅此一家,有闲钱的小伙伴还是可以买一张小点的回去的,价格就看各自的功力了IMG20150612171037@地毯商店

这张土耳其蓝的地毯是大家公认最漂亮的一张。价格二三十万人民币……与其他一些地毯一样也是换个角度就会有不同的颜色,摸上去触感真的是……非……常……好
IMG20150612165924

 

抱着巨大的遗憾(没钱)离开地毯博物馆后,又去到了一个地下城参观。是的,这一天感觉都在到处钻洞……

@石洞 – 地下石洞门前IMG20150611212825
@石洞 – 地下石洞门前的手工玩偶

看起来还是有点诡异的。这个后面露天有七八个当地的妇女和孩子坐在桌子旁缝制这些玩偶,当时远远望去,看着他们的眼神心中就是一动。于是走过去买了一个。2美元,后来也在一些地方都有看到过没有比这更便宜的IMG20150611213010
@石洞 – 洞中穿行

很多地方只能一个人通过,据说是当时躲避在此的基督徒们为了避免敌人(当时新兴的东正教)们大批通过IMG20150611214512@石洞

洞中盘曲蜿蜒,很容易迷路,于是有这样的标示指示方向。有游人在上面写了类似XX到此一游的文字。看到了熟人的名字。IMG20150611214122

 

@石洞 – 出口
IMG20150611214851

晚上回酒店晚餐,稍事休息后,再次驱车去往晚上看旋转舞与肚皮舞的场地。这个表演本来没有报名,但因为早上的热气球因为天气原因取消,就又补报上
@舞蹈表演 – 踢踏舞
IMG20150613020300@舞蹈表演 – 集体肚皮舞,还是同一拨舞者,换了领舞,跳的还可以IMG20150613025358@舞蹈表演 – 蛮帅的鼓手,表情十分生动有趣IMG20150613024125
@舞蹈表演 – 胡旋舞。舞者在舞动过程中应该是有一些技巧的,我看他们的手和脚都有些固定的小动作,应该是为了帮助自己维持平衡IMG20150613015002@舞蹈表演 – 来之前没什么热情,看了后更觉得意兴阑珊,很一般。下图为旋转舞,转得确实我都头晕了IMG20150613014953

@舞蹈表演 – 压轴肚皮舞。女舞者确实是非同一般,敢露敢放大动作,表情妩媚腰肢乱颤,看到一半儿我就看不下去了……IMG20150613030122回到酒店依旧是晚上十一点多了,洗了澡后马上睡着。(事实证明,由于时差,我每天无时无刻不在补觉,然并卵)

 

Day 7》卡帕多奇亚 – 伊斯坦布尔

飞到伊斯坦布尔吃了一顿很差的午餐,收拾下心情就沿路上行往蓝色清真寺去。蓝色清真寺是全世界独一无二的清真寺。它内部贴满了美丽的伊兹尼蓝色瓷砖,因而得名。一般清真寺只有四跟宣礼塔,而蓝色清真寺有六根。几百年前,位于圣地麦加的大清真寺因为这个与蓝色清真寺经过讨论,又加了一根,仍然保证了麦加作为圣地的尊严。与蓝色清真寺步行几分钟路程就是圣索菲亚大教堂,也是美轮美奂的宗教建筑。

@仿制宝物

蓝色清真寺内二楼入口陈列的仿制宝物,华美灿烂,夺人眼球IMG20150614180857@仿制宝物

细节的纹路做工极其精细。内部是玻璃质的光滑内面,映衬着周围的布置而流光溢彩
IMG20150614180747@宝具

记得在印度新德里一家酒店有看到过不如这个精细的版本,几千美元是有的,这是名副其实的金镶玉IMG20150614180633@窗

通往蓝色清真寺二楼过道中的窗户,玻璃边缘点缀着土耳其蓝镶边IMG20150614180436@蓝色清真寺花型穹顶大吊灯IMG20150614180251@蓝色清真寺穹顶大吊灯2
IMG20150614175539@圣索菲亚大教堂外部

还在修缮中。这个教堂神奇的是最早实际上是个教堂,后来被占领修了四座宣礼塔做成了清真寺,再之后变成了博物馆。因此现在没有基督教徒或者伊斯兰教徒在其中祷告礼拜,只是纯粹的景点了。而蓝色清真寺现在依然是伊斯兰教徒做礼拜的地方。IMG20150614174521@圣索菲亚大教堂全景IMG20150614173524 IMG20150614173159@随处可见的土耳其国旗

甚至在一些偏远地区的山顶上,农舍窗户中,都可能看到。非常漂亮有一种很大气的感觉。
IMG20150614161941@蓝色清真寺底层的净身廊道

水十分清凉,用来供人们在进入清真寺礼拜前盥洗手脚。大部分游客是不会在这里洗脚的,因为从脱鞋进入蓝色清真寺开始你就闻到浓重的“人味”……IMG20150614161629@孩童

蓝色清真寺广场上坐着的一对外国夫妻的小孩儿,可爱的很IMG20150614161216@门

蓝色清真寺大多数人出来的门IMG20150614160810@蓝色清真寺穹顶

其层次结构超乎想象,并非一个简单的圆顶,而是从结构到色彩的多层次设计。很好奇顶上如何设计才能吊下来这么多的吊灯链IMG20150614160310@灯

蓝色清真寺花型吊灯下人头攒动
IMG20150614154330@鸟

蓝色清真寺外,艳阳飞鸟IMG20150614153422游览了集中在一处的老城区的几个宗教建筑后,步行前往不远处的著名的大巴扎

@大巴扎 – 入口街道IMG20150613180149

 

@大巴扎 – 手工等商店

看着就觉得心情好极了,各式各样,五彩缤纷。便宜的大概二三十里拉,贵的有上百美金的IMG20150613182219@大巴扎 – 手工品商店IMG20150613181231@大巴扎 – 铜盘商店,古色古香,挂饰IMG20150613181224@大巴扎 – 手工灯商店,梦一样IMG20150613181048@大巴扎 – 某入口内

 

IMG20150613180550

@大巴扎 – 石头商店

大巴扎外一家石头店,各种色彩的石头,不是染色的是本色,大概十几美金一串,非常漂亮,买了自己穿十分划算,比买成品药便宜和有成就感的多。价格可小叨IMG20150613192556

从大巴扎出来,大多数人都没买太多东西,这里确实是外地游客居多,东西实际上并不便宜。这里之后,驱车前往博斯普鲁斯海峡

@博斯普鲁斯海上IMG20150613213307@博斯普鲁斯海峡一侧,亚洲部分IMG20150613211710@博斯普鲁斯海峡欧洲一侧的滨海酒吧

据说是伊斯坦布尔非常受欢迎的一个酒吧,到了晚上各类明星和潮人汇聚,确实 别有风格,想想夜晚吹着海风听着浪涛中live看着舞池中的俊男靓女就已经醉了IMG20150613211220@老皇宫

地理位置极其优越,欧亚大陆桥旁,背山临海IMG20150613210925@连接

这就是连接欧洲和亚洲的钢索桥,横跨博斯普鲁斯海峡IMG20150613210835@享受

博斯普鲁斯海峡欧洲一侧,某五星级酒店,只一眼就觉得来此小住是人生最好的事之一了IMG20150613210500

游船上坐着感觉有些晕船,站起来便好了很多。下船后一个小摊免费派发书,拿的时候问那几个小哥是什么内容,讲半天也说不清楚。拿回来一看原来是伊斯兰教传教书籍,写的跟小说似的。宗教果然也是在演进。

游玩海峡后,回到酒店休息。

Day 8》伊斯坦布尔

早晨,早早起来早餐。

@伊斯坦布尔所住酒店的清晨。在这里养成了非常好的饮食习惯,每顿都是沙拉开盘,蛋肉面包,最后各种水果果汁和冰激凌。每天都在不停地吃……应该是重了几斤的……伙伴们看到我的照片第一句话都是“你胖了么?”

IMG20150614132805

 

早餐后,checkout后,步行往老皇宫走。

@伊斯坦布尔老城 – 街道上的店铺和人们IMG20150613201359

@伊斯坦布尔老城街区IMG20150613230027@伊斯坦布尔老城街区旁的boutique旅店,花团锦簇IMG20150613222155@伊斯坦布尔老城 – 空中水渠
IMG20150613200647

伊斯坦布尔老城 – 街道与行人IMG20150613174042@难民

伊斯坦布尔老城中这两天内遇到了不少叙利亚难民,当时以为是假的,回国后看到新闻说大量叙利亚难民涌入土耳其才知道是真的,亡命天涯,可怜人IMG20150613173830@伊斯坦布尔老城 – 搬水的小男孩IMG20150613173426@伊斯坦布尔老城 – 街道旁很有风格的“Miss Red”IMG20150613173234

 

终于走到了老皇宫,看起来近走起来还是有点距离的,烈日之下,晒得脖子都痛

@老皇宫

伊斯坦布尔全景 – 从大皇宫后花园俯瞰城市全景. 花园紧邻波斯普鲁斯海峡,确实皇家的选址果然大气磅礴。IMG20150614201504@老皇宫

老皇宫内穹顶,繁复秀丽,叹为观止
IMG20150614201353@老皇宫

某室的美丽墙壁IMG20150614201340@老皇宫内景IMG20150614201129@老皇宫

皇宫内远眺博斯普鲁斯海峡IMG20150614200922@老皇宫

皇宫内入口看到的一位将头发染成了全蓝的女子,很切合土耳其蓝色国度的概念。出来时又碰到了她,还蛮有缘的。
IMG20150614192558@老皇宫

皇宫入口第二道门,塔楼中间的城墙上方有些孔洞,是为了悬挂叛徒而设置。中间门上有三位大皇帝的签名,长的非常像,跟画画儿似的IMG20150614185950@老皇宫

通往大皇宫第二道门的石道边一家餐厅的侍应生,着当地传统服饰,小哥蛮帅的IMG20150614185837大皇宫外街道,行人。首位的女子有卡萨布兰卡之风格,我调侃说3美元把这张照片买给她,她果然不买账……IMG20150614184352

 

老皇宫后,去往机场的路上,顺带逛了一家珠宝店,看了下著名的土耳其蓝宝石

@土耳其蓝宝石

只有土耳其出产,这种蓝色叫Turquoise, 确实非常漂亮。你可能也在其他地方看到类似的石头,宝石的区别在于它的硬度和光泽度要远高于一般的蓝石头,当然价格也高不少。基本上这里的石头在六七百美元以上,大概能以1/3的价格买下。我在大巴扎门外一家石头店(大巴扎部分有图)买的几串蓝色和绿色的石头,一串大概几十美金左右,便宜不少。IMG20150614142625

 

最后,蓝色之旅在机场的一个乌龙事件中(买了很多东西后发现结算时免税店用当地货币结算的,一查汇率发现比付美金贵了几百块,匆匆忙忙回去找经理cancel掉又付了一遍,最后发现其实开始查的汇率是错的,实际上付美金还贵了几十块……网络信息真的要好好鉴别……)画上圆满句号。

@看,灰机!

1878555114944143158

 

 

 

Viewership vs ratings vs sharing, 100% media value vs QI media value

This morning I came across a marketing proposal and while discussing with fellows it turned out some of them didn’t know the differences between several industry terms. Here just for a record and future reference, I found a great illustration of the these terms as below. Strongly recommend to read through especially the first part, quite good text explaining the US TV ecosystem.

1. differences between viewership, ratings, and sharing

2. differences between 100% media value and QI media value

 

——–knowledge – viewership and ratings————-

Introduction

Audience numbers and patterns are critical to the success of a television show. The most critically acclaimed show will soon find itself cancelled if it can’t get a sizable enough audience to tune in each week and watch. Viewership patterns are measured by the A.C. Nielsen Company, a Dutch company based in New York. The so-called “Nielsen ratings” are the benchmark by which networks evaluate the success of their shows, and determine whether they should be renewed, cancelled, moved to a different time slot, and more. They are also crucial to attracting advertisers and to setting ad rates, the price an advertiser pays for 10, 15 and 30-second advertising time slots.

Every day, Nielsen samples a representative group of families who record, either electronically or in a diary, what they watch. These Nielsen families, who are chosen to represent the demographics of the overall American viewing audience, are used to estimate actual television viewership. From these viewership data, Nielsen is able to calculate viewing patterns, who is viewing and whether they continue viewing once they turn on a show.

To accomplish this, Nielsen uses audience sampling, a research method that takes a small sample of people who proportionally represent a larger population along a series of key descriptors, and studies what, and how, they watch television. This research methodology is also commonly used with political polling, such as when CBS News polls sample small numbers of representative voters, and from the results of their poll, predict who might win an election and by how large a margin.

Sampling of this kind includes what is known as error, that is, the difference between what the sample tells Nielsen is the number of people viewing a show, and the actual number (known to statisticians as “the truth”). Most statisticians attempt to maintain a margin of error within a 5% band, meaning that for an estimate of 1.0 million viewers, the actual viewership is actually somewhere between .95 (-5%) and 1.05 (+5%) million viewers. The wider the bands, the less accurate the estimate.It should be noted that Nielsen does not report its margin of error, which often indicates that it is quite large, perhaps as much as +/-10%.

Nielsen ratings are reported Monday through Friday, the morning after every evening’s broadcast (Saturday data are reported with Sunday data on Monday.) By 10:00 am, Pacific time, Nielsen has released “fast national” ratings, numbers based on their electronic data collection; networks will use these for morning-after PR press releases and other time-sensitive activity. By mid-afternoon, Nielsen’s “broadcast final” ratings data, which are more complete and more accurate, have been released. It’s these broadcast final ratings that the networks pay the most attention. Live + 3 Day and Live + 7 Day ratings follow over longer periods of time (three weeks for the latter.) But what do those figures mean?

Measuring the Audience: Viewership, Rating and Share

Let’s imagine that Nielsen reports one episode of Person of Interest had 10.65 million viewers with a 3.0 rating and a 17 share. Is that good, or should we be worried? It’s all in knowing how to read the ratings data. Nielsen uses a variety of approaches to measuring the viewing audience of a given show. The three most common methods are:

  • Viewership: An estimate of the actual number of people watching a show. This is the simplest measure — how many people does Nielsen estimate are actually tuned in to Person of Interest, and do they stay tuned in? To measure this, Nielsen reports average viewership for an entire episode, as well as in half-hour increments. That allows Nielsen to determine how many viewers tune in and how many viewers who tune into the first half of the episode are still watching during the second half of the episode, which is particularly important during a show’s first few episodes. This methodology also allows Nielsen to examine viewership habits from hour-to-hour, and estimate audience retention. In the case of Person of Interest, CBS is interested in how much of the NCIS:LA (9:00 pm) audience POI retains at 10:00pm. If NCIS:LA had 13.27 million viewers the same night POI had 10.65 million viewers, POI retained 80.3% of its lead-in audience.

One of the biggest problems with understanding viewership figures is that the potential number of people in the audience for a program varies from night-to-night and from week-to-week. One week, 10.65 million viewers might be 15% of the number of people actually watching television; another week, it might be 24%. What’s more, a special event, such as the World Series may pull off a large part of the audience for one or two nights. Day of the week and time of day are important, too: the potential TV audience is larger on a Thursday than on a Tuesday, and at 9:00 than at 10:00, which also influence how we interpret, and especially compare viewership figures from week-to-week, from season to season, or between shows. That makes viewership figures alone a poor measure of how successful a show actually is. To combat this problem, Nielsen uses two additional statistics which mathematically equate viewership numbers so we can make some comparisons: rating and share.

  • Rating: In the United States, there are currently 115.6 million households with one or more television sets, what Nielsen calls “television households.” A rating point represents 1% of the television households viewing a show, or 1.156 million viewers. Thus, a 3.0 rating would be 3 x 1.156 = 3.468 million households.

Use of ratings allows Nielsen to measure not only the total audience but audience subgroups by age, gender or ethnicity. The most prized group, and the rating we generally see reported, is the 18-49 age group, the group Nielsen and most advertisers believe are the most active spenders (a supposition that is increasingly being called into question.) Consequently, our 3.0 rating above would indicate 3.47 million households with at least one 18-49 year old, or 3% of the potential households with an 18-49 year old, tuned in to POI.

  • Share: The audience share is the percentage of televisions in use (that it, turned on) that tuned into a television show. A 17 share would indicate that 17% of televisions in use are watching Person of Interest. Although the least reported statistic, it is the most telling because it gives us the percentage of the people actually watching TV (versus potential audience) who were watching POI.
Rating Time Periods

Nielsen reports viewership, rating and share for multiple time periods. Originally, they reflected live viewership only. With the advent of the VCR, and now the DVR and other electronic media, Nielsen has begun to collect data on time shifted viewership, and reports data for three time blocks: Live + Same Day audience (viewers who watch live or within 24 hours), Live + 3 Day and Live + 7 Day (time shifted or “DVR” viewership over the following three, then seven days.) Nielsen began to collect time-shifted data in 2005, but advertisers were reluctant to use these data until around 2010, so it’s only recently we’ve begun to see these data routinely reported. Nielsen also collects viewership data for both first-run broadcasts and reruns. For shows that run twice in an evening, such as seen with many cable summer shows, ratings data for each broadcast are gathered and reported separately.

Broadcast Sweeps

Three times a broadcast season, in November, February and May, viewership and ratings become particularly important. The ratings during these periods of time known as “sweeps”, are the basis for price networks will charge for advertising time: the higher the ratings, the more a network can charge for 10, 15 and 30 second advertising time slots and the more prestigious advertisers they will attract. Reruns, which result in far lower viewer numbers, are rare during these periods. Sweeps are all about new, high profile programming.

These high-stakes blocks of time are when shows roll out episodes designed to draw the largest possible number of viewers. Advertising campaigns that accompany these episodes are also produced to pull viewers. Although Live + Same Day, Live + 3 Day and Live + 7 Day viewership numbers are all important, live numbers are critical, and the networks will do what they can to get you in front of your TV when a sweeps episode is broadcast (when you will also watch the advertisements) rather than watching it on your DVR a couple days later (when you can skip over the ads.) Sweeps episodes will often feature resolution of long-running story lines, multi-episode story arcs, major events such as weddings, the return of a departed cast member, or “stunt” casting of high-visibility actors, all to induce viewers to watch live. Most series’ season finale will fall late in the May sweeps period.

The recent “Endgame” arc, which concluded Carter’s search for the leaders of HR, is a classic example of how a sweeps period story arc will work. In the episodes prior to “Endgame”, the events leading to the arc itself played out, concluding with Terney’s identification of Alonzo Quinn as the head of HR in “The Perfect Mark”, broadcast the first week of sweeps. With the groundwork in place, CBS rolled out an intense, and intensive, advertising campaign centering on the arc, giving it a title, leading us to believe Fusco would die, and (hopefully) grabbing our attention. Over the next three weeks, we watched breathlessly as the story played out, then spent hours afterward talking about it on our forum — exactly what Bad Robot and CBS wanted. And hopefully, we also bought the products that were advertised during those expensive ad breaks. For CBS, that’s their endgame: advertising dollars equal profits.

The final episode of the sweeps period generally concludes with an open ending that leaves us asking, “what happens next?” and keeps us coming back for more. Remember “The Devil’s Share” and “Lethe”, that stunned us, then kept us on the edge of our seats as the new Samaritan story line began. We hung in over the holiday break waiting to find out whether John would return, what Decima was up to, and what Control would do to Finch and his college friend. That’s what sweeps are all about: they keep us watching and keep us watching those ads. Are the ads really that important? Ask yourself: how long after the Super Bowl were you talking about the new ads, even if you didn’t watch the game? And more importantly, what products did you buy as a result?

Sweeps Periods for the 2014-2015 Broadcast Season

Sweeps run quarterly over four weeks, beginning on a Thursday and ending on a Wednesday.

  • October 2014: October 30 – November 26, 2014
  • February 2015: January 29 – February 25, 2015
  • May 2015: April 23 – May 20, 2015

Note: A fourth sweeps period, during July, focuses on daytime programming, new network programming and cable programming. POI’s ratings during this period are reported, but do not determine the future of the program because it is in reruns. However, ratings do determine summer ad rates and whether POI keeps its time slot during the summer or gives it up to a summer program.

Scheduling and Time Slot

The American television “prime time” schedule runs from 8:00 pm – 11:00 pm in the Pacific (Los Angeles), Alaskan (Anchorage) and Eastern (New York) time zones; with programming running one hour earlier in the Mountain (Denver), Central (Chicago) and Hawaiian (Honolulu) time zones.

As a rule of thumb, situation comedies and lighter dramas run from 8:00 – 9:00 pm, which is considered the family hour. Heavier and more adult content is placed at 9:00, with the most adult, violent or dramatic content at 10:00 pm. Individual networks place programs based not only on content, but on their ability to draw and audience, follow another program or lead into a program.

Person of Interest is currently broadcast in the U.S. on Tuesday at 10:00 pm Pacific time, after two seasons on Thursday at 9:00 pm. As of Season 3, Person of Interest is also broadcast concurrently with the U.S. on CTV in Canada; additionally many cities along the U.S./Canadian border can receive both U.S. and Canadian broadcasts of the show.

In its second season, POI served as a strong lead-in for new drama Elementary, before moving to Tuesday, where it was expected to successfully occupy a long problematic time slot following the highly successful programs NCIS and NCIS: Los Angeles. This move also allowed the producers latitude to explore darker topics, and was more appropriate to the level of violence displayed by the show. In September 2015, it will follow new NCIS spin-off NCIS: New Orleans, indicating CBS has confidence in its ability to draw an audience without the support of a strong lead-in program.

Go to source page

——-knowledge – media value ———-

usually there are two types of media value referred to, 100% media value and QI media value

100% media value is also referred to as gross advertising value equivalent, namely the equivalent ads value.

The Quality Index Score (QI%) is a metric which measures the size, location, duration and the number of hits that a brand receives.

———sharing – site ———–

this is a great site with lots of basic marketing metrics a marketer need to know, an independent blog site by an experienced marketer, you may want to take a look:

http://www.marketing-metrics-made-simple.com/