Why Is “Lovely Runner” Popular Despite Low Ratings?
Although the drama “Lovely Runner” records low ratings, it has no rival in terms of popularity and hot topics. Why?
On May 8th, Media Talk event titled “People don’t watch TV in 2030? tvN is different” discussing tvN’s recent media strategies took place at CJ ENM Center in Sangam-dong, Seoul.
The event was attended by ‘Head of CJ ENM’s Media Business’ Hong Ki-sung, who is in charge of converting content into profits, ‘Head of Channel Business’ Park Sang-hyuk, who enhances the competitiveness of organizations and content, and ‘Head of Media Business Marketing’ Koo Ja-young, who leads media and viral marketing.
At the event, they mentioned tvN’s Mon-Tue drama “Lovely Runner” among the topics. The drama, which started airing on April 8th, recorded 4.759% in episode 9 on May 6th and 5.973% in episode 10 on May 7th.
Compared to its previous weekend drama “Queen of Tears”, which exceeded 24% in nationwide rating and 28% in the Seoul area rating, the records of “Lovely Runner” are much lower. Instead of ratings, the drama is performing particularly well in terms of popularity.
According to the TV-OTT Drama Popularity Rankings released by Good Data Corporation on May 8th, “Lovely Runner” placed No.1. The figure went up 23% compared to the previous week. The lead actors Byun Woo-seok and Kim Hye-yoon also ranked No.1 and No.2 in the popularity chart for drama cast. The two even surpassed Kim Soo-hyun, who ranked No.4 in the previous week.
Regarding the gap between viewership and popularity, Park Sang-hyuk explained, “The drama’s viewer ratings are currently not explosive, but when you narrow down the target audience, different results occur”, adding “We mainly focus on the 2049 ratings these days, and it shows positive results. It’s higher than any other rating figures. I think content based on hot topics rather than viewer ratings generate greater interest”.
“Lovely Runner” CP Kim Ho-joon said, “The most important aspect seems to be the existence of killer content that satisfies everyone. I hope to create works that viewers will remember them forever, rather than focusing solely on ratings as an achievement”.
The three experts also explained tvN’s achievements in the first half of the year, including why and how they effectively conducted marketing for content.
Source: naver
