Why Is Lovely Runner a Popular Choice Despite Its Low Ratings?

On May 8th, a Media Talk event titled “People Not Watching TV in 2030? tvN’s Unique Media Strategies” was held at the CJ ENM Center in Sangam-dong, Seoul. The event focused on tvN’s latest media strategies.

The event was graced by the presence of Hong Ki-sung, the Head of CJ ENM’s Media Business responsible for generating profits from content, Park Sang-hyuk, the Head of Channel Business who strengthens the competitiveness of organizations and content, and Koo Ja-young, the Head of Media Business Marketing who spearheads media and viral marketing strategies.

During the event, “Lovely Runner,”tvN’s Mon-Tue drama, was discussed along with other topics. The drama, which premiered on April 8th, achieved ratings of 4.759% for episode 9 on May 6th and 5.973% for episode 10 on May 7th.

In contrast to its predecessor, the weekend drama “Queen of Tears,”which achieved a nationwide rating of over 24% and a Seoul area rating of 28%, “Lovely Runner”has lower ratings. However, the drama is gaining significant popularity.

On May 8th, Good Data Corporation released the TV-OTT Drama Popularity Rankings, which showed “Lovely Runner”in the top spot. The show’s popularity had increased by 23% from the previous week. The lead actors, Byun Woo-seok and Kim Hye-yoon, were also ranked at the top of the popularity chart for drama cast, with Byun Woo-seok at No.1 and Kim Hye-yoon at No.2. Their popularity even surpassed that of Kim Soo-hyun, who had been ranked No.4 the week before.

Despite the current lack of explosive viewer ratings, Park Sang-hyuk clarified that narrowing down the target audience yields different results. He also emphasized the importance of 2049 ratings, which have shown positive results and surpassed any other rating figures. According to him, creating content based on trending topics generates more interest than solely focusing on viewer ratings.

“According to “Lovely Runner”director Kim Ho-joon, the key to success is creating killer content that appeals to everyone. Instead of solely chasing high ratings, Ho-joon hopes to make works that leave a lasting impression on viewers for years to come.”

The trio of experts also delved into tvN’s accomplishments during the first half of the year, elaborating on their successful strategies for effectively marketing their content.

The source of the article can be found on Naver’s entertainment ranking website at https://m.entertain.naver.com/ranking/article/144/0000960654.