LayarHijau – Chinese drama Overdo (这一秒过火), starring Zhang Linghe and Wang Churan, aired its final episode on August 5, 2026. Despite earning just a 5.1 rating on Douban and facing criticism for its overly melodramatic plot, the series turned into one of the biggest commercial success stories of the year.
Overdo ranked as the No. 1 drama for advertising investment (招商) across both iQIYI and Tencent Video in 2026. Based on industry estimates, the series may have generated as much as US$89 million in advertising revenue.
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The 33-episode drama was produced with a budget of around 270 million yuan (approximately US$37.8 million). Even before its premiere, Overdo had already secured more than 120 million yuan (around US$16.8 million) in advertising investment, covering nearly half of its production costs before the first episode aired.
During its run, the drama accumulated hundreds of advertising slots across China’s two largest streaming platforms. However, different sources reported different totals.
Taiwanese media reported that Overdo recorded 203 advertising slots on iQIYI and 186 on Tencent Video, for a combined total of 389 ad slots.
Meanwhile, Chinese entertainment industry data put the figures even higher, with 266 advertising slots on iQIYI and 232 on Tencent Video, bringing the total to 498 ad slots.
Although the numbers vary, both reports agree that Overdo delivered the strongest advertising performance of any Chinese drama this year. Beyond its massive number of ad placements, the series also attracted dozens of brand partners. Industry data shows that 44 brands advertised on iQIYI and 33 on Tencent Video, while other reports said more than 20 brands had signed sponsorship deals before the drama even premiered.
According to industry estimates, a 15-second advertisement in a hit Chinese drama costs roughly 1.28 million yuan (around US$179,000) per slot. Based on that benchmark, Overdo’s advertising revenue varies depending on which slot count is used.
Using the lower total of 389 ad slots, the estimated advertising revenue reaches approximately US$69 million. Based on the higher figure of 498 ad slots, the estimate climbs to about US$89 million.
Either way, the drama’s estimated advertising revenue comfortably exceeded its production budget. The figures also do not include premium sponsorship deals such as chief sponsor Jindian, whose investment is typically worth significantly more than standard advertising rates.
However, neither the production team nor the streaming platforms has officially disclosed the drama’s total advertising revenue. As a result, the figures remain industry estimates based on reported advertising slots and average market rates.
Overdo’s commercial success is also widely attributed to Zhang Linghe’s soaring market value following the blockbuster success of Pursuit of Jade (逐玉) earlier this year. Industry reports indicate that 28 of the 54 brands that advertised in Pursuit of Jade also invested in Overdo, meaning 51.85 percent of advertisers returned to support Zhang Linghe’s latest project.
Jindian served as the drama’s chief sponsor, while Zhang Linghe further strengthened the series’ commercial appeal through endorsement deals with global brands including Gucci, Lancôme, Bulgari, and Puma. Gucci was even reported to be among the first luxury brands to place commercial advertising in a domestic Chinese drama.
Meanwhile, Wang Churan also enjoyed a surge in popularity thanks to her on-screen chemistry with Zhang Linghe. While the drama’s storytelling remained divisive, its commercial performance has been difficult to match.
By the end of its run, Overdo had surpassed 700 million effective views. With more than US$16.8 million in pre-release advertising investment, hundreds of advertising slots across China’s leading streaming platforms, and estimated advertising revenue ranging from US$69 million to US$89 million, Overdo has established itself as one of the most commercially successful Chinese dramas of 2026.
