总结庞大的广告利润数据,可以证实电视广告具有的生命力;透析电视广告发展历程,可以发现监管模式的不断完善是推动整个电视广告市场规模扩大、抗风险能力增强的重要原因之一。只有抓紧完善产业政策与监管模式,明确规划行业发展路径,中国电视广告业方能实现健康可持续发展。一、 The summary of huge advertising profit data can confirm the vitality of TV commercials. The development course of TV commercials can be seen through dialysis. The constant improvement of regulatory models is one of the important reasons for the expansion of the TV advertising market and the enhancement of anti-risk ability. Only by stepping up the improvement of industrial policies and regulatory modes and clearly planning the development path of the industry, China’s television advertising industry can achieve healthy and sustainable development. one,