在目前竞争白热化的媒介背景下,电视广告的时间资源已近饱和,纯时间规模扩张势必造成“短视”效应;依靠涨价带动市场则会遭遇创收瓶颈;同时电视台还面临着受众逃离、新技术新媒体层出不穷的发展压力,在此背景下,电视台纷纷选择植入式广告这一全新平台,作为创收提升的突破点。 Under the background of heated media competition, the time resources of television advertising are almost saturated, the expansion of pure time scale will inevitably result in the “short-sightedness” effect; the market-driven bottleneck will be encountered if the price increases drive the market. At the same time, television stations are also facing audiences to flee, Under the background of endless development pressure of new technologies and new media, television stations have chosen the brand-new platform of implantable advertising as a breakthrough point for revenue-generating improvement.