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春节不仅是国人的狂欢节,也是各个行业大显神威的最佳舞台。作为给广大国民奉献精神食粮的电视媒体也不例外,近两年春节已成为展现各强势电视媒体肌肉,争夺收视率、市场份额及广告份额的终极战场。纵观2012年春节期间国内电视媒体收视表现,主要体现在:1.广告花费与广告投放倒挂;2.观众规模大幅上升;3.省级非上星频道、市级频道收视份额大幅提升;4.综艺栏目层出不穷。
Chinese New Year is not only the carnival of people, but also the best stage for each industry to show their power. As the television media dedicated to the general public, it is no exception. In the recent two years, the Spring Festival has become the ultimate battlefield to showcase the muscle of the most influential television media, compete for ratings, market share and advertising share. Looking at the ratings of domestic TV media during the Spring Festival in 2012, mainly reflected in: 1. Inverted advertising spending and advertising; 2. The audience size has risen sharply; 3. The share of provincial-level non-star channels and city-level channels has risen sharply; 4 Variety section after another.