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从2015年各级媒体市场竞争态势来看,央视、卫视仍然是收视主体,一线电视媒体格局较为稳定,CCTV-1、CCTV-新闻频道的新闻联播《天气预报》强势占据电视媒体制高点。另一方面,随着近年电视媒体优质资源稀缺性的优势越发明显,印证出电视媒体依然是广告主在营销工具上的首选。CTR最新广告监测数据显示,2016年一季度电视媒体花费较2015年一季度同比增长6%,广告时长同比增长7%。从数据可以解读出电视媒体广告投放已出现回暖迹象,
Judging from the competition situation in all media markets at all levels in 2015, CCTV and TV are still the main audiences. The media in the first-line television industry is relatively stable. The news network “CCTV-1” and “CCTV-news channel” have a strong presence in the television media. On the other hand, with the increasingly obvious advantages of scarcity of high-quality resources in the television media in recent years, it has been proven that television media is still the preferred choice of advertisers in marketing tools. According to CTR’s latest ad monitoring data, TV media spending in the first quarter of 2016 was 6% higher than that of the first quarter of 2015 and its advertising duration increased by 7% over the same period last year. From the data can be interpreted TV media ads have shown signs of recovery,