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今年以来下滑的广告市场和收视数据,足以让众多城市台的台长倒吸一口凉气,忧从中来。目前,国际国内经济形势不明朗,宏观市场的低迷影响到电视媒体市场,企业广告投量和投入明显减少。广告主广告投放理念也在变化,更倾向于点对点的精准营销和整合营销,广告预算更多地向数字媒体转移。观众规模逐年下降,收视总量减少,收视人群结构老化,新媒体分流了大量年轻观众,这是电视媒体面临的整体困境。覆巢之下,焉有完卵,然则央视、省级卫视近年来积极创新,力挽逐渐流失的观众,城市台的生存空间被挤压得更加狭窄。
The declining advertising market and viewing data since this year are enough to make the director of many city stations pour out their breath and worry. At present, the international and domestic economic situation is not clear, the sluggish macro market affects the television media market, and the amount of investment and investment in corporate advertising is significantly reduced. Advertisers advertising concept is also changing, more inclined to point-to-point precision marketing and integrated marketing, advertising budget more to digital media transfer. The scale of the audience has been declining year by year, the total number of subscriptions has decreased, the age structure of the viewing population has been deteriorating, and the new media has diverted a large number of young audiences. This is the overall dilemma faced by the television media. However, when CCTV and provincial satellite TV stations actively innovate in recent years and strive to gradually lose their audience, the living space in urban areas is squeezed more narrowly.