近几年,国家整体经济发展放缓,广告主虽然都有广告的刚性投放需求,但投放的策略已经从高举高打逐渐变得落地为先,要求精准化和实效化,且央视和各强势省级卫视为代表的电视媒体,部分堪称拥有“炸弹”效应的黄金资源广告价格高涨,使得广告主都在寻找性价比更高的传播渠道。纵观当下的电视市场,整体经营份额在下跌,但数据显示,许多广告主的费用往地面频道上倾斜。细思起来不无道理,一方面,地面频道广告承载量富余且价格优势明显;另一方面,企业营销战略转战二三线消费市 In recent years, the overall economic slowdown in the country, although advertisers have rigid demand for advertising, but the strategy has been put into operation from the high-lift gradually landing first, requiring precision and effectiveness, and CCTV and the strong Provincial TV as the representative of the television media, in part, have a “bomb” effect of the gold resources advertising prices so that advertisers are looking for more cost-effective channel of communication. Looking at the current television market, the overall operating share is declining, but the data shows that many advertisers’ fees are leaning towards terrestrial channels. On the one hand, the advertising capacity of the terrestrial channel surplus and the obvious price advantage; the other hand, corporate marketing strategy fought second and third tier consumer market