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2016年中国广告市场下降0.6%,较2015年2.9%的降幅有所收窄;电视广告花费降幅较2015年略有减小;本土企业广告投放增势明显,尤其是药品、保健酒等健康相关产品投放量较去年大幅提高。据统计2016年中国网络广告收入比电视广告收入高出17%,差额约150亿美元,是全球唯一的网络广告份额大幅超过电视广告的国家。当前,传统电视广告行业受到异常严峻的挑战,面临媒体格局的新变化和新形势,2017年电视广告路在何方,成了
In 2016, the advertising market in China dropped by 0.6%, narrowing from the decline of 2.9% in 2015; the expenditure on television advertising declined slightly as compared with that in 2015; the advertising of local enterprises showed an obvious growth trend, especially the health-related aspects such as medicines and health-care wine Product delivery significantly increased over last year. According to statistics, in 2016, online advertising revenue in China is 17% higher than that of television advertising with a difference of about 15 billion U.S. dollars. It is the only country in the world where the online advertising share substantially exceeds that of television commercials. At present, the traditional television advertising industry has been faced with an extremely serious challenge. Facing the new changes in the media landscape and the new situation, where is the TV commercial going in 2017?