广告主只看到了高收视率,却忽略了影响传播效果的因素。每年的春节联欢晚会敲响零点钟声的那一时刻,无一例外的,都能看到美的集团投放的零点报时广告。作为全国乃至全球收视率最高的节目,又是在亿万人睹目的时段,在一般人印象中,这样的广告投放应该是有效投放。因为,一直以来,收视率是广告投放的评价标准,也是广告收费的计算依据。 Advertisers only saw high ratings, but ignored the factors that affect the spread of the effect. The annual Spring Festival Gala ring ringing the moment of zero, without exception, can see the beauty of the group put zero time advertising. As the highest watched program in the country and even in the world, it is the target period for millions of people. In the general impression, such advertisements should be put into effective delivery. Because, all along, ratings is the evaluation criteria for advertising, advertising charges are calculated basis.