在世界范围内电视媒体出现了资金不足的局面。 1996年全球广告支出增长率为7.8％,1997年为6.9％,而1998年广告支出增长率出现严重滑坡,下降到2.6％(见图—1)。齐尼思环球媒介公司认为,广告支出1996年可能就已达到了本世纪末的高峰,这还是因为该年有奥运会。电视媒介的资金基本来源是广告费,由于全球广告费支出减少,使得整个世界电视业出现了资金短缺。图-1:全球广告支出增长情况 There has been a shortage of funds in the television media around the world. In 1996, the global growth rate of advertising expenditures was 7.8%, up from 6.9% in 1997, while the growth rate of advertising expenditures in 1998 showed a serious decline, dropping to 2.6% (see Figure -1). Zenith Global Media believes advertising spending may have peaked in 1996 at the turn of the century, thanks to the Olympic Games that year. The basic source of funds for the television media is advertising costs, which have caused a shortage of funds in the world’s television industry as a result of the decrease in global advertising expenses. Figure-1: Global Advertising Spending Growth