论文部分内容阅读
今年,北方的雪特别大。在一片肃杀的严冬中,广电总局61号令在今年1月1日起正式施行。然而,1月份以来,央视的广告经营蒸蒸日上,实现了逆势开门红。这个现象看似不可思议,其实完全符合情理。61号令主要限制什么?过剩的广告量。主要是从政策层面控制电视台各时段特别是黄金时段的广告总量。可是央视的业绩则主要来自于“质”。正是由于不可替代的收视质量,使央视以较少的广告播出量帮助企业完成更高的传播目标。首先,一系列长期经营的品牌节目确保收视质量。例如“招标段”广告中的全国人民必看的《新闻联播》,包括提示收看时段。例如全国关心的《天气预报》以及越来越显示舆论监督力量的《焦点访谈》。而央视一套的《黄金剧场》电视剧更从来是全国电视剧精品的代名词,锁定国内大批优质收视人群。节目的质量无疑是广告收视质量的前提。其次,央视运用国家大台的影响力,控制了一系列最为稀缺的社会注意力资源。例如,一年一度的春节联欢晚会,每年占据80%的稳定收视份额,2月中下旬举行的冬奥会,集萃全球冬季运动的精华。央视用一批独有的注意力价值确保了品牌的投放质量。现在的品牌谁不懂,你买的并不是时段,而是时段背后的全民注意力。因此,央视新年逆势开门红,其实是瓜熟蒂落,水到渠成——这就是大台的力量。
This year, snow in the north is particularly large. In a chilling winter, SARS Order 61 came into force on January 1 this year. However, since January, CCTV advertising business booming, to achieve a good start contrarian. This phenomenon seems inconceivable, in fact, fully consistent with the reason. What is the main limitation of Order 61? Excess advertising volume. Mainly from the policy level to control the television stations in various periods especially prime prime advertising. However, the performance of CCTV is mainly from “quality ”. It is precisely because of irreplaceable viewing quality, so that CCTV broadcast with less advertising to help companies achieve higher communication goals. First, a series of long-running brand shows ensure the quality of the show. For example, “the bidding section ” ads must be seen in the nationwide “news network,” including tips to watch the period. Such as the “weather forecast” that is of concern to the whole country and “focus interviews” that show more and more the power of public opinion supervision. The CCTV set of “Golden Theater” TV series has always been synonymous with the national drama boutique, lock a large number of domestic high-quality viewing crowd. The quality of the show is undoubtedly the premise of the quality of advertising ratings. Second, CCTV uses the influence of its national big-capitals to control a series of the most scarce social attention resources. For example, the annual Spring Festival Evening Gala holds 80% of the steady share of the audience every year. The Winter Olympics held in mid-to-late February draw the essence of the global winter sports. CCTV with a unique value of attention to ensure the quality of the brand placement. Now who do not understand the brand, you buy is not the time, but the attention of the people behind the time. Therefore, CCTV New Year contrarian good start, is actually ripe, it works its way - this is the power of Taiwan.