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“从宏观经济和传媒市场的趋势来看,今年传统媒体广告市场整体下降的局面不仅很难改变,而且有降幅扩大的趋势。”这是中国广告协会报刊分会和央视市场研究(CTR)媒介智讯最新发布的《2015年1~9月中国报纸广告市场分析报告》(以下简称《报告》)中的结论。《报告》显示,今年前三季度,传统媒体广告刊登额降幅已扩大至7.3%。其中,电视广告下降4.9%,资源量(广告时长)下降11.7%;广播广告下降0.8%,资源量下降12.8%;户外广告增长0.6%,但资源量(广告面积)下降了
“From the macroeconomic and media market trends, the overall decline in the traditional media advertising market this year is not only difficult to change, but also has a tendency of declining and expanding.” This is the China Advertising Association Newspaper Sub-branch and CCTV Market Research (CTR) Media Intelligence recently released the “January to September 2015 China newspaper advertising market analysis report” (hereinafter referred to as the “report”) concluded. The “Report” shows that in the first three quarters of this year, the decline in the amount of traditional media advertising has expanded to 7.3%. Among them, the TV advertising dropped 4.9%, the amount of resources (advertising duration) decreased 11.7%; radio advertising decreased 0.8%, resources decreased 12.8%; outdoor advertising increased 0.6%, but the amount of resources (advertising area) decreased