新媒体以其先进的传播手段,迅速挤压传统电视媒体的受众和广告市场份额。近几年的传媒受众流向(包括受众比例、年龄结构、职业及收入等)和营收结构(包括创收市场份额、客户结构、广告产品结构及其所指向的消费人群等)等数据显示,高端产品(如电子、通信、金融、汽车等)所指向的主力消费群,其资讯获取或视听作品欣赏途径在以较快的速度从电视媒体向新媒体转移。换句话说,电视媒体流失的收视人群具有较高的消费能力。随着新媒体传播手段的不断创新,尤其是操作手段的日益简单,电 New media with its advanced means of communication quickly squeeze the traditional television media audience and advertising market share. In recent years, the media audience flow (including the proportion of the audience, age structure, occupation and income, etc.) and revenue structure (including income market share, customer structure, advertising product structure and the consumer base, etc.) Products (such as electronics, telecommunications, finance, automotive, etc.) point to the main consumer group, its access to information or audio-visual works to enjoy the way in the faster speed from the television media to new media transfer. In other words, the audience lost by the television media has a higher spending power. With the continuous innovation of means of new media communication, especially the increasingly simple operation means, electricity