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据央视调查咨询中心(Central Viewer Survey & Consulting Center)对全国25家省级卫星台的广告监测统计数据显示,在过去的一年,省级卫星台的广告收入颇丰,达118亿元,经1999年的71亿元增长了68%。广告收入的提高,一方面除了各省卫星台的节目质量的不断提高,得到众多广告主的认可;另一方面不可忽视的因素是:由于城市市场竞争不断激烈,企业生存环境越来越恶劣。而农村市场十分广阔诱人,企业主不断地增加省级卫星台的广告投放、来争取更多的农村用户。从2000年的监测数据显示,浙江卫视仍然稳坐头位,广告收入达12.34亿元,比其1999年的6.74亿元增长83%,远远高于市场的平均升幅。而排在24位仍然是些老面孔,山东卫视、江苏卫视及广东卫视,只是座次重新洗牌。而四川卫视则是从1999年的第六位向前挪一位,位居第五位。(详情见附表)从增长速度来看,湖南卫视、湖北卫视、贵州卫视及山西卫视显示出良好的增长势头,比1999年都有翻倍的增长。而另外一些省级卫视台,则增长缓慢,远远低于平均增长率。(?)备注:广告费用的统计根据电视台的公开价格计算,不考虑折扣与竞投。
According to CCTV’s monitoring statistics on 25 provincial-level satellites nationwide by the Central Viewer Survey and Consulting Center, at the provincial level, commercials at the provincial satellite stations made a handsome income of 11.8 billion yuan in the past year. The 7.1 billion yuan in 1999 increased by 68%. On the one hand, in addition to the continual improvement in the program quality of satellites in various provinces, it has been recognized by many advertisers. On the other hand, the factors that can not be ignored are the deteriorating living environment of enterprises due to the fierce market competition in urban areas. The rural market is very broad and seductive, and business owners are constantly increasing the advertising of provincial satellite stations to win more rural users. Monitoring data from 2000 show that Zhejiang Satellite TV is still sitting on its head. Advertising revenue reached 1.234 billion yuan, up 83% from its 674 million yuan in 1999, much higher than the market average. The 24th is still some old faces, Shandong Satellite TV, Jiangsu Satellite TV and Guangdong Satellite TV, but the seat reshuffle. Sichuan Satellite TV moved from sixth place in 1999 to fifth place. (See attached table for details) From the growth rate, Hunan Satellite TV, Hubei Satellite TV, Guizhou Satellite TV and Shanxi Satellite TV showed a good growth momentum, double the growth in 1999. While other provincial satellite TV stations grew slowly, far below the average growth rate. (?) Note: Statistics on advertising costs are based on the TV station’s public prices, regardless of discounts and bidding.