The advertisement main television budget gathers gradually in the CCTV and the superiority local satellite TV and so on strong platform

Absrtact: November, China Central Television 2011 Gold Resources Advertising Tender will achieve the total tender amount of 12.6687 billion yuan, an increase of 15.52%, set a 17-year high. At the same time, some of the advantages of local satellite TV bidding prices are greatly increased, only Anhui satellite TV, Jiangsu Satellite TV, Hunan satellite TV three

November, CCTV 2011 Gold Resources Advertising Tender will achieve the total tender amount of 12.6687 billion yuan, an increase of 15.52%, set a 17-year high. At the same time, some of the advantages of local satellite TV bidding prices have been greatly increased, only Anhui satellite TV, Jiangsu Satellite TV, Hunan satellite TV three big scene bid amount has exceeded 4 billion yuan.

High-quality TV resources have attractive appeal, but the rising cost of advertising has caused many advertisers embarrassed burden, to restore the rational search for more cost-effective way of transmission. CTR, vice president of market Research Tao analysis, the State Administration of radio and television advertising broadcast management measures will have more than 12.6 billion yuan in advertising costs in many media to regroup, including building video, the Internet and other media will be the biggest benefit. In fact, in the past year, Sina's market value jumped one times, the market value of the media jumped twice times, the two companies in the advertising revenue in 2010 all rose 30%~40%.

At the same time, the fifth census shows that the current average age of Chinese people is 33 years old, which means that whenever, will become the real mainstream consumer groups in Chinese society. Shoming, vice president of the new generation of market research institutions, whenever work is busy, the information model has been completely changed, so this group of "internet generation, surrounded by digital outdoor media generation, by the mobile terminal bundled generation" characteristics of the digital media in their lives, the influence is constantly enhanced. On the one hand, the consumer's information model has changed, from television to the internet, mobile phones, which has led to the gradual trend of online advertising, on the other hand, changes in consumer life, from single to diversification, fragmentation, which makes the communication point with consumers to diversify, So that the life circle media become advertisers often choose the communication platform.

Therefore, people in the industry said that for advertisers in the budget between 30 million and 80 million dollars, it is already very difficult to carry out nationwide television delivery, suggesting that more consistent with their actual mode of communication, such as 16~23岁 between the audience for young people, the choice of network video advertising, Because these audiences often choose to watch the movie content on the network; 24~40岁 between the office workers, work pressure increased, time more tense, so that the crowd for the audience of enterprises can consider the budget in the community frame posters, building TV and other life track, the budget is less than 30 million yuan of fast consumer goods company, Can be considered gathered in the terminal store, to store TV and other media to expand terminal interception.

Throughout the past 5 years, TV viewing time has fallen by more than 15%, the number of channels from 60 to 120, television prices to GDP2.5 times, and the special phenomenon of TV bidding highlights in the Chinese market, competition more intense pattern. Can foresee that with the curtain falling, advertising main TV budget gradually gathered in CCTV and the advantages of local satellite television and other strong platform, the formation of strong and strong situation, at the same time, the Internet, outdoor television and other media in a variety of factors to promote the rapid development, although not in the bidding, but won in the tender.