2016 National Television Advertising Intelligence: Advertisers Are Making a Comeback
Wen-Lee Source: Ad Radar (ID: shiyangguwen)
Guide:In the second quarter, "Running Man 4", "Extreme Challenge 2", "Full" and other "Comprehensive N Generation" programs have returned, began to stage a new round of "tearing" war. Smoke filled the battlefield, advertising on the market how on earth? Will the advertising market rise across the board next, or will it fall into a quagmire? Today, radar Jun intelligence released, from the beginning of the second quarter of the month - April data lead us to look for seed, see the trend.
Looking back, continue to be affected by the first quarter of television advertising overall market shock decline, in April television advertising overall market is still in a state of contract, the country's major platforms television advertising volume is also struggling, but look to the future, whether from the major platforms in the second and third quarters of the strategic layout, or advertisers' long-term vision, television advertising is still the representative of brand communication, television advertising protection and counter-attack trend has begun to emerge.
From the four platform launch situation, in April, the overall delivery of the four platforms fell year-on-year overall, the city-level ground decline is the most serious. And month-on-month in addition to CCTV, there has been a certain increase, THEV rose the most, up to 10%. In addition, provincial ground platform accounted for the highest proportion, more than 40%.
Source: Visin-Advertising Radar, April 2015/March/April 2016 Evening Issue Price, $100 million
Judging from the situation of television advertising in the national industry, half of the industry grew month-on-month and fell by 60% year-on-year.
Affected by the weather, the beverage industry grew by nearly half month-on-month, ranking first. The rapid development of the pharmaceutical industry, beyond the day-to-day and food industry, won the top three, achieved the same month-on-month double growth. In addition, personal goods, activities, computers and office automation products also increased significantly year-on-year.
Source: Visual-Advertising Radar, April 2015/April 2016 Evening Issue Price, $10,000
Source: Vision-Advertising Radar, January-April 2016, Number of Brands, Units:
From the top brand of national television advertising, it can be seen that in April, nearly 80% of advertisers increased tv advertising, 80% of the brand showed positive growth year-on-year.
Source: Visual-Advertising Radar, April 2015/March/April 2016 Evening Issue Price, $10,000
Source: Vision-Advertising Radar, Provincial Tv, April 2016, Number of Brands, Units: One
Source: Vision-Advertising Radar, April 2015/April 2016 Provincial Ground Platform, Evening Issue Price, $10,000
In terms of provincial delivery, advertising on provincial-level platforms in 12 provinces rose year-on-year in April.
Source: Visual-Advertising Radar, April 2015/April 2016 Evening Issue Price, $100 million
In addition, in April, more than 90% of manufacturers increased the provincial terrestrial platform television advertising volume.
Source: Vision-Advertising Radar, April 2015/March/April 2016, Provincial Ground Platform, Evening Issue Price, 10,000 units
In summary, in 2016, traditional media is still the platform that advertisers rely on, in the stable development of China's economy, the continuous improvement of the strategic layout of national television media and the gradual maturity of the network, the second quarter of television advertising is expected to come out of the "ice fire two days" situation, to meet the "hot" summer.
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