新闻与媒体

传媒行业:央视招标再创新高 广告增长势头延续

传媒行业:央视招标再创新高 广告增长势头延续

The Media Industry: New Record for CCTV Bidding, Advertising Market Continues to Increase

 

1.      可比增长率为19.6%。由于央视每年黄金资源招标的内容并不一样,因此,总额其实并不具有可比性,例如今年春晚报时广告取消,而世界杯、奥运期间的广告资源也存在很大差异。根据可比口径计算(我们统计了其中33%的招标份额),同比增长率19.6%,高于15.5%的总额增长率。

The comparable increase rate reaches 19.6%. The contents of CCTV Prime Advertising Resource Bidding differ from year to year, therefore, the total amounts are not comparable. For instance, the advertisement just before the countdown in Spring Festival gala has been cancelled this year and the advertising resources during the period of FIFA World Cup and Olympic Games are very different. According to the calculation from our comparable channel (33% of the bidding amount), the year on year increase rate is 19.6% which is higher than 15.5% in terms of the total amount.

 

2.      央视招标的成功预示广告行业的增长势头将延续。统计2002-2009年的样本发现,央视广告招标增速与广告行业的增速之相关性达到了0.816,具有非常强的相关性,央视的成功,也暗示行业将延续增长势头。

The successful CCTV Advertising Bidding indicates the sustained increasing trend of the advertising industry. It was found from the statistic of the samples from 2002 to 2009 that the correlation of the increase rate of CCTV Advertising Bidding and the whole advertising industry is 0.816, indicating that the two are strong correlated. The success of CCTV implies the increasing trend of the industry.

 

3.      广告资源逐渐向强势媒体集中。央视广告的增速持续超过电视广告和广告总额的增速,使得央视广告招标占广告总额的比例从2002年的2.9%提高到目前的4.5%

The advertising resources tend to be focused on dominant media. The increase rate of CCTV Advertising is higher than that of the advertisement for TV dramas as well as the total amount of advertisement. The CCTV Advertising took 2.9% of the total amount of advertisement in 2002 and 4.5% now.

 

4.      广告行业受益于逐渐加剧的行业竞争。五粮液(39.06,2.04,5.51%)和茅台之间的竞争,家电企业、金融企业之间的竞争,共同促成了食品饮料、家电和金融保险招标额前三的格局。

The advertising industry benefits from the increasingly competitive situation. The competitions between Wuliangye (39.06,2.04,5.51%) and Maotai, household appliance and financial firms make food and beverage, household appliance and financial insurance to become the top 3 in terms of the total amount of bidding.

 

上调广告营销行业评级至谨慎推荐

 

The investment rating of advertising industry has been upgraded to “mindful   recommendation”. 

最近新闻

联系我们