开奖结果蓝月亮精选枓

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央广广告综述:三分钟明白2018广播广告市场

LAIYUAN:GUANGSHITONGGUANGBODIANTAIGUANGGAO SHIJIAN:2019-3-29 10:16:59

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2018年,在消费升级的大市场环境下,相较于其他媒体市场变化,广播广告开奖结果蓝月亮精选枓市场整体呈现稳中有增,广播作为传统媒体的价值再度得到肯定,其所具有即时性和移动性的类新媒体特征也正在成为广播广告行业的创新点和发力点。

 

 

2018NIAN,GUONEIGUANGBOGUANGGAOYOUYIDINGBILIDEZENGZHANG,BINGMEIYOUCHUXIANZHIQIANSUOYUGUDEGUANGBOGUANGGAOJIANGGUIMODAFUDUXIAHUA。CTRMEIJIEZHIXUNDETONGJIXIANSHI,2018NIANGUANGGAOSHICHANGTONGBISHANGZHANG2.9%,DIANSHIHECHUANTONGHUWAIMEITIDEGUANGGAOHUAFEIXIAHUADAOZHICHUANTONGMEITIGUANGGAOTONGBIXIAHUA1.5%。ZAICIBEIJINGXIA,GUANGBOGUANGGAOHUAFEITONGBISHANGZHANG5.9%,CHENGWEICHUANTONGMEITIGUANGGAOSHANGYANGDEZHUYAOLADONGLI。KEYISHUO,GUANGBOGUANGGAOSHICHANGDEZHENGTIWENDING,YIDINGCHENGDUSHANGSHIYOUYUZUOWEIGUANGGAOGENJIDESHOUTINGSHICHANGBAOCHIWENDING。

 

 

 

开奖结果蓝月亮精选枓SHUJULAIYUAN:CTRMEIJIEZHIXUN


首先,根据赛立信调查数据显示,广播媒体生态覆盖6.83亿现实听众,收听市场基数较为稳定,且这个规模仍是媒体受众中规模大的群体之一,其,车载广播收听是广播收听的重要的收听场景。一些研究表明,车载已经成为广播收听一终端,听众主要在行车途中通过车载设备收听广播内容。据赛立信媒介研究的统计表明,经常收听广播的车载用户达3.78亿人,忠实用户超过3亿人。公安部交管局今年初公布的数据,2018年底,全国机动车保有量已达3.27亿辆,其中轿车2.4亿辆,且我国乘用车数量和规模仍处于逐年增长的趋势,这也成为“广播是传统媒体的新媒体,新媒体当中的移动媒体”的有力注解。将广播数据与整个音频市场数据进行比较,我们发现,广播仍是收听主体,占比超过70%。市场规模庞大且稳定、优势场景收听保持增长和音频市场占主体份额,这些大数据显示出广播广告稳健增长的大趋势。

 

开奖结果蓝月亮精选枓SHUJULAIYUAN:SAILIXINMEITIYONGHUJICHUDIAOCHA


开奖结果蓝月亮精选枓 这一趋势从广播在国外市场中的稳定表现亦可佐证。以美国为代表的发达广播市场仍然保持着稳定和繁荣。根据尼尔森公司2018年的调研,在美国,中波/ 调频(AM/FM)广播每周到达人数远多于其他媒介,广播每周到达18 岁以上人群数量为2.285亿人。有数据显示,美国18-34岁年轻人的电视收视率的下降速度却是广播收听率的三倍(图1)。德勤《2019科技、传媒和电信行业预测》报告指出,2019年将会有超过90%的18-34岁年轻人将每周收听一次广播,他们平均每天收听广播的时间超过80分钟,无线电广播将继续在年轻人群中表现良好。

 

SHUJULAIYUAN:NIERSENNielsen

 

ZAIYINGGUO,2018NIANYIJIDUYINGGUODEGUANGBOGUANGGAOZHICHUTONGBIZENGZHANG12.5%,GUANGBOGUANGGAOSHIZENGZHANGKUAIDEGUANGGAOLEIXING,CHAOGUOLEHULIANWANGGUANGGAO。

 

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开奖结果蓝月亮精选枓BIRUYIJIASHIPINGONGSIYUYANGGUANGGUANGGAODEHEZUO,CAIYONGQUANTIAN“DATONG”、SHIDUAN“DATOU”DECHANGJINGSHICHUANGYI,TONGGUOZAIGUANGBOZHONGDUOPINCIHEYOUZHENDUIXINGDETOUFANG,RANGQIYEZAIXINGYEKUAISUJIANLIYOUSHI,ZAIPEIHEQIXIANGDIANSHANGQUDAODEDAOXIANGSHOUMAI,XUNSUZAIGUONEIDAKAIZHIMINGDUBINGXINGCHENGYIYANGGUANGWEI、FUGAIQUANGUODUOJIGUANGBODIANTAITOUFANGDE“QUANGUOYIPIANSHENG”XIAOYING。

 

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TUPIANLAIYUAN:YANGGUANGGONGYI

 

开奖结果蓝月亮精选枓CONGNEIRONGSHICHANGJIAODULAIKAN,2018NIANWOGUOYINPINSHICHANGCHENGXIANJIAOKUAISUDUZENGZHANG,YOUSHUJUXIANSHI,2018NIANDEZAIXIANYINPINYONGHUGUIMOZENGSUDA19.5%,ZENGSUGAOYUSHIPINJIYUEDUXINGYE。YIDONGYINPINKEHUDUANCHENGWEICHUANTONGGUANGBOZHUANXINGDEGUANJIANDIAN。SUIRANZAI2012NIAN、2013NIAN,XIANXINGDEYIDONGYINPINKEHUDUANZAIGUONEISHICHANGYULENG,JINGGUOYIDUANSHIJIANDEMOSHIHEJINGYINGDIAOZHENG,YIDONGYINPINKEHUDUANYUNYINGQUYUWENDING。CHUANTONGGUANGBODEXIANSHANGQUDAOLIANHEYIDONGHULIANWANGCHUANBO,XINGCHENGZONGHENGQUANFUGAIDECHANPINGEJU(RUYANGGUANGDEGUOGUANGBOAPP”DENG),JINYIBUTUIJINGUANGBOYINGXIAOXIANGDUOWEIDUQUANMEITIMOSHIDETANSUO。

 

 

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