The development trend of TV advertising media

1. The potential competition between CCTV and provincial satellite TV;

1) The absolute amount of CCTV advertisements increased, while the relative amount decreased.

The advertising revenue of CCTV started from 1.9984 1 billion, and climbed all the way, reaching 5.36 billion in 2000 and 6.45 billion in 2002. By 2004, it broke through the 8 billion mark, with a net increase of 1, 006,5438+43 million compared with 2003, and reached 85 billion in 2005.

On June 8, 2006,165438+1October 65438, the advertisement bidding of CCTV's 2007 gold resources (CCTV- 1 news broadcast, weather forecast and focus interview) was successfully concluded, with a total amount of 6,795.62 million yuan. This is a net increase of 925.86 million yuan or 15.77% compared with the high base of 5.869 billion yuan in 2006.

Although the total amount of CCTV advertising continues to rise, due to the pressure of provincial satellite TV in recent years, the growth momentum is not as good as before, and the proportion of CCTV advertising revenue in the national TV advertising revenue is declining year by year.

Hunan Satellite TV's advertising revenue in 2008 will definitely exceed1500 million yuan, and the expected revenue in 2009 is1800 million yuan. "

1. News category

News programs have always been the foundation of CCTV.

However, with the expansion of provincial satellite TV and the rise of people's livelihood news in recent years, CCTV's dominance in the field of TV news is shaking.

In 2004, in the national news program viewing market, the total market share of provincial satellite TV channels and provincial non-satellite TV channels was 3 1.8%, and the market share of central channel was 53. 1%.

In 2005, the market share of provincial satellite TV channels and provincial non-satellite channels rose to 34%, while the market share of CCTV dropped to 48%, a decrease of 5 percentage points.

Take the Economic Life Channel of Anhui TV Station as an example. In June 2003, the average ratings of this channel were less than 18: 30- 19: 30, and the average ratings of CCTV during this period were basically above 15%.

In July 2003, Economic Life Channel launched the program "The First Time" at 18: 30- 19: 30. The average audience rating in Hefei reached 26%, and the annual advertising revenue exceeded 50 million yuan, while the average audience rating of CCTV in Hefei dropped to about 8%.

In the Shanghai TV market, Shanghai local TV stations have continuously strengthened their news programs, seizing 72.4% of local news/current affairs programs, while CCTV only occupies 22.9%.

In the Suzhou market, the total market share of the five channels of Suzhou TV Station reached 43% in the whole day, and reached 53% in the prime time at night 18: 30-22: 30. The local market share of CCTV in Suzhou is only about 25%.

2. TV series

Before 2003, the share of CCTV in the TV drama market was not ideal, and the contribution ratio of TV drama to CCTV viewing time was less than 14%.

Dramatic strategy

In May 2003 and September 2004, CCTV revised a set of programs, taking "theatrical" as the main direction of CCTV's adjustment, which greatly expanded the broadcast time of TV series.

After the revision of CCTV 1, there are four theaters every day, and the prime-time TV theater in the evening has also increased from one episode a day to two episodes.

In May, 2005, CCTV Eight expanded the golden theater in the evening to three episodes, and the theater in the morning to six episodes, which made many high-quality TV drama resources such as big dramas and fine dramas concentrated in CCTV.

According to the operation idea from "channel specialization" to "channel branding", CCTV will build the overall specialization of all-day eight-file theaters and channels, enhance brand value and establish the first brand position in TV drama viewing competition.

By 2006, six of the six channels of CCTV/KLOC-0 broadcast TV dramas with different durations.

"one-man show" strategy

In March 2005, CCTV began to plan the strategy of "solo drama". In June 5438+10, the first solo drama "Lotus Lantern" in China TV history was broadcast on CCTV TV channel.

According to the data of CSM national measuring instrument, the national average audience rating of Lotus Lantern reached 5.43%, accounting for 14.6% of the current audience rating. During the broadcast period, the overall viewing share of CCTV-8 exceeded 10%, setting a historical record.

In 2005, CCTV broadcasted the second solo drama "Clouds in Beijing", with an average audience rating of 8.2 1%, accounting for 2 1% in the same period. The highest single episode audience rating was as high as 12.6%, which kept the overall audience rating of CCTV at a high level of over 36% for three consecutive weeks.

After the Spring Festival in 2006, CCTV Comprehensive Channel launched the third solo drama "Qiao Family Courtyard" of CCTV, with an average audience rating of 7.83%, accounting for 18.7% of the viewing market in the same period.

The strategy of "solo drama": gathering fine resources under its banner is actually a practice of "the strong will be strong and the strong will take all the food", which will greatly squeeze the living space of the weak.

In 2005, CCTV spent as much as 700 million yuan on TV dramas. For example, the solo broadcast price of Cloud in Beijing purchased by CCTV is 730,000 yuan per episode, totaling 35 million yuan, which is several times higher than that of ordinary TV series.

Some powerful provincial TV stations also invest more than 1 100 million yuan in TV dramas.

In 2006, Anhui and Zhejiang Satellite TV claimed that the cost of buying TV dramas was as high as 200 million yuan.

The high threshold of capital investment excludes relatively weak TV stations from the "solo drama" market.

With the development of "solo drama" strategy, some local TV stations that can't afford the heavy cost will further lose their viewing space, while the possibility of local TV channels' survival and development in the TV drama market is very small, and the TV drama competition will have "Matthew effect".

The strategy of solo play is not an invincible magic weapon for customs clearance.

In 2006, Zhejiang Satellite TV snapped up the national exclusive broadcasting rights of costume drama "The Legend of Hegemony" at a high price of 800,000 yuan per episode, which was a great attempt to catch up with Hunan Satellite TV and anhui tv. However, according to AC Nielsen's data, during the premiere of The Legend of Hegemony, the audience rating in Hang Cheng was only 1.6%, and the audience rating in other regions was even lower than 1.0%.

Such a depressed viewing situation is in sharp contrast with the daily cost pressure of 6.5438+0.6 million yuan, and Zhejiang Satellite TV has become the first victim of China's "independent drama" strategy.

Hunan Satellite TV reached a strategic cooperation agreement with powerful media anhui tv to exchange and appreciate solo dramas and reduce the risk of solo dramas.

For example, anhui tv's Taiwan Province idol drama "The Wedding Dress of the Kingdom of Heaven" broadcast in mid-August is the first broadcast right of Hunan Satellite TV.

Through cooperation, the effective integration of resources will be realized, and the leading edge of both sides in local TV stations will be further consolidated, which will pose a more threatening challenge to CCTV. At the same time, resource exchange helps the two TV stations to reduce costs, enrich drama sources and maximize resource utility through resource sharing.

(B) the rise of provincial satellite TV

Cross-regional attack, taking the local area, the whole country and even the whole world as their own goal of expanding the market.

Taking the weakness of CCTV as a breakthrough, we constantly launch flank attacks on the weakness or blind spot of CCTV.

According to the data of CCTV- sophomores, from June 5438 to July 2006, the viewing share of Hunan Satellite TV was 2.58%, ranking third among all satellite channels in China, second only to CCTV 1 5, and ranking first in the provincial satellite TV rankings with absolute advantage. Anhui tv ranked second, with a share of 1.27%, only half of Hunan Satellite TV, and Beijing Satellite TV ranked third, with a share of 1.05%.

In 2006, the total advertising revenue of Shanghai Wenguang News Media Group is expected to increase by 10% on the basis of last year's 3.3 billion yuan, while the goal of Hunan Radio and Television Group is to achieve advertising revenue of1300 million yuan this year.

1. Hunan Satellite TV-"going out" strategy

In 2003, "Hunan Satellite TV" was renamed as "China Hunan Satellite TV", trying to achieve "national viewing, national coverage, national brand and national influence" and compete for "national market".

Since 2003, Hunan Satellite TV has launched a national media promotion conference every year, and the promotion focus has gradually shifted from the location of provincial satellite TV to Beijing, Guangzhou and Shanghai.

In 2004, Hunan Satellite TV pioneered the domestic TV media, went to Hong Kong to hold the 2005 promotion meeting, and extended its advertising business objectives to many economically active enterprises in Hong Kong. Several Hong Kong enterprises, including Nianci 'an in Kyoto, have joined Hunan Satellite TV as advertising sponsors. Invest Hong Kong and the Hong Kong General Chamber of Commerce have taken the initiative to attract Hunan Satellite TV to settle in Hong Kong.

In 2006, Hunan Satellite TV was extended to Taiwan Province Province, China.

2. Dragon TV-news positioning

After the launch of Dragon TV in 2003, with the help of SMG's strength, a news station was established, with 17 news files and 7-hour news broadcast every day. Not only Shanghai news, national news and international news are in full swing, with a large number of live news and many in-depth reports, becoming the first TV media in provincial satellite TV.

In 2006, after SMG integrated its resources, Dragon TV began to exert its strength on entertainment programs, "Come on! My Hero, My Show and Dance Forest Conference have become three "business cards" for Dragon TV to enter the national entertainment market.

3. anhui tv-Drama World

In 2006, Anhui TV Station spent 200 million yuan to increase the purchasing power of famous TV dramas edited, directed and performed nationwide, especially to introduce national solo dramas, exclusive imported dramas and national exclusive satellite copyright dramas.

In the prime time at night, the first theater arranged 1.000% of the national first-round star drama, and during the day, the theater also arranged a high proportion of new dramas.

It has successively released solo dramas such as The Dragon Slayer, My Barbarian Mother-in-law and The Prince Becomes a Frog. Among them, "My Barbarian Mother-in-law" and "The Prince Becomes a Frog" were broadcast in prime time, and the ratings doubled in the same period, winning the top spot in the summer viewing market.

(3) City TV stations and provincial non-satellite channels were hit.

In the three-tier structure of CCTV, provincial satellite TV and city satellite TV, city satellite TV was once widely valued, and its proximity and regionality were incomparable to satellite TV channels.

However, with the rapid development of CCTV and provincial satellite TV, the city TV station that was once favored by everyone was gradually marginalized and declined.

The transaction and distribution mode of "local first, then central" invisibly gives the city station a head start.

In 2004, the market share of TV series accounted for more than 40% of all TV programs of city TV stations, because the first broadcast rights of many popular TV series were sold to the national city TV cooperatives.

Since 2006, CCTV has owned many excellent dramas, and no longer sells the second-round broadcasting rights of excellent dramas to local stations, reducing the excellent TV drama resources available to city stations.

The exclusive right to broadcast TV series was seized, which led to the soaring price of TV series in the market and the corresponding increase in the purchase cost of city TV stations.

The only advantage of city TV station now is people's livelihood news.

The development of the second V area is unbalanced.

The regionalization of China's economy determines the regionalization of China's media development, and the TV advertisements in China are therefore unbalanced.

According to the data of the State Administration of Radio, Film and Television in 2004, the total advertising revenue of TV stations showed an obvious ladder distribution in the east, middle and west. The eastern region accounts for 58% of the advertising revenue of provincial TV stations, the central region accounts for 27%, and the western region accounts for 15%.

1. Beijing-Tianjin-Hebei, Yangtze River Delta and Pearl River Delta economic circles-strong media for regional economic achievements

(1) The Beijing-Tianjin-Hebei Economic Zone has10.2 billion consumer groups, and its market capacity accounts for more than 10% of the national total. It is one of the regions with the largest market capacity in China.

2) The Yangtze River Delta and the Pearl River Delta are the most prosperous areas in China, and consumers have strong brand awareness and acceptance of high-end products. The huge advertising market provides a superior living environment for the media.

2. Satellite TV in moderately developed areas

Compared with the three economic circles, the central and western regions, including Hunan, Anhui, Henan, Hubei, Chongqing, Sichuan, Guizhou and Guangxi, are relatively underdeveloped and have no political advantages.

Television media in these areas can be roughly divided into three categories. Those who dare to break through are ambitious, and those who are conservative and plain are dragged into prison.

(1) Brave Challenger

One is the forerunner represented by Hunan Satellite TV and anhui tv.

Hunan Satellite TV is popular all over the country through entertainment programs, and anhui tv attracts attention through film and television dramas.

Compared with inland TV stations, the success of Hunan Satellite TV and anhui tv can be said to have created a paradox that regional economy determines advertising revenue.

(2) Successful followers

In August, 2005, Chongqing Satellite TV was repositioned as "Spicy China Story Channel" from the original "China Gong Xin Characteristic Channel". In 2005, the advertising volume detection data of Chongqing Satellite TV also jumped into the top five.

The excellent performance of Chongqing Satellite TV makes it a member of China TV media.

Guangxi is an economically underdeveloped minority area (GDP ranked 16 in the country in 2003), and Guangxi Satellite TV was positioned as the first satellite channel with female characteristics in China in early 2004.

Weak Alliance —— Gansu Satellite TV and Guizhou Satellite TV

In late September 2007, Zhicheng Tonghui Culture Communication Co., Ltd. (hereinafter referred to as Zhicheng Tonghui), a joint venture between gztv and Gansu TV Station, will be established in Lanzhou. This 5 1% enterprise controlled by Guizhou Satellite TV will be mainly responsible for the content and operation of two channels of Gansu Satellite TV (Gansu Satellite TV Channel and Gansu Culture Film and Television Channel), including advertising management, TV drama purchase and promotion.

Reasons for the smooth cooperation between Gansu Satellite TV and Guizhou Satellite TV;

1. Guizhou Satellite TV's new program "Migrant Workers in China" this year.

Second, driven by economic interests.