中国最大家电零售企业之一国美电器控股有限公司则承诺拿出2.15亿元购买全年最宝贵的时段之一──1月份至2月份《资讯联播》之前的10秒钟。1月份至2月是观众观看春节特别节目的高峰时期。
Industry insiders also say that ad pricing has increased in the last year after state TV regulators in January eliminated more than two-thirds of prime-time entertainment programs, such as dating and reality shows, on satellite stations that compete with CCTV, targeting what they called 'excessive entertainment and a trend toward low taste.' Also, regulators last year issued new rules restricting commercials from interrupting TV dramas, shrinking the time available to marketers.
业内人士还说,政府电视监管机构在今年1月清理了三分之二以上的地方卫视黄金时段娱乐节目,说这些节目存在过度娱乐化和低俗倾向,因此过去一年的广告定价有所上涨。另外,过去一年监管机构还发布新规限制电视剧插播广告,使营销人员能够利用的广告时段减少。
TV dramas and entertainment programs tend to have the highest ratings on Chinese television, according to GroupM.
据群邑集团说,中国荧屏上往往是娱乐节目收视率最高。
Foreign companies, such as Procter & Gamble Co., have been pulling back their pledges from CCTV and have boosted spending online. The network late Sunday didn't yet release data on commitment from foreign companies, but few were active in Sunday's auction, said Mr. Zhou.
【中资企业看好明年经济 重金投标央视广告】相关文章:
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