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媒体市场竞争越来越激烈,电视媒体的广告份额有下滑的危险。近几年来,电视频道数量在不断增加,但是从中国广告协会的统计数字来看,电视广告所占的份额却在下降:1998年为25.22％;1999年为25.10％:2000年降到23.70％;2001年的份额是22.57％。与此同时,报纸、广播、杂志的广告份额却在不断上升。如果就单位频道所获得的广告收入来看,电视广告下滑的趋势会更加明显。尽管从总体上来看,电视仍是最强势的广告传播媒体,但在与其他媒体特别是报纸竞争中,都随时面临着压力和危机。
Media market competition is more and more intense, the television media’s share of advertising is in danger of falling. The number of television channels has been increasing in recent years, but the statistics from the China Advertising Association show that the share of television advertising is declining: 25.22% in 1998; 25.10% in 1999: 23.70% in 2000 ; The share in 2001 was 22.57%. At the same time, the share of newspapers, radio and magazines is on the rise. If the unit channel access to advertising revenue point of view, the downward trend of television advertising will be more obvious. Although television is still the most powerful advertising medium as a whole, it is always under pressure and crisis in competition with other media, especially newspapers.