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2004年上半年,我们可以看到,观众的总体收视率出现了全面的下降。不管是中央台频道组、省级卫视频道组、省级地面频道组,还是省会城市频道组,都出现了一定程度的下降。媒介的这种下降趋势是世界性的。在美国,1967年,最大的广告主宝洁公司只要在白天肥皂剧插播三次广告就可以影响全美80％的妇女,而在2000年要达到同样效果,必须在所有全国性电视台做190次广告。美国有三大网三小网,现在要做190次的广告才有过去白天3次的效果,因此,我们的客户现在对广告效果的担心和忧虑是可想而知的。同时,我们再看一下媒体:找们媒体的竞争已经不局限在电视层面了,它已经是多层面、立体的、全方位的竞争,是全
In the first half of 2004, we can see that there has been an overall decline in the audience’s overall ratings. Both the CCTV channel group, the provincial satellite TV channel group, the provincial-level terrestrial channel group, or the provincial capital city channel group, there has been a certain degree of decline. This declining trend in the media is worldwide. In the United States, in 1967, the largest advertiser, Procter & Gamble, had only 80% of women in the country affected by three commercials in soap operas during the day. To achieve the same effect in 2000, it must make 190 advertisements on all national television stations. There are three major networks in the United States, three small networks, and now have to do 190 times the advertisement in the past three times during the day, so our customers are now worried about the effectiveness of advertising and anxiety is to be imagined. At the same time, let us look at the media: looking for competition in the media has not limited to the television level, and it is already a multi-dimensional, three-dimensional, all-round competition is full