"The future has come" 2017 China's advertising market is changing, the video site has a strong momentum, the impact of new media continues unabated, financial media trends under the trend of television media innovation break? In view of this, advertising radar brings you the strongest interpretation of "5 major points of view, 3 major trends" to help you quickly see the TV advertising market. Five things to watch One Aspect: In 2017, the TV advertising market is stable and the summer program is the best In 2017, the advertising market tended to be constant, the TV advertising market adhered to the broader market, and the consumer population grew around the summer. It was a good year for the show. The increase was 0.4% year-on-year, with a year-on-year increase of 1.8% in June, and an increase of 3.7% in July. %, especially bright eyes. Aspect 2: CCTV stands alone, the national brand plan contributed CCTV shined a lot in 2017, and it increased by 22.2% year-on-year in the first three quarters of 2017, making it the only channel group to reverse the rise. Among them, the “National Brand Plan†is very important. With CCTV’s irreplaceable market credibility and the widest coverage of the crowd resources, it is used as a broadcast platform. According to the results of the CTR survey, the national brand awareness is less than one year old. The degree has exceeded 80%, and over 80% of consumers tend to be national brands. Not only does the brand owners make a lot of money, but CCTV's evening advertisements are steadily rising. Source of data: Vision Yang-Advertising Radar, 20160101-20170930, example price in the evening, duration, unit: ten thousand yuan, second Aspect 3: Intensified polarization of TV, the top five accounted for over 30% The downward pressure on the overall hard-and-wide deployment of the TV is obvious. In the first 3 quarters of 2017, TOP8 TV was put into hard and wide coverage of about 50%, and TOP5 TV accounted for over 30% of the total. The market share of the tail TV was further reduced. Head resources were concentrated in the media of the head and its poles. The differentiation further worsens. Taking the pattern of TVs in the third quarter as an example, TOP5 TVs are put into over 30% of hard-to-wide coverage, and the percentage of hard-to-wide ratio of the five TVs at the rear is reduced to 1.8%. In the second echelon, Sichuan Satellite TV had a significant effect of “youth transitionâ€, with young summer groups increasing. The popular repertoire boosted ratings, which also led to a two-dimensional increase in the number of evening publications and resources compared to the same period last year, which were 14.68% and 9.43% respectively. . Issued during the night in the 3rd quarter of 2017 in the 3rd quarter of 2017 (10,000 yuan) Watching point four: Faster consumer goods market is picking up, beverage industry contributes the most to television advertising According to the latest data from CTR, the sales of fast-moving consumer goods in the first half of 2017 increased by 2.6%, and it has increased to 3.6% in the first three quarters of this year, showing a further warming trend. In this batch of returnees, the beverage industry contributed the most, ranking first on the list with 61.5 billion, and surpassing the 10.2 billion on the second drug, followed by the food and cosmetic industries. Affected by various factors such as summer heat and high temperature, the amount of alcoholic beverages delivered in the evening and the duration of delivery have all increased. With intelligence reaching the public's attention, its number accounted for year-on-year growth, leading the “living room economy†to become popular in China, and the scale of the market has continued to expand, leading to a substantial increase in hard- and wide-range investment in household appliances and household appliances in 2017. Source of data: Vision Yang-Advertising Radar, 20160101-20170930, Price for Evening Publications, Unit: 100 million yuan Aspect 5: Advertisers return to television, drug brands have the highest contribution rate Throughout 2017, the proportion of national brand advertising TOP30 brand market share accounted for nearly 90% of advertisers to increase their sales. Outstanding drug performance, TOP3 was swept by drug brands, including Hongmao to 13.1 billion into the largest gold owner, an increase of up to 58.29% year on year, Chen Liji, Xiangdan Qing followed closely. Source of data: Vision Yang - advertising radar, 20160101-20170930, evening case prices, market share% Three major trends Trend 1: China Merchants Association has changed steadily in the pattern of satellite TV, and Sichuan Satellite TV has made rapid progress. In 2017, the popular TV dramas and nets continued to emerge. The new regulations of the General Administration of Authority remained undiminished and the overall ratings were poor. China Merchants Association soon, big drama hit, variety innovation, provincial TV ratings began to pick up, TV pattern changes steadily, Dragon TV rose to the top of the list, Jiangsu, Zhejiang TV points in two or three. Nearly 50% of the TVs have risen. Among them, Sichuan Satellite TV has improved with the popular entertainment show such as “Our Best of Ten Years†and “Circle Concertâ€. Trend 2: The advantages of the big IP are highlighted, and the single broadcast and the anti-battle modes are evenly matched. In the first three quarters of 2017, there was an obvious advantage of the IP reprogramming drama in the TOP30. The IP drama in the TOP15 repertoire accounted for 50% of the total, and the "People's Righteousness" and "My First Half" in the TOP3 were all IP adaptation dramas. The first-line TVs prefer to broadcast alone or in platters. Among them, Hunan Satellite TV accounts for about one-third of the country’s total of nine single-play airplays. Ten hits such as “Flower of the Year†have also entered the list, and the struggle platforms are based in the East, Jiangsu, and China. Zhejiang Wei is regarded as the Lord. Trend 3: The Seasonal Broadcasting Variety dominates the trend, and the cultural slower variety shows itself In 2017, the quarterly broadcast program kicked up the banner. The phenomenon-level variety advantages such as "Run It", "New Chinese Song" and "Challenge Challenge" are obvious. Different from the common fast-changing arts that are full of ambiguity and athleticism, in 2017 a number of “slow variety shows†emerged to seize market traffic. The types are rich and varied: there are lifestyles, mainly “life longing†and “Chinese restaurantâ€; culture Classes, such as "See Words Like Noodles", "Lang Reader," "Poetry Convention"... Judging from the 2018 TV programs that have been announced, it is hoped that the "Letters Like Noodles 2", "Scented People", and "Three Yards" that are expected to be replayed will all be on the list. The trend of "slow variety shows" is surging. Write last "The future has come, but it will only change." As advertisers, only by seeing clearly the situation in the industry can they be targeted; as a media player, only by constantly innovating advertising formats and perfecting service models can we achieve a win-win situation.