电视广告整体投放概况
①2014年电视广告投放额增加约53亿,基本与去年持平
②电视广告投放上涨速度放缓, 2014年同比上涨0.398%,2013年同比上升9.408%
行业 |
2014花费 |
化妆品/浴室用品 |
135,116,565,430 |
饮料 |
119,548,857,785 |
药品 |
112,680,392,421 |
食品 |
108,992,350,078 |
商业及服务性行业 |
104,013,202,313 |
娱乐及休闲 |
53,313,669,711 |
酒精类饮品 |
49,289,241,254 |
交通 |
34,591,947,777 |
清洁用品 |
24,379,093,052 |
邮电通讯 |
23,093,089,881 |
家居用品 |
22,194,862,090 |
活动类 |
18,825,358,044 |
家用电器 |
17,518,942,414 |
个人用品 |
16,019,051,054 |
房地产/建筑工程行业 |
15,345,960,133 |
金融业 |
12,119,843,714 |
电脑及办公自动化产品 |
8,895,055,390 |
衣着 |
6,723,516,338 |
工业用品 |
6,242,133,640 |
农业 |
4,472,514,431 |
烟草类 |
760,424,496 |
杂类 |
430,494,878,867 |
总计 |
1,324,630,950,313 |
电视广告行业投放概况
①化妆品/浴室用品,饮料行业依然居投放前二。药品行业超食品居投放行业前三。
②2014投放额增速最快前三名行业:家居用品、药品、家用电器↑
③2014投放额下降最多前三名行业:烟草、个人用品、金融业↓
④2014排名上升最多前三名行业:家居用品、清洁用品、药品↑
广告满档率情况
①央卫视广告平均满档率
0800-1800时段66.52%
1900-2100时段95.62%
2100-2300时段89.28%
②央视后晚间时段满档率远低于卫视
③白天山东卫视、安徽卫视满档率较高
频道 |
广告满档率 |
||
0800-1800 |
1900-2100 |
2100-2300 |
|
CCTV-1 |
70.83% |
114.83% |
105.96% |
CCTV-2 |
42.56% |
86.50% |
87.45% |
CCTV-3 |
79.70% |
118.84% |
69.03% |
CCTV-4 |
44.56% |
60.38% |
32.00% |
CCTV-5 |
66.23% |
85.74% |
61.81% |
CCTV-6 |
73.49% |
99.83% |
82.73% |
CCTV-7 |
108.12% |
140.19% |
135.44% |
CCTV-8 |
72.95% |
111.10% |
44.46% |
CCTV-9 |
89.19% |
116.03% |
87.90% |
CCTV-10 |
70.43% |
72.56% |
69.44% |
CCTV-11 |
40.97% |
54.87% |
42.25% |
CCTV-12 |
68.09% |
96.58% |
44.47% |
CCTV-13 |
30.31% |
88.19% |
47.17% |
CCTV-14 |
103.30% |
135.35% |
73.72% |
CCTV-15 |
61.32% |
94.04% |
77.30% |
CCTV英语新闻 |
54.02% |
70.78% |
65.51% |
CCTV5+体育赛事频道 |
49.18% |
59.61% |
42.29% |
安徽卫视 |
102.77% |
102.19% |
97.20% |
北京卫视 |
62.86% |
70.68% |
89.37% |
东方卫视 |
81.83% |
94.92% |
77.68% |
东南卫视 |
91.96% |
109.50% |
126.32% |
甘肃卫视 |
41.27% |
93.37% |
75.04% |
广东卫视 |
55.74% |
104.92% |
122.18% |
广西卫视 |
64.83% |
126.65% |
105.63% |
贵州卫视 |
57.66% |
107.85% |
132.65% |
河北卫视 |
76.48% |
76.30% |
70.63% |
河南卫视 |
75.23% |
100.22% |
87.61% |
黑龙江卫视 |
67.57% |
100.03% |
98.99% |
湖北卫视 |
81.56% |
107.63% |
129.12% |
湖南卫视 |
97.42% |
105.77% |
90.28% |
吉林卫视 |
66.94% |
114.26% |
117.65% |
江苏卫视 |
92.45% |
88.86% |
94.63% |
江西卫视 |
60.35% |
109.77% |
115.62% |
辽宁卫视 |
76.41% |
91.66% |
67.32% |
旅游卫视 |
44.63% |
85.57% |
84.12% |
内蒙古卫视 |
36.84% |
68.89% |
83.74% |
宁夏卫视 |
33.27% |
96.49% |
99.09% |
青海卫视 |
43.03% |
76.79% |
65.16% |
山东卫视 |
113.82% |
106.24% |
98.20% |
山西卫视 |
70.48% |
83.06% |
103.04% |
陕西卫视 |
64.97% |
85.74% |
102.14% |
四川卫视 |
75.14% |
118.71% |
149.76% |
天津卫视 |
60.26% |
110.56% |
129.10% |
西藏卫视 |
20.20% |
65.92% |
82.18% |
新疆卫视 |
31.14% |
71.00% |
97.74% |
云南卫视 |
62.06% |
104.17% |
110.68% |
浙江卫视 |
100.36% |
108.20% |
95.07% |
重庆卫视 |
58.40% |
98.22% |
118.66% |
电视广告品牌投放前50
排名 |
品牌 |
花费 |
1 |
欧莱雅 |
14,768,394,183 |
2 |
曹清华 |
11,389,360,651 |
3 |
玉兰油 |
11,009,311,281 |
4 |
鸿茅 |
10,722,682,945 |
5 |
陈李济 |
10,345,658,519 |
6 |
肯德基 |
10,074,585,635 |
7 |
康师傅 |
9,584,701,579 |
8 |
加多宝 |
8,716,339,808 |
9 |
娃哈哈 |
8,711,997,315 |
10 |
香丹清 |
8,476,497,276 |
11 |
江中 |
8,359,209,910 |
12 |
旺旺 |
7,679,285,410 |
13 |
伊利 |
7,334,004,749 |
14 |
惠氏 |
6,220,171,224 |
15 |
必胜客 |
5,717,539,200 |
16 |
海飞丝 |
5,583,108,484 |
17 |
达利园 |
5,517,796,799 |
18 |
佳洁士 |
5,370,131,045 |
19 |
汰渍 |
5,354,989,783 |
20 |
潘婷 |
5,305,601,710 |
21 |
三精 |
5,019,215,939 |
22 |
立白 |
4,919,562,098 |
23 |
清扬 |
4,877,069,156 |
24 |
连天红 |
4,778,111,485 |
25 |
汇仁 |
4,763,257,660 |
26 |
修正 |
4,713,969,617 |
27 |
可口可乐 |
4,583,920,252 |
28 |
摩美得 |
4,429,720,696 |
29 |
黑人 |
4,283,209,414 |
30 |
飘柔 |
4,246,800,320 |
31 |
帮宝适 |
4,185,842,046 |
32 |
高露洁 |
4,144,842,115 |
33 |
美汁源 |
4,140,842,646 |
34 |
麦当劳 |
4,041,818,335 |
35 |
乐百氏 |
3,995,089,586 |
36 |
德芙 |
3,964,872,759 |
37 |
中国移动通信 |
3,942,960,336 |
38 |
蒙牛 |
3,931,075,286 |
39 |
优彼 |
3,760,225,414 |
40 |
兰蔻 |
3,758,222,205 |
41 |
舒肤佳 |
3,717,917,278 |
42 |
益达 |
3,585,219,381 |
43 |
超能 |
3,524,688,810 |
44 |
好时 |
3,413,491,012 |
45 |
三星 |
3,389,084,822 |
46 |
999 |
3,389,025,995 |
47 |
雪碧 |
3,387,637,155 |
48 |
美的 |
3,135,157,444 |
49 |
乐虎 |
3,077,113,869 |
50 |
天伦 |
3,032,774,439 |
(来源/卫视资源速递)
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