Star TV advertising investment has shrunk by 75%. Ten pictures of understanding the present situation and future of traditional TV media

At the end of last year, David began to advertise for the second year in a row. For David, it is very important to attract investment at the end of each year. In the second year, David will definitely come up with the best TV variety show to attract investment. For many TV stations, this investment directly determines his income of more than 80% in the coming year.

As a domestic entertainment TV, Hunan Satellite TV has been in the forefront for a long time. Hunan Satellite TV has started to attract investment for the popular programs of 20 19. According to public data, Hunan Satellite TV suffered from Waterloo in this investment promotion, attracting only/kloc-0.3 billion advertising revenue. By the end of 20 17, Hunan Satellite TV had absorbed more than 5 billion yuan in 20 18. That is to say, in just one year, Hunan Satellite TV's advertising investment has decreased by 75%. This thing seems really exaggerated, but let's think about it. How long has it been since we turned on the TV at home or watched TV programs? Everything seems to be traceable again.

The latest data released by China Radio and Television Network Co., Ltd. shows that in the third quarter of 20 18, the number of cable TV users in China has dropped from 252168,000 in the first quarter of 20 16 to 227.09 million. Among them, the number of cable digital TV users decreased from 205.778 million in the first quarter of 2065.438+06 to 654.38+098.525 million; The number of paid subscribers of cable digital TV dropped from 65,438+068,034 in the first quarter of 2065,438+06 to 65,438+047,355,000 in the third quarter of 2065,438+08. The number of cable TV users is declining.

According to the annual data since 2005, the number of cable TV users in China began to decline after reaching the peak in 20 15. In 20 16 years, the number of cable TV users was 252 million, the number of cable digital TV users was 2 10/00000, and the digitization degree of cable digital TV was 83. 17%. By the end of September, 2065438+2008, the digitalization of cable digital TV in China has risen to 87.42%. The number of cable TV users and cable digital TV users dropped to 227 million and 654.38+99 million respectively.

In 20 18, under the impact of digital media, traditional TV is facing a very severe test, and the ratings of all major channels have declined, among which the provincial satellite TV channel has the most serious decline, with a year-on-year decline of 23%. From the perspective of viewing share, it also shows the same trend. In 20 18, the viewing share of provincial satellite channels decreased to 27.8%, while the viewing share of other channels increased by 3.5 percentage points, and the viewing share of other channels did not change much. The severe test of ratings forces major mainstream channels to transform and upgrade TV programs, and traditional TV media presents a trend of integration with digital media.

Generally speaking, from 2005 to 20 17, the national radio and television advertising revenue continued to grow. In 20 17, the national radio and television advertising revenue was16565438+24 million yuan, an increase of 10402 million yuan compared with 20 16 (154722 million yuan), with a year-on-year increase of 6.72%. Among them, advertising revenue15.556 billion yuan, an increase of 973 million yuan or 6.67% compared with 2065.438+06 (14.583 billion yuan). Television advertising revenue was 96.834 billion yuan, a decrease of 3.653 billion yuan compared with 20 16 (100487 billion yuan), down 3.64% year-on-year, accounting for 58.64% of the total advertising revenue. ; In addition, the advertising revenue of online media is 30675438+0 billion yuan, accounting for 18.57% of the total advertising revenue.

According to the data released by the State Administration of Radio, Film and Television, China's TV advertising revenue has been declining since 20 14, and it was below10 billion yuan for the first time in 20 17, down 3.46% year-on-year. Judging from the proportion of TV advertising in the total advertising revenue, the proportion of TV advertising revenue continued to decline, from 87.30% in 2065438+2004 to 58.64%, with a decline rate of more than 30%, which caught TV stations off guard. With the development of Internet and digital video, it can be predicted that in the near future, the proportion of TV advertising revenue to total advertising revenue will fall below 50% until it breaks through new exports.

Judging from the distribution of advertising revenue of radio and television advertising segmentation business, advertising revenue16565438+24 million yuan, up 6.72% year-on-year. However, the TV advertising revenue was only 96.834 billion yuan, which was lower than 654.38 billion yuan for the first time, down 3.64% year-on-year. The advertising revenue of online media is 3067 1 100 million yuan, accounting for 65.438+08.6% of the total advertising revenue. New media advertisements such as the Internet have become new revenue growth points.

Affected by the decline of cable TV users and the decline of average paid price, the income of cable TV in radio and television subdivision business has also declined. According to the data of the State Administration of Radio, Film and Television, the maintenance fee of China cable radio and television revenue in 20 17 was even lower than that in 20 13, while the revenue of paid digital TV was relatively stable, slightly higher than that in 20 13. The new business income of triple play is 654.38+00.282 billion yuan.

How long has it been since you turned on the TV?