The High-Profile Comparison Of CCTV'S Low Profile

The CCTV advertising bidding, which has just ended in 2014, has a slightly lower tone than before. It will no longer announce the total amount of the tender, nor will it take the initiative to expose the tender price of P.

In the past year, the most intense "news broadcast" and "focus interview" advertisements were changed from the previous auction to subscription, and the total value of advertising became a mystery.

Compared with the "double eleven" craziness a week ago, it was a world of difference.

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< p > annual hot a href= "http://zs.sjfzxm.com/" > Advertising bidding "/a". Why is it so quiet this year? < /p >

Less than P, first, it was a bit dizzy by the fast electricity supplier, and the total data was not good.

Media analysis of the total amount of bidding is expected to be around 17 billion 500 million yuan, which is exactly eleven of Tmall's "double eleven" turnover.

If you publish this figure, imagine how the media will report? The CCTV advertising bidding in 2014 is only Tmall < a href= "http://www.91se91.com/business/" > double 10 "/a > sales 50%". How can CCTV be "/p"?

< p > Second, there may be an increase of "four successive Yin" and the growth figures are not good.

According to CCTV advertising department, "2014 CCTV advertising bidding signed a total of steadily rising, more than 2013."

How much growth has not been said.

If we take the data of 17 billion 500 million as the 2014 data and compare the trend of data in recent years, it is not difficult to find a "quadruple negative" channel. The revenue growth of CCTV advertising tenders in 2011, 2012, 2013 and 2014 is 15.53%, 12.53%, 11.39% and 10.19% respectively, an increase of 2.94, 3, 1.14 and 1.14 percentage points respectively.

Jiangsu satellite TV, Zhejiang satellite TV and other local satellite TV's strong rise, as well as the rapid development of smart phones and mobile Internet, have stolen a large number of CCTV spectators, it is an indisputable fact.

Many advertisers need to consider the cost performance and effectiveness of various media in advertising, so the pursuit of CCTV is not as enthusiastic as it used to be in the past few years.

It is not easy to request that the "TV station elder brother" who has ever seen the scenery to face the "four successive Yin" and even the future "five successive Yin" easily. Therefore, it is better to quietly avoid the figures and leave suspense for everyone to guess.

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< p > 3, dilute "absorb gold" and strengthen service for enterprises.

He Haiming, director of the CCTV advertising management center, said: "CCTV's business expenses mainly come from advertising revenue. But for national TV stations, it is more important for Chinese enterprises and enterprises in the Chinese market to become the top brands in China and the world through such a platform, which is even more significant."

In fact, CCTV has been expressing similar views before, but this year it has performed even more. If Li Xinzheng was to strengthen the reform and make CCTV think and change, and repeatedly encountered God's reply (you are happy, why Starbucks is expensive, the renminbi is sorry to the people), it also forced CCTV to collect money from a low profile and avoid being tucking away again.

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< p > shake Shan Yi, shake CCTV difficult.

Although CCTV is low-key, about 10000000000 real gold and silver are still in the bag.

Don't look at Ma Yun very arrogant, don't see Tmall is crazy, 140 million still presented to CCTV, and is dedicated to the target group is not very suitable for the world cup time, the Central Plains is thought-provoking.

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< p > If "double eleven" is the collective Carnival of cock silk, "a href=" http://www.91se91.com/pioneer/ "> CCTV" /a "advertising bidding is the feast of the big guys.

The high profile of the electricity supplier is because its narrow and fragile stage requires loud voice to attract attention and hold together operations; CCTV's high profile is because its monopoly stage does not need to cry out from countless butterflies.

The high-profile electricity providers eventually succumbed to low-key CCTV, which can only be said that resources have once again defeated the market.

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