2013—2017江苏纸媒、广电媒体与网络媒体的广告市场分析

2013—2017 Advertising Market Analysis of Jiangsu Paper media,Radio and TV media and network media

本文使用2013—2017年江苏传媒业的广告营业额数据,对江苏纸媒、广电媒体与网络媒体的广告市场进行分析。研究发现:①纸质媒体广告收入规模减小,广告收入来源逐渐窄化,对房地产行业的依赖性增强,加剧了纸媒广告市场的脆弱性和风险性。②广播电视媒体的广告收入仍占据传媒业的50%以上,其广告收入来源相对广泛,既包括房地产与汽车,也包括日用品行业。③网络媒体广告收入占比上涨,其广告收入主要来自日用品行业,而且有些行业的广告投放额占比已经赶超广播电视媒体。可见,江苏传媒业的格局正在发生改变,纸媒与广电媒体的广告市场份额已被网络媒体分流。

This paper uses the advertising turnover data of Jiangsu media industry from 2013 to 2017 to analyze the advertising market of Jiangsu paper media, radio and television media, network media. The findings are as follows:(1) The scale of advertising revenue in print media is decreasing, the source of advertising revenue is gradually narrowing, more dependent on the real estate,which aggravates the fragility and risk of the paper media advertising market.(2) The advertising revenue of radio and television media still accounts for more than 50% of the media industry, and its advertising revenue sources are relatively wide, including real estate and automobiles, as well as commodity industries.(3) The proportion of online media advertising revenue has risen, its advertising revenue mainly comes from the commodity industry, and the proportion of advertising investment in some industries has overtaken the radio and television media. It can be seen that the pattern of the media industry in Jiangsu is changing, and the share of the advertising market of paper media, radio and television media has been diverted by the network media.