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