摘要：在新媒体环境下，传统媒体的广告投放热度减弱，电视广告市场分流，省级卫视广告面临着广告资源减少、广告份额下降、广告受众转移和广告主投放比例减少等难题，各省级卫视间的激烈竞争造成强者愈强弱者愈弱的两极分化现象也是卫视广告发展所面临的问题。于是在这样的背景下分析了湖南卫视广告经营特色在于：抓渠道，利用台网联动提升广告与自身的品牌力；重内容，利用特色栏目与广告互相渗透来提高广告主与栏目的知名度；推营销，将重磅节目与广告捆绑发展。结合以上三个方面的广告发展特色，为省级卫视广告更好的发展提出以下策略：首先利用大数据技术，实现精准化营销；其次打造品牌栏目，提升卫视自身的广告核心竞争力；再者促进广告内容与节目环节的互相渗透，丰富电视广告的经营形式；最后联合新媒体平台，扩大电视广告的传播效果。

关键词：新媒体；省级卫视；电视广告

Analysis on Provincial Television Advertisements under the New Media Environment

   Abstract：Under the environment of new media, the tendency of traditional media advertising is abating, market pision of TV advertising and provincial satellite TV stations are facing problems of reduction of advertisement resources, decline of advertising share, transfer of advertising audiences and proportion of advertisers spending is reducing. Polarization that the strong one is stronger and the weak is weaker caused by fierce competition between provincial satellite TV stations is also the problem which TV advertisements are facing. Therefore, under this background, the author analyzed advertising management characteristics of Hunan TV. The first characteristic is grasping channels, Hunan TV makes full use of linkage of TV station and network to lift advertisement and itself brand force. The second characteristic is concentrating on content, Hunan TV takes advantage of interinfiltration of characteristic column and advertisements to enhance the popularity of advertisers and column groups. The third characteristic is promoting marketing, Hunan TV binds and develops blockbuster shows and advertisements. Combining above three characteristics of advertisement development, the author puts forward follow strategies for advertisements of provincial satellite TV stations develop better. Firstly, provincial satellite TV stations make use of big data technology to achieve accurate marketing. Secondly, TV stations build brand column to lift core competences of TV stations. Then TV stations promote interinfiltration of advertisement content and programme link and enrich management forms of TV advertisings. Finally, TV stations combine with new media platforms to enlarge communication effect of TV advertisings.

   Key Words：The new media; Provincial television；TV advertisements

目录

摘要 1

Abstract 1

一、电视广告概述 2

（一）电视广告的内涵 2

（二）电视广告的特点 3

二、新媒体环境下省级卫视广告生存现状 3

（一）新媒体广告瓜分市场份额 3

（二）广告受众被其他播放平台吸引 4

（三）广告主电视广告投放比例缩减 4

（四）限广政策下电视广告资源减少 5

（五）省级卫视广告竞争激烈 5

三、新媒体环境下省级卫视广告发展个案分析 6

（一）台网联动提升品牌力 6

（二）栏目广告互渗透 6

（三）节目广告捆绑发展 7

四、新媒体环境下省级卫视广告的发展策略 7

（一）节目植入广告丰富广告形式 8

（二）栏目品牌化提高广告竞争力 8

（三）借大数据力求广告营销精准化 9

（四）新媒体拓展卫视广告传播平台 9

参考文献 10

新媒体环境下省级卫视广告的发展策略探析

随着信息技术的飞速发展，新媒体越来越被人们接受和使用，在信息传播中的地位越来越重要。在这样的背景下，越来越丰富的广告形式，多样化的媒体资源、信息的碎片化、受众的分众化等因素都影响着电视广告的传播效果，动摇折电视广告的老大哥地位。但是，传播环境的变化对电视媒体来说并不完全是挑战，一方面，传播环境的改善有助于传统媒体和新兴媒体的牵手合作，促进资源整合。另一方面，有助于提升电视与新媒体媒体的品牌理念，互利共赢。