2023开年广告市场细分盘点 | 电视 、户外、 广播
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2023.03.23
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1· 整体市场
2· 重点行业及品牌
3· 报告原文
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1· 整体市场
2· 重点行业及品牌
3· 报告原文
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1· 整体市场
● CTR数据显示,2023年1月广播广告刊例花费同比下跌22.5%,较上月跌幅略收窄3个百分点。
2· 重点行业及品牌
● 2023年1月广播广告头部行业均呈现不同程度的广告减投,快消品、商业及服务性行业、金融业等行业持续成为广播广告投放的主力。
● 食品行业投放量大,但广播广告刊例花费同比减少20.5%。方便食品是该行业明显增投广告的品类,投放活跃的品牌有娃哈哈、林家铺子、金字、五丰、鲁味斋等,其中金字、五丰、鲁味斋是今年新增投放广播广告。
● 食品行业中投放量较大的保健食品、食品类系列产品、调味品等品类均呈现两位数的广告花费同比减少,也是直接导致该行业在广播渠道减投的主要原因。
● 商业及服务性行业中的医疗/保健机构、教育/培训两个品类增加广告投放,相关并投放活跃的品牌包括长中、何氏、华医、国文、韦德等。
● 商服行业的广播广告花费减少主要受到零售服务品类较大幅度减投的影响,减少投放广告较明显的品牌有吉盛伟邦、沪尚茗居、小酒窝、百联、翠佛堂等。
● 金融业的银行业务、银行卡、金融业系列产品三个品类的广播广告花费呈现不同程度的增长。
● 该行业的头部品牌包括汇正、中国体育彩票、中国人民财产保险、中国银行、中国工商银行等。而金融业-企业形象、银行、保险三个金融业品类在广播渠道则减投较明显。
● 新品牌:1月广播广告前三十位新品牌覆盖10个行业,接近四成的品牌来自食品和商业及服务性行业。
3· 报告原文
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2022广告市场年度盘点 | 电视、户外、广播三大细分广告市场年度盘点
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