电视节目插播广告收视率的逐秒分析——长度、顺序、位置的影响

发布时间：2018-03-03 13:39

本文选题：插播广告　切入点：逐秒　出处：《新闻与传播研究》2017年03期 　论文类型：期刊论文

【摘要】：时至今日,电视依然是最受广告商青睐的传统媒体,寻找电视插播广告收视的规律对于广告资源经营管理及广告主的媒介购买都具有重要意义。研究通过采用厦门广电提供的本土真人秀《最美和声》节目的机顶盒收视数据,在斯瓦米纳坦和肯特(Swaminathan Kent)2013年研究的基础上,重新验证了位置、顺序、长度对广告收视率的影响。研究发现,各广告段都存在早期收视优势(60-70秒);晚期收视优势则并不明显;引出节目广告的收视高于其他任何广告位的平均收视;随着节目的推进,观众开始越来越早地从广告段中逃离节目;插播广告段中的收视回归是广告段时长与广告位置共同作用的结果,时长越长,位置越靠后的广告段,回归次数越多。
[Abstract]:Today, television is still the most popular traditional media for advertisers. It is of great significance for the management of advertising resources and the media purchase of advertisers to find the regularity of TV spots and advertisements. This paper studies the TV data of the set-top box of the local reality show "the most Beautiful Harmony" provided by Xiamen Radio and Television. Based on the research by Swamy Natan and Kent Kent in 2013, the effects of position, order and length on the advertising ratings were re-verified. The results showed that the early viewing advantage was 60-70 seconds in each advertising segment, while the late viewing advantage was not obvious. With the development of the program, the audience began to escape from the segment of the program more and more early. The result of the regression is the effect of the length of the segment and the position of the advertisement. The longer the time, the lower the position, the more the number of regression.
【作者单位】：厦门大学新闻传播学院;
【基金】：国家自然科学基金项目“东西方不同文化思维方式对广告说服的影响:一个自下而上的脉络建构与验证”(项目批准号:71372076)的阶段性研究成果
【分类号】：G223

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