信息图：胜三 2018 年中国媒介价格增长趋势报告.pdf
MethodologyWe have analyzed all key media in China: TV, Newspapers, Magazines, Radio, OOH, Digital and Mobile. Inflation forecasts have been divided into 2 sections - national inflation and local inflation for the top 24 cities in China. For OOH we have included: Building LCDs, Railway media, Bus Transit, etc. For Digital we have included: Portals, Search Engines, Video, SNS, Weibo, Network Community, IM, AD Alliance/Network and Vertical channels, etc.For each media, both the Rate Card Inflation and the forecast Nett Inflation are shown. rthree 20182017 2018VS(Net Cost Inflation %) (Net Cost Inflation % - forecast)20%18%16%14%12%10%8%6%4%2%0%-2%-4%-6%广播7%广播6%电视9%电视8%手机类20%手机类18%个人电脑6%个人电脑6%线上视频9%线上视频8%报纸-6%报纸-5%户外9%户外9%杂志-2%杂志-1%媒体净价涨幅媒体价格增长驱动因素分析1. 宏观经济素：GDP 增长，CPI 增长2. 媒介投放量变化：媒介投放量与企业当前发展现状同步3. 媒介生态环境的不断变化4. 不同行业的发展状况以及对媒介传播的诉求电视媒体净价涨幅2018 年预测报告Shangdong TV山东卫视10%CCTV 57%Hunan TV湖南卫视6%CCTV 16%CCTV 35%Dragon TV上海东方卫视 5%Jiangsu TV江苏卫视5%CCTV 25%CCTV 64%Shenzhen TV深圳卫视 4%CCTV news4%BTV 北京电视台4%CCTV Others3%Anhui TV安徽卫视3%Other National TV2%手机类媒体净价涨幅2018 年预测报告网络媒体净价涨幅2018 年预测报告4% 14%18%12%14%12%14%18%14%16%门户网络新媒体垂直类媒体搜索引擎线上音乐及娱乐媒体网络社区社交网站生活和旅游媒体PDB6%4%4%4%6%12%6%4%
