What are the changes in the characteristics of TV ecology?
On Jan. 1, 2015, the "New Stars, Two Stars" and "One Night and Two Episodes" TV New Deal were formally implemented. The same TV series of the Wei Video Channel can only broadcast two episodes per night, with no more than two broadcast channels.
At the same time, the “Limiting Entertainment Order†effect announced in 2011 is still in effect, which means that neither of the dramas can be broadcast during the 21:20-22:00 period after the two episodes of drama, as mentioned in the “Opinions†of 2011. : 9 kinds of variety shows such as marriage and dating, talent shows, emotional stories, game competitions, entertainment events, interviews, talk shows, and reality shows have been filed for examination and approval and total control, which has given birth to a new section. With the "920" band, it can be said that the Radio and Television New Deal catalyzed the transformation of the television ecology.
Based on the CSM media research survey data of all surveyed cities in the first half of 2015, and by analyzing the characteristics of television ratings under the new radio and television administration, and studying the changes in the television market in the new media competition, we discovered that the TV ecology of the New Deal for the past six months has exhibited the following characteristics.
The change in the total number of viewers is a direct reflection of the fierce competition in the TV market and a microcosm of the results of the implementation of the TV New Deal. Observing the change in viewership ratings over the past five years, the per capita viewing time has continued to decline. In the first half of 2015, the viewing time of the audience was 156 minutes, which was a drop of 12 minutes compared with 168 minutes in the first half of 2011.
Observe the declining rate of total audience ratings for the first half of 2012-2015, which fell by 2 minutes to 167 minutes in the first half of 2013; 4 minutes year-on-year in the first half of 2014; 7-minute year-on-year drop in 2015, and the decrease in the amount of viewership was significant Increase.
From the perspective of the total audience’s total audience ratings, the loss of television viewers has shown an irreversible trend. It is divided into two dimensions: the size of the audience actually watching TV and the duration of watching. The decrease in the overall television market is mainly due to the size of the audience in recent years. The year-on-year decline in the average visitor arrival rate in the first half of 2015 dropped from 70% in 2011 to 62.1%, a decrease of 7.9 percentage points.
Correspondingly, the viewing duration of each actual TV viewer in the first half of 2011-2014 has been increasing. The actual viewing time of the daily viewers has increased from 240 minutes in the first half of 2011 to 253 minutes.
Although it was still high in the first half of this year, it was lower than in previous years. It can be seen that although the loss of light audience is the main reason for the reduction in total audience ratings, the remaining loyal viewers have reduced the viewing time of television and require our attention and alert.
From the perspective of the per capita viewing time of the first half of 2015, the period during the Spring Festival is the highest during the whole year, but it is still significantly lower than the previous Spring Festival. The sub-weekly ratings are generally lower than the same period of last year. The total television ratings are not optimistic; Although there has been an increase in summer vacation ratings, it is still at historically low levels.
Comparing the viewing trend of the full-day period, the change in ratings is mainly reflected in the peak hours, with a significant drop from 19:00 to 22:00. The period with the largest decrease appears at 21:30-22:00, and the maximum drop in ratings is close to 2%. , The drop rate reached 6%.
The peak hours during the lunch hours also decreased significantly. The highest rate of decline in ratings from 12:00 to 13:00 was close to 0.8 percentage points, and the percentage of decline was also 6%. Other periods were basically the same as last year.
The decrease in the total number of viewers is the result of the fragmentation of audience behavior in the era of multi-screen viewing competition. In the first half of the year, the “920†column with a large drop in the number of viewings during the period indicated that the TV New Deal has intensified this process.
The audience structure characteristics in the first half of 2015 show that viewers aged 45 and above are heavy viewers of television, with the highest percentage of viewers aged 45-54, and a stronger tendency to watch.
The 25-64-year-old audience is the main audience of the overall TV market, and its audience accounts for 69.8% of the total.
Looking at the changes in viewership at different ages over the years, it is not difficult to conclude that the television consumption of young viewers under the age of 45 is declining year by year. This type of audience is far away from traditional television, and new media continue to expand their influence in this type of audience. force.
At the same time, the number of viewers aged 45 and above showed a slight decrease compared to the number of minutes per viewer. This type of audience is the main force of TV viewing. In particular, audiences aged 45-54 have seen a large decline in viewing time. The shrinking of viewers’ viewing time is the main reason for the decline in the number of minutes per capita in the first half of 2015.
At the same time, the “Limiting Entertainment Order†effect announced in 2011 is still in effect, which means that neither of the dramas can be broadcast during the 21:20-22:00 period after the two episodes of drama, as mentioned in the “Opinions†of 2011. : 9 kinds of variety shows such as marriage and dating, talent shows, emotional stories, game competitions, entertainment events, interviews, talk shows, and reality shows have been filed for examination and approval and total control, which has given birth to a new section. With the "920" band, it can be said that the Radio and Television New Deal catalyzed the transformation of the television ecology.
Based on the CSM media research survey data of all surveyed cities in the first half of 2015, and by analyzing the characteristics of television ratings under the new radio and television administration, and studying the changes in the television market in the new media competition, we discovered that the TV ecology of the New Deal for the past six months has exhibited the following characteristics.
Correspondingly, the viewing duration of each actual TV viewer in the first half of 2011-2014 has been increasing. The actual viewing time of the daily viewers has increased from 240 minutes in the first half of 2011 to 253 minutes.
Comparing the viewing trend of the full-day period, the change in ratings is mainly reflected in the peak hours, with a significant drop from 19:00 to 22:00. The period with the largest decrease appears at 21:30-22:00, and the maximum drop in ratings is close to 2%. , The drop rate reached 6%.
The peak hours during the lunch hours also decreased significantly. The highest rate of decline in ratings from 12:00 to 13:00 was close to 0.8 percentage points, and the percentage of decline was also 6%. Other periods were basically the same as last year.
The 25-64-year-old audience is the main audience of the overall TV market, and its audience accounts for 69.8% of the total.
Portable Power Station,Jackery Battery,Portable Charging Station,Portable Power Station For Camping
Power X (Qingdao) Energy Technology Co., Ltd. , https://www.qdpowerxsolar.com