向編排要效益向創(chuàng)新要效益－觀眾流與廣告流理論初探－

向編排要效益，向創(chuàng)新要效益－“觀眾流”與“廣告流”理論初探－袁方博士廣播學(xué)院中國(guó)電視廣告媒體的大背景：電視市場(chǎng)進(jìn)入份額競(jìng)爭(zhēng)階段，品牌戰(zhàn)和淘汰賽打響中國(guó)電視廣告媒體的大背景：頻道激增，觀眾分流，電視媒體進(jìn)入戰(zhàn)國(guó)時(shí)代從為竄什超么炮要蒙整雙頓晶節(jié)王目炭：河要舒扭錘轉(zhuǎn)表中洽央共臺(tái)幕收規(guī)視虹下纖滑瞇的歲趨為勢(shì)中脈國(guó)枕電嫩視腐廣竟告檢媒品體嘴的丹大涼背叔景圾：省廣級(jí)池衛(wèi)攻視胖上矩星牲改散變案了容我喇國(guó)裙電塌視學(xué)市年場(chǎng)炊的立生固態(tài)中純央過(guò)電抄視因臺(tái)省齡級(jí)孔衛(wèi)稼視省欲級(jí)煎衛(wèi)恒視省牽級(jí)店電猾視仿臺(tái)省喜級(jí)挑電嚷視顆臺(tái)市閃級(jí)銜電悔視背臺(tái)市匠級(jí)花電印視歲臺(tái)市服級(jí)姻電短視逐臺(tái)市券級(jí)頭電攪視齊臺(tái)省覆級(jí)副衛(wèi)鵲視謙上伏星竊的拾意的義1萌、茅省顯級(jí)肯電似視茅臺(tái)俊獲雷得泥了怕向零外附發(fā)交展朋的造出陰海劃口腹，蛋為嗽省亦臺(tái)平發(fā)嘴展婆注趁入發(fā)活舉力2鳳、輝“死中涂央程臺(tái)革－艘省援臺(tái)波－酷市卷臺(tái)蒼”加的說(shuō)區(qū)深分損正兇在堵讓壺位筐于“叨全勉國(guó)翅頻懷道道－攜區(qū)歉域葵頻嘉道傲－碌本晝地立頻懼道渴”3臨、堅(jiān)從晉覆補(bǔ)蓋廣的嘉角術(shù)度枝看愛(ài)，限省調(diào)級(jí)邊衛(wèi)脖視漁有取可睬能桐發(fā)雕展勁成舍全穴國(guó)寒或槍區(qū)隆域眨頻憂道4艇、舒核銜心東競(jìng)暮爭(zhēng)余力妻和均資瞧源扛的最掌徑控趣是固決杜勝挪的帆根煌本全犧國(guó)暖頻再道從的蹄發(fā)果展2辱0擊0兆2衛(wèi)年菌,酬有緞1恥2效個(gè)臨頻諸道襲落疼地打超柜過(guò)東2讓0煌0木0冊(cè)個(gè)法縣獨(dú)級(jí)俗單骨位序號(hào)頻道名稱縣、區(qū)級(jí)行政單位落地?cái)?shù)量縣、區(qū)級(jí)行政單位落地率1CCTV-1281498.202CCTV-2272295.043CCTV-5262791.724CCTV-6261691.345CCTV-8260290.856CCTV-3259090.437CCTV-7258790.338山東衛(wèi)視240483.949浙江衛(wèi)視236082.4010CCTV-4230480.4511湖南衛(wèi)視209173.0112四川衛(wèi)視203671.09全俊國(guó)雷頻叮道珠的掩發(fā)沿展2鵲0姐0糖4衛(wèi)年傲1熔-壯3秩月恒全索國(guó)梢收固視撤份揉額設(shè)超翅過(guò)零1組%扇的寶頻旗道派共角有瘡1登2雹個(gè)頻厚道會(huì)專趣業(yè)仔化頑戰(zhàn)召略峽，林C纖C恥T快V草全塑國(guó)北頻鞠道渠數(shù)痕量狹占鞠據(jù)兔優(yōu)茶勢(shì)省偶級(jí)化衛(wèi)殊視睜向拳全撇國(guó)端頻晨道燒的動(dòng)發(fā)濃展失狀種況泄：相6衫-豈4中騙央擊臺(tái)珍各爐頻晌道買向窯全強(qiáng)國(guó)春頻紀(jì)道厲的具發(fā)狂展閱狀嫩況遣：救4擱-速7向送編腿排踏要嬌效較益被：壘觀宏眾貢流庸理惱論律的四提搖出重憶新捷配隙置爸資旋源堂，銳優(yōu)促化機(jī)頻亂道呼編住排嘗即唇可洪提胸高姻收咐視1證、微重哈要傾時(shí)災(zāi)段然以彼大太眾鍛節(jié)叛目滲實(shí)稠現(xiàn)鍋對(duì)倒觀呼眾觸的饅最邀強(qiáng)嘩有歸力票的段吸蔽引嗎，泊“變加扛壓絨泵暢”森思雹想確和桶卡店位呈戰(zhàn)黑術(shù)驅(qū)。2棗、同襲質(zhì)捉性徐節(jié)拾目（刻大蛾眾兼性暢、吉觀梅眾辛構(gòu)竄成仆的訴類乓似所）淘在祝同雹一盞頻垃道遮內(nèi)柴連飯續(xù)牲編傭排筍，雁最辣大盤限稱度誘地澇實(shí)披現(xiàn)炊觀她眾賤在孫頻忽道磚內(nèi)教流巨動(dòng)塔：3小、非婦同裝質(zhì)缺性使節(jié)君目在寫各披頻晌道默之佩間惱同蠟時(shí)渾段既并屠列解，沫最江大惠限擦度撿實(shí)丙現(xiàn)煤觀灘眾壞在戶本掏臺(tái)量頻磁道就之牛間海的影封智閉堂流寫動(dòng)研熊究艘觀炒眾賞流殼的倍幾許個(gè)辣技綢術(shù)航手羊段1蠻、觀寸眾異生耀活吐時(shí)跪間弓的亦研宰究：怕起耗床叔在菠家姿率描、嶺開(kāi)頌機(jī)好、怖收坑視白意鋪愿2辜、滿固意林度：仰收用視隔率揚(yáng)的獎(jiǎng)?lì)I(lǐng)盒先六指戚標(biāo)然、影判閱斷謎節(jié)辱目贏品舞質(zhì)猜和鉤潛赴力3嘉、節(jié)鼠目忍資作源賽的黃使擦用喜效請(qǐng)率妹分腐析裕：剔判除廊低鐮效碧率樣節(jié)暈?zāi)?漸、觀辣眾喘重早疊稠率附：觀祖眾循流奧動(dòng)姻，油判巷斷并前亡后織節(jié)逐目祥銜統(tǒng)接傳是娘否鍬合域適5辭、頻準(zhǔn)道巧結(jié)馳構(gòu)間分念析后：橫賊向膨的悉卡浴位州和是觀祥眾璃流窮的介“鎮(zhèn)加夏壓賀泵扭”生疾活榮時(shí)殊間津研使究瓜，執(zhí)判掀斷所各裝時(shí)饞段罵應(yīng)刺該坡安偷排日什爺么申節(jié)性目時(shí)段工作日（周一至周五）周末起床在家率電視接觸率起床在家率電視接觸率6:00以前14.30.610.40.66:00-6:5960.4

6.7

41.04.17:00-7:5963.78.2

59.69.28:00-8:5935.310.064.519.49:00-9:5932.011.465.524.910:00-10:5932.711.467.527.811:00-11:5943.311.869.025.912:00-12:5964.1

36.3

72.238.413:00-13:5940.69.843.712.914:00-14:5925.16.736.713.515:00-15:5929.211.653.522.016:00-16:5931.211.659.623.117:00-17:5942.711.664.320.818:00-18:5976.130.476.732.419:00-19:5993.186.792.486.920:00-20:5992.977.591.881.621:00-21:5985.160.888.068.222:00-22:5945.9

28.0

55.935.323:00-23:5913.9

8.2

20.611.4滿條意扮度派研枕究命：輕節(jié)唇目已品窮質(zhì)廊和匙發(fā)拉展橡潛刮力全的鋸判畢斷欄目名稱滿意度知名度觀眾規(guī)模期待度人氣指數(shù)新聞聯(lián)播11111焦點(diǎn)訪談22222幸運(yùn)5232416512同一首歌412433今日說(shuō)法513775開(kāi)心辭典6191446實(shí)話實(shí)說(shuō)73384藝術(shù)人生826181215人與自然999167新聞?wù){(diào)查1015151418資飾源液使飽用醬效棗率虹分毒析丸：A廳頻設(shè)道坡首辭播承節(jié)奇目什的搖資盈源震效綠率曠差資湯源牧使怒用扔效凡率模分匠析凈：A祥頻倆道皂重李播廣節(jié)啄目背的棉資征源佩效戒率遣更禮差資輸源災(zāi)使渣用籍效技率袖分租析散：B抵頻嫂道的饒資淺源桂使桌用衰效密率堵良粒好沙－扎首灰播詳＋那重讓播A獲頻盼道胳結(jié)窗構(gòu)單圖去澇除賺重墾播生節(jié)驢目傅后旨的呼編繪排峽表壺，沃結(jié)紙構(gòu)婚不噴合袍理觀摔眾畢流聽(tīng)理星論遍與紹C滾C束T侍V呼-唯1漫、任C餅C慮T露V眉-扇8租的筍改皺版C譽(yù)C改T桑V響-偷11圣、觀掩眾垃重歷疊付率妻與擔(dān)《其科橫技叼博辣覽槐》厘的蹈調(diào)絡(luò)整2、巖滿叢意肚度秋與《駝綜男藝輛大幻玉觀騎》室、芳《隊(duì)曲候苑辦雜夾壇眾》史等康的樓調(diào)位整3哲、重顫要腔時(shí)謹(jǐn)段恒的檔卡錦位逆戰(zhàn)千術(shù)C加C綿T例V嘆-凍81希、錯(cuò)欄位蒼重蘭播犯，慢提樹(shù)高良資窯源彎使典用系效體率2、妨劇團(tuán)場(chǎng)繳的產(chǎn)區(qū)澆隔暮化飼設(shè)緒置已：茂生滔活奔時(shí)未間引研餡究1兔、頻便道內(nèi)板繼塊摟化（昂安間徽砌衛(wèi)媽視膊）標(biāo)，周友播特欄狹目榮大榮型就化（閘C訊C口T管V撤-棒3料）3何、時(shí)遮段般連蓮續(xù)育開(kāi)悟發(fā)產(chǎn)，千培套養(yǎng)濾觀豆眾攏對(duì)都頻申道蠻某禁手歸段邁的襯忠非誠(chéng)：C廟C浩T堪V氣-猶2角晚拆1計(jì)0歸點(diǎn)化的全開(kāi)沿發(fā)凍，辨開(kāi)驗(yàn)心河辭晉典膜、唐幸鹿運(yùn)辯5富2冶、聲對(duì)窄話4姥、時(shí)慕段沫的皮差疊異紫化粉開(kāi)輪發(fā)話：C賠C彼T男V需-籠7松晚甲間傻8池點(diǎn)時(shí)《路東疼方恢兒跪童宣》其廳他礙重蹈要帥的紋頻肝道爛編適排盤和熄時(shí)臥段莊開(kāi)紛發(fā)昂手錫段未聯(lián)來(lái)搏超蟻級(jí)央貼罪片：遲以部環(huán)談繞輛戰(zhàn)德術(shù)籃實(shí)鑰現(xiàn)承貼誤片由廣屬告鉤的的真竊正阻價(jià)醒值安詳徽蜓衛(wèi)恰視完編駛排鮮中工的內(nèi)“析觀雅眾巧流般”分思震想未畝來(lái)準(zhǔn)超剪級(jí)附貼筒片：衣以袖環(huán)赤繞刃戰(zhàn)樓術(shù)礙實(shí)惜現(xiàn)乘貼筋片下廣告告險(xiǎn)的福真腎正紐奉價(jià)嗽值安描徽喇衛(wèi)拼視逆《廳周舞末張大絕放暑送按》行的迫走高勢(shì)未罩來(lái)私超領(lǐng)級(jí)怕貼圓片：透以匙環(huán)燈繞爽戰(zhàn)燒術(shù)技實(shí)喉現(xiàn)扁貼區(qū)片贊廣慮告宇的毛真諸正嫌價(jià)查值未奔來(lái)姜超還級(jí)目貼崖片：墳以傷環(huán)綿繞懸戰(zhàn)專術(shù)策實(shí)戶現(xiàn)華貼亂片您廣稠告刺的裂真透正侄價(jià)駛值湖幣南證衛(wèi)強(qiáng)視沉晚販間避編固排猴中詠的粉“享卡納位攪”崖和另無(wú)晌縫惠隙踐插柏播未眠來(lái)毅超潤(rùn)級(jí)勉貼借片：階以鈔環(huán)丑繞反戰(zhàn)巡壽術(shù)獸實(shí)同現(xiàn)穿貼原片興廣渣告椒的酒真煎正正價(jià)驗(yàn)值未黑來(lái)徑超必級(jí)藥貼限片：數(shù)以枕環(huán)嫌繞頸戰(zhàn)刑術(shù)深實(shí)丹現(xiàn)男貼刊片死廣躁告壺的們真追正霸價(jià)外值2饅0厭0嘴3禍年而改今版押，參湖鋼南求衛(wèi)冶視恢收摔視濕率氧全展面診上取漲未狼來(lái)籌超等級(jí)男貼遭片：允以宿環(huán)血繞湖戰(zhàn)艦術(shù)款實(shí)非現(xiàn)其貼閥片攻廣鞠告殘的絕真嗽正基價(jià)惕值未限來(lái)齡超離級(jí)灶貼壘片：航以橋環(huán)仍繞喝戰(zhàn)葡術(shù)看實(shí)撈現(xiàn)丸貼宇片彎廣究告蒙的勞真坐正答價(jià)港值湖魯南草衛(wèi)腿視攤大蓄部故分超時(shí)谷段組被幅成課功慣開(kāi)怖發(fā)1各、慚價(jià)吊格嘗戰(zhàn)及、貴折惠扣臣戰(zhàn)臺(tái)是似媒繡體渾的師“龍內(nèi)撒訌踢”2汪、丘廣首告陡時(shí)蘭長(zhǎng)譜暴鉤漲詳，尾媒梅體預(yù)和蜻企教業(yè)舅同丑時(shí)躺受憤害3叢、舞收旬視蘿率遭主背義正在洽扭謹(jǐn)曲星媒難體潑的屆行咐為4罰、今不泥完貧善殖的界廣概告麻概的念襯在件誤巖導(dǎo)跨企依業(yè)抗的庫(kù)廣辨告掀投炒放目馳前梯危天及達(dá)媒差體置和輛廣已告笨主絞利毀益小的連“損四喪害較”媒扁體促的卸內(nèi)膚訌叛：裂折撐扣稿戰(zhàn)呢導(dǎo)爽致粘全遭行減業(yè)慎受隱損曾失企近業(yè)紡和老媒雪體孩的年博旋奕行：汁廣釀告替時(shí)始長(zhǎng)敬平浙均草每醒年擇增傭長(zhǎng)磁約怖2饒0常%頻道2002年比2001廣告時(shí)長(zhǎng)增長(zhǎng)率頻道2002年比2001廣告時(shí)長(zhǎng)增長(zhǎng)率1173.831626.672102.511724.09396.761822.48490.471920.95585.752020.79683.132118.49777.42215.86869.52314.55951.842413.331051.79255.111148.23263.821242.07272.771338.56282.621434.9529-5.31528.4730-21.15頻道編號(hào)2002平均廣告比例－全天2002平均廣告比例－黃金段121.0921.7219.8924.97319.7323.78418.1423.44517.3123.66615.5720.67715.3224.37815.2222.10915.1416.281015.0720.531115.0125.281214.1622.281314.1521.871413.9717.041513.9124.641613.3025.871713.2924.131813.0917.781912.5516.462012.3617.76企枝業(yè)準(zhǔn)和蠶媒拳體祝的順博給奕回：質(zhì)廣再告概時(shí)握長(zhǎng)疏超猛標(biāo)吃，之媒始體拿經(jīng)影營(yíng)扁風(fēng)辜險(xiǎn)遺加辨大企活業(yè)漲也皂是奸受咱害敞者：廣續(xù)告拒段悼時(shí)素長(zhǎng)徒嚴(yán)菜重究影造響陸廣浩告私到題達(dá)匪率一六個(gè)某經(jīng)蔽驗(yàn)朵：淹3邪分陳鐘級(jí)＝開(kāi)8胃0呢%擊，后3斃-吳5黨分犯鐘鼠＝朵5扣0欠％悲，椅5采分壯鐘生＋濟(jì)＝秋3賢3淹%1售、犬目廢前趕流導(dǎo)行著的毫廣聞告搶概恨念惱：收刮視距率虜主插義悄的擴(kuò)流咱毒廣例告默＝時(shí)蒼空鄭資界源幅＋程產(chǎn)宗品制信筑息2素、謀完積善濾的么廣叔告伙概營(yíng)念地：廣始告＝媒拳體槐品濱質(zhì)×（擊時(shí)論空邪資筍源盾＋浙產(chǎn)污品勁信荒息蠻）3拆、收爸視薦率陽(yáng)主卵義易：忽睬視猜媒找介凡品羅質(zhì)件，取媒奴體警創(chuàng)允新爹節(jié)創(chuàng)目闖變商得羨沒(méi)形有談意辭義4述、紅企抄業(yè)豬廣咽告贊投體放絮：手臘段迎當(dāng)殺成豪目耗的蜘，副廣弄告坦變煎成陳了漆“屬噪腿音酷”觀六念繞決旅定平行棋為勾，不楊完愛(ài)善嘴的煤廣鬼告泥觀來(lái)念甜同衛(wèi)時(shí)不誤衰導(dǎo)冊(cè)企舍業(yè)燥和剩媒卷體銜！廣不告份數(shù)露量絡(luò)重窗疊贏率接頻炸道訪支療撐中香央砌臺(tái)丈廣趕告弊占秧有3爸9心3勻9逆1塔0退0緊%訊1與也衛(wèi)趣視伍重紫疊2冷0則9者4耗5裕3旱%唉2形.貌3與堤省陶臺(tái)槍重版疊2扁3蛾6臨8莖6勝0呢%失4狡.陸2與扯市段臺(tái)耽重再疊2售4每6背3拘6就2鳴%稍1叫4婚.助7廣忠告遭流鴉理權(quán)論慘：銅廣掙告圣是士流懼動(dòng)權(quán)的叫，栽沒(méi)球有勉媒差體免能故“我通忽吃纏”探廣給告1剝、忠企氏業(yè)咽要濟(jì)的接是余效紗果魯，灘廣簡(jiǎn)告雨公臨司撫要節(jié)的交是責(zé)利拼潤(rùn)2遇、脊控蛾制結(jié)收捕視橡資平源鼠是顯關(guān)屆鍵：媒憤體融有錯(cuò)沒(méi)爺有山“逗控漠盤學(xué)能肌力裙”展？3請(qǐng)、溪“原支橋撐大＋休補(bǔ)疫充待”攤的捧投宵放捉模醬式狂：省損級(jí)川媒貫體乎要經(jīng)打按造汪“紅出揉海貸口舒”4慶、棕宏吐觀音上閉保凈護(hù)仁廣拆告佛公島司依：排司斥野和育依衛(wèi)賴延廣飄告捷公永司房誠(chéng)都逢要默不站得廣棋告稼流撲理方論抽：貌保筆持榆企體業(yè)搶－壁廣濫告都公逐司耀－株媒王體鮮鏈牌條置的壁良誦性注鴉意竟力殿之停戰(zhàn)：聲究音囑占撥有陵率組的叨爭(zhēng)徐奪傳四播暢技路巧的脊較樓量蔑和敞廣驅(qū)告艇費(fèi)冬的獅消凱耗簽戰(zhàn)敞－川－伸－瓜戰(zhàn)物術(shù)品小牌紗力白之赤戰(zhàn)：心哀理陡占棉有妙率通的貴爭(zhēng)密奪對(duì)握傳勿播資孤源腿的疼爭(zhēng)鴨奪芳和輔對(duì)逢消秘費(fèi)歪者惜的似攻止心巡壽戰(zhàn)握－曉－竿－狠戰(zhàn)腐略廣穩(wěn)告蛛流劣理扛論放：趕收迎視叔率趴不刷是瓦唯隙一旬的擔(dān)賣稼點(diǎn)1窄、沖媒矛介品館牌隸是腎可卻以智“車變席現(xiàn)抓”申的：同砌一逆首帥歌時(shí)，友湖阻南凈衛(wèi)乏視2雜、就優(yōu)灣化凝客韻戶劫結(jié)輩構(gòu)警：大虛客嘴戶悉出掙得待起