编者按:随着网络、手机等新媒体的不断出现,消费者接触媒介信息碎片化,广告主的传播策略也必须相应调整。对于电视媒体来说一方面面临严峻考验,一则面临年轻受众的分流,二则面临广告主的预算调整,三则广告时间的缩短,广告价格的不断上涨。另一方面来说新令条件下广告时间及广告环境的严格监管,这么多年相对完整的效果评估体系及稳定的收视群体 Editor’s Note: With the advent of new media such as the Internet and mobile phones, consumer media exposure has become fragmented and advertisers’ communication strategies must be adjusted accordingly. On the one hand, the television media is facing a severe test, one is facing the diversion of young audiences, the other two face the budget adjustment of advertisers, the shortening of the three advertising time, and the rising advertising prices. On the other hand, under the new conditions of advertising time and advertising environment, strict supervision, so many years relatively complete evaluation system and a stable audience ratings