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近来,个别国际广告客户在购买电视台的广告时段时,要求电视台承诺相应的电视节目或时段要达到预定的总收视率(GRP)。如果一时没有达到,则需要电视台额外增加补播广告时间,直到总收视率达到预定的数值。乍一看起来,这种要求像是考虑了量化指标,考虑了效果评估,但细心的经营者却发现这种要求很不合理,存在很多问题,不符合电视广告经营规则。
Recently, individual international advertisers have been requesting television stations to commit themselves to achieving the desired gross watcher ratings (GRP) for their television shows or time slots when buying television commercials. If you do not reach a certain point, you will need to add extra time for rebroadcast advertising until the total ratings reach the predetermined value. At first glance, this requirement seems to take into account the quantitative indicators, consider the effect of assessment, but attentive operators found that this requirement is unreasonable, there are many problems, do not meet the rules of the television advertising business.