美国前三季度媒体广告统计：互联网一枝独秀，报纸快速下滑
报业的末日不是单纯的炒作，而日益成为现实。2007年美国前三季度媒体广告统计表明，报纸广告同比大跌5％，互联网高速增长17％多。电视有所微跌，杂志有所增长。广告总和基本持平。也就是说，广告的此消彼长，基本处于残酷的“零和游戏”。互联网的崛起，主要是抢走了报纸的广告。经营企业的人都明白，一个企业停止增长就是灾难的开始；一个行业停止增长也是灾难的开始。显然，中国的报业也难以逃脱类似的命运。不过从总量上，互联网要超越报纸，还需要时日。
美国媒体广告收入情况 Q1-Q3 2007 | |||
| 媒体 | Revenues, mln. $ | Growth, % | |
| Q1-Q3 2007 | Q1-Q3 2006 | YTY | |
| 电视媒体 | $46,400.9 | $47,286.2 | -1.9% |
| NETWORK TV | $16,163.9 | $16,658.9 | -3.0% |
| CABLE TV | $12,730.5 | $12,155.0 | 4.7% |
| SPOT TV | $11,224.2 | $12,038.1 | -6.8% |
| SPANISH LANGUAGE TV | $3,251.9 | $3,257.7 | -0.2% |
| SYNDICATION - NATIONAL | $3,030.3 | $3,176.6 | -4.6% |
| 杂志 | $21,807.9 | $20,826.1 | 4.7% |
| CONSUMER MAGAZINES | $17,293.3 | $16,251.9 | 6.4% |
| B-TO-B MAGAZINES | $2,687.4 | $2,842.4 | -5.5% |
| SUNDAY MAGAZINES | $1,322.1 | $1,228.6 | 7.6% |
| LOCAL MAGAZINES | $349.2 | $361.6 | -3.4% |
| SPANISH LANGUAGE MAG | $155.9 | $141.6 | 10.1% |
| 报纸 | $19,239.0 | $20,294.7 | -5.2% |
| NEWSPAPERS (LOCAL) | $16,612.5 | $17,507.9 | -5.1% |
| NATIONAL NEWSPAPERS | $2,364.6 | $2,518.2 | -6.1% |
| SPANISH LANGUAGE NEWSP | $261.9 | $268.7 | -2.5% |
| 互联网 | $8,380.0 | $7,149.3 | 17.2% |
| 广播 | $7,972.8 | $8,115.3 | -1.8% |
| LOCAL RADIO | $5,377.6 | $5,478.2 | -1.8% |
| NATIONAL SPOT RADIO | $1,861.2 | $1,917.9 | -3.0% |
| NETWORK RADIO | $734.0 | $719.1 | 2.1% |
| 户外 | $2,952.2 | $2,827.7 | 4.4% |
| FSIs | $1,372.5 | $1,386.3 | -1.0% |
| 总和 | $108,125.3 | $107,885.6 | 0.2% |
| 数据来源: TNS Media Intelligence | |||
美国广告分配比例比较 | ||
MEDIA TYPE | Q1-Q3 2007 | Q1-Q3 2006 |
NATIONAL TV | 31.7% | 31.8% |
MAGAZINES | 20.2% | 19.3% |
NEWSPAPERS | 17.8% | 18.8% |
LOCAL TV | 11.2% | 12.0% |
INTERNET | 7.7% | 6.6% |
RADIO | 7.4% | 7.5% |
ALL OTHER | 4.0% | 3.9% |
Source: TNS Media Intelligence | ||
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