透過您的圖書館登入
IP:3.236.19.251
  • 期刊

解構2003年亞洲棒球錦標賽收視與廣告特性分析

Deconstructing TV Ratings and Commercials on 2003 Asian Baseball Games

摘要


本研究之主要目的擬以國內三家電視台(台視、中視、緯來)轉播亞洲棒球錦標賽期問之廣告與收視率為研究對象,以內容分析與收視調查為研究方法,瞭解廣告之產品類別、探討廣告之特性、分析亞洲棒球錦標賽之收視情況,以期解構電視收視與廣告效益。本研究採用描述統計、百分比及每千次成本分析,探討2003收視與廣告特性,其具體之發現如下。 一、2003年亞洲棒球錦標賽之總廣告量為30,840 秒,共1,965則廣告,飲料類(38.52%)為電視廣告中之主體,其次為藥品類(33.85%)與食品類(14.98%);此外,廣告產品皆屬低價位之產品,佔總廣告量之87.35%。 二、電視收視分析,緯來體育台(3.47)不僅在收視率優於台視(1.46)及中視(1.21),在累計觀賞人數與收看時數方面,緯來亦優於台視與中視;此外,緯來之觀眾其轉台之比例較少,觀眾對緯來之忠誠度較高。 三、主要觀眾輪廓分析,以有工作之男性、高中教育程度、中南部之民眾為主。台視與中視均以50歲以上為主要之觀眾群,緯來則涵蓋30-50歲之觀眾群;在男女比例方面,雖男性仍為大多數,但女性觀眾有成長之趨勢。 四、收視與廣告效益評估分析,依每千人成本的特性分析,緯來體育台優於台視及中視。緯來是廣告主執行媒體購買達到廣告效益的最佳選擇。

並列摘要


The purposes of this study aimed at understanding the background and characteristics of the TV commercials and ratings of the 2003 Asian Baseball Games, including the categories and advertisers of the products. The TV commercials and ratings of the 2003 Asian Baseball Games televised by three domestic TV stations (TTV, CTV, Video Land) were collected as the subjects for this study. The content analysis and rating investigation were adopted as the instrumentations of this study. Then, TV ratings and advertising efficiency were expected to be deconstructed. Description statistics, percentage analysis, and cost per thousand were used to explore the TV commercials and ratings in the 2003 Asian Baseball Games. The results were as follows: 1. The total time of TV commercials was 30,840 seconds, including 1,965 piecesof advertisings. Products’ categories: the beverage which took up 38.52% of total commercial time was the biggest one. It was then followed by medicine (33.85%) and foodstuff (14.98%). In addition, among the average cost of advertising products, 87.53% of them belonged to low-priced products. 2. TV ratings analysis: the results indicated that Video Land (3.47) was superior to TTV (1.46) and CTV (1.21). In addition, with regard to viewers and the average of viewing hours, Video Land was also superior to TTV and CTV as well. Besides, audiences who watched Video Land switched less to another channel.. 3. The outline of audiences: males who had jobs and high school educational background and live in central and southern Taiwan were the main audiences. Besides, the audiences who watched Video Land (aged 30-50) were younger than TTV and CTV (aged over 50). Although male viewers account for the majority of the audiences, the number of female viewers is increasing. 4. Analysis of CPT (cost per thousand): Video Land was better than TTV and CTV in the evaluation of TV ratings and adverting efficiency. In so doing, Video Land would be the best choice for advertisers to attain the adverting efficiency.

參考文獻


施致平(2001)。2000年雪梨奧運電視廣告內容分析。體育學報。31,293-304。
Sandage, C. H.,Pryburer, V.,Rotzoll, K.(1989).Advertising.New York, NY:Pitman Publishing Inc..
Webster, J. G.,Lichty, L. W.(1991).Rating analysis: Theory and practice.Hillsdale, NJ:Lawrence Eribaum Associate.
Wells, W.,Burnett, J.,Moriarty, S.(1998).Advertising principles and practice(4th ed.).Upper Saddle River, NJ:Prentice-Hall, Inc..
丁榮國(1994)。電視收視率量與質的探討。復興崗學報。67,191-122。

延伸閱讀