嬰幼兒奶粉全國電視廣告投放分析(免費)

2010年1月-4月嬰幼兒奶粉品牌在全國的廣告投放簡析

舜風(fēng)傳媒

關(guān)旭據(jù)來源：CTR產(chǎn)品類別：嬰幼兒奶粉數(shù)據(jù)時期：2010年1月-2010年4月媒體類別：電視地區(qū)：全國所有樣本城市備注：該數(shù)據(jù)的基礎(chǔ)是各個媒體的刊例價格，而不是凈價，它原理是基于完整的播出記錄。由于監(jiān)測的局限性，該數(shù)據(jù)不能包含全國所有媒體，我們觀測這樣的數(shù)據(jù)首要的目的是相對的變化，觀測各個品類，品牌在不同時間跨度上的變化，觀測每個品牌在不同媒體的不同比例和投放策略，不糾纏于絕對的數(shù)值。數(shù)據(jù)說明主品牌1月2月3月4月總計投資比重累積份額美贊臣118,519,15937,229,772377,528,273120,175,137653,452,34114.96%14.96%多美滋104,298,88221,186,769146,473,455159,365,044431,324,1509.88%24.84%雅士利84,591,13186,125,81787,128,40577,778,725335,624,0787.68%32.52%伊利134,357,080102,168,42354,966,18542,066,521333,558,2097.64%40.16%雅培97,637,04974,531,18551,427,98944,371,441267,967,6646.14%46.29%飛鶴83,491,15681,020,50054,841,67229,124,020248,477,3485.69%51.98%貝樂嘉72,646,61418,170,35596,729,86532,800,249220,347,0835.04%57.03%惠氏72,710,78021,869,43866,564,79449,689,955210,834,9674.83%61.85%澳優(yōu)49,156,62352,518,27649,334,71645,972,727196,982,3424.51%66.36%施恩50,372,15048,212,88044,808,46544,621,005188,014,5004.30%70.67%圣元6,648,27215,272,90070,532,44078,305,276170,758,8883.91%74.58%貝因美48,175,78324,274,83045,165,09040,317,741157,933,4443.62%78.19%太子樂25,481,65027,452,00530,626,33529,018,540112,578,5302.58%80.77%合生元21,885,55522,912,01532,424,92525,759,855102,982,3502.36%83.13%完達山17,424,21036,378,94631,208,10014,640,39599,651,6512.28%85.41%明一17,242,65016,073,72017,762,76017,883,65568,962,7851.58%86.99%光明13,501,58219,191,63915,802,20212,694,23061,189,6531.40%88.39%美愿4,824,90016,370,57024,346,5409,962,60055,504,6101.27%89.66%雀巢22,098,9632,516,18017,559,05411,080,43953,254,6361.22%90.88%各嬰幼兒奶粉品牌各月投放費用和比重主品牌1月2月3月4月總計投資比重

主品牌1月2月3月4月總計投資比重三元11,806,25012,336,20012,406,2505,177,25041,725,9500.96%修正4,498,0004,498,0000.10%陽光寶寶11,784,3008,288,4009,179,5008,005,30037,257,5000.85%恩貝健1,926,510888,170818,100774,9004,407,6800.10%蒙牛8,808,7889,003,1949,194,7882,681,40029,688,1700.68%味全3,023,2001,055,2004,078,4000.09%興安嶺6,338,8007,285,2807,527,6006,981,65028,133,3300.64%善美寶815,8561,938,3751,232,0353,986,2660.09%雅貝氏6,973,6906,681,8506,528,5206,564,94026,749,0000.61%吉蘭利673,6001,154,4001,166,4002,994,4000.07%惠天力11,127,1009,471,1003,175,6002,652,30026,426,1000.61%秦羊245,500213,600946,900955,3002,361,3000.05%邁高5,391,0004,348,1005,300,7505,438,97620,478,8260.47%益益750,000520,000797,30015,6002,082,9000.05%搖籃6,428,3005,345,0006,063,3002,505,40020,342,0000.47%旭貝爾1,897,40053,4001,950,8000.04%美素佳兒3,970,2661,769,1607,290,9036,258,84519,289,1740.44%蝶泉1,038,950279,700310,400317,2001,946,2500.04%燎原4,170,4003,754,2004,271,2003,791,70015,987,5000.37%百立樂944,520964,5601,909,0800.04%貝智康4,294,7843,819,1404,499,7403,124,90215,738,5660.36%紅星1,390,700339,6001,730,3000.04%南仔4,361,9004,999,7004,146,8001,732,70015,241,1000.35%智恩康185,340145,2401,032,8801,363,4600.03%龍丹5,078,0004,639,8002,932,4501,304,10013,954,3500.32%和光堂386,548228,653245,410292,7301,153,3410.03%南山3,438,1002,502,4002,337,0008,277,5000.19%聰爾壯271,200248,000276,920279,6601,075,7800.02%美可高特7,799,5757,799,5750.18%御寶971,700971,7000.02%愛美樂521,5202,492,9003,981,0406,995,4600.16%澳美多181,920247,680268,320258,000955,9200.02%美廬1,387,2001,324,9001,343,3001,310,3005,365,7000.12%雅能229,500234,200329,20078,300871,2000.02%大慶1,547,3802,780,580734,2005,062,1600.12%牛欄862,290862,2900.02%人之初1,382,0001,130,5001,243,4001,169,6004,925,5000.11%金星737,040737,0400.02%和氏1,154,0001,171,5001,270,5001,193,5004,789,5000.11%慧恩173,875254,800252,000680,6750.02%各嬰幼兒奶粉品牌各月投放費用和比重主品牌1月2月3月4月總計投資比重美恩198,076181,180192,960572,2160.01%羚滋245,500213,60053,400512,5000.01%關(guān)山245,500213,60053,400512,5000.01%名山84,00089,190115,550108,030396,7700.01%媽喃205,632162,768368,4000.01%育嬰博士192,500192,5000.00%俄浦瑞124,20051,2006,400181,8000.00%雅貝加132,00044,000176,0000.00%雪花158,500158,5000.00%力維康83,1009,12092,2200.00%慧元84,37284,3720.00%銀橋77,00077,0000.00%雅萊67,30067,3000.00%美素高16,93016,80056034,2900.00%金嬰慧10,08010,0800.00%愛可丁4,0004,0000.00%美素樂2,1002,1000.00%寶素力2,0002,0000.00%培芝3603600.00%總計116098893582335549114217146619616287934367687880100.00%各嬰幼兒奶粉品牌各月投放費用和比重嬰幼兒奶粉品牌各區(qū)域廣告投放費用和個數(shù)1.華南、華東、中南地區(qū)是嬰幼兒奶粉品牌最為集中的地區(qū)，其中華南、華東的媒體投資費用較大，中南地區(qū)的媒體投資相對較小。2.河南、廣東省處于高度競爭狀態(tài)；此外，湖北、安徽、四川、湖南、江蘇、山東、重慶、浙江省各品牌的競爭的重點市場。頻道費用品牌數(shù)比重央一2824168691436.25%央八1386534001417.80%音樂頻道7220350019.27%央六6410564078.23%新聞頻道58514200107.51%央三47252200116.06%少兒頻道3937885045.05%央十3857660024.95%央二1672640042.15%教育3套1158360041.49%教育1套640200050.82%央七175330060.23%央五153750030.20%央十二4420010.01%嬰幼兒奶粉品牌央視各頻道投放費用及廣告長度、時段選擇1.央視一套和八套是投放最為集中的頻道，占據(jù)央視所有頻道投資比重的54%；其他頻道多為輔助性投放，重在品牌地位拉升及經(jīng)銷商鼓勵。2.該品類屬高關(guān)心度品類，故廣告長度以15秒版本廣告為主，重在消費者說服；在投放時段上，白天和晚間的暴露頻次相當(dāng)，這與育兒母親的作息有關(guān)。次時主品牌央一央八音樂央六新聞央三少兒央十央二教育3套教育1套央七央五央十二總計美贊臣5.58%6.92%56.37%9.39%0.23%17.56%1.88%2.07%128087870伊利47.52%12.88%10.83%4.03%22.76%1.90%0.09%98490090澳優(yōu)79.35%3.71%16.91%0.03%97674208圣元47.64%20.31%11.46%20.42%0.06%0.10%76369900飛鶴56.94%37.01%1.24%0.96%3.85%70991152雅士利1.30%56.02%42.59%0.08%53951500完達山76.81%2.36%16.86%3.16%0.81%32592955蒙牛45.39%6.76%47.85%29674570合生元60.46%39.54%28879870多美滋39.46%2.36%3.77%2.40%52.03%28356269貝因美37.97%62.03%25004600三元20.26%79.74%17340000邁高18.63%68.56%12.81%16351800陽光寶寶19.68%79.27%1.05%15351200明一100%11041600美可高特92.59%7.41%7798175施恩100%7025600貝智康100%6754200愛美樂22.15%73.51%1.39%2.95%6172200搖籃19.54%80.46%4987500雀巢81.04%18.96%4769600大慶43.33%38.76%2.23%15.68%3494000惠氏0.39%99.61%2699000雅培100%2626400雅能20.41%79.59%871200秦羊100%512500關(guān)山100%512500羚滋100%512500俄浦瑞100%181800力維康100%73500總計36.25%17.80%9.27%8.23%7.51%6.06%5.05%4.95%2.15%1.49%0.82%0.23%0.20%0.01%100%各嬰幼兒奶粉品牌央視頻道投放比重嬰幼兒奶粉品牌各省份電視媒體投放類型品類：集中在省級地面頻道和省級衛(wèi)視中，兩者比重占據(jù)總投量的70%，央視投放比重較大的多為全國性品牌，市縣級頻道多為補充投放。河南省

廣東省

湖北省

安徽省

四川省品牌費用品牌費用品牌費用品牌費用品牌費用飛鶴55015800美贊臣89807722雅培42644470貝樂嘉22750269美贊臣50579750美愿54715260多美滋56811257貝樂嘉34301600伊利20580110貝樂嘉36880719伊利41177170惠氏39748618伊利25229670光明20376853多美滋27548248光明37054700雅士利34886570多美滋24954185貝因美20201800惠氏18555280圣元36936520施恩31638720美贊臣18645925美贊臣15861810伊利16562210總費用401888722總費用399461345總費用208544693總費用202368606總費用195432162前五位費用224899450前五位費用252892887前五位費用145775850前五位費用99770842前五位費用150126207前五位比重55.96%前五位比重63.31%前五位比重69.90%前五位比重49.30%前五位比重76.82%

湖南省

江蘇省

山東省

重慶市

浙江省品牌費用品牌費用品牌費用品牌費用品牌費用貝因美26650700多美滋31488600飛鶴25531880美贊臣39122300太子樂26989300澳優(yōu)25387100雅培27000800貝樂嘉20153510雅培29357500貝因美26555050美贊臣24114633惠氏23837690伊利19442210貝樂嘉14616100多美滋20342960伊利23222550美贊臣22805800太子樂15189200惠天力12234100伊利19554440雅培19770200伊利22729200多美滋13123620施恩12231000美贊臣13747490總費用193971715總費用190474240總費用159182536總費用157394724總費用149208461前五位費用119145183前五位費用127862090前五位費用93440420前五位費用107561000前五位費用107189240前五位比重61.42%前五位比重67.13%前五位比重58.70%前五位比重68.34%前五位比重71.84%多品牌，高度競爭區(qū)域：河南/廣東/湖北/安徽/四川/湖南/江蘇/山東/重慶/浙江多品牌，高度競爭區(qū)域：省級電視媒體投放比重上海市北京市香港天津市遼寧省品牌費用品牌費用品牌費用品牌費用品牌費用多美滋55443510多美滋21079200合生元19196000美贊臣31227500貝樂嘉25428695雅培30541762惠氏20243800澳優(yōu)16811170雅培14213830美贊臣14284442美贊臣26206840美贊臣17277095美贊臣16588710多美滋11658500多美滋11406846惠氏23810970雅培11555300美素佳兒12668820貝因美6783900飛鶴9175080貝因美14617308雀巢10820000惠氏10688970飛鶴2246300雅培6186900總費用152297010

總費用82743395

總費用97047208

總費用67584530

總費用72972963前五位費用150620390

前五位費用80975395

前五位費用75953670

前五位費用66130030

前五位費用66481963前五位比重98.90%

前五位比重97.86%

前五位比重78.26%

前五位比重97.85%

前五位比重91.10%少品牌，高投入?yún)^(qū)域：上海/北京/香港/天津/遼寧少品牌，高投入?yún)^(qū)域：省級電視媒體投放比重江西省河北省福建省陜西省黑龍江品牌費用品牌費用品牌費用品牌費用品牌費用雅士利22378000美贊臣34463116雅培15015054陽光寶寶21905500飛鶴27408800太子樂20055700飛鶴25794650惠氏11760500貝樂嘉20094000完達山17588800伊利14407600圣元16225300多美滋11230230施恩12613700美贊臣9956160施恩11701000多美滋11716100太子樂10803800多美滋8604100多美滋9229200美贊臣9686640雅士利8078700美贊臣10288570雅士利8536800龍丹4398950總費用121207472總費用110461446總費用98214014總費用89495340總費用71940230前五位費用78228940前五位費用96277866前五位費用59098154前五位費用71754100前五位費用68581910前五位比重64.54%前五位比重87.16%前五位比重60.17%前五位比重80.18%前五位比重95.33%山西省云南省廣西吉林省海南省品牌費用品牌費用品牌費用品牌費用品牌費用雀巢17749803雅士利24673800雅士利23397600雅士利16585446貝因美7058780雅士利12786000美贊臣17580000施恩18552150龍丹8620400太子樂7050000飛鶴12218750施恩11027500澳優(yōu)7830700美贊臣8616738施恩6189214美贊臣10611500明一8999400雅貝氏6430640完達山8536425貝智康4759366多美滋8578100多美滋4236300雅培2635900多美滋8215440雅士利3059200總費用70885131總費用69853300總費用61482780總費用50677983總費用35827135前五位費用61944153前五位費用66517000前五位費用58846990前五位費用50574449前五位費用28116560前五位比重87.39%前五位比重95.22%前五位比重95.71%前五位比重99.80%前五位比重78.48%多品牌，低投資區(qū)域：江西/河北/福建/陜西/黑龍江/山西云南/廣西/吉林/海南多品牌，低投資區(qū)域：省級電視媒體投放比重貴州省甘肅省寧夏品牌費用品牌費用品牌費用美贊臣14427600雅士利17899500雅士利3886500雅士利13315160燎原15987500施恩825600澳優(yōu)5567680伊利34250美愿708350施恩2215400澳優(yōu)3700伊利15500伊利61300圣元9100總費用35630840總費用33924950總費用5448650前五位費用35587140前五位費用33924950前五位費用5445050前五位比重99.88%前五位比重100.00%前五位比重99.93%內(nèi)蒙古新疆青海省品牌費用品牌費用品牌費用伊利2810000伊利31600伊利28000完達山2200圣元16300金星8640飛鶴1400多美滋9800貝因美6000澳優(yōu)1300澳優(yōu)2800總費用2814900總費用57700總費用45440前五位費用2814900前五位費用57700前五位費用45440前五位比重100.00%前五位比重100.00%前五位比重100.00%少品牌，低度競爭區(qū)域：貴州/甘肅/寧夏/內(nèi)蒙古/新疆/青海少品牌，低度競爭區(qū)域：省級電視媒體投放比重次各嬰幼兒奶粉品牌整體廣告投放時段和版本選擇2010年1-4月嬰幼兒奶粉品類電視媒體投放小結(jié)1.品牌眾多，媒體投量大，整個市場處于高度競爭狀態(tài)。2010年1-4月，共計有78個嬰幼兒奶粉品牌在全國投放廣告，投放金額（刊例價）高達43億。2.從整體市場看，競爭主要集中在幾個國內(nèi)國際品牌，廣告投量向大品牌集中。

2010年1-4月，前6位品牌廣告投放總量占據(jù)整個品類總投量近52%的比重，品牌媒體投資集中度高。3.華東、華南是投資的重點區(qū)域，經(jīng)濟大省和人口大省成為各品牌爭奪的主要市場。河南、廣東、湖北、安徽、四川、湖南、山東、江蘇、浙江等省是嬰幼兒奶粉各品牌的重點爭奪市場，整體媒體花費也相對較大；其他中東部省份投放品牌也較多，但整體媒體花費相對較少；西部省份無論是投放品牌數(shù)還是投放量上都很少，整體市場處于低開發(fā)階段。4.媒體類型選擇上，各品牌多注重在區(qū)域市場的影響力，省級頻道占據(jù)70%的比重。央視為多數(shù)大品牌影響全國市場的主要平臺，也有部分品牌借助央視來拉升自身的品牌地位。5.作為高關(guān)心度產(chǎn)品，廣告長度多為15秒及以上的長版本為主，重在信息的傳遞和品牌說服。6.在時段選擇上，主要集中在晚間電視劇等播出的黃金時段，此外白天的上下中午劇場時段也有較高的暴露頻次。

省份美贊臣多美滋雅士利伊利雅培飛鶴貝樂嘉惠氏澳優(yōu)施恩圣元貝因美太子樂全國19.60%6.57%16.07%29.53%0.98%28.57%1.28%49.59%3.74%44.72%15.83%廣東省13.74%13.17%10.39%3.97%8.20%18.85%10.66%16.83%2.42%0.00%15.53%河南省1.16%5.52%3.35%12.34%22.14%16.75%0.07%4.03%21.63%3.22%13.15%湖北省2.85%5.79%1.74%7.56%15.91%15.57%8.39%4.49%5.86%5.23%0.09%江蘇省3.49%7.30%4.96%6.81%10.08%11.31%0.00%7.44%3.07%9.67%湖南省3.69%3.37%4.34%6.96%7.38%1.29%5.61%12.89%5.08%0.01%16.87%四川省7.74%6.39%4.97%5.79%16.74%8.80%0.10%2.09%1.60%0.19%上海市4.01%12.85%0.42%11.40%11.29%0.01%9.26%安徽省2.43%3.10%3.35%6.17%4.74%5.93%10.32%0.00%0.11%5.19%3.65%12.79%浙江省2.10%4.72%2.36%5.86%3.36%0.81%5.76%4.15%16.81%23.97%山東省1.81%3.04%1.13%5.83%10.28%9.15%0.47%5.25%1.42%6.18%0.30%13.49%重慶市5.99%1.86%3.56%0.10%10.96%6.63%5.29%0.04%6.51%0.01%0.90%河北省5.27%2.72%2.41%1.82%10.38%0.06%2.07%9.50%江西省1.48%1.47%6.67%4.32%0.01%4.18%0.38%0.08%6.22%0.40%17.81%福建省1.57%2.60%2.68%0.26%5.60%0.01%5.58%0.07%4.13%0.07%1.39%9.60%北京市2.64%4.89%0.02%4.31%9.60%0.72%0.31%天津市4.78%2.70%0.02%5.30%0.90%0.66%4.30%遼寧省2.19%2.64%0.03%2.31%3.69%11.54%0.11%0.03%陜西省0.97%1.99%2.54%0.77%0.03%9.12%0.68%0.16%6.71%0.15%1.06%云南省2.69%0.98%7.35%0.01%0.63%5.87%廣西0.31%6.97%0.03%0.98%0.23%3.98%9.87%特區(qū)2.54%2.70%5.07%8.53%1.12%山西省1.62%1.99%3.81%1.26%4.92%0.02%黑龍江1.52%2.14%0.02%11.03%0.01%貴州省2.21%3.97%0.02%2.83%1.18%0.02%吉林省1.32%1.90%4.94%0.02%0.01%海南省0.26%0.27%0.91%0.01%1.08%3.29%0.01%4.47%6.26%甘肅省5.33%0.01%寧夏1.16%0.44%0.01%內(nèi)蒙古0.84%新疆0.01%0.01%青海省0.01%大于10%小于20%大于5%小于10%大于20%總投量前13位的各嬰幼兒品牌在各省的廣告投放自重分布媒體組合類型品牌央視省級地面省級衛(wèi)視市級頻道縣級頻道央視+省級地面頻道澳優(yōu)49.59%41.15%0.01%9.21%0.05%圣元44.72%51.95%1.96%1.36%省級地面+省級衛(wèi)視+央視美贊臣19.60%39.25%20.65%20.42%