CTR-媒介智訊：2023年廣告市場投放數(shù)據(jù)概覽報(bào)告

國際視野洞察中國GlobaIPerception，chinalnsight數(shù)據(jù)背景及轉(zhuǎn)載說明：業(yè)”；c.“商業(yè)及服務(wù)性行業(yè)（大類）”的“市場研究及咨詢服務(wù)“）除此之外的任何自行加工與解讀均不代表CTR觀點(diǎn)，對由此產(chǎn)生的不良影響，CTR保留訴諸法律的權(quán)利。2023年廣告市場解讀從2023年廣告市場頭部行業(yè)可見，藥品、飲料、娛樂及休閑、化妝品/浴室用品行業(yè)增投較為活躍，刊例花費(fèi)同比分別上漲12.3%、15食品行業(yè)中，保健食品和糕點(diǎn)餅干兩個品類廣告花費(fèi)投放量較大的品牌包括湯臣倍健、變通、妙可藍(lán)多、香丹清、燕小廚等。飲料行業(yè)在街道設(shè)施、電梯LCD和影院視頻等多個戶外廣告渠道的花費(fèi)均同比上漲超過50%，在地鐵、火車/高鐵站、機(jī)場和電梯海報(bào)也有不同程度的增加投放表現(xiàn)。該行業(yè)增長主要來自蒸餾水/礦泉水、嬰幼兒奶粉、常溫白奶、特殊用途飲料、碳酸飲料等多個酒精類飲品行業(yè)里藥酒/補(bǔ)酒、酒類-企業(yè)形象兩個品設(shè)施、火車/高鐵站也有一定的增投表現(xiàn)。頭部品牌有鴻茅、瀘州老窖、雪花、茅臺、杏花村等。生活用紙、口腔清潔/護(hù)理用品、潔膚用品三個品類廣告花費(fèi)同比增長均達(dá)三位數(shù)，是助推2023年化妝品/浴室用品行業(yè)廣告增長顯著的主要動力。該行業(yè)在電梯海電梯LCD、影院視頻、機(jī)場的廣告投放同比分別上漲151.6%、87.0%、81.5%海飛絲、云南白藥、舒膚佳、珀萊雅等。2023年消費(fèi)者出游熱情攀升，旅游宣傳推廣也迎來窗口期，娛樂及休閑行業(yè)廣告投放重現(xiàn)正增長，得益于國家/城市形象、學(xué)習(xí)機(jī)、公園/風(fēng)景區(qū)、快餐店、酒樓/餐廳/酒廊等品類加大推廣宣傳帶動。該行業(yè)在電梯LCD、電梯海報(bào)、火車/高鐵站、地鐵的廣告花小猿、肯德基、長隆、步步高、迪士尼等。2017年-2023年同期廣告市場整體2017年2018年2019年2020年2021年環(huán)比同比21.4%15.1%15.6%11.7%8.9%8.9%8.7%9.5%8.9%8.9%8.7%7.1%6.9%6.5%6.6%7.1%6.9%6.5%6.6%4.6%8.3%4.5%4.3%5.0%3.3%4.5%4.3%5.0%2.8%2.9%1.1%2.9%0.2%-0.9%-2.3%0.2%-0.9%-0.8%-5.8%-1.2%-7.0%6.2%-1.7%-0.8%--0.8%-5.8%-1.2%-7.0%6.2%-1.7%-3.5%-11.9%-3.5%-9.4%-5.9%-9.4%-9.2%-8.7%-9.2%-10.5%-11.5%13.2%-14.7%--10.5%-11.5%13.2%-14.7%-15.6%-18.0%-23.3%24.1%-19.5%--18.0%-23.3%24.1%-2.5%-2.5%整體市場：分媒體廣告花費(fèi)同比變化上年同比2022年vs2021年同比2023年vs2022年21.9%21.0%21.9%16.5%16.5%11.9%4.3%0.2%-0.2%-21.6%-26.9%-29.6%-51.8%-30.2%6.6%7.0%5.0%3.6%-57.9%電視報(bào)紙雜志廣播街道設(shè)施機(jī)場火車/高鐵站地鐵電梯LCD電梯海報(bào)影院視頻互聯(lián)網(wǎng)站29.9%29.9%整體市場：行業(yè)（大類）廣告花費(fèi)變化上年同比2022年vs2021年同比2023年vs2022年34.0%3.4%3.4%3.4%15.7%12.3%-2.3%-0.1%-6.4%16.2%-0.5%-6.0%-34.5%-38.0%-45.2%整體市場：廣告花費(fèi)行業(yè)（中類）榜單123456789洗發(fā)/美發(fā)/護(hù)發(fā)-1.8%753.1%整體市場：廣告花費(fèi)增幅行業(yè)（中類）榜單123456飲水機(jī)/家用凈水器789飲料系列產(chǎn)品整體市場：廣告花費(fèi)品牌榜單123456789整體市場：廣告花費(fèi)增幅品牌榜單123456789廣告花費(fèi)增幅品牌榜單基于市場品牌總量的前50%品牌，按廣告刊例花費(fèi)同比增幅排序，僅展示該品牌花費(fèi)最高的產(chǎn)品2.6%3.1%6.1% 4.0%6.8%1.3%0.2% 2.2%0.9%1.8%0.6%-14.9%-10.9%-18.9%-2.4%-4.2%-5.0%1.7%-1.3%-1.7% -0.5%-7.3%-3.3%-2.9%-2.2%-4.4%-9.4%-10.5%-13.2%-5.9%-14.2%-14.5%-15.5%-19.1%-15.3%-19.4%-18.8%2.6%3.1%6.1% 4.0%6.8%1.3%0.2% 2.2%0.9%1.8%0.6%-14.9%-10.9%-18.9%-2.4%-4.2%-5.0%1.7%-1.3%-1.7% -0.5%-7.3%-3.3%-2.9%-2.2%-4.4%-9.4%-10.5%-13.2%-5.9%-14.2%-14.5%-15.5%-19.1%-15.3%-19.4%-18.8%同比環(huán)比20.5%8.4%8.7%8.4%8.1%5.6%6.4%6.1%5.6%6.4%-3.6%-3.6%-22.0%-21.5%-22.0%上年同比2022年vs2021年同比2023年vs2022年8.8%8.8%7.0%2.0%-0.9%-3.1%-7.0%-9.6%-22.3%-35.1%10.4%-2.0%-6.8%9.5%3.1%藥品食品飲料酒精類飲品商業(yè)及服務(wù)性行業(yè)活動類個人用品娛樂及休閑-44.6%化妝品/浴室用品家居用品1234郎5678911.2%9.8%7.7%6.5%6.9%6.8%6.0%6.1%4.1%1.1%0.7%1.1%0.9%-0.7%-0.1%-3.5%-7.0%-0.2%-6.0%-3.6%-1.7%-2.6%-4.4%-10.6%-9.1%-10.7%-9.2%-8.4%-12.3%-10.3%-12.8%-14.8%-11.3%-17.3%-17.1%-21.5%--16.6%18.1%-17.5%-19.8%-19.5%11.2%9.8%7.7%6.5%6.9%6.8%6.0%6.1%4.1%1.1%0.7%1.1%0.9%-0.7%-0.1%-3.5%-7.0%-0.2%-6.0%-3.6%-1.7%-2.6%-4.4%-10.6%-9.1%-10.7%-9.2%-8.4%-12.3%-10.3%-12.8%-14.8%-11.3%-17.3%-17.1%-21.5%--16.6%18.1%-17.5%-19.8%-19.5%-25.5%-19.9%-20.8%-22.5%-21.9%環(huán)比同比21.1%-4.4%-4.4%同比2023年vs2022年41.3%同比2023年vs2022年41.3%9.4%2.4%-8.4%-8.7%--8.4%-8.7%--15.0%-19.2%-23.2%-21.8%-23.2%-24.6%-37.4%-36.9%1234567890.1%31.8%30.7%33.4%27.9%25.8%24.1%26.8%25.9%21.0%20.9%19.0%18.2%14.0%11.0%15.7%4.8%14.3%8.3%7.8%13.1%4.1%2.8%2.2%11.2%5.8%1.7%7.7%6.7%0.2%8.0%4.6%0.4%-0.4%-2.0%-3.8%-15.9%-9.1%-9.9%-12.4%-12.9%-23.2%0.1%31.8%30.7%33.4%27.9%25.8%24.1%26.8%25.9%21.0%20.9%19.0%18.2%14.0%11.0%15.7%4.8%14.3%8.3%7.8%13.1%4.1%2.8%2.2%11.2%5.8%1.7%7.7%6.7%0.2%8.0%4.6%0.4%-0.4%-2.0%-3.8%-15.9%-9.1%-9.9%-12.4%-12.9%-23.2%-33.9%-34.4%電梯LCD：廣告花費(fèi)月度趨勢變化環(huán)比同比37.9%12.6%12.6%上年同比2022年vs2021年同比2023年vs2022年4.2%51.6%飲料18.2%3.5%82.9%食品娛樂及休閑-48.6%87.0%350.6%36.8%184.4%3.3%234.0%-59.1%2.3%化妝品/浴室用品藥品家用電器衣著郵電通訊327.1%-23.5%7.6%-34.6%個人用品家居用品電梯LCD：廣告花費(fèi)品牌榜單123456789428.2%2022年1月-2023年12月電梯海環(huán)比同比36.4%37.0%30.2%34.2%29.8%30.2%34.2%26.5%28.1%26.5%25.2%27.0%25.2%19.3%20.7%19.3%13.0%12.3%13.0%11.2%13.7%11.1%1.6%9.7%11.2%13.7%11.1%1.6%9.7%9.1%18.2%12.4%10.5%2.6%2.2%1.3%2.6%2.2%1.3%1.8%1.2%2.9%1.2%1.8%1.2%2.9%0.0%6.5%0.0%2.8%-0.6%2.8%-0.6%-0.7%-4.5%-4.1%-4.5%-6.5%-9.6%-6.5%-10.5%-9.5%-10.5%-13.7%-13.5%-18.5%-28.6%-44.2%-7.0%-7.0%上年同比2022年vs2021年同比2023年vs2022年65.2%65.2%67.2%70.0%55.1%32.8%24.7%4.7%-0.9%55.5%35.6%34.6%34.3%-4.1%-3.9%-4.1%7.5%-43.8%-41.6%-43.8%1234567789917.6%-51.3%387.6%371.8%338.4%310.4%260.6%233.9%111.7%96.2%50.6%104.5%39.4%41.3%22.7%2.9%-21.6%5.7%1.3%1.0%-4.8%-11.2%-40.7%-33.2%-28.0%-1.2%-19.6%-18.9%-63.4%-36.9%-44.3%-24.4%-54.2%-24.5%-88.8%-92.8%-44.8%17.6%-51.3%387.6%371.8%338.4%310.4%260.6%233.9%111.7%96.2%50.6%104.5%39.4%41.3%22.7%2.9%-21.6%5.7%1.3%1.0%-4.8%-11.2%-40.7%-33.2%-28.0%-1.2%-19.6%-18.9%-63.4%-36.9%-44.3%-24.4%-54.2%-24.5%-88.8%-92.8%-44.8%-87.4%-68.2%-61.0%-33.6%2022年1月-2023年12月影院視-0環(huán)比。一同比>1000%>1000%54.2%54.2%-92.0%-99.6%-94.1%-83.9%上年同比2022年vs2021年109.2%81.5%81.5%73.1%21.0%10.8%-7.1%-20.3%-35.1%-47.0%-60.3%-60.1%-68.8%-78.2%-34.0%-30.1%-71.7%-40.8%4.6%1441.1%2474.5%334567度小滿金融89-12.3%5.2%42.5%40.8%32.4%26.1%18.0%10.6%33.8%10.0%12.6%5.9%7.3%5.1%3.0%3.5%6.1%6.8%0.5%8.8%-0.2%-7.4%-15.1%-0.5%-12.6%-0.3%-0.2%-29.6%-1.0%-3.0%-6.4%-8.1%-11.9%-16.4%-21.9%-26.0%-33.4%-58.6%--12.3%5.2%42.5%40.8%32.4%26.1%18.0%10.6%33.8%10.0%12.6%5.9%7.3%5.1%3.0%3.5%6.1%6.8%0.5%8.8%-0.2%-7.4%-15.1%-0.5%-12.6%-0.3%-0.2%-29.6%-1.0%-3.0%-6.4%-8.1%-11.9%-16.4%-21.9%-26.0%-33.4%-58.6%--43.2%-61.7%46.2%62.5%-58.5%2022年1月-2023年12月火車/高鐵站-0環(huán)比。同比51.0%51.1%-3.4%-3.4%-80.7%-80.2%火車/高鐵站：行業(yè)（大類）廣告花費(fèi)變化上年同比2022年vs2021年同比2023年vs2022年46.3%30.7%30.7%20.1%11.5%3.3%2.9%-20.3%-32.5%-37.9%-53.7%-69.0%-31.4%-37.8%-37.1%-41.1%-65.3%21.4%16.5%15.5%-80.2%酒精類飲品飲料家居用品娛樂及休閑家用電器商業(yè)及服務(wù)性行業(yè)交通郵電通訊活動類食品12郎34450.1%56789安7.1%73.6%54.0%47.6%36.3%29.9%25.5%19.3%18.9%10.9%10.3% 23.2%3.9%1.3%2.8%7.3%4.9%4.0%2.4%3.3%□-3.1%-1.3%-2.7%-1.8%-4.5%-21.4%-6.5%-3.9%-10.6%-16.4%--5.9%-5.0%-25.8%11.4%-13.4%-15.1%-21.9%-46.0%-18.6%-28.0%-30.6%-33.5%7.1%73.6%54.0%47.6%36.3%29.9%25.5%19.3%18.9%10.9%10.3% 23.2%3.9%1.3%2.8%7.3%4.9%4.0%2.4%3.3%□-3.1%-1.3%-2.7%-1.8%-4.5%-21.4%-6.5%-3.9%-10.6%-16.4%--5.9%-5.0%-25.8%11.4%-13.4%-15.1%-21.9%-46.0%-18.6%-28.0%-30.6%-33.5%-0環(huán)比。同比102.8%83.9%83.9%-10.7%-10.7%-46.2%-64.5%-67.2%64.0%64.0%92.9%上年同比2022年vs2021年同比2023年vs2022年171.1%44.2%44.2%23.2%11.0%-24.5%-34.4%-42.8%-52.5%-62.5%-22.2%-35.2%-42.1%-54.6%50.6%13.6%16.5%9.8%3.4%1243.9%422.0%3456賢789405.6%472.8%-4.4%16.9%-9.3%1.1%9.8%15.6%0.2%5.6%4.7%10.8%1.3%-0.1%0.6%3.3%5.4%-0.1%2.6%-3.9%-0.1%2.7%-9.7%-12.6%-0.1%-1.8%-20.3%-27.3%-21.7%4.1%-0.5%-6.1%-12.1%-19.2%-11.6%-4.4%16.9%-9.3%1.1%9.8%15.6%0.2%5.6%4.7%10.8%1.3%-0.1%0.6%3.3%5.4%-0.1%2.6%-3.9%-0.1%2.7%-9.7%-12.6%-0.1%-1.8%-20.3%-27.3%-21.7%4.1%-0.5%-6.1%-12.1%-19.2%-11.6%-14.6%-14.9%-17.8%-14.4%-17.4%-26.5%-21.2%-71.1%-19.6%-0環(huán)比。一同比152.4%151.7%150.4%11.7%11.7%-66.1%-69.2%上年同比2022年vs2021年同比2023年vs2022年109.0%100.3%77.7%77.7%41.6%31.1%13.2%3.4%-8.8%-24.5%-30.3%-36.0%-44.9%-28.5%-25.8%-30.2%-32.3%-39.2%-57.1%-55.4%12487.1%345678913.3%□17.9%10.3%12.4%11.9%11.1%-28.8%-12.7%-44.5%-8.0%-31.8%□10.9%6.1%3.1%4.6%5.7%-16.4%1.5%0.1%-6.3%-1.9%-5.4%-6.6%-2.2%-3.5%-2.6%-13.5%-9.7%-9.8%-20.4%-20.5%-16.8%-15.5%-17.1%-19.7%-31.7%-27.8%-23.3%-22.7%-43.0%13.3%□17.9%10.3%12.4%11.9%11.1%-28.8%-12.7%-44.5%-8.0%-31.8%□10.9%6.1%3.1%4.6%5.7%-16.4%1.5%0.1%-6.3%-1.9%-5.4%-6.6%-2.2%-3.5%-2.6%-13.5%-9.7%-9.8%-20.4%-20.5%-16.8%-15.5%-17.1%-19.7%-31.7%-27.8%-23.3%-22.7%-43.0%2022年1月-2023年12月街道設(shè)-0環(huán)比。同比34.9%28.0%19.5%20.5%19.5%16.6%-22.8%-22.8%-52.1%-31.6%同比2023年vs2022年同比2023年vs2022年52.1%18.9%17.9%18.7%16.3%18.9%17.9%18.7%7.2%9.2%7.2%2.2%-0.8%-6.0%-7.7%-7.3%-6.0%-7.7%-31.9%-34.5%-37.8%-31.9%-34.