评论
打印
The games exemplify a broader trend. This year the average American will watch 172 minutes of broadcast and cable television a day, 100 minutes less than ten years ago, estimates eMarketer, a research firm. Among the so-called “money demographic” of 18- to 49-year-olds, viewership has fallen by half as audiences have gone online. Even so, spending on TV ads is remarkably stable. In 2021 brands will blow $66bn on American commercials, about the same as every year for the past decade.
这几场奥运会体现出一种更广泛的趋势。据研究公司eMarketer估计，今年美国人平均每天会收看172分钟的广播电视和有线电视，比十年前少了100分钟。在18岁至49岁的所谓“金钱人口”中，随着观众上网，收视率下降了一半。即便如此，电视广告支出仍相当稳定。2021年，各大品牌在美国广告上的支出将达到660亿美元，几乎与过去十年种的每一年持平。
TV remains “the worst form of advertising, except for all the others”, says Brian Wieser of GroupM, the world’s biggest ad-buyer. The big streamers, such as Netflix and Disney+, are ad-free zones. Brands are wary of YouTube’s user-generated content. And ad-supported streamers like Peacock and Disney’s Hulu still lack enough ad space to move big marketing budgets. As a result, advertisers keep ploughing money into television, even as returns diminish.
世界上最大的广告买家群邑集团的布莱恩·韦瑟说，电视仍然是“最糟糕的广告形式，除了所有其他形式”。Netflix和Disney+等大型流媒体都是无广告网站。各大品牌对Youtube的用户生成内容持谨慎态度。而像Peacock和迪士尼的Hulu这样靠广告支持的流媒体仍然缺乏足够的广告空间来承接大笔营销预算。结果就是，广告商们继续在电视上投入资金，即使回报在下降。
Perhaps not for long. YouTube is making inroads into brand advertising as its content mix becomes more professional. Amazon is expected to run ads in its National Football League coverage next year. By combining premium content with targeted commercials, the e-empire is going to unlock “huge buckets” of ad dollars, predicts Andrew Lipsman of eMarketer. In 2019 advertising on streaming services in America was worth only 9% as much as adverts on cable and broadcast TV, eMarketer says. In 2023 that figure will be 32%.
这种情况或许不会持续太久。随着YouTube的内容结构变得更加专业，YouTube正在进军品牌广告领域。预计亚马逊明年将在其国家橄榄球联盟的报道中投放广告。eMarketer的安德鲁·利普斯曼预测，通过将优质内容与有针对性的商业广告相结合，电子帝国将赚得“巨额的”收入。eMarketer表示，2019年，美国流媒体服务上的广告价值仅为有线电视和广播电视上广告价值的9%。到2023年，这一数字将达到32%。
Where will this leave events like the Olympics? Probably still on the podium. Ad money will drain out of daytime and some primetime TV, thinks Mr Lipsman. But big, live spectacles will be as desirable as ever. “There is nothing more powerful in media than the 17 straight days of Olympics dominance,” summed up NBC’s sports chief, Pete Bevacqua. As in sport, it doesn’t matter that you aren’t as good as you used to be, as long as you beat the competition.
奥运会这样的赛事将何去何从？可能还会是广告商的宠儿。利普斯曼认为，广告收入将从白天和一些黄金时段的电视节目中流失。但是，重大的、实时的场面将一如既往地令人向往。NBC体育主管皮特·贝瓦卡总结道：“在媒体界，没有什么比主导连续17天的奥运会更强大了。”就像在体育运动中，只要你战胜了竞争对手，你不再像以前那样优秀也没什么关系。
译文由可可原创，仅供学习交流使用，未经许可请勿转载。
