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2012年各大卫视招标完成,大多数实现高速增长。其中,整个《中国好声音》的广告中标总额占到浙江卫视2013年广告总中标额的60%!仅一档栏目就撑起一家省级卫视全年广告额的半壁江山,再加上湖南卫视从卫视领军到招标缩水,似乎预示着卫视的高楼,地基并不牢固。各大卫视溢价与估值方面该何去何从?广药&加多宝之争,浙江卫视坐收渔利加多宝巨资冠名《中国好声音》,与其说是浙江卫视价值的体现,不如说是加多宝的求生之举。业内熟知,加多宝在广药回收王老吉品牌之后,面临生死存亡的关键时期。相对150亿的销售规模,用2亿广告投放来保证加多宝的生存并不为过。
In 2012, all major TV bidding completed, most of the rapid growth. Among them, the entire “China Good Voice” winning bid for the total amount of advertising in Zhejiang TV accounted for 60% of the total bid in 2013! Only a file column propped up half of the annual advertising of provincial satellite TV, plus Hunan Satellite TV from Satellite TV leader to shrink the tender, it seems heralded the tall buildings of the satellite, the foundation is not solid. The major satellite TV premium and valuation of what to do? The Guangzhou Pharmaceutical & Canada Dubbo dispute, Zhejiang Satellite TV take a lot of profit plus Dabao huge name “China good sound”, so much not the value of Zhejiang Satellite TV embodiment, as it is JDB more survival of the move. It is well known in the industry that JDB is confronted with a crucial period of life and death after the recovery of Wanglaoji brand by Guangzhou Pharmaceuticals. Relative 15 billion sales scale, with 200 million ads to ensure the survival of JDB is not an excuse.