2014年全国广播广告收入155亿元,比2013年的140亿元增加15亿元,增幅10.71%。广播在传统媒体广告市场一枝独秀,原因主要有四点:一是广播没有像电视那样受到网络视频的正面冲击;二是广播听众收听节目本地化成为一种习惯,群体稳定性强、忠诚度高,收听时间没有明显滑落;三是汽车用户稳中有增,替代性传播业态尚未 In 2014, the national radio and television advertising income was 15.5 billion yuan, an increase of 1.5 billion yuan or 10.71% from 14 billion yuan in 2013. Broadcasting in the traditional media advertising market outshone for four main reasons: First, the broadcast is not as TV as the positive impact of online video; Second, broadcast listeners to localize programs become a habit, group stability, loyalty, Listening time did not significantly decline; third is the steady increase in car users, alternative forms of transmission have not yet