在互联网新媒体蓬勃发展的今天,不同形态媒体之间竞争日趋激烈,广播作为传统媒体中极具代表性的一类,不出意外地也被卷入到改革时代的浪潮之中。广播广告经营如何在互联网思维下创新突破并实现纵深发展是现阶段亟待解决的问题。本文对北京音乐广播经营现状进行简要梳理,并依托实际数据对其广告经营情况进行深度分析。在此基础上,对北京音乐广播在受到新媒体冲击这一大背景下2015年实现广告额逆势上扬所采取的创新方式做了一些研究与探索。 Today, with the flourishing development of new media on the Internet, the competition among different forms of media has become increasingly fierce. Broadcasting, as the most representative category of traditional media, has been undoubtedly involved in the tide of the reform era. How to make innovations and breakthroughs in the field of radio advertising under the thinking of the Internet is an urgent issue to be solved at this stage. This article briefly reviews the status quo of Beijing’s music broadcasting business and relies on actual data to conduct an in-depth analysis of its advertising business. On this basis, some research and exploration have been made on the innovative approach taken by Beijing Music Broadcast to bring contrarian advertising prices to rise in 2015 under the background of new media impact.