【正文】 但投放花費只有上海的一半 ICI DULUX5IN1EMULSION23%NIPPONPAINT 5IN142%ICI DULUXSUPERCLEAN35%2023 Jan Jun TOTAL (4% Share of total category spending) * Prime Time: 18302230 Source : AC Nielsen AdQuest 0%20%40%60%80%100%ICI Nippon ICI Nippon3015BTV7 ( Life)BTV6 ( Sports)BTV5 ( Economic)BTV4 (Drama Movie BTV3 ( Science Education) BTV2 (Art) BTV1 (Satellitea)Channel Split by GRPs Duration Split By GRPs GRPs: 890 531 電視 GRP分類 電視活動流程 0501001502002501 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 265IN1 2MEN 2LAD TEST SWAY PIC PD 305IN1 2MEN 2LAD TEST SWAY PIC PD 15NIPPON PAINT HOUSE DIFF PEO PAI HOUSE 15ICI 2nd Gen 30/15ICI Super Clean 30/15GRPs 立邦漆 ?產(chǎn)品的活動 (5合 1) 占大多數(shù) ? 15” /30廣告的每周收視點平均為 80100 ?活動由于 SARS停止 Target Audience: P 2544 Remarks: Copyline can be monitored in BJ, SH, GZ week Jan Feb Mar April May June 福州 最有競爭力的市場 , 雖然和上海 一樣具有最高的花費份額 ,但它 有更多的活動品牌 有更多的品牌進(jìn)入油漆品類 , 2023年上半年的花費等于 2023全 年的花費 電視花費占有率 比北京上海市場有更多細(xì)分 2023 Jan Sep TOTAL M Source : AC Nielsen AdQuest ICI DULUXPAINT0%Others18%JINRI PAINTSERIES 金日漆系列3%HAIXIACEMENTPAINT 海峽水性水泥漆4%TAIHO PAINT大寶漆3%NIPPON PAINT18%HUARUNPAINT11%CARPOLYPAINT SERIES嘉寶莉系列油漆13%NIPPONCOLORCREATION18%CARPOLYMERRIMENTJK PAINT 嘉寶莉美麗門漆4%SKSHUHEALTHYPAINT 三棵樹健康漆8%Year 2023 TOTAL M FLOWERKANGBAOLIPAINT 菊花康保麗漆2%Others18%JINRI PAINTSERIES 金日漆系列3%CARPOLYHEALTHYPAINT 嘉寶莉健康漆2%HAIXIACEMENTPAINT 海峽水性水泥漆2%GUXIANGPAINT古象涂料2%CARPOLYPAINT嘉寶莉涂料4%NIPPON PAINT2KPU5%ICI DULUX PAINT5%NIPPONCOLORCREATION5%NIPPON PAINTWOODCOATING16%NIPPON PAINT7%HUARUNPAINT8%RED APPLEPAINT紅蘋果漆9%SANYINPOLYESTERPAINTER 三銀無苯健康漆6%SKSHUHEALTHYPAINT 三棵樹健康漆6%* Prime Time: 18302230 Source : AC Nielsen AdQuest GRP Channel Split GRP Duration Split GRP Timeslot* Split GRP: 454 983 247 169 366 SOS 11% 27% 6% 10% 9% 電視總收視點分類 station * Prime Time: 18302230 Source : AC Nielsen AdQuest GRP Channel Split GRP Duration Split GRP Timeslot* Split GRP (W 30” ): 329 849 165 65 70 SOS 11% 27% 6% 10% 9% 電視總收視點分類 本地品牌購買段位過于集中，沒有達(dá)到良好的覆蓋面，廣告花費回報率不理想 電視活動流程 多樂士 vs 立邦漆 0501001502002501 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26NIPPON PAINT 2KPU 30 NIPPON PAINT 2KPU 15NIPPON COLOR CREATION 30 NIPPON PAINT 30NIPPON PAINT BAOLISHI 30 NIPPON PAINT WOOD COATING 30ICI Super clean 30/15GRPs Target Audience: P 2544 week Nippon ? 在一月份宣傳主打品牌和色彩創(chuàng)新廣告相結(jié)合 ?從四月中旬開始木材保護(hù)版本 ?30” 15” 穿叉播出 Jan Feb Mar April May June 電視活動流程 多樂士 vs 立邦漆 0501001502002501 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26RED APPLE PAINT 5 RED APPLE PAINT 15SKSHU HEALTHY PAINT 5 SKSHU HEALTHY PAINT 15HUARUN PAINT 15 HUARUN PAINT 30HONGPINGGUO PAINT 15 SANYIN POLYESTER PAINTERICI Super clean 30/15GRPs Target Audience: P 2544 week Jan Feb Mar