婴幼儿奶粉全国电视广告投放分析(免费)

2010年1月-4月婴幼儿奶粉品牌在全国的广告投放简析

舜风传媒

关旭据来源：CTR产品类别：婴幼儿奶粉数据时期：2010年1月-2010年4月媒体类别：电视地区：全国所有样本城市备注：该数据的基础是各个媒体的刊例价格，而不是净价，它原理是基于完整的播出记录。由于监测的局限性，该数据不能包含全国所有媒体，我们观测这样的数据首要的目的是相对的变化，观测各个品类，品牌在不同时间跨度上的变化，观测每个品牌在不同媒体的不同比例和投放策略，不纠缠于绝对的数值。数据说明主品牌1月2月3月4月总计投资比重累积份额美赞臣118,519,15937,229,772377,528,273120,175,137653,452,34114.96%14.96%多美滋104,298,88221,186,769146,473,455159,365,044431,324,1509.88%24.84%雅士利84,591,13186,125,81787,128,40577,778,725335,624,0787.68%32.52%伊利134,357,080102,168,42354,966,18542,066,521333,558,2097.64%40.16%雅培97,637,04974,531,18551,427,98944,371,441267,967,6646.14%46.29%飞鹤83,491,15681,020,50054,841,67229,124,020248,477,3485.69%51.98%贝乐嘉72,646,61418,170,35596,729,86532,800,249220,347,0835.04%57.03%惠氏72,710,78021,869,43866,564,79449,689,955210,834,9674.83%61.85%澳优49,156,62352,518,27649,334,71645,972,727196,982,3424.51%66.36%施恩50,372,15048,212,88044,808,46544,621,005188,014,5004.30%70.67%圣元6,648,27215,272,90070,532,44078,305,276170,758,8883.91%74.58%贝因美48,175,78324,274,83045,165,09040,317,741157,933,4443.62%78.19%太子乐25,481,65027,452,00530,626,33529,018,540112,578,5302.58%80.77%合生元21,885,55522,912,01532,424,92525,759,855102,982,3502.36%83.13%完达山17,424,21036,378,94631,208,10014,640,39599,651,6512.28%85.41%明一17,242,65016,073,72017,762,76017,883,65568,962,7851.58%86.99%光明13,501,58219,191,63915,802,20212,694,23061,189,6531.40%88.39%美愿4,824,90016,370,57024,346,5409,962,60055,504,6101.27%89.66%雀巢22,098,9632,516,18017,559,05411,080,43953,254,6361.22%90.88%各婴幼儿奶粉品牌各月投放费用和比重主品牌1月2月3月4月总计投资比重

主品牌1月2月3月4月总计投资比重三元11,806,25012,336,20012,406,2505,177,25041,725,9500.96%修正4,498,0004,498,0000.10%阳光宝宝11,784,3008,288,4009,179,5008,005,30037,257,5000.85%恩贝健1,926,510888,170818,100774,9004,407,6800.10%蒙牛8,808,7889,003,1949,194,7882,681,40029,688,1700.68%味全3,023,2001,055,2004,078,4000.09%兴安岭6,338,8007,285,2807,527,6006,981,65028,133,3300.64%善美宝815,8561,938,3751,232,0353,986,2660.09%雅贝氏6,973,6906,681,8506,528,5206,564,94026,749,0000.61%吉兰利673,6001,154,4001,166,4002,994,4000.07%惠天力11,127,1009,471,1003,175,6002,652,30026,426,1000.61%秦羊245,500213,600946,900955,3002,361,3000.05%迈高5,391,0004,348,1005,300,7505,438,97620,478,8260.47%益益750,000520,000797,30015,6002,082,9000.05%摇篮6,428,3005,345,0006,063,3002,505,40020,342,0000.47%旭贝尔1,897,40053,4001,950,8000.04%美素佳儿3,970,2661,769,1607,290,9036,258,84519,289,1740.44%蝶泉1,038,950279,700310,400317,2001,946,2500.04%燎原4,170,4003,754,2004,271,2003,791,70015,987,5000.37%百立乐944,520964,5601,909,0800.04%贝智康4,294,7843,819,1404,499,7403,124,90215,738,5660.36%红星1,390,700339,6001,730,3000.04%南仔4,361,9004,999,7004,146,8001,732,70015,241,1000.35%智恩康185,340145,2401,032,8801,363,4600.03%龙丹5,078,0004,639,8002,932,4501,304,10013,954,3500.32%和光堂386,548228,653245,410292,7301,153,3410.03%南山3,438,1002,502,4002,337,0008,277,5000.19%聪尔壮271,200248,000276,920279,6601,075,7800.02%美可高特7,799,5757,799,5750.18%御宝971,700971,7000.02%爱美乐521,5202,492,9003,981,0406,995,4600.16%澳美多181,920247,680268,320258,000955,9200.02%美庐1,387,2001,324,9001,343,3001,310,3005,365,7000.12%雅能229,500234,200329,20078,300871,2000.02%大庆1,547,3802,780,580734,2005,062,1600.12%牛栏862,290862,2900.02%人之初1,382,0001,130,5001,243,4001,169,6004,925,5000.11%金星737,040737,0400.02%和氏1,154,0001,171,5001,270,5001,193,5004,789,5000.11%慧恩173,875254,800252,000680,6750.02%各婴幼儿奶粉品牌各月投放费用和比重主品牌1月2月3月4月总计投资比重美恩198,076181,180192,960572,2160.01%羚滋245,500213,60053,400512,5000.01%关山245,500213,60053,400512,5000.01%名山84,00089,190115,550108,030396,7700.01%妈喃205,632162,768368,4000.01%育婴博士192,500192,5000.00%俄浦瑞124,20051,2006,400181,8000.00%雅贝加132,00044,000176,0000.00%雪花158,500158,5000.00%力维康83,1009,12092,2200.00%慧元84,37284,3720.00%银桥77,00077,0000.00%雅莱67,30067,3000.00%美素高16,93016,80056034,2900.00%金婴慧10,08010,0800.00%爱可丁4,0004,0000.00%美素乐2,1002,1000.00%宝素力2,0002,0000.00%培芝3603600.00%总计116098893582335549114217146619616287934367687880100.00%各婴幼儿奶粉品牌各月投放费用和比重婴幼儿奶粉品牌各区域广告投放费用和个数1.华南、华东、中南地区是婴幼儿奶粉品牌最为集中的地区，其中华南、华东的媒体投资费用较大，中南地区的媒体投资相对较小。2.河南、广东省处于高度竞争状态；此外，湖北、安徽、四川、湖南、江苏、山东、重庆、浙江省各品牌的竞争的重点市场。频道费用品牌数比重央一2824168691436.25%央八1386534001417.80%音乐频道7220350019.27%央六6410564078.23%新闻频道58514200107.51%央三47252200116.06%少儿频道3937885045.05%央十3857660024.95%央二1672640042.15%教育3套1158360041.49%教育1套640200050.82%央七175330060.23%央五153750030.20%央十二4420010.01%婴幼儿奶粉品牌央视各频道投放费用及广告长度、时段选择1.央视一套和八套是投放最为集中的频道，占据央视所有频道投资比重的54%；其他频道多为辅助性投放，重在品牌地位拉升及经销商鼓励。2.该品类属高关心度品类，故广告长度以15秒版本广告为主，重在消费者说服；在投放时段上，白天和晚间的暴露频次相当，这与育儿母亲的作息有关。次时主品牌央一央八音乐央六新闻央三少儿央十央二教育3套教育1套央七央五央十二总计美赞臣5.58%6.92%56.37%9.39%0.23%17.56%1.88%2.07%128087870伊利47.52%12.88%10.83%4.03%22.76%1.90%0.09%98490090澳优79.35%3.71%16.91%0.03%97674208圣元47.64%20.31%11.46%20.42%0.06%0.10%76369900飞鹤56.94%37.01%1.24%0.96%3.85%70991152雅士利1.30%56.02%42.59%0.08%53951500完达山76.81%2.36%16.86%3.16%0.81%32592955蒙牛45.39%6.76%47.85%29674570合生元60.46%39.54%28879870多美滋39.46%2.36%3.77%2.40%52.03%28356269贝因美37.97%62.03%25004600三元20.26%79.74%17340000迈高18.63%68.56%12.81%16351800阳光宝宝19.68%79.27%1.05%15351200明一100%11041600美可高特92.59%7.41%7798175施恩100%7025600贝智康100%6754200爱美乐22.15%73.51%1.39%2.95%6172200摇篮19.54%80.46%4987500雀巢81.04%18.96%4769600大庆43.33%38.76%2.23%15.68%3494000惠氏0.39%99.61%2699000雅培100%2626400雅能20.41%79.59%871200秦羊100%512500关山100%512500羚滋100%512500俄浦瑞100%181800力维康100%73500总计36.25%17.80%9.27%8.23%7.51%6.06%5.05%4.95%2.15%1.49%0.82%0.23%0.20%0.01%100%各婴幼儿奶粉品牌央视频道投放比重婴幼儿奶粉品牌各省份电视媒体投放类型品类：集中在省级地面频道和省级卫视中，两者比重占据总投量的70%，央视投放比重较大的多为全国性品牌，市县级频道多为补充投放。河南省

广东省

湖北省

安徽省

四川省品牌费用品牌费用品牌费用品牌费用品牌费用飞鹤55015800美赞臣89807722雅培42644470贝乐嘉22750269美赞臣50579750美愿54715260多美滋56811257贝乐嘉34301600伊利20580110贝乐嘉36880719伊利41177170惠氏39748618伊利25229670光明20376853多美滋27548248光明37054700雅士利34886570多美滋24954185贝因美20201800惠氏18555280圣元36936520施恩31638720美赞臣18645925美赞臣15861810伊利16562210总费用401888722总费用399461345总费用208544693总费用202368606总费用195432162前五位费用224899450前五位费用252892887前五位费用145775850前五位费用99770842前五位费用150126207前五位比重55.96%前五位比重63.31%前五位比重69.90%前五位比重49.30%前五位比重76.82%

湖南省

江苏省

山东省

重庆市

浙江省品牌费用品牌费用品牌费用品牌费用品牌费用贝因美26650700多美滋31488600飞鹤25531880美赞臣39122300太子乐26989300澳优25387100雅培27000800贝乐嘉20153510雅培29357500贝因美26555050美赞臣24114633惠氏23837690伊利19442210贝乐嘉14616100多美滋20342960伊利23222550美赞臣22805800太子乐15189200惠天力12234100伊利19554440雅培19770200伊利22729200多美滋13123620施恩12231000美赞臣13747490总费用193971715总费用190474240总费用159182536总费用157394724总费用149208461前五位费用119145183前五位费用127862090前五位费用93440420前五位费用107561000前五位费用107189240前五位比重61.42%前五位比重67.13%前五位比重58.70%前五位比重68.34%前五位比重71.84%多品牌，高度竞争区域：河南/广东/湖北/安徽/四川/湖南/江苏/山东/重庆/浙江多品牌，高度竞争区域：省级电视媒体投放比重上海市北京市香港天津市辽宁省品牌费用品牌费用品牌费用品牌费用品牌费用多美滋55443510多美滋21079200合生元19196000美赞臣31227500贝乐嘉25428695雅培30541762惠氏20243800澳优16811170雅培14213830美赞臣14284442美赞臣26206840美赞臣17277095美赞臣16588710多美滋11658500多美滋11406846惠氏23810970雅培11555300美素佳儿12668820贝因美6783900飞鹤9175080贝因美14617308雀巢10820000惠氏10688970飞鹤2246300雅培6186900总费用152297010

总费用82743395

总费用97047208

总费用67584530

总费用72972963前五位费用150620390

前五位费用80975395

前五位费用75953670

前五位费用66130030

前五位费用66481963前五位比重98.90%

前五位比重97.86%

前五位比重78.26%

前五位比重97.85%

前五位比重91.10%少品牌，高投入区域：上海/北京/香港/天津/辽宁少品牌，高投入区域：省级电视媒体投放比重江西省河北省福建省陕西省黑龙江品牌费用品牌费用品牌费用品牌费用品牌费用雅士利22378000美赞臣34463116雅培15015054阳光宝宝21905500飞鹤27408800太子乐20055700飞鹤25794650惠氏11760500贝乐嘉20094000完达山17588800伊利14407600圣元16225300多美滋11230230施恩12613700美赞臣9956160施恩11701000多美滋11716100太子乐10803800多美滋8604100多美滋9229200美赞臣9686640雅士利8078700美赞臣10288570雅士利8536800龙丹4398950总费用121207472总费用110461446总费用98214014总费用89495340总费用71940230前五位费用78228940前五位费用96277866前五位费用59098154前五位费用71754100前五位费用68581910前五位比重64.54%前五位比重87.16%前五位比重60.17%前五位比重80.18%前五位比重95.33%山西省云南省广西吉林省海南省品牌费用品牌费用品牌费用品牌费用品牌费用雀巢17749803雅士利24673800雅士利23397600雅士利16585446贝因美7058780雅士利12786000美赞臣17580000施恩18552150龙丹8620400太子乐7050000飞鹤12218750施恩11027500澳优7830700美赞臣8616738施恩6189214美赞臣10611500明一8999400雅贝氏6430640完达山8536425贝智康4759366多美滋8578100多美滋4236300雅培2635900多美滋8215440雅士利3059200总费用70885131总费用69853300总费用61482780总费用50677983总费用35827135前五位费用61944153前五位费用66517000前五位费用58846990前五位费用50574449前五位费用28116560前五位比重87.39%前五位比重95.22%前五位比重95.71%前五位比重99.80%前五位比重78.48%多品牌，低投资区域：江西/河北/福建/陕西/黑龙江/山西云南/广西/吉林/海南多品牌，低投资区域：省级电视媒体投放比重贵州省甘肃省宁夏品牌费用品牌费用品牌费用美赞臣14427600雅士利17899500雅士利3886500雅士利13315160燎原15987500施恩825600澳优5567680伊利34250美愿708350施恩2215400澳优3700伊利15500伊利61300圣元9100总费用35630840总费用33924950总费用5448650前五位费用35587140前五位费用33924950前五位费用5445050前五位比重99.88%前五位比重100.00%前五位比重99.93%内蒙古新疆青海省品牌费用品牌费用品牌费用伊利2810000伊利31600伊利28000完达山2200圣元16300金星8640飞鹤1400多美滋9800贝因美6000澳优1300澳优2800总费用2814900总费用57700总费用45440前五位费用2814900前五位费用57700前五位费用45440前五位比重100.00%前五位比重100.00%前五位比重100.00%少品牌，低度竞争区域：贵州/甘肃/宁夏/内蒙古/新疆/青海少品牌，低度竞争区域：省级电视媒体投放比重次各婴幼儿奶粉品牌整体广告投放时段和版本选择2010年1-4月婴幼儿奶粉品类电视媒体投放小结1.品牌众多，媒体投量大，整个市场处于高度竞争状态。2010年1-4月，共计有78个婴幼儿奶粉品牌在全国投放广告，投放金额（刊例价）高达43亿。2.从整体市场看，竞争主要集中在几个国内国际品牌，广告投量向大品牌集中。

2010年1-4月，前6位品牌广告投放总量占据整个品类总投量近52%的比重，品牌媒体投资集中度高。3.华东、华南是投资的重点区域，经济大省和人口大省成为各品牌争夺的主要市场。河南、广东、湖北、安徽、四川、湖南、山东、江苏、浙江等省是婴幼儿奶粉各品牌的重点争夺市场，整体媒体花费也相对较大；其他中东部省份投放品牌也较多，但整体媒体花费相对较少；西部省份无论是投放品牌数还是投放量上都很少，整体市场处于低开发阶段。4.媒体类型选择上，各品牌多注重在区域市场的影响力，省级频道占据70%的比重。央视为多数大品牌影响全国市场的主要平台，也有部分品牌借助央视来拉升自身的品牌地位。5.作为高关心度产品，广告长度多为15秒及以上的长版本为主，重在信息的传递和品牌说服。6.在时段选择上，主要集中在晚间电视剧等播出的黄金时段，此外白天的上下中午剧场时段也有较高的暴露频次。

省份美赞臣多美滋雅士利伊利雅培飞鹤贝乐嘉惠氏澳优施恩圣元贝因美太子乐全国19.60%6.57%16.07%29.53%0.98%28.57%1.28%49.59%3.74%44.72%15.83%广东省13.74%13.17%10.39%3.97%8.20%18.85%10.66%16.83%2.42%0.00%15.53%河南省1.16%5.52%3.35%12.34%22.14%16.75%0.07%4.03%21.63%3.22%13.15%湖北省2.85%5.79%1.74%7.56%15.91%15.57%8.39%4.49%5.86%5.23%0.09%江苏省3.49%7.30%4.96%6.81%10.08%11.31%0.00%7.44%3.07%9.67%湖南省3.69%3.37%4.34%6.96%7.38%1.29%5.61%12.89%5.08%0.01%16.87%四川省7.74%6.39%4.97%5.79%16.74%8.80%0.10%2.09%1.60%0.19%上海市4.01%12.85%0.42%11.40%11.29%0.01%9.26%安徽省2.43%3.10%3.35%6.17%4.74%5.93%10.32%0.00%0.11%5.19%3.65%12.79%浙江省2.10%4.72%2.36%5.86%3.36%0.81%5.76%4.15%16.81%23.97%山东省1.81%3.04%1.13%5.83%10.28%9.15%0.47%5.25%1.42%6.18%0.30%13.49%重庆市5.99%1.86%3.56%0.10%10.96%6.63%5.29%0.04%6.51%0.01%0.90%河北省5.27%2.72%2.41%1.82%10.38%0.06%2.07%9.50%江西省1.48%1.47%6.67%4.32%0.01%4.18%0.38%0.08%6.22%0.40%17.81%福建省1.57%2.60%2.68%0.26%5.60%0.01%5.58%0.07%4.13%0.07%1.39%9.60%北京市2.64%4.89%0.02%4.31%9.60%0.72%0.31%天津市4.78%2.70%0.02%5.30%0.90%0.66%4.30%辽宁省2.19%2.64%0.03%2.31%3.69%11.54%0.11%0.03%陕西省0.97%1.99%2.54%0.77%0.03%9.12%0.68%0.16%6.71%0.15%1.06%云南省2.69%0.98%7.35%0.01%0.63%5.87%广西0.31%6.97%0.03%0.98%0.23%3.98%9.87%特区2.54%2.70%5.07%8.53%1.12%山西省1.62%1.99%3.81%1.26%4.92%0.02%黑龙江1.52%2.14%0.02%11.03%0.01%贵州省2.21%3.97%0.02%2.83%1.18%0.02%吉林省1.32%1.90%4.94%0.02%0.01%海南省0.26%0.27%0.91%0.01%1.08%3.29%0.01%4.47%6.26%甘肃省5.33%0.01%宁夏1.16%0.44%0.01%内蒙古0.84%新疆0.01%0.01%青海省0.01%大于10%小于20%大于5%小于10%大于20%总投量前13位的各婴幼儿品牌在各省的广告投放自重分布媒体组合类型品牌央视省级地面省级卫视市级频道县级频道央视+省级地面频道澳优49.59%41.15%0.01%9.21%0.05%圣元44.72%51.95%1.96%1.36%省级地面+省级卫视+央视美赞臣19.60%39.25%20.65%20.42%