CTR-媒介智讯：2023年广告市场投放数据概览报告

国际视野洞察中国GlobaIPerception，chinalnsight数据背景及转载说明：业”；c.“商业及服务性行业（大类）”的“市场研究及咨询服务“）除此之外的任何自行加工与解读均不代表CTR观点，对由此产生的不良影响，CTR保留诉诸法律的权利。2023年广告市场解读从2023年广告市场头部行业可见，药品、饮料、娱乐及休闲、化妆品/浴室用品行业增投较为活跃，刊例花费同比分别上涨12.3%、15食品行业中，保健食品和糕点饼干两个品类广告花费投放量较大的品牌包括汤臣倍健、变通、妙可蓝多、香丹清、燕小厨等。饮料行业在街道设施、电梯LCD和影院视频等多个户外广告渠道的花费均同比上涨超过50%，在地铁、火车/高铁站、机场和电梯海报也有不同程度的增加投放表现。该行业增长主要来自蒸馏水/矿泉水、婴幼儿奶粉、常温白奶、特殊用途饮料、碳酸饮料等多个酒精类饮品行业里药酒/补酒、酒类-企业形象两个品设施、火车/高铁站也有一定的增投表现。头部品牌有鸿茅、泸州老窖、雪花、茅台、杏花村等。生活用纸、口腔清洁/护理用品、洁肤用品三个品类广告花费同比增长均达三位数，是助推2023年化妆品/浴室用品行业广告增长显著的主要动力。该行业在电梯海电梯LCD、影院视频、机场的广告投放同比分别上涨151.6%、87.0%、81.5%海飞丝、云南白药、舒肤佳、珀莱雅等。2023年消费者出游热情攀升，旅游宣传推广也迎来窗口期，娱乐及休闲行业广告投放重现正增长，得益于国家/城市形象、学习机、公园/风景区、快餐店、酒楼/餐厅/酒廊等品类加大推广宣传带动。该行业在电梯LCD、电梯海报、火车/高铁站、地铁的广告花小猿、肯德基、长隆、步步高、迪士尼等。2017年-2023年同期广告市场整体2017年2018年2019年2020年2021年环比同比21.4%15.1%15.6%11.7%8.9%8.9%8.7%9.5%8.9%8.9%8.7%7.1%6.9%6.5%6.6%7.1%6.9%6.5%6.6%4.6%8.3%4.5%4.3%5.0%3.3%4.5%4.3%5.0%2.8%2.9%1.1%2.9%0.2%-0.9%-2.3%0.2%-0.9%-0.8%-5.8%-1.2%-7.0%6.2%-1.7%-0.8%--0.8%-5.8%-1.2%-7.0%6.2%-1.7%-3.5%-11.9%-3.5%-9.4%-5.9%-9.4%-9.2%-8.7%-9.2%-10.5%-11.5%13.2%-14.7%--10.5%-11.5%13.2%-14.7%-15.6%-18.0%-23.3%24.1%-19.5%--18.0%-23.3%24.1%-2.5%-2.5%整体市场：分媒体广告花费同比变化上年同比2022年vs2021年同比2023年vs2022年21.9%21.0%21.9%16.5%16.5%11.9%4.3%0.2%-0.2%-21.6%-26.9%-29.6%-51.8%-30.2%6.6%7.0%5.0%3.6%-57.9%电视报纸杂志广播街道设施机场火车/高铁站地铁电梯LCD电梯海报影院视频互联网站29.9%29.9%整体市场：行业（大类）广告花费变化上年同比2022年vs2021年同比2023年vs2022年34.0%3.4%3.4%3.4%15.7%12.3%-2.3%-0.1%-6.4%16.2%-0.5%-6.0%-34.5%-38.0%-45.2%整体市场：广告花费行业（中类）榜单123456789洗发/美发/护发-1.8%753.1%整体市场：广告花费增幅行业（中类）榜单123456饮水机/家用净水器789饮料系列产品整体市场：广告花费品牌榜单123456789整体市场：广告花费增幅品牌榜单123456789广告花费增幅品牌榜单基于市场品牌总量的前50%品牌，按广告刊例花费同比增幅排序，仅展示该品牌花费最高的产品2.6%3.1%6.1% 4.0%6.8%1.3%0.2% 2.2%0.9%1.8%0.6%-14.9%-10.9%-18.9%-2.4%-4.2%-5.0%1.7%-1.3%-1.7% -0.5%-7.3%-3.3%-2.9%-2.2%-4.4%-9.4%-10.5%-13.2%-5.9%-14.2%-14.5%-15.5%-19.1%-15.3%-19.4%-18.8%2.6%3.1%6.1% 4.0%6.8%1.3%0.2% 2.2%0.9%1.8%0.6%-14.9%-10.9%-18.9%-2.4%-4.2%-5.0%1.7%-1.3%-1.7% -0.5%-7.3%-3.3%-2.9%-2.2%-4.4%-9.4%-10.5%-13.2%-5.9%-14.2%-14.5%-15.5%-19.1%-15.3%-19.4%-18.8%同比环比20.5%8.4%8.7%8.4%8.1%5.6%6.4%6.1%5.6%6.4%-3.6%-3.6%-22.0%-21.5%-22.0%上年同比2022年vs2021年同比2023年vs2022年8.8%8.8%7.0%2.0%-0.9%-3.1%-7.0%-9.6%-22.3%-35.1%10.4%-2.0%-6.8%9.5%3.1%药品食品饮料酒精类饮品商业及服务性行业活动类个人用品娱乐及休闲-44.6%化妆品/浴室用品家居用品1234郎5678911.2%9.8%7.7%6.5%6.9%6.8%6.0%6.1%4.1%1.1%0.7%1.1%0.9%-0.7%-0.1%-3.5%-7.0%-0.2%-6.0%-3.6%-1.7%-2.6%-4.4%-10.6%-9.1%-10.7%-9.2%-8.4%-12.3%-10.3%-12.8%-14.8%-11.3%-17.3%-17.1%-21.5%--16.6%18.1%-17.5%-19.8%-19.5%11.2%9.8%7.7%6.5%6.9%6.8%6.0%6.1%4.1%1.1%0.7%1.1%0.9%-0.7%-0.1%-3.5%-7.0%-0.2%-6.0%-3.6%-1.7%-2.6%-4.4%-10.6%-9.1%-10.7%-9.2%-8.4%-12.3%-10.3%-12.8%-14.8%-11.3%-17.3%-17.1%-21.5%--16.6%18.1%-17.5%-19.8%-19.5%-25.5%-19.9%-20.8%-22.5%-21.9%环比同比21.1%-4.4%-4.4%同比2023年vs2022年41.3%同比2023年vs2022年41.3%9.4%2.4%-8.4%-8.7%--8.4%-8.7%--15.0%-19.2%-23.2%-21.8%-23.2%-24.6%-37.4%-36.9%1234567890.1%31.8%30.7%33.4%27.9%25.8%24.1%26.8%25.9%21.0%20.9%19.0%18.2%14.0%11.0%15.7%4.8%14.3%8.3%7.8%13.1%4.1%2.8%2.2%11.2%5.8%1.7%7.7%6.7%0.2%8.0%4.6%0.4%-0.4%-2.0%-3.8%-15.9%-9.1%-9.9%-12.4%-12.9%-23.2%0.1%31.8%30.7%33.4%27.9%25.8%24.1%26.8%25.9%21.0%20.9%19.0%18.2%14.0%11.0%15.7%4.8%14.3%8.3%7.8%13.1%4.1%2.8%2.2%11.2%5.8%1.7%7.7%6.7%0.2%8.0%4.6%0.4%-0.4%-2.0%-3.8%-15.9%-9.1%-9.9%-12.4%-12.9%-23.2%-33.9%-34.4%电梯LCD：广告花费月度趋势变化环比同比37.9%12.6%12.6%上年同比2022年vs2021年同比2023年vs2022年4.2%51.6%饮料18.2%3.5%82.9%食品娱乐及休闲-48.6%87.0%350.6%36.8%184.4%3.3%234.0%-59.1%2.3%化妆品/浴室用品药品家用电器衣着邮电通讯327.1%-23.5%7.6%-34.6%个人用品家居用品电梯LCD：广告花费品牌榜单123456789428.2%2022年1月-2023年12月电梯海环比同比36.4%37.0%30.2%34.2%29.8%30.2%34.2%26.5%28.1%26.5%25.2%27.0%25.2%19.3%20.7%19.3%13.0%12.3%13.0%11.2%13.7%11.1%1.6%9.7%11.2%13.7%11.1%1.6%9.7%9.1%18.2%12.4%10.5%2.6%2.2%1.3%2.6%2.2%1.3%1.8%1.2%2.9%1.2%1.8%1.2%2.9%0.0%6.5%0.0%2.8%-0.6%2.8%-0.6%-0.7%-4.5%-4.1%-4.5%-6.5%-9.6%-6.5%-10.5%-9.5%-10.5%-13.7%-13.5%-18.5%-28.6%-44.2%-7.0%-7.0%上年同比2022年vs2021年同比2023年vs2022年65.2%65.2%67.2%70.0%55.1%32.8%24.7%4.7%-0.9%55.5%35.6%34.6%34.3%-4.1%-3.9%-4.1%7.5%-43.8%-41.6%-43.8%1234567789917.6%-51.3%387.6%371.8%338.4%310.4%260.6%233.9%111.7%96.2%50.6%104.5%39.4%41.3%22.7%2.9%-21.6%5.7%1.3%1.0%-4.8%-11.2%-40.7%-33.2%-28.0%-1.2%-19.6%-18.9%-63.4%-36.9%-44.3%-24.4%-54.2%-24.5%-88.8%-92.8%-44.8%17.6%-51.3%387.6%371.8%338.4%310.4%260.6%233.9%111.7%96.2%50.6%104.5%39.4%41.3%22.7%2.9%-21.6%5.7%1.3%1.0%-4.8%-11.2%-40.7%-33.2%-28.0%-1.2%-19.6%-18.9%-63.4%-36.9%-44.3%-24.4%-54.2%-24.5%-88.8%-92.8%-44.8%-87.4%-68.2%-61.0%-33.6%2022年1月-2023年12月影院视-0环比。一同比>1000%>1000%54.2%54.2%-92.0%-99.6%-94.1%-83.9%上年同比2022年vs2021年109.2%81.5%81.5%73.1%21.0%10.8%-7.1%-20.3%-35.1%-47.0%-60.3%-60.1%-68.8%-78.2%-34.0%-30.1%-71.7%-40.8%4.6%1441.1%2474.5%334567度小满金融89-12.3%5.2%42.5%40.8%32.4%26.1%18.0%10.6%33.8%10.0%12.6%5.9%7.3%5.1%3.0%3.5%6.1%6.8%0.5%8.8%-0.2%-7.4%-15.1%-0.5%-12.6%-0.3%-0.2%-29.6%-1.0%-3.0%-6.4%-8.1%-11.9%-16.4%-21.9%-26.0%-33.4%-58.6%--12.3%5.2%42.5%40.8%32.4%26.1%18.0%10.6%33.8%10.0%12.6%5.9%7.3%5.1%3.0%3.5%6.1%6.8%0.5%8.8%-0.2%-7.4%-15.1%-0.5%-12.6%-0.3%-0.2%-29.6%-1.0%-3.0%-6.4%-8.1%-11.9%-16.4%-21.9%-26.0%-33.4%-58.6%--43.2%-61.7%46.2%62.5%-58.5%2022年1月-2023年12月火车/高铁站-0环比。同比51.0%51.1%-3.4%-3.4%-80.7%-80.2%火车/高铁站：行业（大类）广告花费变化上年同比2022年vs2021年同比2023年vs2022年46.3%30.7%30.7%20.1%11.5%3.3%2.9%-20.3%-32.5%-37.9%-53.7%-69.0%-31.4%-37.8%-37.1%-41.1%-65.3%21.4%16.5%15.5%-80.2%酒精类饮品饮料家居用品娱乐及休闲家用电器商业及服务性行业交通邮电通讯活动类食品12郎34450.1%56789安7.1%73.6%54.0%47.6%36.3%29.9%25.5%19.3%18.9%10.9%10.3% 23.2%3.9%1.3%2.8%7.3%4.9%4.0%2.4%3.3%□-3.1%-1.3%-2.7%-1.8%-4.5%-21.4%-6.5%-3.9%-10.6%-16.4%--5.9%-5.0%-25.8%11.4%-13.4%-15.1%-21.9%-46.0%-18.6%-28.0%-30.6%-33.5%7.1%73.6%54.0%47.6%36.3%29.9%25.5%19.3%18.9%10.9%10.3% 23.2%3.9%1.3%2.8%7.3%4.9%4.0%2.4%3.3%□-3.1%-1.3%-2.7%-1.8%-4.5%-21.4%-6.5%-3.9%-10.6%-16.4%--5.9%-5.0%-25.8%11.4%-13.4%-15.1%-21.9%-46.0%-18.6%-28.0%-30.6%-33.5%-0环比。同比102.8%83.9%83.9%-10.7%-10.7%-46.2%-64.5%-67.2%64.0%64.0%92.9%上年同比2022年vs2021年同比2023年vs2022年171.1%44.2%44.2%23.2%11.0%-24.5%-34.4%-42.8%-52.5%-62.5%-22.2%-35.2%-42.1%-54.6%50.6%13.6%16.5%9.8%3.4%1243.9%422.0%3456贤789405.6%472.8%-4.4%16.9%-9.3%1.1%9.8%15.6%0.2%5.6%4.7%10.8%1.3%-0.1%0.6%3.3%5.4%-0.1%2.6%-3.9%-0.1%2.7%-9.7%-12.6%-0.1%-1.8%-20.3%-27.3%-21.7%4.1%-0.5%-6.1%-12.1%-19.2%-11.6%-4.4%16.9%-9.3%1.1%9.8%15.6%0.2%5.6%4.7%10.8%1.3%-0.1%0.6%3.3%5.4%-0.1%2.6%-3.9%-0.1%2.7%-9.7%-12.6%-0.1%-1.8%-20.3%-27.3%-21.7%4.1%-0.5%-6.1%-12.1%-19.2%-11.6%-14.6%-14.9%-17.8%-14.4%-17.4%-26.5%-21.2%-71.1%-19.6%-0环比。一同比152.4%151.7%150.4%11.7%11.7%-66.1%-69.2%上年同比2022年vs2021年同比2023年vs2022年109.0%100.3%77.7%77.7%41.6%31.1%13.2%3.4%-8.8%-24.5%-30.3%-36.0%-44.9%-28.5%-25.8%-30.2%-32.3%-39.2%-57.1%-55.4%12487.1%345678913.3%□17.9%10.3%12.4%11.9%11.1%-28.8%-12.7%-44.5%-8.0%-31.8%□10.9%6.1%3.1%4.6%5.7%-16.4%1.5%0.1%-6.3%-1.9%-5.4%-6.6%-2.2%-3.5%-2.6%-13.5%-9.7%-9.8%-20.4%-20.5%-16.8%-15.5%-17.1%-19.7%-31.7%-27.8%-23.3%-22.7%-43.0%13.3%□17.9%10.3%12.4%11.9%11.1%-28.8%-12.7%-44.5%-8.0%-31.8%□10.9%6.1%3.1%4.6%5.7%-16.4%1.5%0.1%-6.3%-1.9%-5.4%-6.6%-2.2%-3.5%-2.6%-13.5%-9.7%-9.8%-20.4%-20.5%-16.8%-15.5%-17.1%-19.7%-31.7%-27.8%-23.3%-22.7%-43.0%2022年1月-2023年12月街道设-0环比。同比34.9%28.0%19.5%20.5%19.5%16.6%-22.8%-22.8%-52.1%-31.6%同比2023年vs2022年同比2023年vs2022年52.1%18.9%17.9%18.7%16.3%18.9%17.9%18.7%7.2%9.2%7.2%2.2%-0.8%-6.0%-7.7%-7.3%-6.0%-7.7%-31.9%-34.5%-37.8%-31.9%-34.