目錄 編者的話3
Market Intelligence
2010
2009 2011
2010
2009 20092011 2009
2010
尼爾森媒體研究編輯小組
2011
2010N i e l s e n O n l i n e M a r k e t Intelligence
2010 19 500
201046.5
2011 01.02
2011 01.0210
2011 01 02
P01P06
P07
P08
P10P12
P14P14
P15
P17
P18
© 版權所有未經同意請勿轉載
祥兔賀新喜 電視獻佳餚
1
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2011年春節收視表現觀察分析
20092011
2009 2011
2010
2009 20092011
2009
2010
20112010 2011
15-24 45-544-14
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201155-64
15-34
2009 2009/1/24-2/1 2010 2010/2/13-2/21 2011 2011/2/2-2/7
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2010 2011
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25-34
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25-54
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2010年廣播廣告市場回顧 /
1
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
20092010
41.3
149.1
147.7
63.6
39.736.5
40.9
140.5
136.7
64.4
37.7
33.5
44.5
135.8
110.8
60.5
38.4
33.7
43.4
158.2
100.1
50.6
37.6
28.6
50.6
194.1
119.6
55.5
44.8
32.9
0
100
200
300
400
500
600
Y2006 Y2007 Y2008 Y2009 Y2010: (AIS)
:
477.8 453.8 423.6 418.5497.5
+16.5%
+22.7%
+19.5%
+9.7%
+19.2%+15.0%
+18.9%
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
2010 45
Year Y2006 Y2007 Y2008 Y2009 Y2010( ) 39.7 37.7 38.4 37.6 44.8
-- -4.9% 1.8% -2.0% 19.2%8.3% 8.3% 9.1% 9.0% 9.0%
: (AIS)
No Y2010 Y2009 %1 11.04 6.12 4.91 80.2%2 6.62 6.68 -0.06 -0.9%3 5.30 4.50 0.81 18.0%4 3.47 3.44 0.03 0.9%5 3.00 2.61 0.39 14.8%6 2.86 3.15 -0.29 -9.2%7 2.64 2.27 0.36 16.0%8 2.44 1.79 0.65 36.0%9 1.46 0.98 0.48 49.6%10 1.37 1.42 -0.05 -3.6%
2010
:
Top 10
3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
: (AIS)
/
No Y2010 Y2009vs
% %1 ( ) 9.67 5.12 88.8% 14.4%2 ( ) 2.39 2.36 1.4% 17.0%3 ( ) 2.04 2.13 -4.0% 27.5%4 ( ) 1.64 1.54 6.7% 76.4%5 ( ) 1.41 1.20 17.6% 38.2%6 ( ) 1.09 0.91 19.6% 21.5%7 ( ) 1.03 0.84 22.8% 57.5%8 ( ) 0.87 0.46 87.9% 6.8%9 ( ) 0.84 0.71 18.9% 31.6%
10 ( ) 0.81 0.72 11.7% 50.7%11 ( ) 0.79 0.86 -7.9% 33.4%12 / ( ) 0.75 0.27 177.5% 16.1%13 / / ( ) 0.72 0.69 4.1% 15.8%14 ( ) 0.68 0.72 -5.3% 13.8%15 ( ) 0.67 0.58 15.0% 28.6%16 ( ) 0.54 0.45 21.4% 10.0%17 ( ) 0.49 0.41 18.5% 40.2%18 ( ) 0.47 0.62 -23.4% 49.0%19 ( ) 0.47 0.49 -5.3% 37.9%20 ( ) 0.45 0.22 100.8% 16.8%
:
Top 20
4
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
: (AIS)Index :
100 100
: Index
No1 ( ) 100 93 126 7 12 ( ) 100 99 81 169 1963 ( ) 100 116 79 130 1774 ( ) 100 87 118 24 785 ( ) 100 101 85 230 1116 ( ) 100 65 109 102 1727 ( ) 100 117 109 14 288 ( ) 100 120 87 110 1099 ( ) 100 92 111 46 89
10 ( ) 100 14 133 270 5811 ( ) 100 71 127 49 5512 / ( ) 100 81 109 88 12213 / / ( ) 100 132 90 59 7914 ( ) 100 93 104 103 9315 ( ) 100 78 91 155 21216 ( ) 100 78 116 34 11717 ( ) 100 7 113 272 24518 ( ) 100 137 101 2219 ( ) 100 75 85 248 19620 ( ) 100 158 81 51 55
Top 20
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.: (AIS)
2010
HP
:
No Y2010 Y2009 %%
1 2.00 0.88 1.12 126.7% 30.7%2 1.07 0.42 0.65 156.7% 24.5%3 ( ) 0.99 1.03 -0.04 -3.9% 23.8%4 0.61 0.65 -0.04 -5.7% 36.1%5 0.51 0.38 0.13 35.1% 16.7%6 ( ) 0.50 0.54 -0.04 -7.3% 75.7%7 0.43 0.35 0.08 23.5% 22.5%8 0.43 0.32 0.11 34.6% 46.1%9 0.42 0.53 -0.11 -20.6% 6.7%10 0.40 0.54 -0.13 -25.0% 56.5%11 0.39 0.29 0.10 36.3% 9.8%12 hp 0.38 0.16 0.22 137.0% 44.7%13 0.36 0.33 0.03 9.0% 23.5%14 ( ) 0.36 0.22 0.14 61.5% 34.3%15 ( ) 0.35 0.30 0.06 18.8% 56.9%16 0.33 0.32 0.01 3.0% 13.4%17 ( ) 0.27 0.26 0.01 3.8% 6.0%18 ( ) 0.25 0.08 0.17 214.7% 19.1%19 ( ) 0.23 0.26 -0.03 -11.8% 4.8%20 0.23 -- 0.23 -- 39.5%
Top 20
6
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
• 2010
•
•
• (AIS)•
••Y2006 : 0.09, 0.04, 0.45, 0.43, 0.48, 1•Y2007 : 0.111, 0.033, 0.39, 0.425, 0.445, 1•Y2008 : 0.109, 0.034, 0.38, 0.435, 0.41, 1•Y2009 : 0.097, 0.039, 0.37, 0.435, 0.4, 1•Y2010 : 0.11, 0.043, 0.377, 0.443, 0.397, 1
• ( 15 )i radio, i like radio, , ICRT, Hit FM , , , News98, POP, 989, , , , KISS
2011 0203
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Nielsen Online於本月初發表網路市場資訊Market Intelligence中，最新進階功能『裝置』
2010 12 1
Market Intelligence
Market Intelligence(MI)
Online !
2
Copyright © 2010 The Nielsen Company. Confidential and Proprietary.
•
• +
A
B
C
D
E
3
Copyright © 2010 The Nielsen Company. Confidential and Proprietary.
Examples•••••• PDA • ( iPod touch)
• iPad• Kindle••
/• Xbox• PS3• Wii•
2011 0203
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2010年台灣傳統媒體廣告量躍增19％ 直逼新台幣500億大關加上網路橫幅式廣告 整體廣告市場達544億元
建築、金融財經與交通工具積極加碼廣告投資 有線電視與報紙受惠最多
2010
19 497.5NYSE: NLSN 2003 4
200522.7
119.5 19.2
201046.5544
8.5
2010 52008
20092010
ECFA
802010 42.4
24
2010 38.92009 14.4 4.9
201031.82 31.78
26.431.3 2010 39.6
2010
67.3
201043.5
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32 112009 34 12.7
2009 3.4
20103.3
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5.932009 10 2010
595.4
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5.12 4.554.5
2011 0203
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1. 2. 3. 2004 : 0.1, 0.05, 0.58, 0.44, 0.59, 12005 : 0.09, 0.05, 0.48, 0.44, 0.54, 12006 : 0.09, 0.04, 0.45, 0.43, 0.48, 12007 : 0.111, 0.033, 0.390, 0.425, 0.445, 12008 : 0.109, 0.034, 0.380, 0.435, 0.410, 12009 : 0.097, 0.039, 0.370, 0.435, 0.400, 12010 : 0.110, 0.043, 0.377, 0.443, 0.397, 14. 2004 58 20 ( , 114 )138 10 92005 61 20 ( , 111 )127 10 112006 69 16 ( , 109 )128 15 132007 66 15 ( , 99 )124 15 152008 63 15 ( , 100 )114 15 162009 62 14 ( , 100 )108 15 162010 61 12 ( , 72 )105 15 135. 2004 / / / / / / / / /
/ 2005 / / / / / / / / /
/ 2006 / / / / / / / / /
/ / / 2007 / / / / / / / / /
/ / / / 2008-2009 / / / / / / / /
/ / / / / / /2010 / / / / / / / / /
/ / /
1.2.
3. Market Intelligence 103
9
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Title of PresentationTopic of Presentation Page 9
NT$ ‘000
2010 10
2009 2010 %
1 5,648,235 8,044,938 2,396,703 42.4%
2 3,403,018 3,893,178 490,160 14.4%
3 2,711,596 3,181,530 469,935 17.3%
4 2,514,244 3,178,048 663,804 26.4%
5 2,238,104 3,125,086 886,981 39.6%
6 2,445,503 2,901,670 456,167 18.7%
7 2,696,289 2,855,201 158,912 5.9%
8 2,719,768 2,601,075 -118,693 -4.4%
9 2,378,729 2,333,250 -45,479 -1.9%
10 1,719,722 1,876,408 156,686 9.1%
11
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Title of Presentation
2010 10
Topic of Presentation Page 11
NT$ ‘000
2009 2010 %
1 4,688,131 6,726,798 2,038,667 43.5%
2 1,263,682 1,418,538 154,855 12.3%
3 950,165 1,272,769 322,604 34.0%
4 832,291 1,169,511 337,219 40.5%
5 / 1,014,846 874,420 -140,426 -13.8%
6 768,998 771,615 2,617 0.3%
7 523,457 757,638 234,181 44.7%
8 711,617 737,786 26,170 3.7%
9 473,378 691,139 217,761 46.0%
10 426,811 633,926 207,114 48.5%
15
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Title of Presentation
2010 20
Topic of Presentation Page 15
NT$ ‘000
2010 2009 2010 2009 (%)1 2 955,310 551,309 404,001 73.3%2 13 652,649 277,984 374,664 134.8%3 1 626,215 610,075 16,140 2.6%4 10 ( ) 593,100 373,086 220,014 59.0%5 8 540,661 377,656 163,005 43.2%6 7 ( ) 534,640 413,129 121,511 29.4%7 4 ( ) 519,726 419,231 100,495 24.0%8 5 ( ) 480,555 414,139 66,416 16.0%9 3 ( ) 444,651 484,058 -39,406 -8.1%
10 26 436,643 205,674 230,969 112.3%11 9 430,258 373,481 56,777 15.2%12 7 ( ) 416,008 392,580 23,428 6.0%13 16 399,771 260,329 139,442 53.6%14 11 ( ) 394,882 349,290 45,592 13.1%15 15 ( ) 376,489 261,188 115,301 44.1%16 12 ( ) 356,851 335,957 20,894 6.2%17 18 325,605 250,742 74,863 29.9%18 21 307,537 245,441 62,096 25.3%19 14 ( ) 290,793 263,564 27,229 10.3%20 20 ( ) 266,140 245,618 20,523 8.4%
2011 0203
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尼爾森首度公佈2010年台灣網路橫幅式廣告量 達46.5億
201046.5
()
4544
20106 5888
14.26 4270 13.5
4 5500
4 5025 9.7
3 84782 3553
2 3248 16126 1 4283
38786
5 30143
:
target audience
2011
21.5
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
2010 10
(NT$'000)(%)
1 658,887 14.16%2 642,702 13.81%3 515,021 11.07%4 455,009 9.78%5 450,256 9.67%6 384,782 8.27%7 235,529 5.06%8 232,479 4.99%9 161,262 3.46%10 142,826 3.07%
AdRelevance Market Intelligence, Jan. – Dec. 2010
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
2010 10
(NT$'000)(%)
1 658,887 14.2%2 642,702 13.8%3 515,021 11.1%4 455,009 9.8%5 450,256 9.7%6 384,782 8.3%7 235,529 5.1%8 232,479 5.0%9 161,262 3.5%10 142,826 3.1%
AdRelevance Market Intelligence, Jan. – Dec. 2010
1
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
2010 46.5
NT$
AdRelevance Market Intelligence , Jan. – Dec. 2010
2011 0203
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4
Copyright © 2011 The Nielsen Company. Confidential and Proprietary.
2010 ( )
AdRelevance Market Intelligence ,, Jan. – Dec. 2010
1. 2. 12-653. 4. 5.
3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
2010 10
(NT$'000) (NT$'000) (NT$'000) (%)
8,495,194 8,044,938 450,256 5.3% 1 5
3,992,418 3,893,178 99,240 2.5% 2 12
3,767,788 3,125,086 642,702 17.1% 5 2
3,633,057 3,178,048 455,009 12.5% 4 4
3,322,088 3,179,262 142,826 4.3% 3 10
3,087,679 2,855,200 232,479 7.5% 7 8
3,062,932 2,901,670 161,262 5.3% 6 9
2,985,857 2,601,075 384,782 12.9% 8 6
2,487,230 1,828,343 658,887 26.5% 11 1
2,456,400 2,333,250 123,150 5.0% 9 11
AdRelevance Market Intelligence, Jan. – Dec. 2010
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
1. AdRelevanceMarket Intelligence
2.
3. Market Intelligence 103
4. • 2010 : 0.11, 0.043, 0.377, 0.443, 0.397, 1
5. • 2010 61 12 105 15 13
2011 0203
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尼爾森全球老化衝擊報告：人口老化為永久趨勢
2011 2029 12 311 65
2020
21
50
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195048 40 18
14 4270
8014 27 27
60 701 80
6080 60
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2011 0203
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2010 12 9 6 50
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2011 0203
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尼爾森媒體研究廣告量
尼爾森媒體研究各媒體新廣告素材統計
2011 03 15 :
2011 2011 2011 2010
1 (%) 2 (%) 1-2 (%) 2 (%)
432,755 11% 383,156 11% 815,912 11% 402,840 11%1,543,472 38% 1,282,661 38% 2,826,133 38% 1,453,036 41%1,007,207 25% 826,282 24% 1,833,489 25% 708,274 20%495,506 12% 346,185 10% 841,692 11% 378,911 11%373,180 9% 338,800 10% 711,980 10% 322,920 9%
228,831 6% 213,065 6% 441,896 6% 239,744 7%
4,080,951 100% 3,390,149 100% 7,471,101 100% 3,505,727 100%*2010 : 0.11, 0.043, 0.377, 0.443, 0.397, 1
2011 03 15 :
2011 1 2011 2 2010 21,015 777 1,109 -30%1,388 1,027 1,449 -29%2,511 1,714 1,946 -12%3,088 2,102 2,243 -6%
Total 8,002 5,620 6,747 -17%* ( , , )
: Ad*Views
2011 0203
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尼爾森媒體研究2011年01月份小類廣告量
2011 03 15
( ) ( ) ( )
1 502,906 1 / 98,885 1 79,489
2 112,239 2 75,225 2 20,492
3 / 103,819 3 59,215 3 19,187
4 89,594 4 52,386 4 11,535
5 87,214 5 49,197 5 9,057
6 84,349 6 42,587 6 9,020
7 64,513 7 41,048 7 7,791
8 59,731 8 40,423 8 7,520
9 58,957 9 37,425 9 6,956
10 57,447 10 35,999 10 6,746
( ) ( ) ( )1 364,302 1 45,960 1 14,3672 ,3C 29,558 2 36,281 2 11,9663 21,211 3 16,706 3 11,2204 18,405 4 16,138 4 10,9365 18,125 5 15,002 5 / 8,5336 16,677 6 13,288 6 7,4977 15,887 7 9,956 7 7,044
8 14,598 8 9,655 8 6,514
9 13,628 9 8,746 9 / / 6,365
10 13,405 10 8,457 10 5,176
*2010 : 0.11, 0.043, 0.377, 0.443, 0.397, 1
2011 0203
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尼爾森媒體研究2011年02月份小類廣告量
2011 03 15
( ) ( ) ( )1 574,866 1 75,702 1 112,2792 96,564 2 62,537 2 18,1373 91,658 3 59,663 3 9,9864 76,890 4 51,409 4 8,8745 69,596 5 50,955 5 8,3936 69,461 6 50,953 6 7,420
7 68,219 7 47,659 7 5,959
8 66,155 8 / 44,880 8 5,612
9 63,541 9 39,648 9 5,53110 60,411 10 33,104 10 5,432
( ) ( ) ( )1 415,543 1 28,534 1 28,9812 20,193 2 25,457 2 12,7013 17,580 3 14,330 3 9,9194 3C 13,257 4 9,848 4 9,3215 13,226 5 8,754 5 8,3916 11,930 6 / 8,303 6 7,9487 10,818 7 7,041 7 / 7,596
8 9,596 8 6,747 8 / / 5,664
9 7,784 9 6,409 9 4,74210 7,567 10 6,385 10 4,510
*2010 : 0.11, 0.043, 0.377, 0.443, 0.397, 1
2011 0203
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2011 02 TOP1012.29%
" "11 TOP10
9TOP10
SIGN
2011 02 TOP10
1 Smile Again( ) / KBS1 12.29 2 My Love, My Family( ) / KBS2 9.97 3 Dream High( ) / KBS2 7.89 4 SIGN Sign( ) / SBS 7.48 5 Flames of Desire( ) / MBC 7.25 6 My Princess( ) / MBC 5.94 7 Athena( ) / SBS 5.85 8 Queen of Reversal( ) / MBC 5.56 9 Smile, Mom( ) / SBS 5.51
10 The Duo( ) / MBC 4.89 2011/02/01 ~ 2011/01/28 4 ( 31,262,065) 13
( )
尼爾森0102月份前十名收視戲劇節目韓國戲劇節目
2011 1 TOP1015.31%
1IRIS
SIGN
TOP10 30
2011 01 TOP10
1 Secert Garden( ) / SBS 15.31 2 Smile Again( ) / KBS1 12.48 3 My Love, My Family( ) / KBS2 9.36 4 My Princess( ) / MBC 7.78 5 SIGN Sign( ) / SBS 6.47 6 Athena( ) / SBS 6.18 7 Dream High( ) / KBS2 6.13 8 Flames of Desire( ) / MBC 5.77 9 Queen of Reversal( ) / MBC 5.16
10 The Gloria( ) / MBC 4.79 2011/01/01 ~ 2011/01/31 4 ( 31,262,065) 13
( )
2011 0203
