毫无疑问,电视仍然是中国最大的媒体,收看人数最多亦最受市场瞩目。然而,2017年上半年的电视市场显示出与前几年完全不同的场景,综艺节目资本热钱竞相追逐的疯狂不复见,冷静的宣告中国综艺市场拼资本、拼明星、搞噱头的“上半场”竞争闭幕,正式进入拼原创、拼内涵、拼实力的“下半场”。广告市场则是呈现出一种理性回归的姿态,不仅宝洁、联合利华等大品牌主重新思考媒介投放策 There is no doubt that television is still the largest media in China with the largest number of viewers and the most eye-catching market. However, in the first half of 2017, the television market showed a completely different scene from the previous years. The frenzy of variety show capital hot money competing for chase was not seen again, and the variety market, spell star, and stunt in the Chinese variety market was declared calmly Halftime “competition ended, officially entered the original fight, fight connotation, fight strength ” second half ". Advertising market is showing a rational return gesture, not only Procter & Gamble, Unilever and other major brand owners to re-think the media policy