4C：2018年第四季度媒体报道(英文版)(17页).pdf

1、Q4 2018 The State of Media Contents INTRODUCTION .2 THE RISE OF D2C .3 TV ADVERTISING .7 US Broadcast & Cable TV Ad Rankings .7 US NFL TV Ad Rankings .7 UK TV Ad Rankings .8 TV Social Lift Rankings .9 Seasonal TV Social Lift Rankings .10 DIGITAL ADVERTISING .11 Facebook, Inc. .11 LinkedIn .12 Pinter

2、est .13 Snapchat .13 Twitter .14 CONCLUSION . 15 Meet the Metrics .15 The State of Media Advertising Q4 2018 Page 2 2019 4C Insights, Inc. Introduction The state of the media industry is constantly evolving, and in keeping with these changes, so is the State of Media Report. When 4C started publishi

3、ng these reports, we titled them the State of Social. In 2018, we shifted to the State of Media in order to better capture a full view of the industry, from digital to TV advertising. In 2019, were sticking with the State of Media, but instead of taking a high-level view of industry trends, each qua

4、rter well be digging into a key theme that is impacting the entire industry. To kick off this new view of the State of Media, were focusing on the rise of direct-to-consumer (D2C) brands and the lessons that all marketers can learn and apply to all aspects of their media strategies. Well also still

5、be reporting the digital and TV advertising benchmark data youve come to know and love in our State of Media Reports. This quarters report includes: TV ADVERTISING Using 4Cs proprietary Teletrax TV monitoring technology, we looked at ad occurrences and social lift across national and local televisio

6、n. The total coverage for our Q4 report included 1,200+ channels in the US (including all 210 DMAs) and the UK. DIGITAL ADVERTISING Using a representative sample of brands active on 4C across Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat, we looked at trends in ad spend, pricing, a