The Model Research About Influnce Between TV Ad Owners

The competition of TV medias have become more and more fierce, Using some standard like audio rate,coverage rate and audience evaluation to evaluate and guide media advertising management has been difficult to adapt to the changed media environment, the TV media management in China has gotten into"Influence Marketing"age. The most important characteristic of the media influence is that the influence can be transmitted—from the direct audiences to others. This paper has proved that the media influence also exists in the ad owner market through plentiful survey data.This paper has referred the research documents about the media influence in audience market and the research documents about the media influence in ad owner market. Through surveying and analyzing, this paper has gotten the media influence transmitted rule in the two products which are sold in the same area and both belong to the same industry, the media influence transmitted rule in the two products which belong to two different industry and the media influence transmitted rule in the two products which are sold in two different area. Meanwhile, this paper will give the formulas adapting to those rules, and prove the formulas. Based on these formulas, this paper worked out the TV media ad owner influence model, and use it to work out the media influence amount transmitted in any two of the four elements—product,enterprise,industry and area.Through practice research, this paper has gotten the following conclusions:①There is media influence which can be transmitted like in audience market existing in ad owner market, which suggests that the medias can choose proper ad owner construction to find a shortcut to transmit their influence.②When media influence transmitted in two products which are sold in the same area and both belong to the same industry, the quantity of influence transmitted has something to do with the two products′brand strength, more close the two value is, less the lose is in the transmission course.③When media influence transmitted in two products which are sold in the same area but belong to different industry, the quantity of influence transmitted has something to do with the two products′relative brand strength, more close the two value is, less the lost is in the transmission course.④When the media influence transmitted from one industry to another industry, the"Basic Influence"will get natural lose, so that we must use the relative coefficient of ad amount of the twoindustries to multiply"Basic Influence"to calculate the"Transmitting Influence"amount.⑤When ad owners evaluate a TV media, they will consider audio rate in different area,coverage rate,audience construction and etc, but the audio rate in different area is most important of them. So we should use ratio of audio rate in two area to multiply the"Basic Influence"when researching the influence transmission between two area.The ad owner influence model can not solve these problems like influence′iterative transmission,quantifying"Basic Influence",the relation between media influence and ad revenue,the transmission between media influence for audience and media influence for ad owner, which are the major problems for the future research about ad owner influence model.