日常消费品的广告支出增加了 20%，受众也有所增加
- 糖果、烈酒和乳制品的广告在屏幕上获得了出色的浏览量
- “It is becoming more and more perceptible that our food retail has recovered from the crisis. In addition to more active advertising, store sales continued to rise” – Ágnes Szűcs-Villányi, Nielsen
Budapest, January 29, 2016 – Companies spent 20 percent more on domestic TV ads for food, household chemicals and cosmetics last year than a year earlier, at list prices. Views also grew: On-screen advertising for daily consumer goods achieved a 7 percent higher GRP than last year. Among other things, Nielsen Közönségmérés Kft. states this.
由于一则广告可以多次触及多个观众，因此 GRP 指标可能超过 100%。在计算时，他们会将每次播出广告所覆盖的观众人数相加。
去年，食品、日用化学品和化妆品广告占整个电视广告市场 GRP 的 33%，高于前一年的 31%。
在匈牙利电视频道播出的广告中，去年日用消费品类的 GRP 大部分是由以下产品实现的：糖果、烈酒、乳制品、非酒精解渴饮料、香水、清洁产品、头发护理和身体护理产品。
在食品方面，GRP 列表中的领头羊是啤酒，其次是奶油冻/牛奶甜点，以及切片巧克力、碳酸软饮料和甜饼干/威化饼。
在日用化学品和化妆品中，牙膏占 GRP 总额的大部分，排在面霜、洗发水、香水/古龙水和洗洁精之前。
在广告支出方面，去年各公司在日用消费品电视广告上的支出比去年增加了 20%。因此，尼尔森公司（Nielsen Közönségmérés Kft.登记的 2015 年上市价格（不包括折扣）为 3,030 亿福林。
去年，食品的标价为 1,650 亿福林，比前一年增加了 27%。在日用化工产品和化妆品的电视广告标价方面，去年的标价比前一年增长了 12%，达到 1,380 亿福林。
食品公司也是如此。去年，食品公司在其商店的电视广告上花费了 886 亿福林（按标价计算），比前一年增加了 33%。其 GRP 增长了 15%。
“It is becoming more and more perceptible that our food retail is recovering from the crisis. In addition to the more active advertising activities of the companies, the turnover of the store continued to increase. 4% of food, 6% of household chemicals and cosmetics, based on data from the last twelve months, ”informs Ágnes Szűcs-Villányi, Head of Nielsen. “At the same time, Nielsen’s consumer confidence index has risen quarter on quarter, according to recent surveys. As the indicator of the outlook for consumers’ personal financial situation and their willingness to buy has broken several-year records among the components of the index, demand is expected to develop positively this year as well ”.
2015 年，总人口平均每天在电视机前花费 4 小时 46 分钟，比一年前少了 3 分钟。每人每天观看广告的时间为 26 分钟。在此期间，一个人平均观看了 89 个电视广告。
方法：
Nielsen Audience Measurement is the only one in Hungary to perform instrumental television audience measurement. Nielsen Audience Data provides a “common currency” for television companies, agencies and advertisers on a daily basis based on an independent and transparent system. The independence, professional reliability and credibility of our company’s audience measurement has been confirmed by several different, independent evaluations and audits.
总收视点数 (GRP) 显示广告目标群体的接触人数。GRP 指标的总和可以超过 100%，因为广告可以不止一次地接触到观众。在计算过程中，尼尔森研究人员会将每次播出的广告所覆盖的观众人数相加。
Information on food retailing summarizes the results of retail research conducted by Nielsen, Hungary’s leading consumer information and knowledge provider. Retail Research, based on surveyed data from electronic and traditional retail units from retail chains, provides an objective picture of key market metrics and trends. The Retail Index provides an overview of the daily consumer goods market on a bi-monthly, monthly or even weekly basis.
关于尼尔森
尼尔森控股公司（纽约证券交易所股票代码：NLSN）是一家全球性的信息和市场研究公司，在测量电视和其他媒体的使用情况、市场营销和消费者信息、在线和移动研究方面处于市场领先地位。公司业务遍及全球约 100 个国家。公司总部位于美国纽约和荷兰迪曼。欲了解更多信息，请访问我们的网站：
www.nielsen.comhttps://beta.nielsen.com/hu/hu.htmlwww.nielsentam.tvArticles and studies are available at: www.nielseninsights.eu
