How to advertise on Beijing TV? From satellite TV to outdoor screens, understanding the ecology of the capital's large screen in one article

What comes to mind when you think of "TV commercials"? Is it the 15 second TVC after the whole family sits around the living room at 7:30 pm to watch CCTV News? Or is it the smart screen that plays in a loop in the elevator? Or is it a scrolling video advertisement on the screen of a subway car?

In Beijing in 2026, the connotation of the four words' television advertising 'has already undergone profound changes. It no longer only refers to traditional televisions that enter households through wired signals, but has expanded into a composite large screen ecosystem that includes traditional satellite TV, IPTV/OTT intelligent large screens, and outdoor video media covering commuting routes.

For brands hoping to make a difference in the Beijing market, understanding this diversified concept of "television" is the first step in scientific advertising. This article will systematically break down the entire process of Beijing TV advertising placement, providing a complete introductory guide from media types, core values to practical strategies.

1、 Re understanding "Beijing TV Advertising": Ecological Map of Three Screens

Today's Beijing TV advertisement consists of three different and complementary "networks".

1. Traditional cable television network (satellite/terrestrial channels)

Including Beijing TV, BTV News, BTV Finance and other satellite channels as well as terrestrial channels. Its core feature is linear live streaming - where the program is broadcasted, the advertisement follows. The target audience covered by this website is mainly middle-aged, elderly, and family users, with a high level of trust, which is the cornerstone of building brand credibility.

2. IPTV and OTT smart TV networks

IPTV is a television service provided by telecom operators, while OTT refers to smart TV terminals such as Xiaomi and Hisense. The core feature of these two websites is bidirectional interaction - they can be on-demand, reviewed, paused, and advertisements can also be targeted. They cover a younger audience and have stronger interaction capabilities, making them the golden channel for brands to reach the new middle class.

3. Outdoor Video Media Network

This is the most unique "TV network" in Beijing - the Beijing Subway TV network covers 16000 screens on core lines such as Line 1, Line 2, and Line 10, reaching approximately 12 million commuters daily; Airport waiting area TV, building elevator TV, and bus mobile TV accurately intercept target crowds in different scenarios.

These three screens, sharing the form of 'video advertising', are three completely different media species. Understanding their differences is the first step in scientific advertising.

2、 In depth analysis of the main forms of television advertising in Beijing

1. Traditional satellite TV hard broadcasting

Advertisements that are broadcasted during fixed intervals between TV programs typically have durations of 5 seconds, 15 seconds, and 30 seconds. This is the most traditional and core form of television advertising.

Core value: credibility premium. Appearing during prime time on CCTV or Beijing TV is one of the highest endorsements of brand strength and reputation. At the same time, it has the exclusivity of the family scene - when the whole family's gaze converges on the same screen, categories such as maternal and child products, cars, home decoration, etc. that require joint decision-making by the family, TV advertising can synchronize and "wash" the entire family's mind before the decision occurs.

2. Program naming and implantation

Brand is deeply tied to specific TV programs, such as "XX brand's' Yangshengtang 'title broadcast". Title sponsorship usually includes rights such as opening and ending credits, host voiceover, and corner credits.

Taking the flagship program "Yangsheng Tang" on Beijing TV as an example, its content is authoritative and professional, deeply loved by middle-aged and elderly audiences, and has a strong advertising endorsement effect. This form is suitable for categories such as health, medicine, and nutrition that require establishing a professional image and enhancing brand credibility.

3. Smart TV startup advertisement

The first full screen advertisement that appears when a user opens a smart TV is usually a video or image, lasting for several seconds to tens of seconds.

Core values: 100% mandatory exposure, no interference, strong visual impact. In 2026, the startup advertisement of smart TVs is recognized as a high-end brand entry ticket - because it cannot be skipped or blocked, it is an extremely luxurious attention resource in a media environment where users can swipe away at any time. Especially suitable for building a high-end brand image or launching important new products.

4. Interactive advertising and OTT patches

The advertisements played in front of and during smart TV on-demand content (such as Tencent Video and Youku's TV end) can be interacted with by viewers through remote control clicks, mobile phone scanning, and other methods.

Core value: seamlessly connect the exposure of the TV screen with the action of the mobile phone screen, achieving a combination of quality and effect, and traceable effects. Suitable for marketing goals that require immediate action, such as guiding e-commerce conversion and attracting new customers through events.

5. Outdoor video media

Including Beijing subway TV network, airport waiting area TV, building elevator TV, etc.

Beijing Subway Television Network: Covering 16000 screens on 10 core lines including Line 1, Line 2, and Batong Line, it reaches approximately 12 million commuters daily. Daily scrolling playback is divided into 10 time slots, with a focus on covering peak hours in the morning and evening, accurately reaching the traveling crowd. In 2025, the cultural and tourism promotional video produced by Yanqing District Integrated Media Center will bring the stunning scenery of the Badaling Great Wall, the World Horticultural Expo, and the Winter Olympics into the sight of millions of commuters through this channel.

Airport waiting area television: located in the departure hall, waiting area, and other locations of Capital Airport and Daxing Airport, reaching high net worth business people and tourists.

Building elevator TV: Covering communities and office buildings, it forms a mandatory reach in enclosed spaces and is suitable for high-frequency brand reminders.

3、 Practical deployment: Five step scientific decision-making method

Step 1: Clarify marketing objectives and audience

Before contacting any supplier, clarify the objectives:

Brand goal (to enhance visibility, establish trust, and showcase strength): Priority should be given to Beijing TV's prime time hard broadcasting, top program naming, and smart TV startup advertising.

Regional goal (to deeply cultivate the Beijing market and attract traffic to local stores): Priority should be given to the Beijing subway TV network, building elevator TV, and ground channels during non prime time.

Target audience (reaching young people and the new middle class): Prioritize OTT smart TV advertising and subway TV during peak hours in the morning and evening.

Effect oriented goals (obtaining sales leads, guiding e-commerce conversion): Prioritize interactive advertising, QR code placement, and OTT programmatic purchases.

Step 2: Identify core media values and matching scenarios

Different 'televisions' serve different scenarios.

Family scenario: Traditional satellite TV covers family users, has strong authority, and is suitable for brands that need to establish widespread awareness.

Commuting scenario: The Beijing subway television network covers 12 million daily commuters, making it the most frequent channel for reaching office workers. Brand information is repeatedly viewed here every day, forming a deep memory.

Business scenario: Airport waiting area TV reaches high net worth business people, suitable for building high-end brand image.

Life scenario: Building elevators and televisions form a closed loop in communities and office buildings, suitable for local life services, education and training, and other categories.

Step 3: Develop a media mix strategy

In modern media environments, it is rare to use a single type alone.

The combination of "high-altitude bombing+ground penetration": using Beijing TV's prime time hard broadcast to boost brand momentum, while using subway TV networks or building TVs for deep coverage of regional markets.

The combination of "content explosion+interactive conversion": creating topics and emotional connections through program implantation or naming, and then guiding viewers to participate in real-time through interactive corner ads.

Real case: In 2025, Yanqing District will release cultural and tourism promotional videos through the Beijing Metro TV network, covering 10 core lines, 16000 screens, and scrolling through 10 time slots daily, accurately reaching millions of commuters with the three golden business cards of "Great Wall, World Garden, and Winter Olympics". This is a typical "ground penetration" strategy - not pursuing one-time big exposure, but integrating brand information into the daily life trajectory of citizens through high-frequency and regular outreach.

Step 4: Creative Adaptation - Customize Content for Different "Screens"

Different screens have different requirements for creativity.

Traditional satellite TV hard broadcasting requires a complete narrative structure, emotional drive, excellent production, and high cost within 30 seconds.

Subway TV advertisement: The commuting environment is noisy and the audience's attention is scattered. Creativity must follow the "3-second principle" - using strong visual symbols to capture attention in the first 3 seconds. Subtitles must be prominent, as many passengers may not be able to hear the sound.

Smart TV startup advertisement: Full screen exclusive, with strong visual impact, suitable for displaying stunning images and brand concepts.

Interactive advertising: Design attractive interactive points (such as scanning codes to receive coupons) to guide viewers from passive viewing to active participation.

Step 5: Effect evaluation and optimization

The evaluation of the effectiveness of television advertising can be divided into three levels [citation] [5]:

First layer: Exposure data. Traditional TV viewing ratings, subway TV viewing coverage and frequency, smart TV viewing CPM (thousand exposure costs).

Second layer: search index. Does the Baidu Index rise when TV is broadcasted? Is the WeChat index rising or not? This has been the most mainstream evaluation method in the past decade.

Third layer: Back link data. IPTV and OTT advertisements can directly track exposure, clicks, and even in store and order placement. Traditional TV+QR code can also partially achieve effect attribution.

Professional platform empowerment: TV advertising placement, especially involving cross platform and cross type combination placement, has a complex process. Cooperating with Tianci Media is a professional TV advertising platform that can efficiently integrate multiple resources such as traditional TV, subway TV, and smart TV, providing one-stop services from strategy consulting, resource matching, monitoring to effect analysis.

4、 Common Misconceptions and Avoiding Pits Guide

Misconception 1: Believing that "TV advertising" is just spending money on satellite TV

This is the most common and expensive misconception among beginners.

Truth: Television advertising is a spectrum. On one end is the countdown to the CCTV Spring Festival Gala, and on the other end is the non prime time slot for Beijing Metro TV network, building TV, and ground channels. There are countless gray areas in the middle, corresponding to countless combinations of budgets, goals, and audiences. If you only focus on the most expensive option, you will miss the entire category.

Misconception 2: Underestimating the value of new forms such as subway television and startup advertisements

Truth: Smart TV startup advertising has a nearly 100% reach rate and strong visual exclusivity, making it a high-quality channel for reaching high net worth families and establishing high-end brand awareness. The Beijing subway television network reaches 12 million daily visitors, making it an urban level traffic gateway that no brand can ignore.

Misconception 3: Using the ROI logic of e-commerce direct traffic to demand instant conversion of TV advertisements

Truth: The essence of television advertising is a slow variable. It doesn't pursue you to finish reading tonight and place an order tomorrow morning, it pursues three months or six months later, when you see the brand on the supermarket shelf, your hand unconsciously reaches out to it. Putting TV commercials into the ROI model for direct traffic calculation, the tool is wrong, and the conclusion is completely distorted.

Misconception 4: Neglecting creativity and treating TV commercials as "moving detail pages"

Truth: This is the biggest waste of television advertising. 30 seconds of time, the first 5 seconds didn't capture attention, and the last 25 seconds were all wasted. TV commercials are not manuals, they are trailers - their task is not to tell users' what we have ', but to generate their interest in' I want to know more '.

Misconception 5: Separating Television Advertising from Digital Marketing

Truth: The most successful battle is fusion. TV advertising is responsible for establishing widespread awareness and trust, while using QR codes and interactive pages to guide traffic to the brand's digital battlefield for subsequent operation and conversion, forming a closed loop.

5、Conclusion

Beijing TV advertising has become a comprehensive and technology driven strategic toolkit today. From the credibility endorsement of traditional satellite TV, to the precise targeting of smart TV, from the high-frequency reach of subway TV, to the integration of quality and effectiveness of interactive advertising - each type occupies a unique position in the puzzle of brand communication.

For brands that hope to establish themselves in the Beijing market or seek growth breakthroughs, the key is to break free from the stereotype of "TV=living room" and examine this traditional cable TV from a new perspective IPTV/OTT、 The large screen ecosystem composed of outdoor video media.

The key to success lies in scientific planning: clear goals, matching scenarios, creative adaptation, and professional execution.

Tianci Media is a professional television advertising platform that has been deeply involved in Beijing's television media for many years. It has the ability to integrate multiple resources such as traditional satellite TV, subway TV, and smart TV, as well as rich experience in advertising placement. Provide one-stop full process services from requirement analysis, media combination, creative suggestions to publication execution, and effect tracking. Make every screen appearance of your brand in Beijing a starting point for deep dialogue with your target audience.