总量刚性约束下可交易广告配额机制:广播电视广告治理的范式重构 Tradable Advertising Quota Mechanism Under Rigid Total Volume Constraint: Paradigm Reconstruction of Radio and Television Advertising Governance

作者:郭洋洋Author: Guo YangyangORCID:0009-0006-6669-1790Contact email:[email protected] Type: PreprintSubmission Date: October 31, 2026Version: v1.0 Final Bilingual EditionPreprint DOI: 10.5281/zenodo.23819451Open Access License: CC BY 4.0 摘要 Abstract 针对现行广播电视广告监管中单频道时长上限管制的效率缺失、地方公共频道经营困境与观众广告体验失衡的三重矛盾,本文提出一种基于总量刚性约束的可交易广告配额机制。该机制以全行业商业广告总时长锁死且可单向收缩为底座,将广告播出权确权为频道持有的可交易资产,取消单频道个体时长上限,通过同级行政层级隔离的交易市场实现配额流转,并以7日滑动加权的有效观看人次为基准形成日度结算规则。研究表明,该机制可通过观众用脚投票的内生负反馈实现广告时长的自稳定均衡,使低收视公共频道从低效广告经营者转化为配额资产持有者,形成总量收缩的自强化正向循环,最终实现观众、各级频道、广告主与监管方的帕累托改进。本文进一步论证了该机制在中国四级广电体制下的适配性与落地路径,指出其为全球广播电视广告治理提供了超越行政管制与自由放任的第三条路径。 To address the triple dilemmas in current radio and television advertising regulation—inefficiency of per-channel duration caps, operational difficulties of local public service channels, and imbalanced viewer experience—this paper proposes a tradable advertising quota mechanism based on rigid total volume constraint. Built on a fixed and unilaterally reducible total duration of commercial advertising across the industry, the mechanism defines advertising broadcasting rights as tradable assets held by each channel, abolishes per-channel duration ceilings, enables quota circulation through trading markets segregated by administrative level, and establishes daily settlement rules based on a 7-day sliding weighted average of valid viewership. The study demonstrates that this mechanism achieves a self-stabilizing equilibrium of advertising duration through the endogenous negative feedback of viewer exit, transforms low-viewership public channels from inefficient advertising operators into quota asset holders, and forms a self-reinforcing positive cycle of total volume contraction. It ultimately delivers Pareto improvements for viewers, channels at all levels, advertisers, and regulators. This paper further verifies the adaptability and implementation path of the mechanism under China’s four-level broadcasting system, and concludes that it provides a third way for global radio and television advertising governance, beyond both administrative regulation and laissez-faire. 关键词:广播电视广告;可交易配额;总量管制;注意力配置;广电治理;公共媒体补偿 Keywords: Radio and Television Advertising; Tradable Quota; Total Volume Regulation; Attention Allocation; Broadcasting Governance; Public Media Compensation