传媒行业周报（2024年第39周）

Investment Rating - The report maintains an "Outperform" rating for the media industry, indicating an expected performance that exceeds the market average over the next six months [3][25]. Core Insights - The media sector saw a weekly increase of 1.37%, slightly outperforming the CSI 300 index, which rose by 1.32%. The sector ranked sixteenth among the Shenwan first-level industries, with a total trading volume of 46.509 billion yuan over three trading days [2][7]. - All Shenwan second-level sub-sectors experienced gains except for publishing, which declined by 1.44%. The advertising and marketing sector led the gains with a 3.57% increase, followed by digital media (2.96%), television broadcasting (1.77%), film and cinema (0.85%), and gaming (0.81%) [2][9]. - The number of moviegoers in the 38th week of 2024 was 6.9023 million, reflecting a year-on-year decrease of 40.88% and a week-on-week decline of 3.39%. However, the average box office per screening increased to 223.82 yuan, up 20.53% year-on-year and 11.01% week-on-week [15][17]. - The popularity of short dramas reached a heat index of 437 million, indicating significant engagement on relevant platforms [20]. Summary by Sections 1. Weekly Market Review - The media sector's performance was highlighted with a 1.37% increase, outperforming the CSI 300 index [2][7]. - The publishing sector was the only one to decline, while advertising and marketing saw the highest increase [9][11]. 2. Industry Data Tracking - Movie attendance showed a seasonal decline, with significant year-on-year and week-on-week drops [15]. - The average box office per screening showed a positive trend despite a slight decrease in the number of screenings [17]. - Short drama engagement metrics indicate a strong interest in this content format [20]. 3. Industry News Summary - ByteDance launched an AI music generation tool, Seed-Music, which allows users to create music through various inputs, showcasing significant innovation in the field [3][22]. - Alibaba's Qwen-Max model was upgraded, showing substantial improvements in performance metrics, which is expected to enhance AI applications across industries [3][23]. - The gaming industry reported a revenue of 33.64 billion yuan in August 2024, with notable contributions from the game "Black Myth: Wukong" [3][23].