China Advertising Market H1 Review

China Advertising Market Review 1st Half of Year 2011

By CTR Media Intelligence

August 2011

Briefing：

Growth of macro economy and

advertisement market decelerated

Characteristics of product types and brands

of New Media

Focal Analysis：

Toiletries industry: Revision of Ad. strategy

in response to slow economic progress

Real estate industry: more advertisement

spending due to less sales

洞察中国市场的专业品牌

洞察中国市场的专业品牌

3

1. Overview

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洞察中国市场的专业品牌

10.2

9

6.8

6.1

7.9

8.910.7

11.9

11.1

10.6

10.3

9.7

9.5

“China ’s economic performance was ‘generally good ’ and had developed according to macro-economic regulation in the first half,”according to the National Bureau of Statistics of China.

2008 Q2

2009 Q1

2009 Q3

GDP Growth –Year 2008 -2011

2008 Q4

2008 Q3

2010Q3

2010 Q1

2011Q1

2011Q2

Source ：National Bureau of Statistics of China

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+

14%

+8%

+14%

+11%

Source ：CTR MI

The total adspend is the absolute amount for the year and the year-on-year growth rate is calculated on the basis of previous year.

The advertising revenue of China ’s traditional media increased 14% year-on-year in the 2011

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15%

22%

21%

35%

23%

14%

16%

15%

34%

5%

TV Newspaper Magazine Radio Traditional Outdoor

2010 H1 year-on-year growth rate 2011 H1 year-on-year growth rate

Source ：CTR MI

The total adspend is the absolute amount for the year and the year-on-year growth rate is calculated on the basis of previous year.

Year-on-year growth rate –2010 H1 VS 2011 H1

The Broadcast media recorded a relatively stable rise, while the Print & Outdoor media experienced a slow growth

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Changes in ad. revenue & volume of China media –2011 H1

Significant increase in the value of TV & Outdoor media. Great room for Radio to

expand the advertising resources

-15%

-10%-5%0%5%10%15%20%25%30%35%40%TV Newspaper Magazine Radio

Outdoor (exclud.

metro)

Metro

Change in advertising revenue

Change in advertising resources

Source ：CTR MI

The total adspend is the absolute amount for the year and the year-on-year growth rate is calculated on the basis of previous year.

洞察中国市场的专业品牌

Toiletries

Business & CS Beverages Foodstuff Pharmaceuticals

9%

13%

13%

Growth rate

in 2010 H1

26%10%29%3%-0.2%

Source ：CTR MI

The total adspend is the absolute amount for the year and the year-on-year growth rate is calculated on the basis of previous year.

9%

7%

Toiletries and Beverages have become

quite conservative on

Adspend, comparing with the same

period in 2010Top 5 Categories by advertising expenditure -2011 H1