最新最权威中国媒体市场分析

About media Scenario - by media...
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National
Structure of China Mass Media
Provincial
Local
Nation wide
Province
City (Local)
This structure applies to TV, Newspaper and Radio
TV Ratings People meter
Nielsen Media Research 11 markets
Diary based
Nielsen Media Research 11 markets
People meter
CSM
19 markets
Diary based CSM
73 markets
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– More relevant to local life style – More tailor made for local interest
• Nation-wide / provincial titles loosing popularity
– More of government propaganda
TV - Basic statistics
No. of color TV sets/100HH in Urban areas No. of TV sets/100HH in Rural areas Television coverage of population
116 102
93%
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Viewing Behaviour
On the one hand, they are separated from each, on the
other hand, they are inter-related because of national, provincial / regional spill over interference
• Improvement in printing quality and higher flexibility in creative format • No circulation audit
Strict & subjective editorial / ad. censorship
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Provincial Panel (diary) CSM
19 provinces
TV spot monitoring CTR
Nielsen Media Research 133 markets 177 markets
Ad Expenditure
TV/Print Nielsen Media Research 133 markets
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Newspaper
Newspaper is a high penetration medium in China - high coverage --- 70%
- improving medium in terms of printing quality and range of variety
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Watching TV - the key leisure activities
minute
minute
Average 3 hours / day
路漫漫S其ou悠r远ce: CSM
No gender basis, elder watch more
National
Provincial
Structure of TV
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TV Radio Newspaper Magazine
Media At a Glance
2002 360
306 2,137 9,029
Media Development Process
Moving from unregulated to regulated. Rapid change & development in the market place… But, media is still controlled by the Government. Censorship is a must.
About Media Expenditure…
Advertising spend experienced a robust growth
Total : RMB 139,472 million US$ 16.8 billion
路*漫*S漫o其u悠rc远e : Nielsen MBiblioteka Baidudia Research
RMB (‘000)
2003 Top Ten Super Brands
2 P&G brands in the top 10, The others are local brands.
**
路漫So漫u其rc悠e远: Nielsen Media Research (National)
RMB (‘000)
Local
National TV (CCTV)
Provincial Satellite TV Provincial TV - Cable
City TV - City cable - County TVs
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Anhui
Buying TV in Anhui Province
CCTV
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Buying TV in Anhui Province
AnhuiTV
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Buying TV in Anhui Province
JiangsuTV
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Buying TV in Anhui Province
Local HeifeiTV
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Buying TV in Anhui Province
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Newspaper Coverage /Yesterday
路漫S漫o其ur悠c远e: CMMS 2003 Spring, Target: Male 20-40
National
Structure of the Newspaper
Provincial
Local
Nation wide circulated
TV + Newspaper Dominant media in China Over 80% coverage in most markets 98% share of total adex
Other media Underdeveloped, developing or forgotten
TV/Print CTR
177 markets
Media Habits markets
**
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TGI-CMMS Sinomonitor/BMRB 30 markets
*ACNielsen are now known as Nielsen Media Research
CNRS
CTR
36
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- highest share of spending among all media ---70%+
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TV Coverage by Market /Yesterday
%
路So漫u漫rc其e悠: 远CMMS 2003 Spring (30 cities), Target: Male 20-40
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Media Consumption Habits
路漫S漫o其ur悠c远e: CMMS 2003 Spring, Target: Male 20-40
TV
TV is still a dominant medium in China - highest coverage --- Average 90%
• In China, the prime time range is within 18:30 to 22:00 • Higher viewership on weekends
– with the exception in South China, e.g. Guangzhou, where the viewership is higher on weekdays
Prefecture City TV
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Buying TV in Anhui Province
County City TV
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A distinctive phenomenon...
One city represents one TV market, therefore, there are 660+ TV markets across the country.
Provincial circulated
City circulated
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Newspaper Today
• Over 2,000 titles published • Evening titles are more popular than morning titles • Local titles gained importance
最新最权威中国媒体市 场分析
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2020/7/16
Market Size
• Population: 1.27 billion • Area: 9.6 million sq.km
– 4 Municipal Cities – 23 Provinces – 2 Special Administrative Regions ( Hong Kong, Macao ) – 5 Autonomous zones – 259 cities at prefecture level – 400 cities at county level
Total : RMB 198,646 million US$ 23.9billion
2003 Top Ten Section National
Pharmaceutical remained the leading spending section in this market
路*漫*S漫o其u悠rc远e : Nielsen Media Research
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Annual %
Media Inflation Trend
Media Merge
Source: China Statistical Yearbook/MindShare
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More Rounded Research Information
DATA
TYPE
SUPPLIER COVERAGE