传立中国媒体市场分析

Foodstuff
9,247,923
Real Estates
10,581,495
Miscellaneous
10,706,668
Industrial/Office
13,259,362
Retail & Services
23,536,886
Toiletries
35,046,833
Pharmaceuticals
Diary based
Nielsen Media Research
People meter
CSM
19 markets
Diary based CSM
73 markets
Provincial Panel (diary) CSM
19 provinces
11 markets
TV spot monitoring CTR
Source: China Statistical Yearbook/MindShare
More Rounded Research Information
DATA
TYPE
SUPPLIER COVERAGE
TV Ratings
People meter
Nielsen Media Research 11 markets
Page 4
Media Inflation Trend
Annual %
40
35
36 34
30 25 24
27 25
20
(TV) Media
Media Merge
15
15
13 12
12 13
10
10
8
5
0 1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004 (E)
Mag. 2%
News. 22%
Mag. 2%
TV 74%
Total : RMB 139,472 million US$ 16.8 billion
**Source : Nielsen Media Research
TV 76%
Total : RMB 198,646 million US$ 23.9billion
Page 13
National
Structure of China Mass Media
Provincial
Local
Nation wide
Province
City (Local)
This structure applies to TV, Newspaper and Radio
Media Consumption Habits
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.
Nielsen Media Research 133 markets 177 markets
Ad Expenditure
TV/Print Nielsen Media Research 133 markets
TV/Print CTR
177 markets
Media Habits markets
**
TGI-CMMS Sinomonitor/BMRB 30 markets
42,954,242
0
10,000,000
**Source : Nielsen Media Research
20,000,000
30,000,000
40,000,000
50,000,000 RMB (‘000)
2003 Top Ten Super Brands
Jiuxin Rejoice
1,644,585 1,739,680
*ACNielsen are now known as Nielsen Media Research
CNRS
CTR
36
About Media Expenditure…
Page 9
Advertising spend experienced a robust growth
2002
2003
News. 24%
Media in China
MindShare China 2003
Page 1
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
2 P&G brands in the top 10, The others are local brands.
Aoqili
1,824,712
CH Mobile
1,987,406
Puxue Pharm Huangjindadang
2,038,811 2,063,892
2003
Gai Zhong Gai
Internet P6M
45.1
Bus Ad (On Outside) PW
68.8
2003 Top Ten Section National
Leisure Automotives
7,155,269 7,476,666
Pharmaceutical remained the leading spending section in this market
Beverages
8,291,864
2,138,513
Arche
2,195,300
Naobaijin Pharm
2,320,221
Oil of OBiblioteka Baiduay
2,829,704
1,000,000
**
Source : Nielsen Media Research (National)
2,000,000
3,000,000
RMB (‘000)
About media Scenario - by media...