中国媒体市场分析

TV 76%
Total : RMB 198,646 million US$ 23.9billion
2003 Top Ten Section National
Leisure Automotives
7,155,269 7,476,666
Pharmaceutical remained the leading spending section in this market
177 markets
133 markets
Media Habits CTR
**
TGI-CMMS Sinomonitor/BMRB 30 markets 36 markets
*ACNielsen are now known as Nielsen Media Research
CNRS
About Media Expenditure…
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…
1,644,585 1,739,680
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
15
15
13 12
12 13
10
10
8
5
0 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
(E)
Source: China Statistical Yearbook/MindShare
More Rounded Research Information
19 markets
73 markets
CSM
19 provinces
TV spot monitoring CTR
Nielsen Media Research 177 markets
133 markets
Ad Expenditure
TV/Print Nielsen Media Research
TV/Print CTR
2003
Gai Zhong Gai
2,138,513
Arche
2,195,300
Naobaijin Pharm
2,320,221
Oil of Olay
2,829,704
1,000,000
**
Source : Nielsen Media Research (National)
2,000,000
3,000,000
DATA TYPE SUPPLIER COVERAGE
TV Ratings
People meter
Diary based
People meter
CSM
Diary based
CSM
Provincial Panel (diary)
Nielsen Media Research
11 markets
Nielsen Media Research 11 markets
Beverages
8,291,864
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
Media Consumption Habits
Int ernet P6M
45.1
Bus Ad (On Out side) PW
68.8
Pharmaceuticals
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
RMB (‘000)
Hale Waihona Puke Baidu
About media Scenario - by media...
Page 13
National
Structure of China Mass Media
Provincial
Local
Nation wide
Province
City (Local)
This structure applies to TV, Newspaper and Radio
Page 9
Advertising spend experienced a robust growth
2002
2003
Mag.
News.
2%
24%
News. 22%
Mag. 2%
TV 74%
Total : RMB 139,472 million US$ 16.8 billion
**Source : Nielsen Media Research
MediainChina
MindShareChina
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
But, media is still controlled by the Government. Censorship is a must.
Page 4
Media Inflation Trend
Annual %
40
35
36 34
30 25 24
27 25
20
(TV) Media
Media Merge