中国媒体市场分析

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