传立中国媒体市场分析(1)
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传立中国媒体市场分析(1)
Annual %
Media Inflation Trend
Media Merge
Source: China Statistical Yearbook/MindShare
传立中国媒体市场分析(1)
More Rounded Research Information
DATA
TYPE
SUPPLIER COVERAGE
TV Ratings
People meter
Nielsen Media Research 11 markets
Diary based
Nielsen Media Research
People meter
CSM
19 markets
Diary based CSM
73 markets
This structure applies to TV, Newspaper and Radio 传立中国媒体市场分析(1)
Media Consumption Habits
Source: CMMS 2003 Spring, Target: Male 20-40
传立中国媒体市场分析(1)
TV
TV is still a dominant medium in China - highest coverage --- Average 90%
传立中国媒体市场分析 (1)
2020/11/4
传立中国媒体市场分析(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
传立中国媒体市场分析(1)
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
About Media Expenditure…
传立中国媒体市场分析(1)
Advertising spend experienced a robust growth
Total : RMB 139,472 million US$ 16.8 billion
**Source : Nielsen Media Research
Provincial Panel (diary) CSM
19 provinces
11 markets
TV spot monitoring CTR
Nielsen Media Research 133 markets 177 markets
Ad Expenditure
TV/Print Nielsen Media Research 133 markets
93%
传立中国媒体市场分析(1)
Viewing Behaviour
• 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
Total : RMB 198,646 million US$ 23.9billion
传立中国媒体市场分析(1)
2003 Top Ten Section National
Pharmaceutical remained the leading spending section in this market
传立中国媒体市场分析(1)
TV Radio Newspaper Magazine
Media At a Glance
2002 360
306 2,137 9,029
**
传立中国媒体市场分析(1)
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.
- highest share of spending among all media ---70%+
传立中国媒体市场分析(1)
TV Coverage by Market /Yesterday
%
Source: CMMS 2003 Spring (30 cities), Target: Male 20-40
**Source : Nielsen Media Research
传立中国媒体市场分析(1) 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)
TV/Print CTR
177 markets
Media Habits markets
**
TGI-CMMS Sinomonitor/BMRB 30 markets
CNRS
CTR
36
*ACNielsen are now known as
Nielsen Media Research
传立中国ቤተ መጻሕፍቲ ባይዱ体市场分析(1)
传立中国媒体市场分析(1) RMB (‘000)
About media Scenario - by media...
传立中国媒体市场分析(1)
National
Structure of China Mass Media
Provincial
Local
Nation wide
Province
City (Local)
Annual %
Media Inflation Trend
Media Merge
Source: China Statistical Yearbook/MindShare
传立中国媒体市场分析(1)
More Rounded Research Information
DATA
TYPE
SUPPLIER COVERAGE
TV Ratings
People meter
Nielsen Media Research 11 markets
Diary based
Nielsen Media Research
People meter
CSM
19 markets
Diary based CSM
73 markets
This structure applies to TV, Newspaper and Radio 传立中国媒体市场分析(1)
Media Consumption Habits
Source: CMMS 2003 Spring, Target: Male 20-40
传立中国媒体市场分析(1)
TV
TV is still a dominant medium in China - highest coverage --- Average 90%
传立中国媒体市场分析 (1)
2020/11/4
传立中国媒体市场分析(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
传立中国媒体市场分析(1)
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
About Media Expenditure…
传立中国媒体市场分析(1)
Advertising spend experienced a robust growth
Total : RMB 139,472 million US$ 16.8 billion
**Source : Nielsen Media Research
Provincial Panel (diary) CSM
19 provinces
11 markets
TV spot monitoring CTR
Nielsen Media Research 133 markets 177 markets
Ad Expenditure
TV/Print Nielsen Media Research 133 markets
93%
传立中国媒体市场分析(1)
Viewing Behaviour
• 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
Total : RMB 198,646 million US$ 23.9billion
传立中国媒体市场分析(1)
2003 Top Ten Section National
Pharmaceutical remained the leading spending section in this market
传立中国媒体市场分析(1)
TV Radio Newspaper Magazine
Media At a Glance
2002 360
306 2,137 9,029
**
传立中国媒体市场分析(1)
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.
- highest share of spending among all media ---70%+
传立中国媒体市场分析(1)
TV Coverage by Market /Yesterday
%
Source: CMMS 2003 Spring (30 cities), Target: Male 20-40
**Source : Nielsen Media Research
传立中国媒体市场分析(1) 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)
TV/Print CTR
177 markets
Media Habits markets
**
TGI-CMMS Sinomonitor/BMRB 30 markets
CNRS
CTR
36
*ACNielsen are now known as
Nielsen Media Research
传立中国ቤተ መጻሕፍቲ ባይዱ体市场分析(1)
传立中国媒体市场分析(1) RMB (‘000)
About media Scenario - by media...
传立中国媒体市场分析(1)
National
Structure of China Mass Media
Provincial
Local
Nation wide
Province
City (Local)