最新最权威中国媒体市场分析

Total : RMB 198,646 million US$ 23.9billion
最新最权威中国媒体市场分析
2003 Top Ten Section National
Pharmaceutical remained the leading spending section in this market
Anhui
Buying TV in Anhui Province
CCTV
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最新最权威中国媒体市场分析
Buying TV in Anhui Province
AnhuiTV
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最新最权威中国媒体市场分析
Buying TV in Anhui Province
JiangsuTV
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最新最权威中国媒体市场分析
Newspaper Coverage /Yesterday
路漫S漫o其ur悠c远e: CMMS 2003 Spring, Target: Male 20-40
最新最权威中国媒体市场分析
National
Structure of the Newspaper
Provincial
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
County City TV
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最新最权威中国媒体市场分析
A distinctive phenomenon...
One city represents one TV market, therefore, there are 660+ TV markets across the country.
73 markets
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
最新最权威中国媒体市场分析
TV
TV is still a dominant medium in China - highest coverage --- Average 90%
- highest share of spending among all media ---70%+
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最新最权威中国媒体市场分析
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最新最权威中国媒体市场分析
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
最新最权威中国媒体市场分析
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About Media Expenditure…
最新最权威中国媒体市场分析
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 Media Research
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最新最权威中国媒体市场分析
Annual %
Media Inflation Trend
Media Merge
Source: China Statistical Yearbook/MindShare
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最新最权威中国媒体市场分析
More Rounded Research Information
路*漫*S漫o其u悠rc远e : Nielsen Media Research
最新最权威中国媒体市场分析 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)
Local
Nation wide circulated
Provincial circulated
City circulated
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最新最权威中国媒体市场分析
Newspaper Today
• Over 2,000 titles published • Evening titles are more popular than morning titles • Local titles gained importance
National
Provincial
Structure of TV
Local
ቤተ መጻሕፍቲ ባይዱ
National TV (CCTV)
Provincial Satellite TV Provincial TV - Cable
City TV - City cable - County TVs
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最新最权威中国媒体市场分析
– More relevant to local life style – More tailor made for local interest
• Nation-wide / provincial titles loosing popularity
– More of government propaganda
TV/Print CTR
177 markets
Media Habits markets
**
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TGI-CMMS Sinomonitor/BMRB 30 markets
CNRS
CTR
36
*ACNielsen are now known as Nielsen Media Research 最新最权威中国媒体市场分析
• Improvement in printing quality and higher flexibility in creative format • No circulation audit
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Strict & subjective editorial / ad. censorship
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最新最权威中国媒体市场分析
3rew
演讲完毕，谢谢听讲!
再见，see you again
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2020/11/17
最新最权威中国媒体市场分析
路漫漫其悠远
最新最权威中国媒体市场分析
**
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TV Radio Newspaper Magazine
Media At a Glance
2002 360
306 2,137 9,029
最新最权威中国媒体市场分析
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.
TV Coverage by Market /Yesterday
%
路So漫u漫rc其e悠: 远CMMS 2003 Spring (30 cities), Target: Male 20-40
最新最权威中国媒体市场分析
TV - Basic statistics
No. of color TV sets/100HH in Urban areas No. of TV sets/100HH in Rural areas Television coverage of population
路漫漫其悠远
最新最权威中国媒体市场分析
Newspaper
Newspaper is a high penetration medium in China - high coverage --- 70%
- improving medium in terms of printing quality and range of variety
最新最权威中国媒体市场分析
Buying TV in Anhui Province
Local HeifeiTV
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最新最权威中国媒体市场分析
Buying TV in Anhui Province
Prefecture City TV
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最新最权威中国媒体市场分析
Buying TV in Anhui Province
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
最新最权威中国媒体市场分析
TV + Newspaper Dominant media in China Over 80% coverage in most markets 98% share of total adex
Other media Underdeveloped, developing or forgotten
City (Local)
This structure applies to TV, Newspaper and Radio 最新最权威中国媒体市场分析
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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
最新最权威中国媒体市场分析 RMB (‘000)
About media Scenario - by media...
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最新最权威中国媒体市场分析
National
Structure of China Mass Media
Provincial
Local
Nation wide
Province
最新最权威中国媒体市 场分析
路漫漫其悠远
2020/11/17
最新最权威中国媒体市场分析
Market Size
• Population: 1.27 billion • Area: 9.6 million sq.km
– 4 Municipal Cities – 23 Provinces – 2 Special Administrative Regions ( Hong Kong, Macao ) – 5 Autonomous zones – 259 cities at prefecture level – 400 cities at county level
116 102
93%
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最新最权威中国媒体市场分析
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