中国媒体市场分析剖析

0
Source: CMMS 2003 Spring, Target: Male 20-40
Structure of the Newspaper
National
Provincial
Local
Nation wide circulated
Provincial circulated
City circulated
each, on the other hand, they are inter-related because of national, provincial / regional spill over interference
On the one hand, they are separated from
2003 Top Ten Super Brands
Jiuxin 1,644,585
Rejoice
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
Mag. 2%
News. 22%
Mag. 2%
TV 74%
Total : RMB 139,472 million US$ 16.8 billion
TV 76%
Total : RMB 198,646 million US$ 23.9billion
** Source : Nielsen Media Research
Page 34
Newspaper
Newspaper is a high penetration medium in China - high coverage --- 70% - improving medium in terms of printing quality and range of variety
102
Television coverage of population 93%
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
Pharmaceutical remained the leading spending section in this market
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
RMB (‘000)
** Source : Nielsen Media Research
SUPPLIER
COVERAGE
Nielsen Media Research 11 markets Nielsen Media Research 11 markets CSM 19 markets CSM 73 markets CSM 19 provinces Nielsen Media Research 133 markets CTR 177 markets
Cinema PM
Any Magazine PM
Radio YT D
Daily N ewspaper YT D
T V YT D
0
10
20
30
40
50
60
70
80
90
100
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 ---70%+
– More tailor made for local interest
•
Nation-wide / provincial titles loosing popularity
Media Habits
**
*ACNielsen are now known as Nielsen
Media Research
About Media Expenditure…
Page 10
Advertising spend experienced a robust growth
2002
2003
News. 24%
Page 5
Media Inflation Trend
Annual %
40 35 30 27 25 20 15 13 10 5 0 1993 1994 12 10 24 25 36 34
(TV) Media
Media Merge
15 12 8 13
1995
1996
1997
1998
1999
2000
2001
Watching TV - the key leisure activities
minute
250 250 200 200 150 150 100
minute
100
50
Average 3 hours / day
50 0
No gender basis, elder watch more
0 Total Male 2000
Buying TV in Anhui Province
CCTV Anhui
Buying TV in Anhui Province
AnhuiTV
Buying TV in Anhui Province
JiangsuTV
Buying TV in Anhui Province
Local HeifeiTV
Page 35
Newspaper Coverage /Yesterday
100 90 80 70 60 50 40 30 20 10
BJ TJ NJ Average HRB NB CS HF DL Y S XM KM XA TY FS WH QD CD CC hZ S NC CQ NN HK H S GZ HZ ZZ Z S FZ N J
This structure applies to TV, Newspaper and Radio
Media Consumption Habits
Int ernet P6M
45.1 68.8 50.6 5 46.8 21.7 70.6 89.1
Bus Ad (On Out side) PW
Bus St op/Shelt er Ad PW
2003 Top Ten Section National
Leisure Automotives Beverages Foodstuff Real Estates Miscellaneous Industrial/Office Retail & Services Toiletries Pharmaceuticals 7,155,269 7,476,666 8,291,864 9,247,923 10,581,495 10,706,668 13,259,362 23,536,886 35,046,833 42,954,242
2002
2003
2004 (E)
Source: China Statistical Yearbook/MindShare
More Rounded Research Information
DATA TV Ratings
TYPE People meter Diary based People meter Diary based Provincial Panel (diary)
2,038,811 2003
Huangjindadang
2,063,892
Gai Zhong Gai
2,138,513
Arche
2,195,300
Naobaijin Pharm
2,320,221
Oil of Olay
2,829,Байду номын сангаас04
1,000,000
2,000,000
3,000,000
RMB (‘000)
Page 1
Media in China
MindShare China 2003
Page 2
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
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.
Page 17
TV Coverage by Market /Yesterday
100 90 80 70 60 50 40 30 20 10
Average XM GZ XA JN FZ ZZ TJ ShZ QD SH CD CC NC CQ KM NN HF SZ HZ TY BJ NJ DL
%
SY
**
Source : Nielsen Media Research (National)
About media Scenario - by media...
Page 14
Structure of China Mass Media
National
Provincial
Local
Nation wide Province City (Local)
Source: CSM
Female 2001
'4-14 1524
2534
3544
4554 2001
55- 65+ 64
2000
Structure of TV
National
Provincial
Local
National TV Provincial Satellite TV (CCTV) Provincial TV City TV - Cable - City cable - County TVs
Media At a Glance
2002 TV Radio Newspaper Magazine 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 Today
• • • Over 2,000 titles published Evening titles are more popular than morning titles Local titles gained importance
– More relevant to local life style
TV spot monitoring
Ad Expenditure
TV/Print TV/Print TGI-CMMS CNRS
Nielsen Media Research 133 markets CTR 177 markets Sinomonitor/BMRB CTR 30 markets 36 markets
NB
CS
FS
Source: CMMS 2003 Spring (30 cities), Target: Male 20-40
HRB
WH
HK
0
TV - Basic statistics
No. of color TV sets/100HH in Urban areas
116
No. of TV sets/100HH in Rural areas