中国媒体市场分析(英文)

50,000,000 RMB (‘000)
2003 Top Ten Super Brands
Jiuxin Rejoice
1,644,585 1,739,680
2 P&G brands in the top 10, The others are local brands.
Aoqili
1,824,712
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
But, media is still controlled by the Government. Censorship is a must.
Annual% Media Inflation Trend
40
(TV) Media
35
36 34
30 25 24 20
27 25
Media Merge
15
15
CH Mobile
1,987,406
Puxue Pharm Huangjindadang
2,038,811 2,063,892
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
中国媒体市场分析(英文)
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
68.8
Bus St op/Shelt er Ad PW
50.6
Cinema PM
5
Any Magazine PM
73 markets
Provincial Panel (diary)CSM
19 provinces
11 markets
TV spot monitoring
CTR
Nielsen Media Research 177 markets
133 markets
Ad Expenditure
TV/Print Nielsen Media Research
Media At a G2la00n2ce
TV
360
Radio
306
Newspaper
2,137
Magazine 9,029
**
Media Development Process
Moving from unregulated to regulated. Rapid change & development in the market place…
About Media Expenditure…
2002
Mag.
News.
2%
24%
Advertising spend experienced a robust
growth 2003
News. 22%
Mag. 2%
TV 74% Total : RMB 139,472 million US$ 16.8 billion
Local
Nation wide
Province
City (Local)
This structure applies to TV, Newspaper and Radio
Media Consumption Habits
Int ernet P6M
45.1
Bus Ad (On Out side) PW
TV/Print CTR
177 markets
133 markets
Media Habits markets
**
TGI-CMMSSinomonitor/BMRB 30 markets
*ACNielsen are now known as Nielsen Media Research
CNRS CTR
36
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
Pharmaceutical remained the leading spending section in this market
Beverages
8,291,864
Foodstuff
9,247,923
Real Estates
10,581,495
Miscellaneous
10,706,668
Industrial/Office
**Source : Nielsen Media Research
TV 76%
Total : RMB 198,646 million US$ 23.9billion
2003 Top Ten Section National
Leisure Automotives
7,155,269 7,476,666
*S*ource : Nielsen Media Research (National)
2,000,000
3,000,000
RMB (‘000)
About media Scenario - by media...
Structure of China Mass Media
National
Provincial
13ห้องสมุดไป่ตู้259,362
Retail & Services
23,536,886
Toiletries
35,046,833
Pharmaceuticals
42,954,242
0
10,000,000
**Source : Nielsen Media Research
20,000,000
30,000,000
40,000,000