According to the report released by CTR Media Intelligence, China’s overall advertising market increased 0.4% YoY in the first half of 2017. Compared to last year in which the growth is 0.1%, Chinese advertising market is increasing slightly and the market shows a new round of stability.
Radio is the only increasing media of the traditional media with a growth by 9.2% YoY. Television, newspapers, magazines, traditional outdoor and traffic video fell by 3.6%, 30.5%, 23.4%, 2.7% and 16.7% YoY respectively.
Advertising market share is being diverted by new media. Elevators televisions and posters, cinemas videos and Internet increased by 18.9%, 10%, 19% and 14.5% YoY and the new media also made the main contribution to the growth of the whole market.
Traditional advertising market fell 4.1% YoY in H1 2017, and the decline in traditional media is clearly stabilized. In the traditional media, the concentration ratio of the top 20 brands has gradually increased, and the market influence of the local brands has expanded.
