Spending on traditional advertising dropped by 1.5%. Spending on broadcast advertising increased by 5.9% year-on-year while the length of ads continued to be decreased by 5.1% year-on-year. Nine of the top 10 magazine advertising buyers were international luxury brands.
Spending on traditional advertising dropped by 1.5%, weighted down by TV, newspaper, magazine, and traditional outdoors advertising that have been losing its power day by day. Notably, broadcast became the major driving force with year-on-year growth of 5.9%.
TV advertising spending down by 0.3%
TV advertising saw both spending and length of ads reduced by 0.3% and 8.1%, respectively. Of TV media, both the Central TV Station (CCTV) and provincial level channels had higher spending than last year while theatre media showed a downtrend with a growth of 18.8%.
Among the top 5 industries buying TV advertising, only the beverage industry increased its spending by 3.6% year-on-year, which was almost the same as ...
Already subscribed? Sign in.
Don't Miss Out.
Invest with as little as one bottle of water per week.
Join other top analysts and business executives and navigate the unique market with China Internet Watch.
Cancel at any time