FOCUS: CHINA - Adex gets vitamin lift

<p>Triple digit growth rates in the adspend of five of the biggest </p><p>advertising categories helped China's Adex soar 42 per cent year-on-year </p><p>in the nine months to September, according to figures provided by </p><p>ACNielsen Media International. </p><p><BR><BR> </p><p>The tonic and vitamin sector led the top 10 chart in terms of total </p><p>advertising expenditure and growth rate: RMB8.26 billion (about </p><p>USdollars 980 million), up 221 per cent from RMB2.57 billion in the same </p><p>period a year earlier. </p><p><BR><BR> </p><p>Other categories which reported triple digit growth rates were Chinese </p><p>OTC products, up 171 per cent to RMB3.31 billion; communication </p><p>equipment and service, up 188 per cent to RMB1.58 billion; computers, up </p><p>168 per cent to RMB1.3 billion; and cough and cold preparations, up 109 </p><p>per cent to RMB1.18 billion. </p><p><BR><BR> </p><p>Other categories that experienced big increases included residential </p><p>estate, sale/rental; shampoo and conditioner; Chinese wines and spirits; </p><p>skincare and mobile phone and accessories. </p><p><BR><BR> </p><p>Television was the major beneficiary of the huge increase in advertising </p><p>spend; from RMB25.2 billion to RMB42.4 billion, representing an increase </p><p>of 68 per cent. </p><p><BR><BR> </p><p>Its share of market also rose from 70 per cent to 72 per cent. </p><p><BR><BR> </p><p>Newspapers received an additional spend of RMB5 billion to RMB15.4 </p><p>billion, however, its share of market dropped from 29 per cent to 26 per </p><p>cent. </p><p><BR><BR> </p><p>Spend in magazines remained flat at about one per cent. </p><p><BR><BR> </p><p>Meanwhile, Guangzhou was the city that was home to more affluent </p><p>people. </p><p><BR><BR> </p><p>About 48 per cent of households in the southern Chinese city had incomes </p><p>of RMB2,500 or more, with 11 per cent likely to have an income of at </p><p>least RMB5,000 in the nine months to September. </p><p><BR><BR> </p><p>That compared with 39 per cent for both Beijing and Shanghai for </p><p>households with incomes of at least RMB2,500. </p><p><BR><BR> </p><p>TOP WEEKLY MAGAZINES - Population aged 9+ </p><p>Beijing </p><p>Beijing Guangbo Diansi 34% </p><p>Beijing Dianshi Zhoukan 18% </p><p>TV Guide (Zhongguo Dianshi Ba) 12% </p><p>Shongguo Shaonian Bao 4% </p><p>Nanfang Saturday 3% </p><p>Qiu Mi 2% </p><p>Sports Weekly 1% </p><p>New Stage 1% </p><p>Movie and Drama Less than 1% </p><p>Guangzhou </p><p>Pingmu Zhiyou-GZTV 5% </p><p>GD Dianshi Zhoubao 3% </p><p>Nanfang Saturday 3% </p><p>GZ Fazhi Bao 3% </p><p>New Stage 3% </p><p>GZ Wenzhai Bao 2% </p><p>Qiu Mi 1% </p><p>Sports Weekly 1% </p><p>GD Dianshi Zhoukan 1% </p><p>Source: ACNielsen China: The Millennium Study </p><p>Shanghai </p><p>Meizhou Guangbo Dianshi 46% </p><p>Shanghai Cable TV Weekly 42% </p><p>Shanghai Times 16% </p><p>Shanghai TV 5% </p><p>Shanghai Jiating Bao 4% </p><p>Zhenghuo Zhoukan 3% </p><p>Nanfang Saturday 1% </p><p>Diannao Shangqing Bao 1% </p><p>Xinmin Weekly 1% </p><p>Sports Weekly 1% </p><p>Top 10 Daily Newspapers - Population aged 9+ </p><p>Beijing </p><p>Beijing Wanbao 56% </p><p>Beijing Qingnian Bao 24% </p><p>Beijing Morning Post 12% </p><p>Beijing Ribao 12% </p><p>Cankao Xiaoxi 8% </p><p>Renmin Ribao 3% </p><p>China Youth Daily 3% </p><p>Fazhi Ribao 2% </p><p>China Sports Daily 2% </p><p>China Securities 2% </p><p>Guangzhou </p><p>Guangzhou Ribao 60% </p><p>Yangcheng Wanbao 45% </p><p>Xin Kuai Bao 6% </p><p>Nanfang Ribao 3% </p><p>Nangang Dushi Bao 3% </p><p>GD-HK Information Daily 2% </p><p>Xinxi Shibao 2% </p><p>Cankao Xiaoxi 2% </p><p>Renmin Ribao 1% </p><p>Fazhi Ribao 1% </p><p>Shanghai </p><p>Xinmin Wanbao 58% </p><p>Jiefang Ribao 16% </p><p>Wen Hui Bao (China Edition) 13% </p><p>Laodong Bao 10% </p><p>Shanghai Express (Morning) 5% </p><p>Shanghai Securities News 5% </p><p>Youth Post 5% </p><p>Shanghai Express (Evening) 4% </p><p>Shanghai Express (Afternoon) 3% </p><p>Cankao Xiaoxi 3% </p><p><BR><BR> </p>