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