FOCUS: CHINA - Adex gets vitamin lift

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%

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