According to the forecast, newspapers’ share of total spend is expected to drop from 15 per cent this year to 11 per cent by the end of 2008, with television maintaining the lion’s share with close to 70 per cent of the pie and digital formats increasing their hold.
The study, ‘This Year, Next Year China 2007’ found that Olympic-based content will continue to be a big draw for advertisers, with the Games tipped to fuel strong growth in media investment at a rate of 29 per cent, well above the 24 per cent compound-average annual media growth seen from 2001 to 2006.
Media ratecard inflation, currently sitting at around 15 per cent, is forecast to rise to as much as 25 to 30 per cent next year.
