China advertising industry report, 2009 2010
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China advertising industry report, 2009 2010

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Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, ...

Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

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China advertising industry report, 2009 2010 China advertising industry report, 2009 2010 Presentation Transcript

    • Chinese traditional media witnessed steady progression in
    • 2009, while online advertising outshined the others,
    • characterizing high degree of brand penetration, high
    • accuracy, huge target audience, etc., and being increasingly
    • welcomed by advertisers.
    China Advertising Industry Report, 2009-2010
    • Major Segmented Market Scale & Shares of China Advertising Industry, 2009  (Unit: RMB billions, %)
    •  
    • Source: ResearchInChina
    • The market size of Chinese online advertising in 2009 hit RMB20.7 billion. Among the various major network media,
    • the online advertising revenue of Baidu ranked the first, reaching as high as RMB4.45 billion, and followed closely by
    • Google, Sina, and Taobao which took the 2nd to 4th places, respectively. Search engines and portal websites
    • still dominated the segmented markets of online advertising. E-business media with the representative of Taobao
    • and video media represented by Youku and Tudou began highlighting their values, and China online advertising
    • market started to take on pluralistic development. 
    • In 2009, Chinese market of radio advertising was sized by RMB13.3 billion, of which, the revenue of radio stations
    • was RMB7.583 billion, up 4.51% compared with 2008; the market size of TV advertising turned out to be
    • RMB114.74 billion or so, wherein, the revenue of TV station was RMB65.403 billion, an increase of 7.36% against
    • 2008. It is estimated that the total revenue of TV advertising will see a slight decline in 2010 owing to the
    • implementation of the Measures for Management on Radio and Television Broadcasting (No.61 Decree). The
    • advertising resources of powerful TV media are even scarcer; accordingly, there will be more opportunities for
    • product placement and soft-sell advertising. 
    • In 2009, the market size of China print media was approximately RMB91 billion, of which, the market of
    • newspaper advertising reached about RMB71.89 billion and that of magazine advertising RMB19.11 billion or
    • so. The development of newspaper media is declining while that of magazine is rising. The access threshold of
    • newspaper is quite high, competitions mainly exist in big newspapers, the profit model tends to be diversified, and
    • the profit margin is relatively narrow. On the contrary, the access threshold of magazine is comparably low,
    • magazines of various categories have their own readers, with the profit primarily from advertising and with
    • relatively higher profitability.
    • In 2009, the market size of China outdoor media approximated RMB41 billion. The development of large-scale
    • outdoor billboards was restricted by policies. The rapidly growing LCD TV advertising in buses and subways
    • replaced the LCD TV media in commercial buildings, enjoying the top advertising share of outdoor electronic
    • screen media. Along with the development of urban transportation, media in public vehicles is more likely to
    • become the mainstream.  
    • With the rapid progress of 3G, the operators give top priority to develop various mobile applications including cell
    • phone media. In early 2010, the Internet user group of China Mobile reached 233 million, creating lucrative
    • market space for wireless advertising.  
    • This report casts light on the current development and development prospect in 2010 and key media
    • corporations of online advertising, print advertising, TV & radio advertising, outdoor advertising, and wireless
    • advertising.
  • Table of Contents
    • 1 Development Environment of China Advertising Industry
    • 1.1 Economic Development
    • 1.2 Policies & Regulations
    • 2 Review of the Advertising Industry in 2009
    • 2.1 Advertising Market Overview
    • 2.1.1 Overall Market Size
    • 2.1.2 Change in Advertising Media Structure
    • 2.2 Current Development of Advertising Industry
    • 2.2.1 Advertising Investment of Various Industries, 2009
    • 2.2.2 Problems
    • 3 Analysis of Online Advertising Market in 2009
    • 3.1 Status Quo of Online Advertising
    • 3.2 Forecast of Market Scale, 2009-2010
    • 3.3 Management Pattern
    • 3.4 Market Segmentation Trend
    • 3.5 China’s Brand Advertisers in 2009
    • 3.6 Advantages and Characteristics
    • 3.7 Ranking of China’s Major Media by Revenue
    • 3.8 Sina
    • 3.9 Sohu
    • 3.10 Tencent
    • 3.11 Netease
    • 4 Analysis of Search Engine Advertising Market in 2009
    • 4.1 Status Quo
    • 4.2 Baidu
    • 4.3 Google
    • 5 Analysis of Newspaper and Periodical Advertising Market in 2009
    • 5.1 Newspaper and Periodical Advertising Market
    • 5.2 Xinhua Media
    • 5.3 B-Ray Media
    • 6 Analysis of Outdoor Advertising Market in 2009
    • 6.1 Status Quo and Characteristics
    • 6.2 Beijing Bashi Media
    • 6.3 Vision China Media
    • 6.4 Air Media
    • 6.5 Focus Media
    • 6.6 Tulip Mega Media
    • 7 Analysis of TV Advertising Market in 2009
    • 7.1 Overview
    • 7.2 Key Industries Maintain TV Advertising
    • 7.3 Development Trend
    • 7.4 Advertising Discrepancies of TV Stations at Various Levels in China
    • 7.5 China Television Media (CTV Media)
    • 7.6 Gehua CATV
    • 8 Analysis of Radio Advertising Market in 2009
    • 8.1 Features of Radio Advertising
    • 8.2 Development
    • 8.3 Typical Company Analysis-Yuan Chuan Radio Advertising
    • 9 Analysis of Wireless Advertising Market in 2009
    • 9.1 Development
    • 9.2 SWOT Analysis of Cell Phone Media Advertising
    • 9.3 Profit Analysis of Wireless Advertising
    • 9.4 Typical Company Analysis- Linktone
    • 10 Forecast of China Advertising Market in 2010
  • Selected Charts
    • Growth of China’s GNP, 2001-2009
    • Analysis of China’s Fixed Assets Investment, 2001-2009
    • Growth Rate of Advertising Market, Total Volume VS GDP, 2003-2010E
    • Market Size & Share of Top 6 Media in China Advertising Industry, 2009
    • Market Trend of China Online Advertising, 2007-2010
    • Advertisers Launching Online Hard-sell Advertisements and Quantity of Brands, 2008-2009
    • The Namelist of Top 10 Advertisers by Advertising Expenses (TV/Newspaper/Magazine), 2009
    • Telecommunication Advertising Expenses of Top 3 Operators, 2008-2009
    • Annual Growth Rate of 3 Types of Internet Accesses, 2009
    • China GDP Business Climate Index and Changes in the Number of Brand Online Advertisers, 2009Q1-2009Q4
    • Market Size and Growth Rate of China Online Advertising, 2005-2011E
    • Market Share of Major Media in China Online Advertising Market, 2009
    • Online Advertising Operating Revenue of Major Media in China Online Advertising Market, 2005-2009
    • Segmented Market Size and Growth Rate of China Online Advertising, 2005-2013E
    • Launching Expenses of China Brand Networks, 2002-2009
    • Advertiser Quantity of China Brand Networks, 2002-2009
    • Top 20 Industries of China Brand Online Advertising by Expenses, 2009
    • Online Advertising Operating Revenue of Key Media in China Online Advertising Market, 2009
    • Operating Data of Sina, 2008Q4-2009Q4
    • Operating Data of Sohu, 2009Q4-2010Q1
    • Operating Data of Sohu’s Advertising Business, 2006Q1-2009Q4
    • Operating Data of Tencent, 2005-2009
    • Operating Data of Netease, 2008Q4-2009Q4
    • Advertising Operating Data of Netease, 2007Q4-2009Q4
    • Model of Factors Influencing Operating Revenue of Search Engines
    • Market Size of China Search Engine, 2002-2013E
    • Proportion of China Search Engine Market Size in Total Market Size of Online Advertising, 2002-2013E
    • Operating Revenue Proportion of China Search Engine Market, 2003-2009
    • Operating Revenue Growth of Baidu, 2006Q2-2010Q1
    • Operating Data of Baidu, 2009Q1-2010Q1
    • Operating Data of Google, 2009Q1-2010Q1
    • Top 10 Newspaper Media by Advertising Expenses in China, 2009
    • Top 10 Magazine Media by Advertising Expenses in China, 2009
    • Operating Data of Xinhua Media, 2007-2009
    • Organization Chart of CTV Media Shareholders
    • Main Business Revenue of Xinhua Media by Industry/Product, 2009
    • Main Business Revenue of Xinhua Media by Region, 2009
    • Operating Data of B-Ray Media, 2009Q1-2010Q1
    • Advertising Share of Outdoor Video Media, 2008-2009
    • Trend of Taking Public Vehicles
    • Operating Data of Beijing Bashi Media, 2007-2010Q1
    • Main Business Revenue of Beijing Bashi Media by Industry/Product, 2009
    • Old Collaboration Plan of Beijing Bashi Media and Advertising Agents
    • New Collaboration Plan of Beijing Bashi Media and Advertising Agents (2010-2016)
    • Operating Data of Vision China Media, 2008Q4-2009Q4
    • Operating Data of Air Media, 2008Q4-2009Q4
    • Operating Data of Airport Digital Frame of Air Media, 2008Q1-2010Q1
    • Operating Data of Airplane Digital TV Screen of Air Media, 2008Q1-2010Q1
    • Operating Data of Airport Digital TV Screen of Air Media, 2008Q1-2010Q1
    • Operating Data of Focus Media, 2008Q4-2009Q4
    • Quantity of LED Screens in 15 Cities of Tulip Mega Media
    • TV Population, CATV & DTV Subscriber Numbers, 2009
    • Top 10 Brands of China TV Media by Advertising Expenses, 2009
    • Growth in Advertising Rate of Various Channels, 2010 (30” Version)
    • Growth in Advertising Rate of Various Time Slots, 2010 (30” Version)
    • Price Markup of CCTV Advertising
    • Price Markup of Satellite TV Advertising
    • Operating Data of CTV Media, 2007-2010Q1
    • Organization Chart of CTV Media Shareholders
    • Main Business Revenue of CTV Media by Industry/Product, 2009
    • Main Business Revenue of CTV Media by Region, 2009
    • Operating Data of Gehua CATV, 2007-2010Q1
    • Business Revenue of Gehua CATV by Industry, 2009
    • National Market Share of Radio Stations at Various Levels, 2009
    • Annual Growth Rate of Top 3 Applications of Internet Access by Cell Phone, 2009
    • Operating Revenue of Linktone, 2007Q1-2009Q4
    • Operating Data of Linktone, 2008Q3-2009Q3
  • How to Buy Product details How to Order USD File Single user 1,900 PDF Enterprisewide 2,900 PDF Publication date: May 2010 By email: report@researchinchina.com By fax: 86-10-82601570 By online: www.researchinchina.com For more information, call our office in Beijing, China: Tel: 86-10-82600828 Website: www.researchinchina.com