Ads in TV, outdoor and Internet strong in China, press in recession
By Erina Lin, Thursday 1 November 2007 at 21:13 :: Advertising :: #792 :: rss
Advertising spending in China has grown almost twofold from US$7.652 million in 2003 to US$14.260 million in 2007, according to a new study “China Online Overview” by eMarketer.
TV, outdoor, and Internet are the medium with strongest growth, while press, including magazines and newspapers, is losing ground in the country's ad market.
Advertising spending on TV, accounting for US$3.511 million in 2003, remains its lion’s share throughout the year 2007. Its share grew from 45.88 percent to 50.42 percent in 2007, reaching US$ 7.190 million this year, according to eMarketer.
Outdoor is another hotshot, up from US$970 million (13 percent) in 2003 to US$2.218 million (15.55 percent) this year, which is believed to be due to the fervor of the Olympic Games in 2008.
The Internet, which was a once negligible 1.79 percent (US$137 million) five years ago, has boosted as 5.56 percent share, making up US$793 million in 2007.
Press media, including newspapers and magazines, however, has experienced a bottleneck – its share accounted for nearly 35 percent in 2003, but has shrunk more than 10 percent to only 22.66 percent in 2007. The recession is expected to continue.
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