2008年中国广告市场分析及展望报告（CTR）(pdf 61)(英文).pdf

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2007-2008中国广告市场洞察
CTR市场研究
2008年1月

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Overview of China’s Ad Market in 2007
Market Review of Key Sectors in 2007
Events in 2007

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Overview of China’s Ad Market in 2007

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Total ad spending on traditional media in 2007
Ê Advertising market of China's traditional media maintained a steady
growth in 2007, with ad spending totaling RMB 312 billion.
3500 亿
3000 +9%
2500 +18%
+18%
2000 +22%
1500
1000
500
0
2003 2004 2005 2006 2007
Data source:CTR MI 2003Base
Media scope: TV+ Newspaper + Magazine+ Radio + OOH

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Ad spending growth on traditional media in 2007
Ê 9% growth in 2007 over 2006, China's advertising market momentum of
rapid growth slowed down.
25%
22%
20% 18% 18%
15%
10% 9%
5%
0%
04vs03 05vs04 06vs05 07vs06
Data source:CTR MI 2003Base
Media scope: TV+ Newspaper + Magazine+ Radio + OOH

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Media ad spending and growth (2007vs2006)
Ê TV advertising was far ahead of other media, with its growth above the growth of the
whole ad market.
Ê Radio advertising saw the end of its nearly two years of high growth, a rise of 9%
Ê OOH advertising dropped 5% due to the policy regulation. Newspaper advertising
turned to a negative growth from low growth in the past two years.
Mag azine Radio
3000 亿 Newspape 2%
OOH 1%
r 4%
12% 14%
2500
2006 2007
2000
1500
1000
1%
1% TV
500 79%
5%5% 10% 9%
0
TV Newspaper OOH Magazine Radio
Data source:CTR MI2003Base
Media scope: TV+ Newspaper + Magazine + Radio + OOH

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Ad spending of Top 5 sectors on traditional media in 2007
Ê Beverage ad spending continued to keep a rapid growth, returned to the
line of TOP5 .
Ê Business and service sector ranked in ad spending in 2007,but with a
negative growth.
600 亿
3% Spending 06
Spending 07
500
9%
13% 6%