中国媒体市场要点.pptVIP

page Media in China MindShare China 2003 Market Size Population: 1.27 billion Area: 9.6 million sq.km 4 Municipal Cities 23 Provinces 2 Special Administrative Regions ( Hong Kong, Macao ) 5 Autonomous zones 259 cities at prefecture level 400 cities at county level Media At a Glance 2002 TV 360 Radio 306 Newspaper 2,137 Magazine 9,029 Media Development Process Media Development Immature / Messy Sellers’ Market Lack of research Lack of systems Advertising Price - High inflation - Pre-payment - 3 tiers rate structure Planning buying based on gut feel experience Missing spots More steady Market oriented Improved research Systematic management Advertising Price Steady inflation Improved payment terms One tier rate Room for negotiation Systematic / Strategic Planning buying Higher guarantee on spot appearance Media Inflation Trend More Rounded Research Information DATA TYPE SUPPLIER COVERAGE TV Ratings People meter Nielsen Media Research 11 markets Diary based Nielsen Media Research 11 markets People meter CSM 19 markets Diary based CSM 73 markets Provincial Panel (diary) CSM 19 provinces TV spot monitoring Nielsen Media Research 133 markets CTR 177 markets Ad Expenditure TV/Print Nielsen Media Research 133 markets TV/Print CTR 177 markets Media Habits TGI-CMMS Sinomonitor/BMRB 30 markets CNRS CTR 36 markets About Media Expenditure… Advertising spend experienced a robust growth About media Scenario - by media... Structure of China Mass Media Media Consumption Habits TV TV is still a dominant medium in China - highest coverage Average 90% - highest share of spending among all media 70%+ TV Coverage by Market/Yesterday TV - Basic statistics No. of color TV sets/100HH in Urban areas 116 No. of TV sets/100HH in Rural areas 102 Television coverage of population 93% Viewing Behaviour