最新最权威中国媒体市场分析.ppt

MediainChina MindShareChina2003 MarketSize Population 1 27billionArea 9 6millionsq km4MunicipalCities23Provinces2SpecialAdministrativeRegions HongKong Macao 5Autonomouszones259citiesatprefecturelevel400citiesatcountylevel MediaAtaGlance 2002TV360Radio306Newspaper2 137Magazine9 029 MediaDevelopmentProcess Movingfromunregulatedtoregulated Rapidchange developmentinthemarketplace But mediaisstillcontrolledbytheGovernment Censorshipisamust Buyers Sellers Regulated Unregulated 1996 1997 2002 2005 MediaDevelopment Immature MessySellers MarketLackofresearchLackofsystemsAdvertisingPrice Highinflation Pre payment 3tiersratestructurePlanning buyingbasedongutfeel experienceMissingspots MoresteadyMarketorientedImprovedresearchSystematicmanagementAdvertisingPriceSteadyinflationImprovedpaymenttermsOnetierrateRoomfornegotiationSystematic StrategicPlanning buyingHigherguaranteeonspotappearance 1995199619971998199920002001200220032004 MaturingmarketCompetitivemarketMoreroundedresearchAdvertisingPriceInflation deflationCompletepricing paymentsystemMarket resultoriented ROIplanning buyingToolsHighprotectiononclient sbenefitEvaluationofresults Annual MediaInflationTrend Source ChinaStatisticalYearbook MindShare MediaMerge MoreRoundedResearchInformation DATATYPESUPPLIERCOVERAGETVRatingsPeoplemeterNielsenMediaResearch11marketsDiarybasedNielsenMediaResearch11marketsPeoplemeterCSM19marketsDiarybasedCSM73marketsProvincialPanel diary CSM19provincesTVspotmonitoringNielsenMediaResearch133marketsCTR177marketsAdExpenditureTV PrintNielsenMediaResearch133marketsTV PrintCTR177marketsMediaHabitsTGI CMMSSinomonitor BMRB30marketsCNRSCTR36markets ACNielsenarenowknownasNielsenMediaResearch AboutMediaExpenditure Advertisingspendexperiencedarobustgrowth Total RMB139 472millionUS 16 8billion Source NielsenMediaResearch Total RMB198 646millionUS 23 9billion 2003TopTenSectionNational Pharmaceuticalremainedtheleadingspendingsectioninthismarket Source NielsenMediaResearch RMB 000 2003TopTenSuperBrands RMB 000 Source NielsenMediaResearch National 2P Gbrandsinthetop10 Theothersarelocalbrands AboutmediaScenario bymedia City Local Province Nationwide StructureofChinaMassMedia NationalProvincialLocal ThisstructureappliestoTV NewspaperandRadio MediaConsumptionHabits Source CMMS2003Spring Target Male20 40 TV TVisstilladominantmediuminChina highestcoverage Average90 highestshareofspendingamongallmedia 70 TVCoveragebyMarket Yesterday Source CMMS2003Spring 30cities Target Male20 40 TV Basicstatistics No ofcolorTVsets 100HHinUrbanareas116No ofTVsets 100HHinRuralareas102Televisioncoverageofpopulation93 ViewingBehaviour InChina theprimetimerangeiswithin18 30to22 00HigherviewershiponweekendswiththeexceptioninSouthChina e g Guangzhou wheretheviewershipishigheronweekdays Shanghai Rating Source NielsenMediaResearch29July 4August Beijing Rating Source NielsenMediaResearch29July 4August Guangzhou Rating Source NielsenMediaResearch29July 4August WatchingTV thekeyleisureactivities minute minute Source CSM Average3hours day Nogenderbasis elderwatchmore CityTV Citycable CountyTVs ProvincialSatelliteTVProvincialTV Cable NationalTV CCTV StructureofTV NationalProvincialLocal TheNationalChannels CCTV1News General 新闻 综合 CCTV2Economic Life Service 经济 生活 服务 CCTV3Variety 综艺 CCTV4International 国际 CCTV5Sports 体育 CCTV6Movies 电影 CCTV7Children Military Agriculture 少儿 军事 文艺 CCTV8Teleplay 电视剧 CCTV9English 英文 CCTV10Technology Education 科教 CCTV11Drama 戏曲 CCTV12West 西部 CCTVNewsNews 新闻 Extentofcoverage CCTV1 2NationwidecoverageviaterrestrialtransmitterCCTV3 12CoverageviacablenetworknationwideProvincialSatelliteCoverageviacablenetworknationwideProvincialTVProvincialcoverageviaterrestrialtransmitterPrefectureCityTVCityandsurroundingareaCountyCityTVCityandsurroundingarea CCTV Anhui BuyingTVinAnhuiProvince AnhuiTV BuyingTVinAnhuiProvince JiangsuTV BuyingTVinAnhuiProvince LocalHeifeiTV BuyingTVinAnhuiProvince PrefectureCityTV BuyingTVinAnhuiProvince CountyCityTV BuyingTVinAnhuiProvince OnecityrepresentsoneTVmarket therefore thereare660 TVmarketsacrossthecountry Ontheonehand theyareseparatedfromeach ontheotherhand theyareinter relatedbecauseofnational provincial regionalspilloverinterference Adistinctivephenomenon Newspaper NewspaperisahighpenetrationmediuminChina highcoverage 70 improvingmediumintermsofprintingqualityandrangeofvariety NewspaperCoverage Yesterday Source CMMS2003Spring Target Male20 40 Citycirculated Provincialcirculated Nationwidecirculated StructureoftheNewspaper NationalProvincialLocal NewspaperToday Over2 000titlespublishedEveningtitlesaremorepopularthanmorningtitlesLocaltitlesgainedimportanceMorerelevanttolocallifestyleMoretailormadeforlocalinterestNation wide provincialtitlesloosingpopularityMoreofgovernmentpropagandaImprovementinprintingqualityandhigherflexibilityincreativeformatNocirculationaudit Strict subjectiveeditorial ad censorship TV Newspaper DominantmediainChinaOver80 coverageinmostmarkets98 shareoftotaladex Othermedia Underdeveloped developingorforgotten Magazine Amediumwithhighdevelopmentpotential InternationalpublicationarecontinuingtoexpandinChinawhichleadstoincreasedmediavehiclesandimprovedprintandeditorialquality MajorityofthetitlesarenationallycirculatedandthusnotaslocallyfocussedasTVandNewspapers MagazineCoverage PastMonth Source CMMS2003Spring Target Male20 40 MagazineToday LocalTitlesLongbookinglead time canbe6to12monthsforcoverpositionsNotascreative flexibleasinternationalcounterpartsVerylimitedauditingReproductionqualityimprovingLocaltitleshavehighercirculationandreadershipbecauseoflonghistoryHowever theoverallsituationisgraduallyimprovingbecauseofhighcompetitiveness InternationalTitles JVTitlesMoreandmoreenteringthemarketStandardisedbooking Materiallead timesOpenforcreativeideasandnegotiationSomewithauditfigures Circulation readershipisnotasstrongasthelocaltitles MorequalitativeconsiderationPartnerwithadvertiseroragencyonsurveys Fastgrowingandpotentialmediumtoreachspecifictargetgroup MagazineTodayPictures LocalTitles InternationalTitles JVTitles Improvingoutlook Internationaladaptationplusrelevantlocalcontent Radio Aforgottenmedium However verylocalfocusandperformancevariedcitybycity Performancepicksupinsomecitiesbecauseofnewtransmissionchannels canhaveradiobroadcastinpublictransportation RadioCoverage Yesterday Source CMMS2003Spring Target Male20 40 RadioToday Stronglocalappeal Niche castingisstartingtoexpandintocities Financial Music Kids TrafficchannelsListenershippicksupinsomecitiesbecauseofnewtransmissionchannels broadcastinpublictransportationContemporaryformat youthappealProgramsponsorshipisgrowinge g musicprogramsCall inprogramsarealsoincreasing Generallystrongamongsttheyouth Morningnewsprogramsingeneralaremostpopularwithhighestlistenership Cinema Veryontargetmediumforyoungandmoreaffluentgroups However VCDpiracyisthekeyproblemeffectingcinemavisitrate CinemaVisitedinPast3Months Source CMMS2003Spring Target Male20 40 CinemaToday 63 000cinemasinChinabutdevelopmentondecliningtrend20HollywoodmoviesannuallyallowedinChina expectedtochangeafterWTOentry Chinesecomedies CNYmovies areincreasinginpopularityAudiencesareyoungandtendtobeaffluent KeyproblemisVCDpiracyreachingstreetsveryquicklyEarlyreleaseofHarryPotterin2002helpedreducethis Outdoor Adevelopingmediumstilllacksoforganizationandsystem playsakeyroleforbothdevelopedmarkets forreachingthemobilepopulationbecauseofthechanginglifestyle anddevelopingmarkets forbuildingexposureinaprimitiveenvironment OutdoorTypesinChina SpectacularBillboardNeonGiantlightboxWalladCrossover Bridge PedestrianBus TaxishelterPedestrianlightboxHanginglightboxTelephonebooth TransitVehicleStation TerminalAirport PierSubway RuralBrickWallUmbrella OutdoorTypesinChina OutdoorCoverage PastWeek Source CMMS2003Spring Target Male20 40 TypesofOutdoorSeeninPastWeek Source CMMS2003Spring Target Male20 40 OutdoorToday NegativesLackoforganization clarityGovernmentinterferenceLackofsophisticatedresearchSpiralinginflation aseller smarket HighclutterenvironmentHigh risk PositivesNetworkbuysincreasinglyavailablePuttingorderinindustryMoreinformationandspendingdataisreleasedHighcreativepotential createtalkofthetownMoreinnovativeformatsareforeseeable Moreandmorenewformatsareavailableinthemarketplace Stillahighpotentialmediumtobeexplored Internet Afastgrowingmediuminshorttimeframebutgrowthratehassloweddown extremelyhighpotentialbutcannotbefullyexploredbecauseofthelimitationofChinainfrastructure Asexpected userbasehasbeengraduallyexpanding InMillion Source CNNIC Gendersplitremainedsteady DataSource CNNIC UsersDistr