传立中国媒体市场分析

1、Page 1Media in China MindShare China2003Market 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 levelMedia At a Glance 2002 TV360 Radio306

2、Newspaper2,137Magazine9,029*Page 4Media Development ProcessMoving from unregulated to regulated. Rapid change & development in the market placeBut, media is still controlled by the Government. Censorship is a must. BuyersSellers Regulated Unregulated1996199720022005Media DevelopmentImmature / Me

3、ssySellers MarketLack of research Lack of systemsAdvertising Price- High inflation- Pre-payment- 3 tiers rate structurePlanning & buying based on gut feel & experienceMissing spotsMore steadyMarket orientedImproved research Systematic managementAdvertising PriceSteady inflationImproved payme

4、nt terms One tier rateRoom for negotiationSystematic / Strategic Planning & buyingHigher guarantee on spot appearance1995 1996 1997 1998 1999 2000 2001 2002 20032004Maturing marketCompetitive marketMore rounded research Advertising PriceInflation / deflation Complete pricing &payment systemM

5、arket & result oriented, ROI planning & buying ToolsHigh protection on clients benefitEvaluation of resultsAnnual %Media Inflation TrendSource: China Statistical Yearbook/MindShareMedia MergeMore Rounded Research InformationDATATYPESUPPLIERCOVERAGETV RatingsPeople meterNielsen Media Research

6、11 markets Diary based Nielsen Media Research 11 marketsPeople meterCSM19 marketsDiary basedCSM73 marketsProvincial Panel (diary)CSM19 provincesTV spot monitoring Nielsen Media Research133 markets CTR177 marketsAd ExpenditureTV/Print Nielsen Media Research133 marketsTV/Print CTR177 marketsMedia Habi

7、tsTGI-CMMSSinomonitor/BMRB 30 marketsCNRSCTR36 markets*ACNielsen are now known as Nielsen Media Research*Page 9About Media ExpenditureAdvertising spend experienced a robust growthTotal : RMB 139,472 millionUS$ 16.8 billionSource : Nielsen Media ResearchTotal : RMB 198,646 millionUS$ 23.9billion * 20

8、03 Top Ten SectionNationalPharmaceutical remained the leadingspending section in this marketSource : Nielsen Media ResearchRMB (000)*2003 Top Ten Super BrandsRMB (000)Source : Nielsen Media Research (National) 2 P&G brands in the top 10, The others are local brands.*Page 13About media Scenario -

9、 by media.City(Local)ProvinceNation wideStructure of China Mass MediaNational Provincial LocalThis structure applies to TV, Newspaper and RadioMedia Consumption HabitsSource: CMMS 2003 Spring, Target: Male 20-40Page 16TVTV is still a dominant medium in China- highest coverage - Average 90%- highest

10、share of spending among all media -70%+TV Coverage by Market/Yesterday%Source: CMMS 2003 Spring (30 cities), Target: Male 20-40TV - Basic statisticsNo. of color TV sets/100HH in Urban areas116No. of TV sets/100HH in Rural areas102Television coverage of population93%Viewing Behaviour In China, the pr

11、ime time range is within 18:30 to 22:00 Higher viewership on weekends with the exception in South China, e.g. Guangzhou, where the viewership is higher on weekdays ShanghaiRating %Source: Nielsen Media Research 29 July - 4 August BeijingRating %Source: Nielsen Media Research 29 July - 4 August Guang

12、zhouRating %Source: Nielsen Media Research 29 July - 4 August Watching TV - the key leisure activitiesminuteminuteSource: CSMAverage 3 hours / dayNo gender basis, elder watch moreCity TV- City cable- County TVsProvincial Satellite TVProvincial TV- Cable National TV(CCTV)Structure of TVNational Provi

13、ncial LocalThe National ChannelsCCTV 1News & General (新闻、综合新闻、综合)CCTV 2Economic, Life, Service (经济、生活、服务经济、生活、服务)CCTV 3Variety (综艺综艺)CCTV 4International (国际国际)CCTV 5Sports (体育体育)CCTV 6Movies (电影电影)CCTV 7Children, Military, Agriculture (少儿、军事、文艺少儿、军事、文艺)CCTV 8Tele play (电视剧电视剧)CCTV 9English (英文英文

14、)CCTV 10Technology, Education (科教科教)CCTV 11Drama (戏曲戏曲)CCTV 12West (西部西部)CCTV NewsNews (新闻新闻)Extent of coverage CCTV 1-2Nationwide coverage via terrestrial transmitter CCTV 3-12Coverage via cable network nationwide Provincial Satellite Coverage via cable network nationwide Provincial TVProvincial co

15、verage via terrestrial transmitter Prefecture City TVCity and surrounding area County City TVCity and surrounding area CCTVAnhuiBuying TV in Anhui ProvinceAnhuiTVBuying TV in Anhui ProvinceJiangsuTVBuying TV in Anhui ProvinceLocal HeifeiTVBuying TV in Anhui ProvincePrefecture City TVBuying TV in Anh

16、ui ProvinceCounty City TVBuying TV in Anhui ProvincePage 33One city represents one TV market, therefore, there are 660+ TV markets across the country.On the one hand, they are separated from each, on the other hand, they are inter-related because of national, provincial / regional spill over interfe

17、renceA distinctive phenomenon.Page 34NewspaperNewspaper is a high penetration medium in China- high coverage - 70%- improving medium in terms of printing quality and range of variety Newspaper Coverage/YesterdaySource: CMMS 2003 Spring, Target: Male 20-40CitycirculatedProvincialcirculatedNation wide

18、circulated Structure of the NewspaperNational Provincial LocalNewspaper TodayOver 2,000 titles publishedEvening titles are more popular than morning titlesLocal titles gained importance More relevant to local life style More tailor made for local interestNation-wide / provincial titles loosing popul

19、arity More of government propagandaImprovement in printing quality and higher flexibility in creative formatNo circulation auditStrict & subjective editorial / ad. censorshipPage 38TV + Newspaper Dominant media in ChinaOver 80% coverage in most markets98% share of total adexOther media Underdeve

20、loped, developing or forgottenPage 39MagazineA medium with high development potential- International publication are continuing to expand in China which leads to increased media vehicles and improved print and editorial quality- Majority of the titles are nationally circulated and thus not aslocally

21、 focussed as TV and Newspapers Magazine Coverage/Past MonthSource: CMMS 2003 Spring, Target: Male 20-40Magazine TodayLocal TitlesLong booking lead-time: can be 6 to 12 months for cover positionsNot as creative & flexible as international counterpartsVery limited auditingReproduction quality impr

22、ovingLocal titles have higher circulation and readership because of long history However, the overall situation is gradually improving because of high competitivenessInternational Titles / JV Titles More and more entering the marketStandardised booking & Material lead-timesOpen for creative idea

23、s and negotiationSome with audit figures.Circulation /readership is not as strong as the local titles.More qualitative considerationPartner with advertiser or agency on surveysFast growing and potential medium to reach specific target groupMagazine TodayPicturesLocal TitlesInternational Titles / JV

24、Titles Improving out lookInternational adaptation plusrelevant local contentPage 43RadioA forgotten medium- However, very local focus and performance varied city by city. - Performance picks up in some cities because of new transmission channels - can have radio broadcast in public transportationRad

25、io Coverage/YesterdaySource: CMMS 2003 Spring, Target: Male 20-40%Radio TodayStrong local appeal.Niche-casting is starting to expand into cities: Financial, Music, Kids, Traffic channelsListenership picks up in some cities because of new transmission channels - broadcast in public transportationCont

26、emporary format, youth appealProgram sponsorship is growing e.g. music programsCall-in programs are also increasingGenerally strong amongst the youth.Morning news programs in general are most popular with highest listenership.Page 46CinemaVery on target medium for young and more affluent groups. - H

27、owever, VCD piracy is the key problem effecting cinema visit rateCinema Visited in Past 3 MonthsSource: CMMS 2003 Spring, Target: Male 20-40%Cinema Today63,000 cinemas in China but development on declining trend20 Hollywood movies annually allowed in China (expected to change after WTO entry?)Chines

28、e comedies (CNY movies) are increasing in popularityAudiences are young and tend to be affluentKey problem is VCD piracy reaching streets very quicklyEarly release of Harry Potter in 2002 helped reduce thisPage 49OutdoorA developing medium still lacks of organization and system. - plays a key role f

29、or both developed markets (for reaching the mobile population because of the changing life style) and developing markets (for building exposure in a primitive environment)Outdoor Types in ChinaSpectacular Billboard Neon Giant lightbox Wall ad Crossover/ BridgePedestrian Bus/Taxi shelter Pedestrian l

30、ightbox Hanging lightbox Telephone booth Transit Vehicle Station/Terminal Airport/Pier SubwayRural Brick Wall UmbrellaOutdoor Types in ChinaOutdoor Coverage/Past WeekSource: CMMS 2003 Spring, Target: Male 20-40%Types of Outdoor Seen in Past WeekSource: CMMS 2003 Spring, Target: Male 20-40%Outdoor To

31、day Negatives Lack of organization & clarity Government interference Lack of sophisticated research Spiraling inflation (a sellers market) High clutter environment High risk Positives Network buys increasingly available Putting order in industry More information and spending data is released Hig

32、h creative potential, create talk of the town More innovative formats are foreseeableMore and more new formats are available in the market place. Still a high potential medium to be exploredPage 58InternetA fast growing medium in short time frame but growth rate has slowed down - extremely high pote

33、ntial but cannot be fully explored because of the limitation of China infrastructure. As expected, user base has been gradually expanding11249172327344659010203040506070J un 97D ec 97D ec 98J un 99D ec 99J un 00D ec 00J un 01D ec 01J un 02D ec 02In MillionSource: CNNICGender split remained steady 14

34、15212530394039408685797570616061600%20%40%60%80%100%D ec 98 J un 99J an 99J un 00 D ec 00 J un 01 D ec 01 J un 02 D ec 02M al eFem al eData Source : CNNICUsers Distribution by Province0%5%10%15%20%25%30%35%40%G uangdongBei j i ngShanghaiJ i angsuZhej i angSi chunShangdongH ubeiLi aoni ngFuj i anO th

35、er 21 areasSource: CNNIC Dec -2002Top 10 cities comprised close to65% of internet usersTop 10 Sites in Key CitiesSource : CMMS, 2002P20-34 College+Si tes vi si ted m ost of ten%Si tes vi si ted m ost of ten%Si tes vi si ted m ost of ten%si na. com . cn13. 8%sohu. com10. 8%163. com11. 9%sohu. com13. 8%si na. com . cn9. 7%163. net6. 1%263. net4. 7%Shanghai onl i ne9. 6%si na. com . cn4. 7%163. com2. 8%163. com6. 8%sohu. com4. 0%163. net2. 5%chi naren. com2. 6%gznet. c