中国媒介指南英文二

ChinaMediaLandscapeEverassionConsulting(Sichuan)Co.Ltd.UTSAdvertising(Chengdu)Co.Ltd.2002-04-08Welcome!Legend(Chengdu)Source:Statisticalyearbook2001;WorldBankFactsataglance3rdlargestcountry(9.6MMsqkm)1/5worldspopulation(1.3B)1,000+dialects32Provinces/municipalities,autonomousregionsUrbanpopulation:32.4%Inflationrate:2.4%(CPI)GDPgrowthrate:7%for2001UrbanDisposableincome

PercapitaOver8,0007-8,0006-7,0005-6,0004-5,000NeimengguQinghaiXizangXinjiangNingxiaLiaoningJilinHeilongjiangGansuBeijingTianjinShanghaiSichuanYunnanHainanTaiwanHebeiShanxiShaanxiHenanHubeiHunanGuangdongGuangxiGuizhouJiangsuAnhuiZhejiangJiangxiFujianShandongAverageNationalDisposableIncomePerCapita:5,403RMBSource:ChinaStatisticalYearbook1999ChongqingPopulationByageandsexSource:ChinaStatisticalYearbook2000ChinaPopulationStatisticsYearbook2000Unit:’000person91102103102104111102=IndexM/F1.

Chinamediadevelopment2.

Currentresearchenvironment3.

MajormediaformsAgenda2.ChinaMediaDevelopmentChinamediadevelopmentEverythingbeganat1979whenDengXiaoPingannouncedtheeconomicreform...

Before1979Therewereonly10advertisingagenciesinChinaBasicallytherewasnoadvertisingonnewspaper,radio,orTV In1979ThefirstTVC,ShenGuiWine,wasairedbyShanghaiTVonJanuary28OnMarch15,thefirstJVTVC,RadaWatch,wasairedPeople’sDailybegantoacceptadvertisingonApril17InNovember,theCentralPropagandaDepartmenthasannouncedthenewregulationsforforeignadvertisementAndtherestishistory...Themediascenetoday…..

Medium

National

Provincial

City/Rural

Cable

Total

Television 1 33 800+ 2,000+ 2,900+

Radio 2 31 912+ 1,363+

Newspapers 20+ 31+ 1,900+ 2,000+

Magazines

Cinemas

Source:ZenithMedia7,000+146,000+%%MediumAllAdultsAged15-29TV(yesterday’sviewing)8986TV(P7days)9695Radio(yesterday’slistenership)41 44Radio(P7days)4145Newspapers(daily)6765Magazines(monthly)5367Cinema(atleastonceamonth)714Universe‘000s37,87514,492ReachofmassmediaSource:CMMS’00(20cities)3.ResearchEnvironmentMediaresearchtoday3kindsofmediaresearchareavailableinChina:TVratingsAdvertisingmonitoringReadership/consumermediahabitsTVratingsUnderstandtheviewershipindifferentmarketsProvidearationalbaseformediaplanningBettermediaselection(channel,program,andtimeslot)andmorecost-efficientmediainvestmentCSM:Covers66diarycities,9provincesPeoplemetersinBJ,GZandSHACNielsen:Covers88channelsin10peoplemetercities:BJ,SH,GZ,CD,WH,HZ,SY,NJ,TJ,FZAdvertisingmonitoringMonitoradvertisinginTVchannelsandPressKeeptrackofacompanyadvertisingdeliveryaswellascompetitiveactivitiesX&L:Provideadmonitoringfor336TVchannels,269newspapers,92magazinesACNielsen:Cover220TVchannels,169newspapers,47magazinesCVSC:Cover339TVchannelsand150newspapersConsumerresearchThreesinglesourceresearchtoolsexistinChina,eachprovidingReadershipdatafordifferentnewspapersandmagazinesUnderstandingoftheprofileofselectedprintmediaandmediahabitsonaspecifictargetAbaseforothermediaselection(e.g.radio)Anunderstandingonproductusage/lifestyleofChineseconsumersChinaMedia&MarketingSurveyChinaNationalReadershipSurveyACNielsenMediaIndex(MilleniumReport)ChinaMedia&MarketSurveyResearchHouse:Sino-Monitor/BMRBFieldworkPeriod:CMMS99(Dec’98,Jun’99)CMMS2000(Feb-Jun‘‘00)CoverageArea:20citiesSurveyMedia:TV,Radio,Newspaper,MagazineSample:50,000forCMMS99andCMMS2000eachChinaNationalReadershipSurveyResearchHouse:CVSCFieldworkPeriod:Oct’98;continuousfromJuly’’99CoverageArea:60cities(98);30cities(1999-2000)SurveyMedia:TV,Radio,Newspaper,MagazinesSample:47,800(98);71,500(1999-2000)ACNielsenMilleniumReportResearchHouse:ACNielsenFieldworkPeriod:May-Dec’’99CoverageArea:30citiesSurveyMedia:TV,Radio,Newspaper,MagazineSample:44,0004.OverviewofMajorMediaformsAdvertisingExpenditure1987-2002Source:ChinaAdvertisingAssociation;ZenithMediaMillionUS$Estimatedfiguresfor2000-2002TelevisionTVAdvertisingExpenditure1987-2002Source:ChinaAdvertisingAssociation;ZenithMediaMillionUS$NationalvsLocalStationsNational(CCTV)LocalCoverageNationalSpecificregionProgramTypeInformation-oriented:Moreentertainmente.g.news,educational,oriented:e.g.drama.documentary,etc.Flexible,negotiable,Conservative,strict,welcomedforeignmainlylocalproducedorlocalprogramexchangeLanguageMandarinMainlyMandarin,butdialectsmaybeusedAdvertisingenvironmentMostcommercialbreaksareoutsideprogramFordramaandlongprograms(e.g.sportsgame,varietyshow)insideprogrambreaksaremorelikelyOtherinsideprogramopportunity:ProgramandSyndication(P&S)Nostrictgovernmentalregulationontotalcommercials.Formoststations25-30minutesinprimetime;timeslotslengthenedforgooddramasAnaveragebreakhas5-8minutes.However,itcanbeaslongas15minutesinsomeimporteddramaSincemostGDcablestationstransmitthe4HKchannels,theircommercialbreakpatternwouldfollowHK:3-5minutesbreakforeveryother15minutesAdvertisingenvironment...Theremaybemissingspots(hasbeendroppedfrom8%in96tolessthan0.6%in99)ThelengthoftheTVCmaybeshorterdueto:Thestationsaccepttoomanyadvertisersforabreak:sometimesintentional,sometimesnotPoorqualitycontrolThereisnosuchthingascategoryprotection.AdvertisingishighlyconcentratedintheprimetimeProgramsponsorsandinternationalagencies(likeourselves)normallygetbetteradposition(first3/last3)Thereisratecardinflationeveryyear;morefrequentlyforsomestationsCCTVEstablishedonMay1958Thereare12channelsLocalstationshavetobroadcastChannel2and3,normallythroughmicrowaveItisthe““voiceofthegovernment”.Therefore,alltheprograms/commercialsarestrictlycensoredAlthoughCCTVdoesnothaveanylegalauthorityonlocalstations,theyrespectitastheheadNotonlytheaddepartmentacceptsbookingsbutalso:Someprogramdepartments,e.g.thesportsdivision(CCTV-5)Somebrokerswhichbuyoutalltheairtimeofaspecifictime-slotSatelliteTVinChinaForeignStarTVwasbannedin1993afterthestationwassoldtoMurdochPheonixTVwaslaunchedinMarch1996asaJVchannelLimiteddistributionisallowedforentertainment(e.g.MTV),sports(e.g.ESPN),andselectivebusinesschannel(e.g.CNBC)Local31ProvincialTVsarebroadcastviasatelliteHowever,thoughthesignalisthere,distributionisstillakeyissueTheexistingdistributionmethods:ProvidedecoderforlocaldistributorsPayasupplementforlocaldistributorsBarterdealwithotherSatelliteProvincialTVsCableTVinChinaThereareover2,000cableoperatorsatdifferentlevels:provincial,city,andcounty,spreadingfromthecoastalprovincestotheinlandGovernmentbegantocontrolthenumbersofstations1999Moreover,thetransformationoftheMRFTalsointroducedabalancingforcetolimitthepowerofGARFTtodevelopcablenetworksinChinaToptelevisionadvertisersBycategorySpending(US$‘‘000)CategoryJan99-Dec99Tonic340,291Shampoo200,642ChineseWine&Spirits184,883SkinCareProduct168,914LaundryProduct119,979SoftDrink111,459Toothpaste101,714CDVideo96,141AirConditioner92,574Beer78,736Source:X&LMonitoringServicesTVviewershipWeekdaysSource:CMMS00’’(20cities)NewspapersNewspapers2,000+titlesthoughLocalpapersstilldominantEditorialcontentimprovingManylocalnewspapershavediversifiedtheireditorialtocatertoreadersneeds(e.g.socialcommentary,health,finance)Launchofweekendeditionfocusingonleisure&lifestylewithimprovedcolorreproductionPushingweekendcirculationNewlaunchesfocusedonspecialinterestse.g.LiveWeekly,ShoppingGuideAlltitlesareun-auditedandtheirclaimedcirculationsaregrosslyinflatedTopnewspaperadvertisersBycategorySpending(US$‘‘000)CategoryJan99-Dec99Villa153,310Computers81,677MobilePhone55,053Tonic44,818DepartmentStore39,150TelecommunicationCo.34,114AirConditioner32,534Mansion26,802Computer-peripherals25,243Computersdealer-retailer-manufacture24,078Source:X&LMonitoringServicesNewspapersLeadingtitlesSource:CMMS00’(20cities)MagazinesMagazines6,000+titles,primarilyskewedtowardkeyurbanareasTrendtowardincreasedjointventurepartnershipswithoverseaspublishinghousesenteringChinamarketAmericanBaby,Elle,Women’’sDay,Cosmopolitan,Look,etcTargettoanichegroupwithlimitedcirculationHamperedbylimitedqualityofresearch,lackofcirculationauditTop10nationalmagazinesTitleCirculation’’000s(claimed)Readers3,850BosomFriend3,200Family3,000TheFamilyDoctor1,900Securities1,000Love900ShanghaiStyle900TravellingScope833ModernFamily500WorldVision460Source:MediaOwnerRadioRadio1,363+stationsacrossChinaBroadcastingcateredtothemassesthoughalreadyexpandingintonichecastinginkeycitiesFinancial,music,traffic,kids,etc.Contemporarybroadcastingformat,youthappealingFlexibleopportunitiesforprogramsponsorshipNewsandmusicprogramsstillattractthehighestlistenershipMajorinternationalsyndicatorentriestoChinae.g.JoyFM,EasyFM,etcRatingsdatanotavailable;stillbuyingonspotsNationalradiostationsRadiolistenershipWeekdaysSource:CMMS00’’(20cities)Yesterdaycoverage(%)OutdoorOutdoorDevelopmentinPublicTransportationnetworkbyimportedmediafirmsasMPI,TopResult,Metro,etc.AmongthemostclutteredmarketsintheworldAnythinggoesanywhere(e.g.rooftop,constructionsites,streetfurniture,etc)Increasedgovernmentregulationsinplacetocontrolthe‘clutter’’Increasingusedbyinternational/JVadvertisers(e.g.ShanghaiGM,Nokia,Coke,Pepsi,etc)Goodlocationsarealwayshighindemandandpremiumsofbetween20-50%areoftenleviedonsitesAvailableformsofoutdoorRooftopbillboardsNeonsBuses/bussheltersStreetlevellightboxesWallsignBanner/balloonsMetropostersTelephoneboothsTaxisToptenoutdooradvertisers1.ChinaTelecom2.BAT3.CocaCola4.ChinaMobile5.Motorola6.Nokia7.PepsiCola8.Unicom9.SHVolkswagen10.PhilipMorrisSource:PosterLink,NoadexavailableRisksandchallengesofoutdoorNofixedratecardRegulationsvarybycityLackofAfter-SaleServiceConcept(Maintenance,Monitoring,etc)NoresearchdataavailableNoindustryassociationUnprofessionalbrokersAveragecostofoutdoorBillboardUS$26.5-US$42persqmetre/permonthBusUS$1,000perbus/permonthCinemaCinemaEstimated100,000+cinemasacrossChina4,000well-equipped(mini-theatre)Dominatedbylocalfilm,about150-200peryearAllowedtoimport30-45Internationalmoviesperyear(Average10-15daysperinternationalmovie)Average6showsperdayLackofresearch,qualitycontrolAttendanceindeclineduetotherisingpopularityofotherformsofentertainment(e.g.VCDs)OpportunityforadvertisingCommercialtransmittedbeforemoviesstart(approx.5mins,max2.5minsforaadvertiser)Standardizedposition(learningfrom“Titanic””)AllowareabuyAdvertisingcostvariesineachareaandsubjecttodemand/supplyBookinglead-time:atleastonemonthbefore(Longerleadtimeneededformorepopularforeigntitles)Movie12345678910NationalRegionalPositionInternetInternetSupplierbyEndof2000Totalnumberof:ChinaURL(.)15,153Serviceprovider 350+Contentprovider 250+Searchengines50+IncreasingbandwideandcontentBandWidetoUSNo.OfChinaURLSource:CNNICReportInternetuserdoubledevery6monthsSource:CNNICReport‘000Source:BDA-TheInternetinChina…ButisjustthebeginningtotakeoffMPageviewincreasedquicklySource:Sina//Netease/SohuDailyPageviewSource:TheSFeb14,2000InternetRegulationinChina-StillUnclearInDecember1999,controloftheInternetwasmovedfromtheMinistryofInformationIndustryto"relevantgovernmentdepartments”.Bannedthediscussionof"statesecrets"overtheInternet.Rulesfore-commerce,onlineauctionsandadvertisingarerumoredtobeintheworks.AfterJan.31,Chinawouldrestricttheuse,saleandmanufactureofproductsthatuseoverseasencryptiontechnology.ButaccordingtoForeignMinistryspokesmanZhuBangzao,thelawwillnot"hamper...foreigncompaniesenteringChina."Thestatisticsofinternetusers-byageSource:CNNICReportThestatisticsofinternetusers-byregionSource:CNNICReport‘‘00SurferaremoreconcentratedinBJ,SHandGD(total45%)whicharedevelopedareaThestatisticofinternetusers--byincome64%peoplehave1,000+PMISource:CNNICReportThestatisticsofinternetusers--bysexSource:CNNICReportMorefemalethanbefore,butstillmaleskewedThestatisticsofinternetusers--WherepeoplesurfSource:CNNICReport‘‘0037%issurf-at-work,Internetisoneofthefewmediacanreachpeopleduringwork.84%internetusershavecollegedegreeoraboveinChinaThestatisticsofinternetusers--byeducationSource:CNNICReport2000toptenpopularwebsitesSource:CNNICReportAdvertisingCostCPM(RMB)Banner 120-180E-mail/Newsletter 100Icon100-150Sponsorship DependontrafficInterstitial/Popup180+Text40-100ComparingwithTVandNewspaperTV(Beijing) 36NP(Banner) 145AdvertisingmonitoringThirdpartymonitoringSina:UseAdForcetoprovidemonitoringreportMonitoringSoftwareonwebsiteserverSohuandNeteaseutilizeNetgravitytocreatemonitoringreportSelfdevelopedsoftwareYahooTianfuOnlineSummaryChinaisdefinitelyoneofthemostpotentialmarketsonearthwithitshugepopulation.Adspendgrows19timesoverthepast10yearsandahighgrowthrateisforecastedtobecontinued.ForTV,themarketbecomesmoreandmorematuredwiththeeducationfromforeignadvertisingandmediaagencies.Forothermedia,itstilltakestimetoberegulatedespeciallyfornewspapers.Thoughregulationontheinternetisstilluncertain,thegrowthofsuppliersaswellasthemarketsizewouldbeverysignificantinthenext5years.Thanks!Legend(Chengdu)Co.,Ltd.9、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Thursday,January5,202310、雨中黄黄叶树，，灯下白白头人。。。15:37:0915:37:0915:371/5/20233:37:09PM11、以我独沈久久，愧君相见见频。。1月-2315:37:0915:37Jan-2305-Jan-2312、故人江海别别，几度隔山山川。。15:37:0915:37:0915:37Thursday,January5,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2315:37:0915:37:09January5,202314、他乡乡生白白发，，旧国国见青青山。。。05一一月月20233:37:09下下午15:37:101月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月233:37下午午1月-2315:37January5,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/515:37:1115:37:1105January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。3:37:12下午3:37下下午15:37:121月-239、没有有失败败，只只有暂暂时停停止成成功！！。1月-231月-23Thursday,January5,202310、很多多事情情努力力了未未必有有结果果，但但是不不努力力却什什么改改变也也没有有。。。15:37:1215:37:1215:37