中国广告市场

中国广告市场2009年上半年度回顾2009年9月AnOverviewofChina’sAdMarketintheFirstHalfof2009September20091AnOverviewofChina’sAdMarketintheFirstHalfof2009Theglobalfinancialcrisisresultedincautiousadinvestmentbyallindustriesinthefirstquarter.Themarketpickedupinthesecondquarterandinvestmentvolumeinadshasincreased.Sincetheendoflastyear,theglobaleconomyhasbeeninacontinuousslump,whichhasimpactedChina’smacroeconomyandsloweddownitsdevelopment.Asthe“barometer”ofthemarketeconomy,theadmarkethasalsoreflectedthesetrends.NielsenMedia’slatestresearchstatisticsonservicesshowthattotaladspendingbymainstreamChinesemedia(TV/newspaper/magazines)inthefirsthalfofthisyearamountsto271.1billionRMB(calculatedwithpublishedadvertisingrates),whichisa10percentYoYgrowthbutaonepercentdecreasesincethesecondhalfof2008.IngeneralChina’sperformanceisbetterthanothermarkets,butthegrowthhassloweddownsignificantlycomparedtothepastthreeyears.(TheYoYgrowthratewas+26%forthefirsthalfof2006,+17%forthefirsthalfof2007and+17%forthefirsthalfof2008).AdmarketperformanceinthesecondquartergenerallybetterthanthefirstquarterFromthebreakdownofthefirsthalfof2009,itiseasytotellthattheadmarketperformanceinthesecondquarterisobviouslybetterthanthefirst.Adinvestmentinthefirstquarterdecreasedsignificantlyduetotheglobalfinancialcrisishittingtowardstheendoflastyear.AdspendingbymainstreamChinesemediainthefirstquarteramountedto121.4billionRMB.TheYoYgrowthisonlythreepercentanddropped13percentfromthelastquarterof2008.Thequarterlypercentageisthelowestsince2005withmanybusinessestighteningtheiradinvestmentbudgets.Onaverage,adspendingbyforeignbusinessesandjointventuresdecreased25percentinQ12009versusQ42008.Inthesecondquarterof2009,aseriesofeconomicstimulusplansbytheChinesegovernmentstartedtohaveapositiveeffect.WiththeconfidencelevelsofChineseconsumersclimbingbackandtheoptimisticevaluationoftheChineseeconomy,themarkethasgraduallycomebacktolife.Theadspendingmarketalsoseemsreadytorebound.Inthesecondquarter,adspendingbymainstreamChinesemediaamountedto149.7billionRMB.TheYoYgrowthis17percent,anincreaseof23percentfromthelastquarter.Bothpercentagesarehigherthanpreviousyears.(Forthesecondquarterof2008,theYoYgrowthwas14%,agrowthof8%fromQ12008;forthesecondquarterof2007,theYoYgrowthwas15%,agrowthof13%fromQ12007).010,00020,00030,00040,00050,00060,000JanFebMarAprMayJunJulAugSepOctNovDec-5%0%5%10%15%20%25%30%35%20082009YOY2008YOY2009*Source:NielsenMedia,2009JulyChart1:2009FirstHalfYearChinaAdSpendTrendCurrency:MillionRMB(OnlyincludeTV/Newspaper/Magazine)2Comparedtotraditionalmedia(TV/newspaper/magazine),Internetmediahasperformedwellduringthefinancialcrisisandmaintainedstronggrowth.Thegrowthratereached35percent(TheYoYrateforthefirsthalfof2008was+38%),maintainingthetrendofhighgrowthsincelastyear.Eightoutofthetoptenindustrieswiththehighestgrowthinadspendinginthefirsthalfof2009showagrowthtrend.ThetopfiveFMCGindustries(includingpharmaceuticalsandhealthproducts,cosmetics,beveragesandfoods)accountfor52percentofthetotalmarketvolume.Amongthem,spendingbythebeverageindustryhasaYoYgrowthof53percentinthefirsthalfofthisyear,whichisthehighestsince2005.Cosmeticsandautomobilesaretheonlytwowithdecreasingtrendsinthetop10industries.TheYoYratehasdecreasedbyfourpercentandninepercentrespectively.TheYoYratesfortheseindustriesshowtheperformanceinthesecondquarterisobviouslybetterthanthefirstquarter.Adspendingbyrealestateandfinancialindustriesispickingup● AdspendingbytherealestateindustryhasdecreasedforthreeconsecutivequarterssinceNovemberlastyear,whichisasharpcontrastagainstitstwodigitgrowthrateinthepast.TheYoYrateofadspendingbytherealestateindustryinthefirsthalfofthisyearhasdecreasedbysixpercent.Startingfromthesecondquarter,thedemandfrombuyershasbroughtuphousingprices,andthesalesmarkethasalsoinjectedsomelifeintotheadmarket.AlthoughtheYoYrateforthesecondquarterof2009stillshowsathreepercentdecrease,the79percentgrowthrateversusquarteroneindicatesasignificantimprovement(YoY-11%,CPI-37%).● The2009firstquarterAdspendingbythefinanceindustrydroppedninepercentYoYwhichisthelowestsince2005.AlthoughitstillfailedtoascendedintotheTOP10list,theYoYratestartedtogrowinthesecondquarter,particularlyinMay,reaching24percentgrowthYoY,duetotheimpactofnationalstimulusplans.7%35%11%8%10%050,000100,000150,000200,000250,000TVNewspaperMagazineRadioInternet0%5%10%15%20%25%30%35%40%2009H1YOY2009H1*Source:NielsenMedia(TV/Newspaper/Magazine/Radio)CR-Nielsen(Internet),2009JulyChart2:2009H1AdSpendTrendonDifferentMediasCurrency:MillionRMB8%-4%53%25%25%14%15%-9%10%1%-30%-20%-10%0%10%20%30%40%50%60%70%80%PharmaceuticalsHealthProductToiletriesBeveragesBusiness/IndustrialAgriculture/FoodstuffsRetail&ServiceHouseholdAutomotivesClothingAccessoriesTelecommunication2009H1vs2008H12009Q1vs2008Q12009Q2vs2008Q2*Source：NielsenMedia,2009JulyChart3:2009FirstHalfYearChinaAdSpendTop10CategoryYOYgrowthratetrend3● Totaladspendingbytheautomobileindustryinthefirsthalfofthisyearreached10.4billionRMB,withaYoYdropofninepercent.YoYadspendinginthefirstquarterdecreasedby16percent,andthefigureremainsneg