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1、Media in China MindShare China2003Market SizePopulation: 1.27 billion Area: 9.6 million sq.km 4 Municipal Cities23 Provinces2 Special Administrative Regions ( Hong Kong, Macao ) 5 Autonomous zones259 cities at prefecture level400 cities at county levelMedia At a Glance 2002 TV360 Radio306Newspaper2,

2、Magazine9,029*Media 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 / MessySellers MarketLack of

3、 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 payment terms One tier rateRoom for n

4、egotiationSystematic / 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 systemMarket & result oriented, ROI planning &

5、buying ToolsHigh protection on clients benefitEvaluation of resultsAnnual %Media Inflation TrendSource: China Statistical Yearbook/MindShareMedia MergeMore Rounded Research InformationDATATYPESUPPLIERCOVERAGETV RatingsPeople meterNielsen Media Research11 markets Diary based Nielsen Media Research 11

6、 marketsPeople meterCSM19 marketsDiary basedCSM73 marketsProvincial Panel (diary)CSM19 provincesTV spot monitoring Nielsen Media Research133 markets CTR177 marketsAd ExpenditureTV/PrintNielsen Media Research133 marketsTV/PrintCTR177 marketsMedia HabitsTGI-CMMSSinomonitor/BMRB30 marketsCNRSCTR36 mark

7、ets*ACNielsen are now known as Nielsen Media Research*About Media ExpenditureAdvertising spend experienced a robust growthTotal : RMB ,472 millionUS$ 16.8 billionSource : Nielsen Media ResearchTotal : RMB 198,646 millionUS$ 23.9billion * 2003 Top Ten SectionNationalPharmaceutical remained the leadin

8、gspending 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.*About media Scenario - by media.City(Local)ProvinceNation wideStructure of China Mass MediaNa

9、tional Provincial LocalThis structure applies to TV, Newspaper and RadioMedia Consumption HabitsSource: CMMS 2003 Spring, Target: Male 20-40TVTV is still a dominant medium in China- highest coverage - Average 90%- highest share of spending among all media -70%+TV Coverage by Market/Yesterday%Source:

10、 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 prime time range is within 18:30 to 22:00Higher viewership on weekendswith the e

11、xception in South China, e.g. Guangzhou, where the viewership is higher on weekdays ShanghaiRating %Source: Nielsen Media Research 29 July - 4 August Rating %Source: Nielsen Media Research 29 July - 4 August GuangzhouRating %Source: Nielsen Media Research 29 July - 4 August Watching TV - the key lei

12、sure 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 Provincial LocalThe National ChannelsCCTV 1News & General (新闻、综合)CCTV 2Economic, Life, Servi

13、ce (经济、生活、效力)CCTV 3Variety (综艺)CCTV 4International (国际)CCTV 5Sports (体育)CCTV 6Movies (电影)CCTV 7Children, Military, Agriculture (少儿、军事、文艺)CCTV 8Tele play (电视剧)CCTV 9English (英文)CCTV 10Technology, Education (科教)CCTV 11Drama (戏曲)CCTV 12West (西部)CCTV NewsNews (新闻)Extent of coverageCCTV 1-2Nationwide cov

14、erage via terrestrial transmitterCCTV 3-12Coverage via cable network nationwideProvincial Satellite Coverage via cable network nationwideProvincial TVProvincial coverage via terrestrial transmitterPrefecture City TVCity and surrounding area County City TVCity and surrounding area CCTVAnhuiBuying TV

15、in Anhui ProvinceAnhuiTVBuying TV in Anhui ProvinceJiangsuTVBuying TV in Anhui ProvinceLocal HeifeiTVBuying TV in Anhui ProvincePrefecture City TVBuying TV in Anhui ProvinceCounty City TVBuying TV in Anhui ProvinceOne city represents one TV market, therefore, there are 660+ TV markets across the cou

16、ntry.On the one hand, they are separated from each, on the other hand, they are inter-related because of national, provincial / regional spill over interferenceA distinctive phenomenon.NewspaperNewspaper is a high penetration medium in China- high coverage - 70%- improving medium in terms of printin

17、g quality and range of variety Newspaper Coverage/YesterdaySource: CMMS 2003 Spring, Target: Male 20-40CitycirculatedProvincialcirculatedNation widecirculated Structure of the NewspaperNational Provincial LocalNewspaper TodayOver 2,000 titles publishedEvening titles are more popular than morning tit

18、lesLocal titles gained importanceMore relevant to local life styleMore tailor made for local interestNation-wide / provincial titles loosing popularityMore of government propagandaImprovement in printing quality and higher flexibility in creative formatNo circulation auditStrict & subjective editori

19、al / ad. censorshipTV + Newspaper Dominant media in ChinaOver 80% coverage in most markets98% share of total adexOther media Underdeveloped, developing or forgottenMagazineA medium with high development potential- International publication are continuing to expand in China which leads to increased m

20、edia vehicles and improved print and editorial quality- Majority of the titles are nationally circulated and thus not aslocally 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 month

21、s for cover positionsNot as creative & flexible as international counterpartsVery limited auditingReproduction quality improvingLocal titles have higher circulation and readership because of long history However, the overall situation is gradually improving because of high competitivenessInternation

22、al Titles / JV Titles More and more entering the marketStandardised booking & Material lead-timesOpen for creative ideas and negotiationSome with audit figures.Circulation /readership is not as strong as the local titles.More qualitative considerationPartner with advertiser or agency on surveysFast

23、growing and potential medium to reach specific target groupMagazine TodayPicturesLocal TitlesInternational Titles / JV Titles Improving out lookInternational adaptation plusrelevant local contentRadioA forgotten medium- However, very local focus and performance varied city by city. - Performance pic

24、ks up in some cities because of new transmission channels - can have radio broadcast in public transportationRadio 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 channelsLi

25、stenership picks up in some cities because of new transmission channels - broadcast in public transportationContemporary 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 m

26、ost popular with highest listenership.CinemaVery on target medium for young and more affluent groups. - However, 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

27、 declining trend20 Hollywood movies annually allowed in China (expected to change after WTO entry?)Chinese 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

28、reduce thisOutdoorA developing medium still lacks of organization and system. - plays a key role for 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 ChinaSpectacul

29、arBillboardNeonGiant lightboxWall adCrossover/ BridgePedestrianBus/Taxi shelterPedestrian lightboxHanging lightboxTelephone booth TransitVehicleStation/TerminalAirport/PierSubwayRuralBrick WallUmbrellaOutdoor Types in ChinaOutdoor Coverage/Past WeekSource: CMMS 2003 Spring, Target: Male 20-40%Types

30、of Outdoor Seen in Past WeekSource: CMMS 2003 Spring, Target: Male 20-40%Outdoor TodayNegativesLack of organization & clarityGovernment interferenceLack of sophisticated researchSpiraling inflation (a sellers market)High clutter environmentHigh riskPositivesNetwork buys increasingly availablePutting

31、 order in industryMore information and spending data is releasedHigh creative potential, create talk of the townMore innovative formats are foreseeableMore and more new formats are available in the market place. Still a high potential medium to be exploredInternetA fast growing medium in short time frame but growth rate has slowed down - extremely high potential but cannot be fully explored because of the limitation of China infrastructure. As expected, user base has been gradually expandingIn MillionSource: CNNICGender split remained steady Data Sou