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Viewing report
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China TV Advertising Industry
China Knowledge Press, Oct 2004, Pages: 262
China’s TV broadcast system was started in 1958. As the industry grew, the number of TV stations at one time ballooned to more than 3,000, thereby creating a highly chaotic situation. With extensive reforms and the implementation of market mechanisms and regulations, the present TV broadcast system was eventually formed.
The system today comprises national-level, provincial-level, local (city)-level and county-level broadcast stations. The TV advertising market pie is shared primarily among CCTV, provincial-level TV stations and local TV stations.
In the past two decades, economic and political reforms in China have revived market forces and the power of advertising has risen. Hence, both domestic and foreign advertising have flourished. A centrally planned economy that rested on the belief that advertising was a tool of the capitalist bourgeoisie has given way to a market economy that considers advertising an acceptable means of bringing buyer and seller together.
One of the outstanding points of this report is the comprehensive analysis of the TV advertising market from diverse points of view. To foreign investors who seek to promote their brands and increase market revenue, the choice of a suitable communication channel to carry their advertisements is particularly crucial.
Many foreign investors in China who had made use of TV advertising to promote their products had been overwhelmed by the numerous choices offered by China’s TV media. Some who had chosen to do TV advertising had obtained results that were less than ideal. One possible reason for this is the lack of information on the target audience for different programs and time slots. Different TV stations have different broadcast coverage, and different TV programs have different audience bases.
In this report, we analyze closely the profiles of China’s TV viewers, in terms of their gender, age, education, income levels and so on, providing companies who wish to advertise via China’s TV media relevant and insightful information.
What’s more, with China’s accession to the WTO, its media market has been opened further. Numerous opportunities are present for foreign investors in China’s TV media industry.
The overall economic outlook for China’s TV advertising industry is positive. With an increasingly stronger purchasing power, and with the upcoming 2008 Beijing Olympics and 2010 Shanghai Expo, China’s TV advertising industry will grow at an even greater pace.
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