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Viewing report
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China TV Advertising Industry
China Knowledge Press, Oct 2004, Pages: 262
Part One China’s TV Industry
Chapter 1 Overview of China’s TV Medium
1.1 TV Stations and Channels
1.2 Ownership of TV Sets
1.3 Average Number of Channels Available, per Household
1.4 Reception Modes of TV Signals
1.5 Satellite Channels.
1.6 CCTV’s Coverage
Chapter 2 Profile of TV Audience.
2.1 National TV Audience Base.
2.2 Gender Profile
2.3 Age Profile.
2.4 Educational Level
2.5 Occupational Profile.
2.6 Income Profile
Chapter 3 Viewing Habits of TV Audience
3.1 Per Capita Viewing Time .
3.1.1 Per capita daily TV viewing time in 2002
3.1.2 Audiences in North China and South China.
3.1.3 Female vs. male audiences.
3.1.4 Older audiences
3.2 Pattern of Annual TV Viewership.
3.2.1 The “Holiday Effect” on viewership.
3.2.2 Viewership of male audiences during the period of the World Cup soccer tournament
3.2.3 Viewership of young audiences during holidays.
3.3 Pattern of Daily TV Viewership
3.3.1 Two rating peaks in a day
3.3.2 Daytime viewership during weekends.
3.3.3 Regional differences in daily viewership
3.3.4 Gender differences in daily viewership.
3.3.5 Viewing habits of different age groups
Part Two Market Competition
Chapter 4 Competition among TV Channels
4.1 Inter-channel Competition in National TV Broadcast Market
4.1.1 CCTV channels possessed greater competitive advantage.
4.1.2 CCTV held the lead for a majority of the time slots.
4.1.3 CCTV possessed distinct competitive advantage in attracting audiences
4.1.4 CCTV-1 possessed distinct competitive advantage.
4.2 Inter-channel Competition in Anhui Province.
4.2.1 Current situation of Anhui TV Station.
4.2.2 Time slots favoring Anhui TV
4.2.3 Profile of Anhui TV viewers.
4.2.4 Anhui TV-1 was No. 1 in terms of individual channels’ market share
4.3 Inter-channel Competition in Beijing’s TV Broadcast Market
4.3.1 Beijing TV Station possessed distinct competitive advantage.
4.3.2 Time slots with high viewership for Beijing TV.
4.3.3 Beijing TV Station and CCTV dominated.
4.3.4 Channels of CCTV and Beijing TV Station ranked top in terms of market share
4.4 Inter-channel Competition in Shanghai’s TV Broadcast Market.
4.4.1 Shanghai Media Group’s TV channels dominated the market.
4.4.2 Channels of SMG possessed distinct advantage.
4.4.3 Channels of SMG had greater TV viewership.
4.4.4 Shanghai TV Drama Channel clinched top spot
4.5 Inter-channel Competition in Guangzhou’s TV Broadcast Market
4.5.1 Foreign TV stations had distinct advantage in Guangzhou’s TV market
4.5.2 Time slots with high viewership for Guangzhou TV.
4.5.3 Foreign channels possessed a greater degree of competitiveness
4.5.4 Chinese Jade Channel held the highest portion of market share
Chapter 5 Competition among TV Programs
5.1 Competition Among China’s TV Programs.
5.1.1 Programs with the largest audience share.
5.1.2 Different competitive edge for different program types.
5.1.3 Different types of programs appealed to different target audience
5.2 Competition among TV programs in Beijing
5.2.1 Programs with the largest audience share.
5.2.2 Competition between Beijing TV Station and CCTV.
5.2.3 Different types of programs for different target audience
5.3 Competition among TV programs in Shanghai.
5.3.1 Programs receiving the largest audience share
5.3.2 Shanghai Television Station displays greater local competitive edge.
5.3.3 Different types of programs for different target audiences.
5.4 Competition among TV programs in Guangzhou
5.4.1 Most-watched programs in Guangzhou.
5.4.2 Foreign channels took up a significant amount of audience Share
5.4.3 Different types of programs for different target audiences.
Part Three Industry Overview
Chapter 6 Overview of China’s Advertising Industry.
6.1 The Return to Advertising
6.2 Development during the 1980s.
6.3 Advertising in the Past Decade .
Chapter 7 Regulatory Bodies.
7.1 State Administration for Industry & Commerce (SAIC).
7.1.1 Functions and responsibilities.
7.1.2 Internal structure
7.1.3 History and current activities
7.1.4 Leaders.
7.1.5 Contact information.
7.2 China Advertising Association (CAA)
7.2.1 Overview.
7.2.2 Functions and missions
7.2.3 Organizational structure.
7.2.4 CAA’s international liaisons.
7.2.5 Leadership.
7.3 Ministry of Commerce (MOFCOM)
7.3.1 Functions and responsibilities.
7.3.2 Contact information.
7.4 Ministry of Information Industry (MII)
7.4.1 Overview.
7.4.2 Main functions
7.4.3 Internal structure
7.4.4 Leading positions and size of staff.
7.4.5 Contact information.
7.5 State Administration of Radio, Film and Television (SARFT).
7.5.1 Overview.
7.5.2 Functions and responsibilities.
7.5.3 Internal structure
7.5.4 Contact information.
Part Four Current Trends
Chapter 8 Current Situation of TV Advertising in China
8.1 Overview of TV Advertising Market
8.1.1 TV medium in the age of integration
8.1.2 Challenges to the TV medium post-WTO accession.
8.1.3 Increased competition between TV media stations.
8.1.4 Revamp of channels and programs
8.2 The Value of National TV Commercials.
8.3 Classification of TV Advertisements.
8.4 Top 10 Foreign Brands with the Highest TV Advertising Value
8.5 CCTV Experience Boost in TV Advertisements during the World Season
Chapter 9 Competition among TV Commercials
9.1 Overall Competition among Various TV Channels.
9.1.1 Revenue from TV commercials
9.1.2 Market shares of advertising revenue.
9.1.3 City-level TV stations
9.1.4 Provincial capital city stations and provincial-level satellite channels
9.2 Distribution of Advertising Revenue.
9.2.1 High revenue from night-time commercials.
9.3 Trends in Advertising Expenditure.
9.3.1 Pricing system for advertisements.
9.3.2 Average advertising expenditure of TV channels
9.4 Competition among Channels for Advertised Products
9.4.1 Cosmetics
9.4.2 Food products
9.4.3 Beverages
9.4.4 Pharmaceutical products
9.4.5 Telecommunications products.
Chapter 10 Product Competition
10.1 Ranking of Main Types of Products Advertised on TV
10.2 Trends in Products’ Advertising Costs.
10.2.1 Tobacco products
10.2.2 Shampoo and haircare
10.3 The Impact of Sars on TV Advertising
10.3.1 Significant increase in disinfectant advertisements.
10.3.2 No change in automobile advertising
10.3.3 Great losses in advertising in the tourism industry.
10.3.4 Fall in advertising business of air-conditioners.
10.3.5 Reduced running time of commercials
10.4 TV Advertising of Four Types of Daily Chemical Products
10.4.1 Total advertising costs for four types of daily chemical products
10.4.2 Shift of TV advertising for daily chemical products to provinces.
10.4.3 Total advertising costs of daily chemical products and provincial-level channels
10.5 TV Advertising for Different Automobiles
10.5.1 Increased TV advertising costs
10.5.2 Locational shift in TV advertising for automobiles.
10.5.3 Huge development potential in automobile-related markets166
Chapter 11 Trends in TV Advertising Market
11.1 Overview.
Appendix
1. Advertising Law of the People's Republic of China
2. Interim Regulations on Control of Radio and TV Advertising
3. Notice on Further Strengthening the Management of Medical Advertisements
4. Notice on Further Strengthening the Examination & Management of
Prescription Drug Advertisements
5. Notice on Further Strengthening the Management of Real Estate Advertisements
6. Directory of TV Stations
Tables and Figures in this Report
Chapter 1
Figure 1.1 Types of TV sets owned by urban and rural households, 2002 (%)
Figure 1.2 Reception modes of TV signals among urban households, 2002
Figure 1.3 Reception modes of TV signals among rural households, 2002
Figure 1.4 Reception modes of TV signals, by region, 2002
Table 1.1 Percentage ownership of TV sets, by region, 2002
Table 1.2 Households with color and/or black-and-white TV sets, by administrative region, 2002
Table 1.3 Number of channels received by each household in the different regions, 2002
Table 1.4 Reception of satellite channels, by region, 2002
Table 1.5 Top 15 satellite channels in China, by coverage, 2002
Table 1.6 Top 15 satellite channels in rural regions in China, in terms of coverage, 2002
Chapter 2
Figure 2.1 Gender composition of TV audience in 68 cities and counties, 2002
Figure 2.2 Age composition of TV audience in 68 cities and counties, 2002
Figure 2.3 Educational levels of TV audience in 68 cities and counties, 2002
Figure 2.4 Occupational composition of YV audience in 68 cities and counties, 2002
Figure 2.5 Monthly household incomes of TV audience in 68 cities and counties, 2002
Table 2.1 Average monthly household incomes of TV audience, by major administrative region, 2002
Chapter 3
Figure 3.1 Time spent watching TV programs, per capita per day, 2001 and 2002
Figure 3.2 Time spent on TV programs, per capita per day, regional differences, 2002
Figure 3.3 Time spent on TV programs, per capita per day, age differences, 2001 and 2002
Figure 3.4 Annual viewership trends, 2001 and 2002
Figure 3.5 Annual viewership trends, by gender, 2002
Figure 3.6 Annual viewership trends, by age group, 2002
Figure 3.7 Daily viewership trends, 2002
Figure 3.8 Daily viewership trends on weekends and weekdays, 2002
Figure 3.9 Daily viewership trends, by gender, 2002
Figure 3.10 Daily viewership trends, by age group, 2002
Table 3.1 Time spent watching TV programs, per capita per day, in the major administrative regions, 2001 and 2002
Table 3.2 Time spent on TV programs, per capita per day, gender differences, 2002
Chapter 4
Figure 4.1 Market share of various TV channels in the national TV broadcast industry, 2002 (%)
Figure 4.2 Market share of various TV channels in the national TV broadcast industry for different time slots throughout the day, 2002 (%)
Figure 4.3 Market share of various TV channels in Anhui Province’s TV broadcast market, 2002
Figure 4.4 Market share of various TV channels in Anhui Province in different time slots throughout the day, 2002 (%)
Figure 4.5 Market share of the various TV channels in Beijing’s TV broadcast market, 2002
Figure 4.6 Market share of various TV channels in Beijing with respect to time slots throughout the day, 2002 (%)
Figure 4.7 Market share of various TV channels in Shanghai’s TV broadcast market, 2002
Figure 4.8 Market share of various TV channels in Shanghai with respect to time slots throughout the day, 2002
Figure 4.9 Market share of various TV channels in Guangzhou’s TV broadcast market, 2002
Figure 4.10 Market share of various TV channels in Guangzhou with respect to time slots throughout the day, 2002
Table 4.1 Market share of various TV channels in the national TV broadcast industry with respect to target audience, 2002
Table 4.2 Top 15 TV channels with the highest market share in the national broadcast market, 2002
Table 4.3 Market share of the various TV channels with respect to the target audience in Anhui Province, 2002, (%)
Table 4.4 Top 15 TV channels with the largest market share in Anhui Province’s TV broadcast market, 2002
Table 4.5 Market share of the various TV channels with respect to target audience in Beijing, 2002 (%)
Table 4.6 Top 10 TV channels with the largest audience share in Beijing’s TV broadcast market, 2002
Table 4.7 Market share of various TV channels with respect to target audience in Shanghai, 2002 (%)
Table 4.8 Top 10 TV channels with the highest audience share in Shanghai’s TV broadcast market, 2002
Table 4.9 Market share of various TV channels with respect to target audience in Guangzhou, 2002 (%)
Table 4.10 Market share of various TV channels with respect to target audience in Guangzhou, 2002, (%) (cont’d)
Table 4.11 Top 10 TV channels with the highest market share in Guangzhou’s TV broadcast market, 2002
Chapter 5
Figure 5.1 Audience share of various types of TV programs, 2002
Figure 5.2 Audience share of various types of programs for CCTV and provincial-
level satellite channels, 2002 (%)
Figure 5.3 Beijing: audience share of various types of TV programs, 2002
Figure 5.4 Beijing: audience share of various types of TV programs for the
different channels, 2002
Figure 5.5 Shanghai: audience share of various types of TV programs, 2002
Figure 5.6 Shanghai: audience share of various types of TV programs for the different channels, 2002 (%)
Figure 5.7 Guangzhou: audience share of various types of TV programs, 2002
Figure 5.8 Guangzhou: audience share of various types of programs for the different channels, 2002 (%)
Table 5.1 Per capita TV viewing time of the various types of TV programs, by gender and age groups, in minutes, 2002
Table 5.2 Per capita TV viewing time of the various types of TV programs, by educational levels, in minutes, 2002
Table 5.3 Per capita TV viewing time of the various types of TV programs, by income groups, in minutes, 2002
Table 5.4 Beijing market: per capita TV viewing time of the various types of TV programs, by gender and age groups, 2002
Table 5.5 Beijing market: per capita TV viewing time of the various types of TV programs, by income groups, in minutes, 2002
Table 5.6 Beijing market: per capita TV viewing time of the various types of TV programs, by educational levels, in minutes, 2002
Table 5.7 Shanghai market: per capita TV viewing time of the various types of TV programs, by gender and age group, in minutes, 2002
Table 5.8 Shanghai market: per capita TV viewing time of the various types of programs, by educational levels, in minutes, 2002
Table 5.9 Shanghai market: per capita TV viewing time of the various types of programs, by income groups, in minutes, 2002
Table 5.10 Guangzhou market: per capita TV viewing time of various types of programs, by gender and age groups, in minutes, 2002
Table 5.11 Guangzhou market: per capita TV viewing time of the various types of programs, by educational levels, in minutes, 2002
Table 5.12 Guangzhou market: per capita TV viewing time of the various types of programs, by income groups, in minutes, 2002
Chapter 6
Table 6.1 China’s advertising industry in the 1980s
Chapter 8
Figure 8.1 Total value of televised TV advertisements, 2000–2002, (RMB 100 million)
Figure 8.2 Comparison of cost of TV advertising over months, 2000–2002 (RMB 100 million)
Figure 8.3 Total value of the telecast of “Gaizhonggai” TV commercials per month, 2002 (RMB million)
Figure 8.4 TV advertising value of national TV channels, 2002 (RMB 100 million)
Table 8.1 Top 10 types of products advertised via China’s broadcast media, 2002
Table 8.2 Top 10 product brands with highest TV advertising value, 2002
Table 8.3 Top 5 products with highest TV advertising value, 2002
Table 8.4 Top 5 products on CCTV with highest TV advertising value, 2002
Table 8.5 Top 5 products advertised on satellite channels with highest TV advertising value, 2002
Table 8.6 Top 5 product brands telecast on provincial satellite channels with highest TV advertising value, 2002
Chapter 9
Figure 9.1 Market share of advertising revenue of various TV channels, 2002
Figure 9.2 Market share of advertising revenue of various TV channels, 1H 2003
Figure 9.3 Distribution of CCTV advertising revenue according to the various time slots, 2002
Figure 9.4 Advertising revenue of CCTV according to the various time slots, 2000-2002 (RMB 100 million)
Figure 9.5 Distribution of provincial-level satellite stations’ advertising revenue according to the various time slots, 2002
Figure 9.6 Changes in provincial-level satellite channels’ advertising revenue according to the various time slots, 2000-2002 (RMB 100 million)
Figure 9.7 Distribution of provincial-level non-satellite stations’ advertising revenue according to the various time slots, 2002
Figure 9.8 Changes in provincial-level non-satellite channels’ advertising revenue according to the various time slots, 2000-2002 (RMB 100 million)
Figure 9.9 Market shares of TV channels for televised cosmetics/toiletries advertisements, 2002
Figure 9.10 Changes in the telecast of cosmetics/toiletries advertisements among various TV channels, 2002 and 2003 (RMB 100 million)
Figure 9.11 Market shares of TV channels for televised cosmetics/toiletries advertisements, 2002
Figure 9.12 Market shares of channels for televised food products advertisements, 2002 and 2003
Figure 9.13 Market shares of TV channels for televised food products advertisements, 2002
Figure 9.14 Changes in the telecast of food products advertisements among various TV channels, 2002 and 2003 (RMB 100 million)
Figure 9.15 Market shares of TV channels for the telecast of beverage advertisements, 2002
Figure 9.16 Changes in the telecast of beverage advertisements among various TV channels, 2002 and 2003 (RMB 100 million)
Figure 9.17 Market shares of TV channels for the telecast of pharmaceutical products advertisements, 2002
Table 9.1 Number of advertised products on TV channels, 2002 and 2003
Table 9.2 Top 10 provincial capital city channels with the highest advertising revenue, 2000-2003
Table 9.3 Top 10 provincial-level satellite channels with the highest advertising revenue, 2000-2003
Table 9.4 Total duration and expenditure of commercials in the various channels, 2002 and 2003
Table 9.5 Changes in advertising expenditure (per second) for various TV Channels, 2002 and 2003
Chapter 10
Figure 10.1 Comparison of the number of disinfectant advertisements, 2002 and 2003
Figure 10.2 Comparison of the running time of automobile advertisements, in seconds, 2002 and 2003
Figure 10.3 Comparison of the running time of advertisements for the tourism industry, in seconds, 2002 and 2003
Figure 10.4 Comparison of the running time of advertisements for air-conditioners, in seconds, 2002-2003
Figure 10.5 Comparison of the running time of commercials within areas affected by Sars, Jan-Apr 2003
Figure 10.6 TV advertising costs for automobiles, 2002 and 2003
Table 10.1 Ranking of the main types of TV-advertised products with the highest advertising costs, Jan–Jun 2002
Table 10.2 Ranking of the main types of TV-advertised products with the highest advertising costs, Jan–Jun 2003
Table 10.3 Ranking of the main types of TV-advertised products with the highest advertising expenditure per second, 2002 and 2003
Table 10.4 Small products with the highest advertising expenditure per second, 2002
Table 10.5 Small products with the lowest advertising expenditure per second, 2002
Table 10.6 Small products with the biggest changes in advertising expenditure, per second, 2002 and 2003
Table 10.7 Comparison of advertising costs for the four types of products (RMB 10,000), 2002 and 2003
Table 10.8 Comparison of average advertising costs for the four types of products (RMB 10,000), 2002 and 2003
Table 10.9 Comparison of average advertising costs for the four types of products (RMB 10,000), 2002 and 2003
Table 10.10 TV advertising structure of four types of daily chemical products by administrative districts, 2002 and 2003
Table 10.11 TV advertising structure of four types of daily chemical products, by province and city, 2002 (RMB 10,000)
Table 10.12 TV advertising structure of four types of daily chemical products, by province and city, 2003 (RMB 10,000)
Table 10.13 Selection of advertising media for the four types of daily chemical products, 2002 and 2003
Table 10.14 Selection of advertising media and market expansion of the four types of daily chemical products, 2002 and 2003
Table 10.15 Market shares of TV advertising costs for different automobiles (%), 2002 and 2002
Table 10.16 TV advertising costs for different automobiles (RMB 10,000), 2002 and 2003
Table 10.17 Number of and cost of TV advertisements for passenger cars, 2002 and 2003
Table 10.18 Market structure of TV advertising costs for the different automobiles, 2002 and 2003
Table 10.19 Related TV advertising costs for different automobiles, 2002 and 2003 (RMB 10,000)
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