中国媒体市场分析.ppt
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1、Media in China,Market Size,Population: 1.27 billion Area: 9.6 million sq.km 4 Municipal Cities 23 Provinces 2 Special Administrative Regions ( Hong Kong, Macao ) 5 Autonomous zones 259 cities at prefecture level 400 cities at county level,Media At a Glance,2002 TV 360 Radio 306 Newspaper 2,137 Magaz
2、ine 9,029,*,Media Development Process,Moving from unregulated to regulated. Rapid change & development in the market place But, media is still controlled by the Government. Censorship is a must.,Buyers,Sellers,Regulated,Unregulated,1996,1997,2002,2005,Media Development,Immature / Messy Sellers Marke
3、t Lack of research Lack of systems Advertising Price - High inflation - Pre-payment - 3 tiers rate structure Planning & buying based on gut feel & experience Missing spots,More steady Market oriented Improved research Systematic management Advertising Price Steady inflation Improved payment terms On
4、e tier rate Room for negotiation Systematic / Strategic Planning & buying Higher guarantee on spot appearance,1995 1996 1997 1998 1999 2000 2001 2002 2003 2004,Maturing market Competitive market More rounded research Advertising Price Inflation / deflation Complete pricing & payment system Market &
5、result oriented, ROI planning & buying Tools High protection on clients benefit Evaluation of results,Annual %,Media Inflation Trend,Source: China Statistical Yearbook/MindShare,Media Merge,More Rounded Research Information,DATA TYPE SUPPLIER COVERAGE TV Ratings People meter Nielsen Media Research 1
6、1 markets Diary based Nielsen Media Research 11 markets People meter CSM 19 markets Diary based CSM 73 markets Provincial Panel (diary) CSM 19 provinces TV spot monitoring Nielsen Media Research 133 markets CTR 177 markets Ad Expenditure TV/Print Nielsen Media Research 133 markets TV/Print CTR 177 m
7、arkets Media Habits TGI-CMMS Sinomonitor/BMRB 30 markets CNRS CTR 36 markets,*ACNielsen are now known as Nielsen Media Research,*,About Media Expenditure,Advertising spend experienced a robust growth,Total : RMB 139,472 million US$ 16.8 billion,Source : Nielsen Media Research,Total : RMB 198,646 mil
8、lion US$ 23.9billion,*,2003 Top Ten Section National,Pharmaceutical remained the leading spending section in this market,Source : Nielsen Media Research,RMB (000),*,2003 Top Ten Super Brands,RMB (000),Source : Nielsen Media Research (National),2 P&G brands in the top 10, The others are local brands.
9、,*,About media Scenario - by media.,City (Local),Province,Nation wide,Structure of China Mass Media,National Provincial Local,This structure applies to TV, Newspaper and Radio,Media Consumption Habits,Source: CMMS 2003 Spring, Target: Male 20-40,TV,TV is still a dominant medium in China - highest co
10、verage - Average 90% - highest share of spending among all media -70%+,TV Coverage by Market /Yesterday,%,Source: CMMS 2003 Spring (30 cities), Target: Male 20-40,TV - Basic statistics,No. of color TV sets/100HH in Urban areas 116 No. of TV sets/100HH in Rural areas 102 Television coverage of popula
11、tion 93%,Viewing Behaviour,In China, the prime time range is within 18:30 to 22:00 Higher viewership on weekends with the exception in South China, e.g. Guangzhou, where the viewership is higher on weekdays,Shanghai,Rating %,Source: Nielsen Media Research 29 July - 4 August,Beijing,Rating %,Source:
12、Nielsen Media Research 29 July - 4 August,Guangzhou,Rating %,Source: Nielsen Media Research 29 July - 4 August,Watching TV - the key leisure activities,minute,minute,Source: CSM,Average 3 hours / day,No gender basis, elder watch more,City TV - City cable - County TVs,Provincial Satellite TV Provinci
13、al TV - Cable,National TV (CCTV),Structure of TV,National Provincial Local,The National Channels,CCTV 1 News & General (新闻、综合) CCTV 2 Economic, Life, Service (经济、生活、服务) CCTV 3 Variety (综艺) CCTV 4 International (国际) CCTV 5 Sports (体育) CCTV 6 Movies (电影) CCTV 7 Children, Military, Agriculture (少儿、军事、文
14、艺) CCTV 8 Tele play (电视剧) CCTV 9 English (英文) CCTV 10 Technology, Education (科教) CCTV 11 Drama (戏曲) CCTV 12 West (西部) CCTV News News (新闻),Extent of coverage,CCTV 1-2 Nationwide coverage via terrestrial transmitter CCTV 3-12 Coverage via cable network nationwide Provincial Satellite Coverage via cabl
15、e network nationwide Provincial TV Provincial coverage via terrestrial transmitter Prefecture City TV City and surrounding area County City TV City and surrounding area,CCTV,Anhui,Buying TV in Anhui Province,AnhuiTV,Buying TV in Anhui Province,JiangsuTV,Buying TV in Anhui Province,Local HeifeiTV,Buy
16、ing TV in Anhui Province,Prefecture City TV,Buying TV in Anhui Province,County City TV,Buying TV in Anhui Province,One city represents one TV market, therefore, there are 660+ TV markets across the country.,On the one hand, they are separated from each, on the other hand, they are inter-related beca
17、use of national, provincial / regional spill over interference,A distinctive phenomenon.,Newspaper,Newspaper is a high penetration medium in China - high coverage - 70% - improving medium in terms of printing quality and range of variety,Newspaper Coverage /Yesterday,Source: CMMS 2003 Spring, Target
18、: Male 20-40,City circulated,Provincial circulated,Nation wide circulated,Structure of the Newspaper,National Provincial Local,Newspaper Today,Over 2,000 titles published Evening titles are more popular than morning titles Local titles gained importance More relevant to local life style More tailor
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