中国媒体市场分析.ppt

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 Magazine 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 Market 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 One 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 & 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 11 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 markets 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 million 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.,*,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 coverage - 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 population 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: 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 Provincial 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 cable 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,Buying 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 because 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: 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 made for local interest Nation-wide / provincial titles loosing popularity More of government propaganda Improvement in printing quality and higher flexibility in creative format No circulation audit,Strict & subjective editorial / ad. censorship,TV + Newspaper Dominant media in China Over 80% coverage in most markets 98% share of total adex,Other media Underdeveloped, developing or forgotten,Magazine,A medium with high development potential - International publication are continuing to expand in China which leads to increased media vehicles and improved print and editorial quality - Majority of the titles are nationally circulated and thus not as locally focussed as TV and Newspapers,Magazine Coverage /Past Month,Source: CMMS 2003 Spring, Target: Male 20-40,Magazine Today,Local Titles Long booking lead-time: can be 6 to 12 months for cover positions Not as creative & flexible as international counterparts Very limited auditing Reproduction quality improving Local titles have higher circulation and readership because of long history However, the overall situation is gradually improving because of high competitiveness,International Titles / JV Titles More and more entering the market Standardised booking & Material lead-times Open for creative ideas and negotiation Some with audit figures. Circulation /readership is not as strong as the local titles. More qualitative consideration Partner with advertiser or agency on surveys,Fast growing and potential medium to reach specific target group,Magazine Today Pictures,Local Titles,International Titles / JV Titles,Improving out look,International adaptation plus relevant local content,Radio,A forgotten medium - However, very local focus and performance varied city by city. - Performance picks up in some cities because of new transmission channels - can have radio broadcast in public transportation,Radio Coverage /Yesterday,Source: CMMS 2003 Spring, Target: Male 20-40,%,Radio Today,Strong local appeal. Niche-casting is starting to expand into cities: Financial, Music, Kids, Traffic channels Listenership picks up in some cities because of new transmission channels - broadcast in public transportation Contemporary format, youth appeal Program sponsorship is growing e.g. music programs Call-in programs are also increasing,Generally strong amongst the youth. Morning news programs in general are most popular with highest listenership.,Cinema,Very on target medium for young and more affluent groups. - However, VCD piracy is the key problem effecting cinema visit rate,Cinema Visited in Past 3 Months,Source: CMMS 2003 Spring, Target: Male 20-40,%,Cinema Today,63,000 cinemas in China but development on declining trend 20 Hollywood movies annually allowed in China (expected to change after WTO entry?) Chinese comedies (CNY movies) are increasing in popularity Audiences are young and tend to be affluent,Key problem is VCD piracy reaching streets very quickly Early release of Harry Potter in 2002 helped reduce this,Outdoor,A 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 China,Spectacular Billboard Neon Giant lightbox Wall ad Crossover/ Bridge,Pedestrian Bus/Taxi shelter Pedestrian lightbox Hanging lightbox Telephone booth,Transit Vehicle Station/ Terminal Airport/Pier Subway,Rural Brick Wall Umbrella,Outdoor Types in China,Outdoor Coverage /Past Week,Source: CMMS 2003 Spring, Target: Male 20-40,%,Types of Outdoor Seen in Past Week,Source: CMMS 2003 Spring, Target: Male 20-40,%,Outdoor Today,Negatives Lack of organization & clarity Government interference Lack of sophisticated research Spiraling inflation (a sellers market) High clutter environment High risk,Positives Network buys increasingly available Putting order in industry More information and spending data is released High creative potential, create talk of the town More innovative formats are foreseeable,More and more new formats are available in the market place. Still a high potential medium to be explored,Internet,A 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 expanding,In Million,Source: CNNIC,Gender split remained steady,Data Source : CNNIC,Users Distribution by Province,Source: CNNIC Dec -2002,Top 10 cities comprised close to 65% of internet users,Top 10 Sites in Key Cities,Source : CMMS, 2002,P20-34 College+,Sina.com.cn ranked amongst top 3 sites across 3 cities,Internet Today,Ad spending is growing, especially for World Cup in 2002 Online media market remains high potential especially for the niche target group Online media in China is a buyers market Webvertising formats are highly flexible depending on advertisers requests (e.g superstitials, interstitials, extended buttons, etc.),The China Media Landscape,Provincial Radio Channels,National Radio Channels,Local,National,Dominant,Forgotten,National TV channels,Local TV channels,National Newspaper,Provincial TV channels,Provincial Newspaper,Local newspapers,Magazine,Local Radio Channels,Cinema,Internet,In summary.,The China market is unique.,Huge population Geographically very diverse Huge number of media owners Rapidly-changing media scene Unstructured negotiations Poorly developed research Developing IT infrastructure,in fact some of this may have already changed!,