While the growth rate has slowed from 17% in the first half of 2010, that performance was higher than expected so CTR's full-year growth prediction, 14% for 2010, remains unchanged.
The top five ad categories during the third quarter of last year were led by toiletries with $10.07 billion in spending, followed by business services (including retail and beauty services) at $8.40 billion, beverages ($7.72 billion), food ($6.35 billion), and pharmaceuticals ($5.50 billion).
Most of the top 20 advertisers in China during the first three quarters of this year were fast- moving consumer goods manufacturers. During the first three quarters of 2010, Procter & Gamble Co. became the biggest advertiser on China Central Television (CCTV), while Unilever focused on three major provincial satellite TV stations, Hunan, Jiangsu and Anhui.
P&G remained the top advertiser in China during the third quarter, spending $3.75 billion, followed by L'Oreal Group ($1.36 billion), Unilever ($1.25 billion), KFC's parent company Yum Brands ($1.02 billion), Coca Cola Co. ($980 million), beverage maker Hangzhou Wahaha Group ($720 million), instant noodle maker Tinghsin International Group ($680 million), dairy giant Inner Mongolia Yili Industrial Group Co. ($620 million), China Mobile Telecom Group Co. ($600 million) and PepsiCo ($570 million).
A significant restructuring of China's TV market due to new government regulations and advertising and programming changes led to a 12% increase in TV spending. Radio stations were the biggest winner in the third quarter, with 33% growth, followed by newspapers, magazines and outdoor media, at 19% each.
Health food marketers cut spending, especially on TV, leading to a rare reduction in overall ad spend by China's food industry.
China's home appliance industry is the fastest-growing product category, followed by household goods and transportation, which is enjoying considerable policy support by China's government.
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