China's historical center

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XIAN--Beijing may be the capital of China today, but Xi'an has a strong claim as its true political and historical center. It was the capital of China for eleven dynasties and the city was famous for more than two thousand years as the eastern terminus of the Silk Road, a trade route for silk, ceramics, scrolls, metals, textiles and spices that continued all the way to Europe.

Xi'an played as much a role linking east and west, both in trade and culture, as other cities on the route such as Constantinople. Alongside Athens, Cairo, and Rome, it was one of the four major ancient civilization capitals. Called Chang'an in ancient times, Xi’an was populated even during the Neolithic era, in an area now called Banpo Village.

Not suprisingly, modern day Xi’an, whose tree-lined streets are still the capital of Shaanxi province in central China, is visited by archeologists and tourists from all over the world. They come to see its treasures and cultural relics, such as the tombs of Qin (the origin of the English word "China") dynasty emperors, populated with thousands of terra cotta warriors, and its impressive Ming dynasty city walls.

Xi'an city has lost its prominence, but still has several major universities and residents cite commitment to education as one of their defining characteristics. Besides travel/tourism, education and--like most Chinese cities--manufacturing and textiles, the major industries in Xi’an are science and aerospace technology.

As befitting an imperial city, the local cuisine is renowned, particularly jiaozi dumplings, as well as the hearty dishes like mutton soup and seasoned flat bread preferred by the city’s sizable Muslim population. Restaurants for good local fare include Xi’an, Defachang and Baiyunzhang restaurants, as well as the mom-and-pop restaurants lining the outdoor market lane, Muslim Street. Xi’an has several good hotels, but the best bet is the Hyatt Regency for its central location inside the city walls.

Population: 7.25 million
GDP (2004): $13.2 billion
Adspend (2004): $74 million
Adspend (2003): $50 million
Year-on-year increase*: 47.1% (*based on NMR’s media coverage expansion)
Adspend as a percentage of GDP (2004): 5.6%
Avg. min. viewed per day per viewer of all channels (aged 4+): 214.6
Basic cable subscription cost (per month): $1.69

Average cost of 30”spot during prime time on Shaanxi TV 2-City&Youth, the city’s most-watched local channel (based on rate card value):
18:00-18:55 – $1,072
19:25- 21:10 - $1,265
21:20-22:00 – $1,566

Top 10 advertising brands on TV (2004)*
1. Oil of Olay - Skin Care /Toilet Soap / Liquid Soap
2. Rejoice - Hair Care /Toilet Soap / Liquid Soap
3. Gaizhonggai - Tonic/Vitamin
4. Aoqili - Toothpaste & Oral Hygiene/ Detergent
5. Sanchine Pharm - Tonic/Vitamin/ Cough & Cold Medicine
6. Jiangzhong Pharm - Stomach Medicine/Cough & Cold Medicine
7. Head & Shoulders - Shampoo & Conditioner
8. Xixiaking Liquor - Wine
9. Crest - Toothpaste & Oral Hygiene
10. Pantene - Hair Care
*Local channels only, based on rate card.

Top 10 advertising categories on TV (2004)*
1. Tonic/Vitamin
2. Shampoo & Conditioner
3. Skin Care
4. Professional Services
5. Toothpaste/Oral Hygiene
6. Cough & Cold Medicine
7. Stomach Medicine
8. Traditional Chinese OTC
9. Laundry Products
10. Skin Cleansers
*Local channels only, based on rate card.
Top 5 Local Channels by Ad Revenue
1. Shaanxi Satellite TV
2. Shaanxi TV 1-News & Variety
3. Shaanxi TV 2-City & Youth
4. Xi'an TV 2-Pigeon & City
5. Shaanxi TV 4-Movie & Ent

Sources: Nielsen Media Research, China

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