China's Ad Spend Hits $41 Billion in First Half 2010

Despite Prime-time Restrictions, TV Took Bulk of Ad Revenue in First Half

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BEIJING ( -- China's strong economy and successful stimulus policies helped the country's ad market grow 17% during the first half of 2010 to $41 billion. But ad spending was up 22% during the first quarter of this year, suggesting the market is slowing down, according to CTR Marketing Research.

CTR, a joint venture between CITVC and Kantar Group in Beijing, predicts full-year ad spend growth in China will hit 13% for 2010.

Restrictions on prime-time advertising by China's State Administration of Radio, Film and Television (SARFT) caused ad inventory to drop 13%, but TV ad spending still grew by 15% during the first half of this year to $32.96 billion.

Ad spending in newspapers rose 22% to $5.00 billion, followed by outdoor (a 23% increase to $2.02 billion), magazines (a 21% increase to $1.05 billion) and radio (a 35% increase to $960 million).

Continuing their first-quarter momentum, cosmetics and toiletries remained the largest advertisers during the first half of the year, followed by beverages in third place. Household appliances, transportation, and household products have also been strong growth categories for ad budgets, while pharmaceutical spending has declined slightly.

With a 43% increase in spending during the first half of the year, Procter & Gamble Co.'s Olay regained the top spot as the most advertised brand in China. Olay is followed by L'Oreal, Wahaha, KFC, Yili, China Mobile, Master Kong, Mengniu, Jiangzhong and Sanjing.
Source: CTR Market Research

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