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Media in China
MindShare China
2003
Market Size
• Population: billion
• Area: million
– 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
**
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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.
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-CMMSSinomonitor/BMRB 30 markets CNRS
CTR 36 markets
*ACNielsen are now known as
Nielsen Media Research**
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About Media Expenditure…
Advertising spend experienced a
robust growth
Total : RMB 139,472 million
US$ billion
Source : Nielsen Media Research
Total : RMB 198,646 million
US$
**
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.
**
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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
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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, . Guangzhou, where the
viewership is higher on weekdays
Watching TV - the key leisure
activities
minuteminute
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
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
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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...
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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
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TV + Newspaper Dominant media in China
Over 80% coverage in most markets
98% share of total adex
Other media Underdeveloped,
developing or forgotten
