Traditional media kit advertising growth has slowed down, touching its lowest level in the five years.
Due to macroeconomic impact, the Chinese traditional media kit (television, radio, newspapers and outdoor) advertising market witnessed a tiny year-on-year increase of 4.5% in 2012, touching its lowest level in the recent five years, of which, newspaper advertising reached an overall market size of approximately RMB 68.55 billion, down 12.6% YoY, the first negative growth over the past decade. In the first quarter of 2013, the Chinese newspaper advertising market size continued to fall, a year-on-year decline of about 12%.
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Internet advertising has seen rapid development, with market size in 2012 up 46.83% YoY
China's internet advertising market size attained to RMB 75.31 billion in 2012, a year-on-year increase of 46.83%, and then slowed down to RMB 19.84 billion in the first quarter of 2013, with year-on-year growth of the first quarter firstly less than 40% for three consecutive years, entering into a relatively slackened growth cycle after high-speed development. Concerning the internet advertising revenue scale by enterprise, Baidu held the first position; Youku Tudou after the merger ranked eighth with revenue up to RMB 429 million in the first quarter of 2013.
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