Page 23 - BrandZ Top 100 Most Valuable Chinese Brands 2015

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Part1 | Introduction-Background BACKGROUND | Media Spending
Digital gains growing share
of expanding media investment
TOP 100 Most Valuable Chinese Brands 2015
Total media spending is expected to reach ¥524.8 billion ($85.7 billion) in 2015, double the
level of 2009, and allocation of media investment has shifted dramatically with the growth of Internet marketing.
TV will comprise less than half
of media spending for the first time in 2014. Internet will account for almost one-third of media spending. Spending on outdoor, print and radio together will
total about one-fifth of media spending and growth is flat or declining.
Internet, which totaled only ¥20.7 billion ($3.4 billion), 8 percent
of media spending, in 2009,
is expected to grow sixfold to ¥148.3 billion ($24.3 billion) in 2014, reaching a 31 percent share of media spending.
Total media spending is expanding rapidly...
Total media spending is expected to reach ¥524.8 billion ($85.7 billion) in 2015, double the level of 2009.
... TV spending will fall below 50% for the first time...
TV will fall below half of total media spending for the first time in 2014. Internet will account for almost one-third of media spending.
500,000
250,000
0
¥1 = US$ 0.16
¥347,151m ¥387,934m
¥472,926m
2014
37%
2015 (Forecast)
¥263,377m ¥302,111m
2014 (Forecast)
2009
2010
2011
2012
2013
2015
50%
43%
TV
Radio
Newspapers
Magazines
Outdoor (Analog and digital) Internet
¥524,822m ¥430,774m
63%
59%
57%
54%
8%
26%
2013
11%
31%
47%
15% 2011
19% 2012
2009
2010
Source: GroupM “This Year Next Year: China Media Forecasts” 2014