Page 24 - BrandZ Top 100 Most Valuable Chinese Brands 2015

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Part1 | Introduction-Background BACKGROUND | Media Spending
TOP 100 Most Valuable Chinese Brands 2015
In contrast, TV spending increased only by about one-third, from ¥165.5 billion ($27.1 billion)
to ¥221.2 billion ($36.2 billion), during the same period, and TV’s media spending share declined from 63 percent to 47 percent.
This evolution brings TV spending in China into rough alignment with average TV spending worldwide. The growth rate for TV spending, low in most regions of the world, is lowest in China and Western Europe, at 2 percent.
TV spending pace is lowest in China and Internet is highest...
The growth rate for TV spending, low in most regions of the world, is lowest in China and Western Europe, at 2 percent. In 2014, Internet spending in China is expected to grow 35 percent, compared with a world average of only 14 percent.
Meanwhile, spending on Internet advertising is growing more rapidly in China than in other country markets worldwide.
In 2014, Internet spending in China was expected to grow 35 percent, compared with 8 percent in Western Europe and a world average of just 14 percent.
The shift in spending reflects the changes in how Chinese consume media. Multiscreen users look
at a screen almost eight hours daily. Two-thirds of this time is divided roughly evenly between smartphones and laptops. TV watching occupies about an hour- and-a-half and tablets about an hour.
Chinese multiscreen users exceed the world averages for time spent on all these devices except TV. And at any time during the day, Chinese consumers are more likely to be using their smart phone than any other digital device.
... Multiscreen users are viewing all day...
14%
4%
World
19% 14%
11%
3%
North America
8%
2%
Western Europe
15%
5%
Central & Eastern Europe
... Users most often are on their smartphones
Throughout the day, Chinese multiscreen users are most likely to be on their smartphones than any other device, although laptops are popular, too.
35%
22%
TV
Internet
% Change in spending
Chinese multiscreen users look at a screen – TV, smartphone, laptop or tablet – almost eight hours daily. Chinese Multiscreen users exceed the global averages for time spent on all these devices except TV.
Smartphone Tablet Laptop
TV
89 mins
161 mins
Global Average 113 mins
Global Average 108 mins
Global Average 147 mins
Global Average 50 mins
170 mins
59 mins
2% 3%
Asia China Pacific
6%
Middle East & Africa
13%
Latin America
Source: GroupM “This Year Next Year: China Media Forecasts” 2014
Smartphone Tablet Laptop
TV
6am - 9am
9am - 12noon
12noon - 3pm
3pm - 6pm
6pm - 9pm
9pm - 12midnight
12midnight - 6am
Source: Millward Brown 2014 AdReaction China Report