China Advertising Industry Report, 2009-2010
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Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

Major Segmented Market Scale & Shares of China Advertising Industry, 2009
 (Unit: RMB billions, %)
Source: ResearchInChina

The market size of Chinese online advertising in 2009 hit RMB20.7 billion. Among the various major network media, the online advertising revenue of Baidu ranked the first, reaching as high as RMB4.45 billion, and followed closely by Google, Sina, and Taobao which took the 2nd to 4th places, respectively. Search engines and portal websites still dominated the segmented markets of online advertising. E-business media with the representative of Taobao and video media represented by Youku and Tudou began highlighting their values, and China online advertising market started to take on pluralistic development. 

In 2009, Chinese market of radio advertising was sized by RMB13.3 billion, of which, the revenue of radio stations was RMB7.583 billion, up 4.51% compared with 2008; the market size of TV advertising turned out to be RMB114.74 billion or so, wherein, the revenue of TV station was RMB65.403 billion, an increase of 7.36% against 2008. It is estimated that the total revenue of TV advertising will see a slight decline in 2010 owing to the implementation of the Measures for Management on Radio and Television Broadcasting (No.61 Decree). The advertising resources of powerful TV media are even scarcer; accordingly, there will be more opportunities for product placement and soft-sell advertising. 

In 2009, the market size of China print media was approximately RMB91 billion, of which, the market of newspaper advertising reached about RMB71.89 billion and that of magazine advertising RMB19.11 billion or so. The development of newspaper media is declining while that of magazine is rising. The access threshold of newspaper is quite high, competitions mainly exist in big newspapers, the profit model tends to be diversified, and the profit margin is relatively narrow. On the contrary, the access threshold of magazine is comparably low, magazines of various categories have their own readers, with the profit primarily from advertising and with relatively higher profitability.

In 2009, the market size of China outdoor media approximated RMB41 billion. The development of large-scale outdoor billboards was restricted by policies. The rapidly growing LCD TV advertising in buses and subways replaced the LCD TV media in commercial buildings, enjoying the top advertising share of outdoor electronic screen media. Along with the development of urban transportation, media in public vehicles is more likely to become the mainstream.  

With the rapid progress of 3G, the operators give top priority to develop various mobile applications including cell phone media. In early 2010, the Internet user group of China Mobile reached 233 million, creating lucrative market space for wireless advertising.  

This report casts light on the current development and development prospect in 2010 and key media corporations of online advertising, print advertising, TV & radio advertising, outdoor advertising, and wireless advertising.

1 Development Environment of China Advertising Industry 
1.1 Economic Development 
1.2 Policies & Regulations

2 Review of the Advertising Industry in 2009
2.1 Advertising Market Overview
2.1.1 Overall Market Size 
2.1.2 Change in Advertising Media Structure
2.2 Current Development of Advertising Industry 
2.2.1 Advertising Investment of Various Industries, 2009 
2.2.2 Problems

3 Analysis of Online Advertising Market in 2009
3.1 Status Quo of Online Advertising 
3.2 Forecast of Market Scale, 2009-2010
3.3 Management Pattern  
3.4 Market Segmentation Trend 
3.5 China’s Brand Advertisers in 2009
3.6 Advantages and Characteristics
3.7 Ranking of China’s Major Media by Revenue 
3.8 Sina 
3.9 Sohu 
3.10 Tencent 
3.11 Netease

4 Analysis of Search Engine Advertising Market in 2009
4.1 Status Quo
4.2 Baidu 
4.3 Google 

5 Analysis of Newspaper and Periodical Advertising Market in 2009
5.1 Newspaper and Periodical Advertising Market
5.2 Xinhua Media 
5.3 B-Ray Media

6 Analysis of Outdoor Advertising Market in 2009
6.1 Status Quo and Characteristics 
6.2 Beijing Bashi Media
6.3 Vision China Media
6.4 Air Media 
6.5 Focus Media 
6.6 Tulip Mega Media

7 Analysis of TV Advertising Market in 2009
7.1 Overview 
7.2 Key Industries Maintain TV Advertising 
7.3 Development Trend
7.4 Advertising Discrepancies of TV Stations at Various Levels in China 
7.5 China Television Media (CTV Media)
7.6 Gehua CATV 

8 Analysis of Radio Advertising Market in 2009
8.1 Features of Radio Advertising
8.2 Development 
8.3 Typical Company Analysis-Yuan Chuan Radio Advertising 

9 Analysis of Wireless Advertising Market in 2009 
9.1 Development 
9.2 SWOT Analysis of Cell Phone Media Advertising  
9.3 Profit Analysis of Wireless Advertising 
9.4 Typical Company Analysis- Linktone
10 Forecast of China Advertising Market in 2010 
Growth of China’s GDP, 2001-2009
Analysis of China’s Fixed Assets Investment, 2001-2009
Growth Rate of Advertising Market, Total Volume VS GDP, 2003-2010E
Market Size & Share of Top 6 Media in China Advertising Industry, 2009
Market Trend of China Online Advertising, 2007-2010
Advertisers Launching Online Hard-sell Advertisements and Quantity of Brands, 2008-2009
The Namelist of Top 10 Advertisers by Advertising Expenses (TV/Newspaper/Magazine), 2009
Telecommunication Advertising Expenses of Top 3 Operators, 2008-2009 
Annual Growth Rate of 3 Types of Internet Accesses, 2009
China GDP Business Climate Index and Changes in the Number of Brand Online Advertisers, 2009Q1-2009Q4 
Market Size and Growth Rate of China Online Advertising, 2005-2011E
Market Share of Major Media in China Online Advertising Market, 2009
Online Advertising Operating Revenue of Major Media in China Online Advertising Market, 2005-2009
Segmented Market Size and Growth Rate of China Online Advertising, 2005-2013E
Launching Expenses of China Brand Networks, 2002-2009
Advertiser Quantity of China Brand Networks, 2002-2009
Top 20 Industries of China Brand Online Advertising by Expenses, 2009
Online Advertising Operating Revenue of Key Media in China Online Advertising Market, 2009
Operating Data of Sina, 2008Q4-2009Q4
Operating Data of Sohu, 2009Q4-2010Q1
Operating Data of Sohu’s Advertising Business, 2006Q1-2009Q4
Operating Data of Tencent, 2005-2009
Operating Data of Netease, 2008Q4-2009Q4
Advertising Operating Data of Netease, 2007Q4-2009Q4
Model of Factors Influencing Operating Revenue of Search Engines 
Market Size of China Search Engine, 2002-2013E
Proportion of China Search Engine Market Size in Total Market Size of Online Advertising, 2002-2013E
Operating Revenue Proportion of China Search Engine Market, 2003-2009
Operating Revenue Growth of Baidu, 2006Q2-2010Q1
Operating Data of Baidu, 2009Q1-2010Q1
Operating Data of Google, 2009Q1-2010Q1
Top 10 Newspaper Media by Advertising Expenses in China, 2009
Top 10 Magazine Media by Advertising Expenses in China, 2009
Operating Data of Xinhua Media, 2007-2009
Organization Chart of CTV Media Shareholders 
Main Business Revenue of Xinhua Media by Industry/Product, 2009
Main Business Revenue of Xinhua Media by Region, 2009
Operating Data of B-Ray Media, 2009Q1-2010Q1
Advertising Share of Outdoor Video Media, 2008-2009
Trend of Taking Public Vehicles 
Operating Data of Beijing Bashi Media, 2007-2010Q1
Main Business Revenue of Beijing Bashi Media by Industry/Product, 2009
Old Collaboration Plan of Beijing Bashi Media and Advertising Agents
New Collaboration Plan of Beijing Bashi Media and Advertising Agents (2010-2016)
Operating Data of Vision China Media, 2008Q4-2009Q4
Operating Data of Air Media, 2008Q4-2009Q4
Operating Data of Airport Digital Frame of Air Media, 2008Q1-2010Q1
Operating Data of Airplane Digital TV Screen of Air Media, 2008Q1-2010Q1
Operating Data of Airport Digital TV Screen of Air Media, 2008Q1-2010Q1
Operating Data of Focus Media, 2008Q4-2009Q4
Quantity of LED Screens in 15 Cities of Tulip Mega Media 
TV Population, CATV & DTV Subscriber Numbers, 2009
Top 10 Brands of China TV Media by Advertising Expenses, 2009
Growth in Advertising Rate of Various Channels, 2010 (30” Version)
Growth in Advertising Rate of Various Time Slots, 2010 (30” Version)
Price Markup of CCTV Advertising 
Price Markup of Satellite TV Advertising 
Operating Data of CTV Media, 2007-2010Q1
Organization Chart of CTV Media Shareholders
Main Business Revenue of CTV Media by Industry/Product, 2009
Main Business Revenue of CTV Media by Region, 2009
Operating Data of Gehua CATV, 2007-2010Q1
Business Revenue of Gehua CATV by Industry, 2009
National Market Share of Radio Stations at Various Levels, 2009
Annual Growth Rate of Top 3 Applications of Internet Access by Cell Phone, 2009
Operating Revenue of Linktone, 2007Q1-2009Q4
Operating Data of Linktone, 2008Q3-2009Q3

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