Setting new records: what do the 2016 TV auctions reveal?

This report provides an overview of China's 2016 TV advertising auctions and predicts how the country's media investment landscape will change in the year ahead.

Setting new records: What do the 2016 TV auctions reveal?

Competition and decline?

Against a backdrop of TV advertising spend growth in the low single digits of +2.6%, and advertisers moving spend into digital channels, this month has seen the annual live auctions for inventory on China’s leading broadcasters, CCTV, Hunan STV and Zhejiang STV. In a year which will see the Olympics, the European Cup and gala events like the 11.11 spectacular, big production events on the major stations attracted the most media investment. The auction is complex, and the amount of commercial slots and inventory offered continues to...

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