Chinese TV and radio revenues up

26 May 2009

BEIJING: Combined TV and radio adspend in China rose by 16.9% to 70.18 billion yuan ($10.2bn; €7.3bn; £6.4bn) last year, with both mediums enjoying double-digit growth, helped in particular by the holding of the Olympic Games in the country's capital.

According to the State Administration of Radio Film and Television, the total revenues generated from the national radio, film and TV industries reached 166.75 billion yuan in 2008, up by some 20.5% on an annual basis.

TV adspend increased by 17.3% to 60.9 billion yuan, with radio revenues expanding by 10.5% to 7.22 billion yuan, while the overall penetration rate of each of these channels has also now passed 95%.

Xia Hongbo, director of China Central Television's Advertising Department, has revealed that some 4,600 companies spent 16.1 billion yuan buying ads from the country's biggest broadcaster over the course of last year as a whole.

Within this, 100 advertisers were responsible for 80% of CCTV's ad revenues, which are also said to have increased by 20% during the first four months of 2009 year-on-year.

It is estimated by the Beijing Morning Post that the telecoms companies China Mobile and China Unicom are currently each spending as much as 20 million yuan a month on ads, as competition intensifies in the Chinese telecoms market.

Data sourced from JLM Pacific Epoch/Brand Republic Asia; additional content by WARC staff