Chinese adspend up 16.4% in 2008

27 February 2009

LONDON: Chinese adspend increased by 16.4% to 661 billion yuan ($97bn; €76bn; £67bn) last year at current prices (not including cinema and outdoor), meaning the country's ad market is now nearly six times more valuable than in 2000, according to figures published by WARC Online.

Total TV adspend in China rose by 21.8% to 558.6bn yuan in 2008 year-on-year, up from 458bn in 2007, and a total value of just 79bn yuan in 2000.

Magazines posted the biggest rise in ad revenues last year, up 31% to 11.7bn yuan, compared with 8.9bn yuan in 2007 and 1.3bn yuan in 2000.

Newspapers also saw adspend growth of 20.2% to 60bn yuan in 2008, and adspend through the medium has increased by more than 200% since 2000, when it was worth just 19bn yuan.

Radio also posted growth of 28.2%, and has seen total ad revenues grow from 442 million yuan in 2001 to 9.2bn in 2008.

By contrast, outdoor – where data is drawn from 24 cities across China – saw revenues fall by 50.9% year-on-year to 21.4bn yuan last year.

This was largely because out-of-home was subject to tighter regulation in 2008, mainly because of the Olympic Games, meaning the proportion of ad space in Beijing, for example, fell 30% year-on-year.

To view WARC Online's adspend figures from around the world, including the US, Japan and UK, click here.

Data sourced from WARC Online