Local Brands Dominate Chinese Adspend Chart

06 October 2003

New research into TV and print advertising in China reveals the dominance of local brands over foreign imports.

Nielsen Media Research figures show that China's top ten brands by adspend in 2002 include just two overseas players.

One of these, Procter & Gamble's Olay, tops the list with adspend of 1.6 billion yuan ($193.3 million; €165.3m; £115.8m); the other, P&G sibling Rejoice, is at number ten. Between the two are Chinese brands such as Qingdao Jiante Biology Investment's Naobaijin (1.5bn yuan) and China Mobile (Hong Kong) (1.3bn yuan).

The figures – which are based on ratecards and exclude media such as outdoor and point-of-sale – underline a trend that goes back five years, in which time marketing activity by Chinese companies has rocketed. Despite this shift, the Chinese outposts of most international ad networks still rely on foreign brands.

Nielsen estimates China's total ad market at over $10bn. Findings from the first eight months of 2003 point to 35% year-on-year growth.

Data sourced from: The Wall Street Journal Online; additional content by WARC staff