The Chinese advertising market rocketed by 30% last year to $14.5 billion (€11.3bn; £7.7bn), according to latest figures from Nielsen Media Research.

With such rapid growth, China easily outpaced the other big advertising nations, with ZenithOptimedia estimating a rise of only 3% in 2003 US adspend.

China has rapidly emerged as the world's fifth largest ad market and is expected to rise to number two within a decade. However, it still has some way to go to catch the US, where total 2004 advertising is forecast at around $140bn [WAMN: 20-Jan-04].

The Chinese ad sector is still highly dependent on local companies -- eight of the top ten biggest advertisers were domestic. In addition, the vast majority of spend goes on TV. This medium accounted for almost 76% of Chinese adspend last year, while newspaper ads made up 22%.

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