China Registers the Largest Ads Market in Asia Pacific RegionACNielsen Media International has lately released the global ad expenditure for last year and the first quarter of this year. A survey result shows that the total expenditure of advertisement in Asia Pacific Region was close to US$ 6 billion in the first quarter of this year. With 86.1 billion yuan spent in advertisement, last year saw China's mainland rank in the first place among the 12 surveyed Asia Pacific markets.In the first quarter of this year, China's mainland ads spending topped 20 billion yuan, an increase of 21 percent over the same period of last year. TV ad has become a leading ad source with the health care products being of the most popular. Of the 86.1 billion-yuan ad revenue, newspaper accounted for 14.647 billion yuan. Newspapers ranking the top 50 (with ad revenue exceeding 100 million yuan) earned 7 billion yuan from the ads, accounting for one half that of 2,000 newspapers in China's mainland. 25 newspapers gained more than 200 million-yuan and 10 newspapers made 300 million-yuan and 6 earned as much as 500 million yuan. Beijing, Guangdong, Shanghai Earn the Most Among the top 50 newspapers, Beijing has 9 including 5 state-owned and 4 local newspapers. Except Beijing, Guangdong has seven newspapers, namely, Guangzhou Daily, Yang Cheng Evening News, Shenzhen Special Zone Daily and other newspapers. Next to Guangzhou, Shanghai has five i.e. Xinmin Evening News, Jiefang (Liberation) Daily, Wen Hui Daily, Shanghai Times. Five Industries' Ads Dominate Market Statistics indicate that the most popular ads ranking the top five are 1, medical and health care ads, 2, education, employment and consultancy, 3, real estates, 4 Internet, computer, 5, telecom. The ad volume of the five industries accounts for 60 percent of a newspaper's ads. According to ACNeilsen's statistics, North Asia and Pacific Region saw a decrease in ad spending since this year. Although China remains the largest market, the first quarter's increase only came to half of last year's. China' spending on ads was US $ 2.5 billion in the first quarter of this year, up 17.5 percent from last year. In spite of the increase, the ad market has slowed down as compared to that of last year. In Addition, South Korea and Australia, the two major markets, also experienced negative growth, while Hong Kong, Singapore and New Zealand grew less than 5% based on ads rate, which probably means negative growth in actual billing. Even South Korea, the second large market in 2000, dropped to the third place in the first quarter of 2001 with ads spending reduced to US $ 753 million. Hong Kong moved up to second place with a modest 4.8% growth. In Asia Pacific region, Australia decreased by 3.4 percent to US $ 631 million, while New Zealand rose by 2 percent to reach US $ 160 million. By PD Online staff member Li Yan |
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