China Media Industry 2013 and 2014 forecast report

Recently, the domestic media dissemination Agency group has issued the 2013 and 2014 forecast reports on the Chinese media industry. Compared to Nielsen's recent global advertising industry report, China's media advertising industry trends in line with the global trend, in which internet advertising growth is higher than the global average.

The following are the core data in the group's report:

• Chinese media advertising market spending growth: estimated at 10.7% in 2013 and 11.8% for the full year of 2014.

• TV advertising growth: estimated at 5.4% for 2013 and 5.5% for the full year of 2014.

Television still accounts for half of the media, but in the last three years it has been falling, and digital media are eroding the share of television media advertising. The top five categories are more stable, in order: Cosmetics/bathroom supplies, business and services, beverages, pharmaceuticals, food. With the development of digital media and the shrinking of TV viewers (especially the young groups), the TV media has also begun to try the network and digitalization. At the same time, triple-net integration is also advancing, once the transformation is completed, the opportunity and energy is still worth looking forward to.

• Internet advertising growth: estimated at 36% for 2013 and 34% for the full year of 2014.

China has overtaken Japan to become the world's second-largest internet advertising market. Comprehensive iris data, cars, Web services and real estate are still the backbone of online advertising spending. The food and beverage categories that followed were growing more than 73.5% per cent in 2011. The development of Internet market has benefited from the growth of netizens ' base and influence. By the end of 2012, Chinese netizens reached 660 million, internet penetration rate reached 42.1%, cities and towns accounted for the main body, but the growth rate of rural areas began to rise higher than the growth of towns.

The advertising mode of the Internet has changed from the buying mode of the display time to the purchase mode based on the effect, and the Advertising transaction platform (AD Exchange) based on real-time bidding and the demand side platform (DSP) have promoted the development of Internet advertisement.

Among them, there are several trends that deserve attention:

1. Network video to maintain a benign situation;

2. SMD Advertising and the effect of the ads are recognized by the main, but the network video users tend to saturation;

3. E-commerce and search engine sustainable development, the value potential is huge;

4. Small and medium-sized enterprises and electric companies to use the long tail of the market;

5. Leading Internet enterprises to enhance the competitiveness by making electric business closed loop;

• Increase in newspaper advertising: 2013-Year forecast-3.4%, 2014-Year forecast-2.4%.

Paper media are fading, with the top three categories being commercial and service industries, long premises and automobiles. Under the impact of new media, content localization is a way to maintain competitiveness, especially for local newspapers. But on the whole, new business models are still being explored, and how to digitize and survive still needs to wait.

• Magazine advertising growth: estimated at 5% for 2013 and 2.6% for the full year of 2014.

• Outdoor advertising growth: estimated at 9.7% for 2013 and 9.3% for the full year of 2014.

• Broadcast advertising growth: estimated at 3.4% for 2013 and 3.9% for the full year of 2014.