|
The total on advertising spent on the Chinese mainland last year surged
25 per cent over 2003, a survey shows.
Expenditures reached US$23.3 billion, including television and print
media, the survey released by CTR Market Research yesterday in Beijing
said.
The top five advertising categories in the
mainland were cosmetics and toiletries
, foodstuffs, pharmaceuticals, retail and services, and real
estate.
The cosmetics and toiletries sector was ranked No 1 in spending with
US$4.8 billion plunked down, an increase of 34 per cent.
The No 1 brand, Oil of Olay from P&G, spent US$565.8 million on
advertising, a 160 per cent increase over 2003.
Advertising can be seen as the "weather glass" of the overall
development of the country's economy, said Tian Tao, deputy general
manager of CTR.
"The results of the survey reflect strong economic development in the
country," Tian said.
"One of the most interesting findings from the survey is that local and
foreign mobile phone manufacturers reacted quite differently in terms of
advertising spending," Tian said.
Most local mobile phone manufacturers had decreasing advertising
expenditures while their foreign counterparts saw significant growth, Tian
said.
Researchers also found that advertising on so-called functional drink
categories surged while milk makers decreased after a dramatic increase in
advertising spending in 2003.
The survey also includes figures from Hong Kong and Taiwan, which were
conducted by admanGo in Hong Kong and Rainmaker in Taiwan.
Advertising expenditures in Hong Kong reached US$4.8 billion, an
increase of roughly 15 per cent from the previous year.
Taiwan advertising expenditures reached US$15 billion, up roughly 27
per cent from the previous year.
In Hong Kong, the top three advertising categories were household and
toiletries, banking and investment services, and cosmetics.
In Taiwan, the top three advertising categories were real estate,
automobile and financial institutions.
Researchers also found that in the mainland and Taiwan, advertising
markets are occupied mainly by TV media while in Hong Kong, print media
enjoys the greatest advertising income and occupied 51 per cent of market
share.
(China Daily) | 
Updated: 2005-02-24 08:46
