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Advertising growth to rebound next year after 2013 dip

CHINA’S total advertising spending growth is expected to slow down from last year but is set to pick up in 2014 with economic stabilization, an industry report said today.

Advertising spending across all media categories in China is expected to grow 10.7 percent from last year and reach 429.5 billion yuan, which is lower than last year’s growth of 11.7 percent, media investment management firm GroupM said in its annual “This Year, Next Year China Media Forecast” report released today.

The report estimated 11.8 percent annual growth for 2014.

Newspapers, after seeing the first drop in advertising income last year, are expected to record a 3.4 percent drop this year and 2.4 percent decrease next year.

Internet will remain the fastest-growing sector with 36 percent annual growth this year and an estimated 34 percent growth in 2014.

Expenditures will be pushed up by online video and the e-commerce boom.

Television will take the biggest share, 51.4 percent, in overall spending but the Internet is quickly catching up with 23.8 percent from 19.4 percent last year, GroupM’s forecast shows.

The forecast figures have taken into consideration discount rates except for Internet expenditures, which are based on data by Internet consultancy iResearch Inc. 


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