China remains the largest commercials market

By Ding Yining | December 9, 2015, Wednesday |

Online Edition

ADVERTISING expenditure in China’s mainland is expected to grow 7.8 percent this year to US$78.4 billion and add 9.1 percent in 2016, as it still remains the largest contributor to global AD spending growth, a latest report shows.

China’s growth is still much higher than the 3.4 percent increase at the global level in 2015, according to the media marketing and forecast report released by WPP’s media investment company GroupM.

It forecast a 4.5 percent of increase in ad spending in 2016, lower from its mid-year predictions of 4.8 percent, with marketers putting more focus on cost control amid sluggish macro economic trend.

The forecast also pointed out that Chinese consumer demand remains strong, supported by wage growth, urbanization, property wealth and supportive governmental policy.

GroupM maintains its midyear forecast and expects digital growth of 14 percent in 2016, contributing 31 percent of global ad budgets, although it’s lower from the predicted 17 percent growth for 2014. This is a deceleration from the 17 percent growth predicted for 2015.

“Digital advertising are inspiring the evolution of all media and will continue its powerful growth and market share gains despite the challenges in the digital space such as viewability, fraud and measurement,” Dominic Proctor, Global President at GroupM, said in a statement.

Globally, print media's share of advertising will stand at 18 percent in 2016, according to GroupM, and TV advertisement spendings are set to make up 40 percent.

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China remains the largest commercials market

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