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April 3, 2015

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Ad spend falls in traditional media in China

CHINA’S traditional media saw advertising expenditure drop 1.7 percent in 2014 for the first time after gains in the first three quarters were erased by a sluggish performance in the year-end period, market research firm CTR China said yesterday.

The ad revenue grew 6.4 percent in 2013, slightly up from the 4.5 percent rise in 2012.

Radio was the fastest growing segment with a 10.6 percent jump, mainly fueled by commercial service, transport and real estate companies, CTR said in a media intelligence report.

A new trend was the emergence of TV sponsorship, especially for TV reality shows and variety shows, although the overall TV ad spending dipped 0.5 percent annually as advertising slots on air were cut.

TV sponsorship and other forms of ad income contributed up to 40 percent of the overall revenue in some TV stations, but CTR did not release detailed figures.

The worst hit category for ad spending was newspapers as the fall in expenditure widened from 8 percent in 2013 to 18 percent last year.


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