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August 4, 2016

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Advertising market almost flat in first half

CHINA’S overall advertising market was almost flat in the first half of the year, adding just 0.1 percent, as spending on most advertising medium fell and offset the gains made in Internet advertising, according to latest data.

Traditional advertising in the first six months fell 6.2 percent, the biggest drop in over five years as China’s economic downturn squeezed most companies’ advertising budgets.

TV advertising in the first six months dropped 3.8 percent, CTR said in its latest report.

Advertising spending in newspapers and magazines declined more quickly than in previous years — the former plunging 41.4 percent and the latter easing 29.4 percent, said Zhao Mei, general manager of CTR’s Media Intelligence Unit.

Spending on trailer ads shown in movie theaters, however, surged 77 percent. Office building LCD screen ads jumped 23 percent while ad spending on the Internet rose 26.9 percent.

Computer and office related software, financial services were among the fastest growing sectors in spending value through digital channels, the report said.


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