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The changing face of China’s ad market

CHINA'S overall advertising market almost remain unchanged, adding a mere 0.1 percent in the first half with decline in TV ad spending offsetting strong performance of Internet advertising, latest figure shows.

TV advertising in the first six months dropped 3.8 percent with big spenders such as nutritional food and health ingredients still contributing a big chunk of non-digital ad dollars, CTR said in a report today.

Traditional advertising in the first half was down 6.2 percent, the biggest drop in nearly five years with economic downturn squeezed most companies' ad budgets.

Spending on trailer ads shown in movie theaters surged 77 percent, with office building LCD screen ads also jumping 23 percent. Internet advertising expenditure rose 26.9 percent.

Computer and office related software, financial services are among the fastest growing sectors in terms of spending value of Internet ads.

Ad spending on newspapers and magazines are also dropping at a faster pace than previous years, according to Zhao Mei, general manager of CTR’s Media Intelligence unit.

The figures were calculated based on rate cards and excluded discounts.


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