传立中国媒体市场分析.PPT

MediainChina,MindShareChina2003,MarketSize,Population:1.27billionArea:9.6millionsq.km4MunicipalCities23Provinces2SpecialAdministrativeRegions(HongKong,Macao)5Autonomouszones259citiesatprefecturelevel400citiesatcountylevel,MediaAtaGlance,2002TV360Radio306Newspaper2,137Magazine9,029,**,MediaDevelopmentProcess,Movingfromunregulatedtoregulated.Rapidchange&developmentinthemarketplace…But,mediaisstillcontrolledbytheGovernment.Censorshipisamust.,,,Buyers,Sellers,Regulated,Unregulated,,1996,1997,2002,2005,MediaDevelopment,Immature/MessySellers’MarketLackofresearchLackofsystemsAdvertisingPrice-Highinflation-Pre-payment-3tiersratestructurePlanning&buyingbasedongutfeel&experienceMissingspots,MoresteadyMarketorientedImprovedresearchSystematicmanagementAdvertisingPriceSteadyinflationImprovedpaymenttermsOnetierrateRoomfornegotiationSystematic/StrategicPlanning&buyingHigherguaranteeonspotappearance,,1995199619971998199920002001200220032004,MaturingmarketCompetitivemarketMoreroundedresearchAdvertisingPriceInflation/deflationCompletepricing&paymentsystemMarket&resultoriented,ROIplanning&buyingToolsHighprotectiononclient’sbenefitEvaluationofresults,Annual%,MediaInflationTrend,Source:ChinaStatisticalYearbook/MindShare,MediaMerge,MoreRoundedResearchInformation,DATATYPESUPPLIERCOVERAGETVRatingsPeoplemeterNielsenMediaResearch11marketsDiarybasedNielsenMediaResearch11marketsPeoplemeterCSM19marketsDiarybasedCSM73marketsProvincialPanel(diary)CSM19provincesTVspotmonitoringNielsenMediaResearch133marketsCTR177marketsAdExpenditureTV/PrintNielsenMediaResearch133marketsTV/PrintCTR177marketsMediaHabitsTGI-CMMSSinomonitor/BMRB30marketsCNRSCTR36markets,*ACNielsenarenowknownasNielsenMediaResearch,**,AboutMediaExpenditure…,Advertisingspendexperiencedarobustgrowth,Total:RMB139,472millionUS$16.8billion,Source:NielsenMediaResearch,Total:RMB198,646millionUS$23.9billion,**,2003TopTenSectionNational,Pharmaceuticalremainedtheleadingspendingsectioninthismarket,Source:NielsenMediaResearch,RMB(‘000),**,2003TopTenSuperBrands,RMB(‘000),Source:NielsenMediaResearch(National),,2P&Gbrandsinthetop10,Theothersarelocalbrands.,,,**,AboutmediaScenario-bymedia...,,,,City(Local),Province,Nationwide,StructureofChinaMassMedia,NationalProvincialLocal,,,ThisstructureappliestoTV,NewspaperandRadio,MediaConsumptionHabits,Source:CMMS2003Spring,Target:Male20-40,TV,TVisstilladominantmediuminChina-highestcoverage---Average90%-highestshareofspendingamongallmedia---70%+,TVCoveragebyMarket/Yesterday,%,Source:CMMS2003Spring(30cities),Target:Male20-40,TV-Basicstatistics,No.ofcolorTVsets/100HHinUrbanareas116No.ofTVsets/100HHinRuralareas102Televisioncoverageofpopulation93%,ViewingBehaviour,InChina,theprimetimerangeiswithin18:30to22:00HigherviewershiponweekendswiththeexceptioninSouthChina,e.g.Guangzhou,wheretheviewershipishigheronweekdays,Shanghai,Rating%,Source:NielsenMediaResearch29July-4August,Beijing,Rating%,Source:NielsenMediaResearch29July-4August,Guangzhou,Rating%,Source:NielsenMediaResearch29July-4August,WatchingTV-thekeyleisureactivities,minute,minute,Source:CSM,Average3hours/day,Nogenderbasis,elderwatchmore,,,,CityTV-Citycable-CountyTVs,ProvincialSatelliteTVProvincialTV-Cable,NationalTV(CCTV),StructureofTV,NationalProvincialLocal,,,TheNationalChannels,CCTV1News&General(新闻、综合)CCTV2Economic,Life,Service(经济、生活、服务)CCTV3Variety(综艺)CCTV4International(国际)CCTV5Sports(体育)CCTV6Movies(电影)CCTV7Children,Military,Agriculture(少儿、军事、文艺)CCTV8Teleplay(电视剧)CCTV9English(英文)CCTV10Technology,Education(科教)CCTV11Drama(戏曲)CCTV12West(西部)CCTVNewsNews(新闻),Extentofcoverage,CCTV1-2NationwidecoverageviaterrestrialtransmitterCCTV3-12CoverageviacablenetworknationwideProvincialSatelliteCoverageviacablenetworknationwideProvincialTVProvincialcoverageviaterrestrialtransmitterPrefectureCityTVCityandsurroundingareaCountyCityTVCityandsurroundingarea,,,CCTV,Anhui,BuyingTVinAnhuiProvince,,,,AnhuiTV,BuyingTVinAnhuiProvince,,,,,JiangsuTV,BuyingTVinAnhuiProvince,,,,,,LocalHeifeiTV,,BuyingTVinAnhuiProvince,,,,,,,,,PrefectureCityTV,,,,,BuyingTVinAnhuiProvince,,,,,,,,,,CountyCityTV,,,,,,,,,,,,,,,,,,BuyingTVinAnhuiProvince,OnecityrepresentsoneTVmarket,therefore,thereare660+TVmarketsacrossthecountry.,Ontheonehand,theyareseparatedfromeach,ontheotherhand,theyareinter-relatedbecauseofnational,provincial/regionalspilloverinterference,Adistinctivephenomenon...,Newspaper,NewspaperisahighpenetrationmediuminChina-highcoverage---70%-improvingmediumintermsofprintingqualityandrangeofvariety,NewspaperCoverage/Yesterday,Source:CMMS2003Spring,Target:Male20-40,,,,Citycirculated,Provincialcirculated,Nationwidecirculated,StructureoftheNewspaper,NationalProvincialLocal,,,NewspaperToday,Over2,000titlespublishedEveningtitlesaremorepopularthanmorningtitlesLocaltitlesgainedimportanceMorerelevanttolocallifestyleMoretailormadeforlocalinterestNation-wide/provincialtitlesloosingpopularityMoreofgovernmentpropagandaImprovementinprintingqualityandhigherflexibilityincreativeformatNocirculationaudit,Strict&subjectiveeditorial/ad.censorship,TV+NewspaperDominantmediainChinaOver80%coverageinmostmarkets98%shareoftotaladex,OthermediaUnderdeveloped,developingorforgotten,Magazine,Amediumwithhighdevelopmentpotential-InternationalpublicationarecontinuingtoexpandinChinawhichleadstoincreasedmediavehiclesandimprovedprintandeditorialquality-MajorityofthetitlesarenationallycirculatedandthusnotaslocallyfocussedasTVandNewspapers,MagazineCoverage/PastMonth,Source:CMMS2003Spring,Target:Male20-40,MagazineToday,LocalTitlesLongbookinglead-time:canbe6to12monthsforcoverpositionsNotascreative&flexibleasinternationalcounterpartsVerylimitedauditingReproductionqualityimprovingLocaltitleshavehighercirculationandreadershipbecauseoflonghistoryHowever,theoverallsituationisgraduallyimprovingbecauseofhighcompetitiveness,InternationalTitles/JVTitlesMoreandmoreenteringthemarketStandardisedbooking&Materiallead-timesOpenforcreativeideasandnegotiationSomewithauditfigures.Circulation/readershipisnotasstrongasthelocaltitles.MorequalitativeconsiderationPartnerwithadvertiseroragencyonsurveys,Fastgrowingandpotentialmediumtoreachspecifictargetgroup,MagazineTodayPictures,LocalTitles,InternationalTitles/JVTitles,Improvingoutlook,Internationaladaptationplusrelevantlocalcontent,Radio,Aforgottenmedium-However,verylocalfocusandperformancevariedcitybycity.-Performancepicksupinsomecitiesbecauseofnewtransmissionchannels-canhaveradiobroadcastinpublictransportation,RadioCoverage/Yesterday,Source:CMMS2003Spring,Target:Male20-40,%,RadioToday,Stronglocalappeal.Niche-castingisstartingtoexpandintocities:Financial,Music,Kids,TrafficchannelsListenershippicksupinsomecitiesbecauseofnewtransmissionchannels-broadcastinpublictransportationContemporaryformat,youthappealProgramsponsorshipisgrowinge.g.musicprogramsCall-inprogramsarealsoincreasing,,Generallystrongamongsttheyouth.Morningnewsprogramsingeneralaremostpopularwithhighestlistenership.,Cinema,Veryontargetmediumforyoungandmoreaffluentgroups.-However,VCDpiracyisthekeyproblemeffectingcinemavisitrate,CinemaVisitedinPast3Months,Source:CMMS2003Spring,Target:Male20-40,%,CinemaToday,63,000cinemasinChinabutdevelopmentondecliningtrend20HollywoodmoviesannuallyallowedinChina(expectedtochangeafterWTOentry?)Chinesecomedies(CNYmovies)areincreasinginpopularityAudiencesareyoungandtendtobeaffluent,KeyproblemisVCDpiracyreachingstreetsveryquicklyEarlyreleaseofHarryPotterin2002helpedreducethis,Outdoor,Adevelopingmediumstilllacksoforganizationandsystem.-playsakeyroleforbothdevelopedmarkets(forreachingthemobilepopulationbecauseofthechanginglifestyle)anddevelopingmarkets(forbuildingexposureinaprimitiveenvironment),OutdoorTypesinChina,SpectacularBillboardNeonGiantlightboxWalladCrossover/Bridge,PedestrianBus/TaxishelterPedestrianlightboxHanginglightboxTelephonebooth,TransitVehicleStation/TerminalAirport/PierSubway,RuralBrickWallUmbrella,OutdoorTypesinChina,,,,OutdoorCoverage/PastWeek,Source:CMMS2003Spring,Target:Male20-40,%,TypesofOutdoorSeeninPastWeek,Source:CMMS2003Spring,Target:Male20-40,%,OutdoorToday,NegativesLackoforganization&clarityGovernmentinterferenceLackofsophisticatedresearchSpiralinginflation(aseller’smarket)HighclutterenvironmentHigh‘risk’,PositivesNetworkbuysincreasinglyavailablePuttingorderinindustryMoreinformationandspendingdataisreleasedHighcreativepotential,createtalkofthetownMoreinnovativeformatsareforeseeable,Moreandmorenewformatsareavailableinthemarketplace.Stillahighpotentialmediumtobeexplored,Internet,Afastgrowingmediuminshorttimeframebutgrowthratehassloweddown-extremelyhighpotentialbutcannotbefullyexploredbecauseofthelimitationofChinainfrastructure.,Asexpected,userbasehasbeengraduallyexpanding,InMillion,Source:CNNIC,Gendersplitremainedsteady,DataSource:CNNIC,UsersDistributionbyProvince,Source:CNNICDec-2002,Top10citiescomprisedcloseto65%ofinternetusers,Top10SitesinKeyCities,Source:CMMS,2002,P20-34College+,Srankedamongsttop3sitesacross3cities,InternetToday,Adspendingisgrowing,especiallyforWorldCupin2002OnlinemediamarketremainshighpotentialespeciallyforthenichetargetgroupOnlinemediainChinaisabuyer’smarketWebvertisingformatsarehighlyflexibledependingonadvertisers’requests(e.gsuperstitials,interstitials,extendedbuttons,etc.),TheChinaMediaLandscape,,ProvincialRadioChannels,NationalRadioChannels,,,Local,National,Dominant,Forgotten,NationalTVchannels,LocalTVchannels,NationalNewspaper,ProvincialTVchannels,ProvincialNewspaper,Localnewspapers,Magazine,LocalRadioChannels,Cinema,Internet,Insummary...,,TheChinamarketisunique….,HugepopulationGeographicallyverydiverseHugenumberofmediaownersRapidly-changingmediasceneUnstructurednegotiationsPoorlydevelopedresearchDevelopingITinfrastructure,…infactsomeofthismayhavealreadychanged!,