传立中国媒体市场分析(1).pptxVIP

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2023-08-22 发布于江苏
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传立中国媒体市场分析(1).pptx

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Media in China MindShare China2003 Market SizePopulation: 1.27 billion Area: 9.6 million sq.km 4 Municipal Cities23 Provinces2 Special Administrative Regions ( Hong Kong, Macao ) 5 Autonomous zones259 cities at prefecture level400 cities at county level Media At a Glance 2002 TV 360 Radio 306Newspaper 2,137Magazine 9,029** Media Development ProcessMoving from unregulated to regulated. Rapid change development in the market place…But, media is still controlled by the Government. Censorship is a must. BuyersSellers Regulated Unregulated1996199720022005 Media DevelopmentImmature / Messy Sellers’ MarketLack of research Lack of systemsAdvertising Price- High inflation- Pre-payment- 3 tiers rate structurePlanning buying based on gut feel experienceMissing spots More steadyMarket orientedImproved research Systematic management Advertising PriceSteady inflationImproved payment terms One tier rateRoom for negotiationSystematic / Strategic Planning buying Higher guarantee on spot appearance1995 1996 1997 1998 1999 2000 2001 2002 2003 2004Maturing marketCompetitive marketMore rounded research Advertising PriceInflation / deflation Complete pricing payment system Market result oriented, ROI planning buying ToolsHigh protection on client’s benefitEvaluation of results Annual %Media Inflation TrendSource: China Statistical Yearbook/MindShareMedia Merge More Rounded Research InformationDATA TYPE SUPPLIER COVERAGETV Ratings People meter Nielsen Media Research 11 markets Diary based Nielsen Media Research 11 markets People meter CSM 19 markets Diary based CSM 73 markets Provincial Panel (diary) CSM 19 provincesTV spot monitoring Nielsen Media Research 133 markets CTR 177 marketsAd Expenditure TV/Print Nielsen Media Research 133 markets TV/Print CTR 177 marketsMedia Habits TGI-CMMS Sinomonitor/BMRB 30 markets CNRS CTR 36 ma