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Right KOL is better than big star

Even the biggest star won’t be able to lift every brand. Niche brand can also find a decent image ambassador. Data from social media can be your guidance.

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Alipay commercial wins hip-hop ad campaign battle

Reality show Rap of China creates hip-hop craze in China. Kantar Media CIC data shows whose hip-hop commercial is winning.

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Rising importance of Weibo to TV dramas

More than 70% of new TV dramas partnered with Weibo in the first half of this year. The top 30 TV dramas accounted for 93% of all TV drama-related Weibo impressions. Huge Weibo fan bases also unlocked more revenue opportunities for TV dramas.

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Overcome the challenge to engage Chinese consumers digitally

China’s Belts & Road Initiative will help foreign companies enter China; but these companies need to know how to engage Chinese consumers digitally.

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Digital opportunities to win consumers along Belt and Road Routes

Kantar TNS global research helps brands understand how consumers along Belt and Road Routes are connected to digital their life.

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How to find perfect mix of TV and digital media spending?

Even though TV seems to have lost its advantage in the media mix, it still shows real strength in reaching consumers, especially for brands targeting mass consumers.

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From The Archive

Spring 2018 edition of This Year, Next Year: China Media Industry Forecast report estimates ad spending in China this year will grow 5.2% to reach 585.8 billion yuan.
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By doing three things right, GQ’s China WeChat account has undergone a successful social media transformation.
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Who has bigger share of voice? More importantly, who has earned more positive sentiment from consumers?
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Ad spending in China finally returns to black after two years in decline: the total spending expands by 4.3% from 2016.
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Linda Xu is Chief Client Officer, Head of Research & Consulting, Kantar Media CIC.

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Zhao May is General Manager of CTR Media Intelligence.

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Paul Cha is currently Head of Digital & Media at Kantar Insights China.

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Carol Song is China Media Director at Kantar Worldpanel.

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