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GroupM: Ad spending in China to grow 5.2% in 2018

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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Ad spending rebounds after two years in downward spiral

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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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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Ad spending growth slightly rebounds in first half

Growth of ad spending in China shows a slight rebound in the first half of this year as the decline of traditional media advertising revenue stabilises.

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Out-of-home media enjoy healthy growth in ad revenue

Majority of advertisers (annual budget below 5 billion yuan) have allocated about 20% of ad budget for OOH media.

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Smart TV on the rise in China; video-on-demand viewing soars

Chinese Family Big Screen TV Viewing Report 2017 shows that in 35 major cities, nearly 23% TV audiences have at least one Smart TV or a Smart TV top-box.

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From The Archive

More than 72 million Chinese audiences watch part of the game on CCTV-5.
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Kantar Media's audience research has shown that in the US, United Kingdom and China, American football followers are more likely to have higher income.
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GroupM lifts its estimation of spending growth in China in 2016 from 6.6% to 7.9%. China will continue to be world’s largest contributor of net ad spending growth.
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Ad spending reverses its declining trend in the first three quarters of this year: it grew 0.1% from a year ago, while in the first three quarters of 2015, it declined 3.5%.
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Zhao May is General Manager of CTR Media Intelligence.

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Zod Fang is Director, GroupM Knowledge, China.

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Aidan Golds is a marketing executive with Kantar Media.

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