China Insights


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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Iran vs China game sets new viewing record

More than 72 million Chinese audiences watch part of the game on CCTV-5.

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NFL fans have a high net worth in US, UK and China

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.

From The Archive

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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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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More Chinese people are following Rio 2016 than they initially thought. Prime time for watching the Games is 9:30 pm till mid-night. Nearly 60% respondents watched opening ceremony live.
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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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