China TV Advertising Industry

Published by: China Knowledge Press

Published: Jan. 10, 2004 - 262 Pages

Table of Contents

Tables and Figures

Executive Summary

Part One China’s TV Industry

Chapter 1 Overview of China’s TV Medium

1.1 TV Stations and Channels

1.2 Ownership of TV Sets

1.3 Average Number of Channels Available, per Household

1.4 Reception Modes of TV Signals

1.5 Satellite Channels

1.6 CCTV’s Coverage

Chapter 2 Profile of TV Audience

2.1 National TV Audience Base

2.2 Gender Profile

2.3 Age Profile

2.4 Educational Level

2.5 Occupational Profile

2.6 Income Profile

Chapter 3 Viewing Habits of TV Audience

3.1 Per Capita Viewing Time

3.1.1 Per capita daily TV viewing time in 2002

3.1.2 Audiences in North China and South China

3.1.3 Female vs. male audiences

3.1.4 Older audiences

3.2 Pattern of Annual TV Viewership

3.2.1 The “Holiday Effect” on viewership

3.2.2 Viewership of male audiences during the period of the World Cup soccer tournament

3.2.3 Viewership of young audiences during holidays

3.3 Pattern of Daily TV Viewership

3.3.1 Two rating peaks in a day

3.3.2 Daytime viewership during weekends

3.3.3 Regional differences in daily viewership

3.3.4 Gender differences in daily viewership

3.3.5 Viewing habits of different age groups

Part Two Market Competition

Chapter 4 Competition among TV Channels

4.1 Inter-channel Competition in National TV Broadcast Market

4.1.1 CCTV channels possessed greater competitive advantage

4.1.2 CCTV held the lead for a majority of the time slots

4.1.3 CCTV possessed distinct competitive advantage in attracting audiences

4.1.4 CCTV-1 possessed distinct competitive advantage

4.2 Inter-channel Competition in Anhui Province

4.2.1 Current situation of Anhui TV Station

4.2.2 Time slots favoring Anhui TV

4.2.3 Profile of Anhui TV viewers

4.2.4 Anhui TV-1 was No. 1 in terms of individual channels’ market share

4.3 Inter-channel Competition in Beijing’s TV Broadcast Market

4.3.1 Beijing TV Station possessed distinct competitive advantage.53

4.3.2 Time slots with high viewership for Beijing TV

4.3.3 Beijing TV Station and CCTV dominated

4.3.4 Channels of CCTV and Beijing TV Station ranked top in terms of market share

4.4 Inter-channel Competition in Shanghai’s TV Broadcast Market

4.4.1 Shanghai Media Group’s TV channels dominated the market.58

4.4.2 Channels of SMG possessed distinct advantage

4.4.3 Channels of SMG had greater TV viewership

4.4.4 Shanghai TV Drama Channel clinched top spot

4.5 Inter-channel Competition in Guangzhou’s TV Broadcast Market

4.5.1 Foreign TV stations had distinct advantage in Guangzhou’s TV market

4.5.2 Time slots with high viewership for Guangzhou TV

4.5.3 Foreign channels possessed a greater degree of competitiveness

4.5.4 Chinese Jade Channel held the highest portion of market share

Chapter 5 Competition among TV Programs

5.1 Competition Among China’s TV Programs

5.1.1 Programs with the largest audience share

5.1.2 Different competitive edge for different program types

5.1.3 Different types of programs appealed to different target audience

5.2 Competition among TV programs in Beijing

5.2.1 Programs with the largest audience share

5.2.2 Competition between Beijing TV Station and CCTV

5.2.3 Different types of programs for different target audience

5.3 Competition among TV programs in Shanghai

5.3.1 Programs receiving the largest audience share

5.3.2 Shanghai Television Station displays greater local competitive edge

5.3.3 Different types of programs for different target audiences

5.4 Competition among TV programs in Guangzhou

5.4.1 Most-watched programs in Guangzhou

5.4.2 Foreign channels took up a significant amount of audience Share

5.4.3 Different types of programs for different target audiences

Part Three Industry Overview

Chapter 6 Overview of China’s Advertising Industry

6.1 The Return to Advertising

6.2 Development during the 1980s

6.3 Advertising in the Past Decade

Chapter 7 Regulatory Bodies

7.1 State Administration for Industry & Commerce (SAIC)

7.1.1 Functions and responsibilities

7.1.2 Internal structure

7.1.3 History and current activities

7.1.4 Leaders

7.1.5 Contact information

7.2 China Advertising Association (CAA)

7.2.1 Overview

7.2.2 Functions and missions

7.2.3 Organizational structure

7.2.4 CAA’s international liaisons

7.2.5 Leadership

7.3 Ministry of Commerce (MOFCOM)

7.3.1 Functions and responsibilities

7.3.2 Contact information

7.4 Ministry of Information Industry (MII)

7.4.1 Overview

7.4.2 Main functions

7.4.3 Internal structure

7.4.4 Leading positions and size of staff

7.4.5 Contact information

7.5 State Administration of Radio, Film and Television (SARFT)

7.5.1 Overview

7.5.2 Functions and responsibilities

7.5.3 Internal structure

7.5.4 Contact information

Part Four Current Trends

Chapter 8 Current Situation of TV Advertising in China

8.1 Overview of TV Advertising Market

8.1.1 TV medium in the age of integration

8.1.2 Challenges to the TV medium post-WTO accession

8.1.3 Increased competition between TV media stations

8.1.4 Revamp of channels and programs

8.2 The Value of National TV Commercials

8.3 Classification of TV Advertisements

8.4 Top 10 Foreign Brands with the Highest TV Advertising Value

8.5 CCTV Experience Boost in TV Advertisements during the World Cup Season

Chapter 9 Competition among TV Commercials

9.1 Overall Competition among Various TV Channels

9.1.1 Revenue from TV commercials

9.1.2 Market shares of advertising revenue

9.1.3 City-level TV stations

9.1.4 Provincial capital city stations and provincial-level satellite channels

9.2 Distribution of Advertising Revenue

9.2.1 High revenue from night-time commercials

9.3 Trends in Advertising Expenditure

9.3.1 Pricing system for advertisements

9.3.2 Average advertising expenditure of TV channels

9.4 Competition among Channels for Advertised Products

9.4.1 Cosmetics

9.4.2 Food products

9.4.3 Beverages

9.4.4 Pharmaceutical products

9.4.5 Telecommunications products

Chapter 10 Product Competition

10.1 Ranking of Main Types of Products Advertised on TV

10.2 Trends in Products’ Advertising Costs

10.2.1 Tobacco products

10.2.2 Shampoo and haircare

10.3 The Impact of Sars on TV Advertising

10.3.1 Significant increase in disinfectant advertisements

10.3.2 No change in automobile advertising

10.3.3 Great losses in advertising in the tourism industry

10.3.4 Fall in advertising business of air-conditioners

10.3.5 Reduced running time of commercials

10.4 TV Advertising of Four Types of Daily Chemical Products

10.4.1 Total advertising costs for four types of daily chemical products

10.4.2 Shift of TV advertising for daily chemical products to provinces

10.4.3 Total advertising costs of daily chemical products and provincial-level channels

10.5 TV Advertising for Different Automobiles

10.5.1 Increased TV advertising costs

10.5.3 Huge development potential in automobile-related markets

Chapter 11 Trends in TV Advertising Market

11.1 Overview

1. Advertising Law of the People's Republic of China

2. Interim Regulations on Control of Radio and TV Advertising

3. Notice on Further Strengthening the Management of Medical Advertisements

4. Notice on Further Strengthening the Examination & Management of Prescription Drug Advertisements

5. Notice on Further Strengthening the Management of Real Estate Advertisements

6. Directory of TV Stations

Abstract

China TV Advertising Industry is a comprehensive analysis of the complex TV advertising market in China. To foreign investors who seek to promote their brands and increase market revenue, the choice of a suitable communication channel to carry their advertisements is particularly crucial as the array of choices can be overwhelming. Different TV stations have different broadcast coverage, and different TV programs have different audience bases. China's TV broadcast system today comprises national-level, provincial-level, local (city)-level and county-level broadcast stations. The market pie is shared primarily among CCTV, provincial-level TV stations and local TV stations. In this report, we analyze closely the profiles of China's TV viewers, in terms of their gender, age, education, income levels and so on, providing companies who wish to advertise via China's TV media relevant and insightful information.

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