表紙
市場調査レポート

中国の広告産業

China Advertising Industry Report, 2013

発行 ResearchInChina 商品コード 205755
出版日 ページ情報 英文 80 Pages
納期: 即日から翌営業日
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中国の広告産業 China Advertising Industry Report, 2013
出版日: 2013年07月04日 ページ情報: 英文 80 Pages
概要

2012年、中国における従来のメディアキット(テレビ、ラジオ、新聞、屋外)広告市場は、前年比4.5%増、過去5年間で最も低い水準となっています。これに対し、インターネット広告市場は急成長を遂げ、前年比46.83%増、市場規模は753億人民元まで拡大しています。

当レポートでは、中国の広告産業について調査分析し、発展状況、政策環境、広告主の変化、市場競合について検証するほか、市場セグメント(インターネット、新聞、屋外、TV・ラジオ)別の市場分析を提供して、概略以下の構成でお届けいたします。

第1章 中国の広告産業の概要

  • 政策環境
  • 発展状況
  • 広告主
  • 市場競合

第2章 中国のインターネット広告市場

  • 市場規模
  • 市場セグメント
  • 広告主
  • 企業の競合
  • Baidu
  • Taobao
  • Google China
  • Tencent
  • Sohu
  • Sina
  • Youku Tudou
  • SouFun
  • Qihoo 360
  • CBSi
  • NetEase

第3章 中国の新聞広告市場

  • 市場規模
  • 市場セグメント
  • 広告主
  • XinHua Media
  • B-Ray Media
  • Huawen Media
  • Zhejiang Daily Media

第4章 中国の屋外広告市場

  • 市場規模
  • Focus Media
  • AirMedia
  • DHA Group
  • Clear Media

第5章 中国のTV・ラジオ広告市場

  • 市場規模
  • CTV Media
  • SMG
  • Hunan TV & Broadcast Intermediary
  • Jiangsu Broadcasting Corporation
  • Zhejiang Broadcasting Corporation

図表

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目次
Product Code: LMX037

Abstract

China's advertising industry from 2012 to the first half of 2013 showed the following characteristics:

Traditional media kit advertising growth has slowed down, touching its lowest level in the five years.

Due to macroeconomic impact, the Chinese traditional media kit (television, radio, newspapers and outdoor) advertising market witnessed a tiny year-on-year increase of 4.5% in 2012, touching its lowest level in the recent five years, of which, newspaper advertising reached an overall market size of approximately RMB 68.55 billion, down 12.6% YoY, the first negative growth over the past decade. In the first quarter of 2013, the Chinese newspaper advertising market size continued to fall, a year-on-year decline of about 12%.

Internet advertising has seen rapid development, with market size in 2012 up 46.83% YoY

China's internet advertising market size attained to RMB 75.31 billion in 2012, a year-on-year increase of 46.83%, and then slowed down to RMB 19.84 billion in the first quarter of 2013, with year-on-year growth of the first quarter firstly less than 40% for three consecutive years, entering into a relatively slackened growth cycle after high-speed development. Concerning the internet advertising revenue scale by enterprise, Baidu held the first position; Youku Tudou after the merger ranked eighth with revenue up to RMB 429 million in the first quarter of 2013.

Top10 Internet Advertising Media Companies in China
by Advertising Revenue, Q1 2013
(Unit: RMB mln)

RankingEnterpriseQ1 2013
1Baidu5,953
2Taobao5,070
3Google China1,070
4Tencent850
5Sohu713
6Sina578
7SouFun530
8Youku Tudou429
9Qihoo 360389
10CBSi260

Source: Baidu, Taobao, Google China, Tencent,
Sohu, Sina, SouFun, Youku Tudou, Qihoo 360, CBSi, ResearchInChina
,
China Advertising Industry Report, 2013

China Advertising Industry Report, 2013 by ResearchInChina mainly includes the followings:

  • Development status, policy environment, advertisers change and market competition of advertising industry in China;
  • Market size, market segments, advertisers change and enterprise competition of internet advertising in China, as well as operation and advertising revenue of 11 major online advertising media companies including Baidu, Taobao, Google, Tencent, Sohu, Sina, Youku Tudou, SouFun, Qihoo 360, CBSi and NetEase;
  • Market size, market segments, advertisers change of newspaper advertising in China, as well as operation and advertising revenue of four major newspaper advertising media companies, i.e. Shanghai XinHua Media Co., Ltd., Chengdu B-Ray Media Co., Ltd., Huawen Media Investment Corporation and Zhejiang Daily Media Group Co., Ltd.;
  • China's outdoor advertising market size as well as operation and advertising revenue of four leading outdoor advertising media companies, i.e. Focus Media Holding Limited, AirMedia Group Inc., DHA Group and Clear Media Limited;
  • China's TV & radio advertising market size as well as operation and advertising revenue of five major TV & radio advertising media companies - China Television Media, Ltd., Shanghai Media Group, Hunan TV & Broadcast Intermediary Co., Ltd., Jiangsu Broadcasting Corporation and Zhejiang Broadcasting Corporation.

About ResearchInChina

ResearchInChina was established in 1999, has become a leading independent provider of China business intelligence. Our research is designed to meet the diverse planning and information needs of businesses, institutions, and professional investors worldwide. Our services are used in a variety of ways, including strategic planning, product and sales forecasting, risk and sensitivity management, and as investment research.

We have over 500 clients worldwide, including the largest commercial and investment banks; insurance companies; research institutions; financial services firms; mutual funds; manufacturers; utilities; and industrial and technology clients.

Our Methodology

All of our statistics, analysis and reports explore all major issues, threats and opportunities and provide you with incisive and actionable strategic recommendations.

Table of Contents

Preface

1. Overview of China Advertising Industry

  • 1.1. Policy Environment
  • 1.2. Development Status
  • 1.3. Advertiser
  • 1.4. Market Competition

2. Internet Advertising Market in China

  • 2.1. Market Size
  • 2.2. Market Segments
    • 2.2.1. Search Engine Advertising
    • 2.2.2. Online Video Advertising
  • 2.3. Advertiser
  • 2.4. Enterprise Competition
  • 2.5. Baidu
    • 2.5.1. Profile
    • 2.5.2. Development Course
    • 2.5.3. Advertising Business
    • 2.5.4. Acquisition
  • 2.6. Taobao
    • 2.6.1. Profile
    • 2.6.2. Advertising Business
    • 2.6.3. Operation
  • 2.7. Google China
    • 2.7.1. Profile
    • 2.7.2. Main Business
    • 2.7.3. Acquisition
  • 2.8. Tencent
    • 2.8.1. Profile
    • 2.8.2. Operation
    • 2.8.3. Advertising Business
  • 2.9. Sohu
    • 2.9.1. Profile
    • 2.9.2. Operation
    • 2.9.3. Video Business Adjustment
  • 2.10. Sina
    • 2.10.1. Profile
    • 2.10.2. Operation
    • 2.10.3. E-commerce Road of Sina Weibo
  • 2.11. Youku Tudou
    • 2.11.1. Profile
    • 2.11.2. Operation
    • 2.11.3. Cooperation
    • 2.11.4. Multi-Screen Strategy
  • 2.12. SouFun
    • 2.12.1. Profile
    • 2.12.2. Operation
    • 2.12.3. Release of “Xinfangtong” Platform
  • 2.13. Qihoo 360
    • 2.13.1. Profile
    • 2.13.2. Operation
    • 2.13.3. Qihoo 360 Plans to Purchase Sogou at Around $1.4 billion
  • 2.14. CBSi
    • 2.14.1. Profile
    • 2.14.2. Operation
    • 2.14.3. Cooperation with LETV
  • 2.15. NetEase
    • 2.15.1. Profile
    • 2.15.2. Operation
    • 2.15.3. Layout of Mobile Terminal

3. Newspaper Advertising Market in China

  • 3.1. Market Size
  • 3.2. Market Segments
    • 3.2.1. Newspaper Media Advertising
    • 3.2.2. Magazine Media Advertising
  • 3.3. Advertiser
  • 3.4. XinHua Media
    • 3.4.1. Profile
    • 3.4.2. Operation
    • 3.4.3. Development Plan
  • 3.5. B-Ray Media
    • 3.5.1. Profile
    • 3.5.2. Operation
    • 3.5.3. Acquisition
    • 3.5.4. Performance Forecast
  • 3.6. Huawen Media
    • 3.6.1. Profile
    • 3.6.2. Operation
    • 3.6.3. Acquisition
    • 3.6.4. Performance Forecast
  • 3.7. Zhejiang Daily Media
    • 3.7.1. Profile
    • 3.7.2. Operation
    • 3.7.3. Acquisition
    • 3.7.4. Projects
    • 3.7.5. Performance Forecast

4. Outdoor Advertising Market in China

  • 4.1. Market Size
  • 4.2. Focus Media
    • 4.2.1. Profile
    • 4.2.2. Operation
  • 4.3. AirMedia
    • 4.3.1. Profile
    • 4.3.2. Operation
    • 4.3.3. Entering into LED Screen Market in Gas Station
  • 4.4. DHA Group
    • 4.4.1. Profile
    • 4.4.2. Operation
  • 4.5. Clear Media
    • 4.5.1. Profile
    • 4.5.2. Operation
    • 4.5.3. Development Plan in 2013

5. TV & Radio Advertising Market in China

  • 5.1. Market Size
  • 5.2. CTV Media
    • 5.2.1. Profile
    • 5.2.2. Operation
    • 5.2.3. Assets Reorganization
    • 5.2.4. Performance Forecast
  • 5.3. SMG
  • 5.4. Hunan TV & Broadcast Intermediary
    • 5.4.1. Profile
    • 5.4.2. Operation
    • 5.4.3. Performance Forecast
  • 5.5. Jiangsu Broadcasting Corporation
  • 5.6. Zhejiang Broadcasting Corporation

Selected Charts:

  • Related Policies and Regulations on Advertising Industry in China, 1982-2012
  • TOP10 Advertising Industries in China (by Advertising Costs), Q1 2013
  • TOP10 Advertising Brands in China (by Advertising Costs), Q1 2013
  • Market Size and YoY Growth of Internet Advertising in China, 2006-2016E
  • Market Size and QoQ Growth of Internet Advertising in China, 2011-2013
  • Market Structure of Internet Advertising in China (by Segment), 2008-2016E
  • Revenue and YoY Growth of Search Engine Advertising in China, 2008-2016E
  • Revenue Structure of Search Engine Advertising in China, 2012
  • Revenue Structure of Online Video Industry in China, 2012
  • Market Size and Share of Online Video Advertising in China, 2009-2012
  • Top Industry Brands in China by Internet Advertising Costs, Apr. 2013
  • Top Advertisers in China by Internet Brand Advertising Costs, Apr. 2013
  • Advertising Features of Sina, Baidu and Taobao
  • Top10 Internet Advertising Media Companies in China by Advertising Revenue, Q1 2013
  • Development Course of Baidu
  • Revenue and Net Income of Baidu, 2008-2013
  • Revenue Structure of Baidu (by Business), 2008-2013
  • Features of Advertising Products of Taobao
  • Four Stages of Advertising Business of Taobao
  • Total Trading Volume of Alipay on Each November 11, 2009-2012
  • Development Course of Google in China
  • Revenue and Net Income of Google, 2008-2013
  • Revenue Structure of Google (by Business), 2010-2013
  • Revenue Structure of Google (by Region), 2010-2013
  • Acquisition Cases of Google, 2012
  • Revenue and Profit of Tencent, 2008-2013
  • Revenue Structure of Tencent (by Business), 2011-2013
  • Revenue and Net Income of Sohu, 2009-2013
  • Revenue Structure of Sohu (by Business), 2011-2013
  • Revenue and Net Income of Sina, 2008-2013
  • Revenue Structure of Sina (by Business), 2010-2013
  • Revenue Structure of Sina (by Business), Q4 2012-Q1 2013
  • Visit Traffic from Sina Weibo to Taobao via Link, 2012-2013
  • Revenue and Net Income of Youku Tudou, 2008-2013
  • Revenue Structure of Youku Tudou (by Business), 2010-2013
  • Revenue and Net Income of SouFun, 2008-2013
  • Revenue Structure of SouFun (by Business), 2011-2013
  • Revenue and Net Income of Qihoo 360, 2008-2013
  • Revenue Structure of Qihoo 360 (by Business), 2010-2013
  • Main Business Areas of CBSi in China
  • Total Revenue and Advertising Revenue of CBS Corporation, 2011-2013
  • Revenue and Net Income of NetEase, 2008-2013
  • Revenue Structure of NetEase (by Business), 2008-2013
  • Market Size and YoY Change of Newspaper Advertising in China, 2008-2012
  • Newspaper Advertising Spending Structure in China (by Industry), 2012-2013
  • TOP10 Advertisers in China's Newspaper Advertising, Q1 2013
  • Newspaper Media Advertising Spending in China (by Region), 2012-2013
  • TOP10 by Newspaper Media Advertising Spending in China, 2012
  • Magazine Advertising Spending Structure in China (by Industry), 2012-2013
  • YoY Change of Magazine Media Advertising Spending in Major Industries, Q1 2013
  • TOP10 Advertisers in China by Magazine Advertising Spending, Q1 2013
  • TOP10 by Magazine Media Advertising Spending in China, 2012
  • Newspaper Advertising Spending Structure in China (by Industry) and YoY Growth, 2011-2012
  • Proportion of TOP4 Industries by Newspaper Advertising Spending in China, 2012-2013
  • Revenue and Net Income of Xinhua Media, 2009-2013
  • Revenue Structure of Xinhua Media (by Business), 2008-2012
  • Revenue and Net Income of B-Ray Media, 2009-2013
  • Revenue Structure of B-Ray Media (by Business), 2009-2012
  • Revenue and Net Income of B-Ray Media, 2013E-2016E
  • Revenue and Net Income of Huawen Media, 2009-2013
  • Revenue Structure of Huawen Media (by Business), 2008-2012
  • Revenue and Net Income of Huawen Media, 2013E-2016E
  • Revenue and Net Income of Zhejiang Daily Media, 2009-2013
  • Revenue Structure of Zhejiang Daily Media (by Business), 2011-2012
  • Investment for Film and TV Series of Zhejiang Daily Media
  • Revenue and Net Income of Zhejiang Daily Media, 2013E-2016E
  • Characteristics of Different Types of Outdoor Advertising
  • Market Size of Outdoor Electronic Screen Advertising in China, 2011-2012
  • Market Share of Outdoor Electronic Screen Advertising in China (by Segment), Q3 2012
  • Revenue and Net Income of Focus Media, 2008-2012
  • Revenue Structure of Focus Media (by Business), 2008-2012
  • Revenue and Net Income of AirMedia, 2009-2013
  • Revenue Structure of AirMedia (by Business), 2009-2013
  • Revenue and Net Income of DHA Group, 2009-2013
  • Revenue Structure of DHA Group (by Business), 2009-2013
  • Business Coverage of Clear Media
  • Turnover and Net Income of Clear Media, 2008-2012
  • Turnover Structure of Clear Media (by Region), 2012
  • Revenue and Net Income of CTV Media, 2009-2013
  • Revenue Structure of CTV Media (by Business), 2008-2012
  • Revenue Structure of CTV Media (by Region), 2008-2012
  • Gross Margin of Advertising Business of CTV Media, 2008-2012
  • Revenue and Net Income of Hunan TV & Broadcast Intermediary, 2009-2013
  • Revenue Structure of Hunan TV & Broadcast Intermediary (by Business), 2009-2012
  • Revenue and Net Income of Hunan TV & Broadcast Intermediary, 2013E-2016E
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