TV advertising market in China in 2013 showed a growing trend, with a significant growth in the first half but slowed growth in the second half. In 2014, the slow growth trend continued. In H1 2015, China TV advertising market showed a decreasing trend apart from a slight increase in February 2015.

In H1 2015, the profit of China regional advertising market continued to grow; but overall revenue of domestic media decreased dramatically, an 10.5% decrease compared to last year.

In the key television media advertising market, Procter & Gamble and Unilever reduced their spend on all levels of television advertising while the Jiangzhong Group, Guangzhou Chenliji Pharmaceutical and Jiangxi Huiren Pharmaceutical kept a substantial increase on TV advertising. The increase of Xi’an Epanggong Pharmaceutical spend on CCTV and local sateliite TV were more than 100%.

In China broadcast media market in H1 2015, the automotive and related products industry maintained rapid growth which led the market. Computers and accessories, media, and business/industrial/ agriculture market grew rapidly compared with the same period last year.

In sub-categories, real estate, fund, investment, wealth management, and funds market grew rapidly; and some third-party and value-added services, entertainment, and retail services advertising grew more than 50% YoY.

Among the top ten advertisers in H1 2015, most of them were in the automotive and related products industry, which still maintained a rapid growth trend. Furthermore, the top advertiser China Mobile lowered the advertising spends. China Telecom also had a certain level of decline in advertising spends, which might be a strategic plan of the companies.

In H1 2015, medicines, F&B, and cosmetics industries continued their growth.

Many advertisers among top ten were from the FMCG industry. After P & G continuing to lower its advertising spend, other FMCG advertisers such as Unilever and L’Oreal also reduced the ad spend. Pharmaceutical industry advertisers increased spends on advertising compared with advertisers in other industries.

Beverage market advertisers continued to increase ad spend; especially in February Chinese New Year with 32% increase.

China’s cosmetics industry advertising market in 2014 overall showed a decreasing trend, and the advertising spends in the first half of 2015 continued to drop.

In pharmaceutical and healthcare products industry, health and fitness equipment, healthy food and beverage advertising market developed rapidly, which continued the growth in H1 2015 from 2014.

In H1 2015, the television media were still an important channel for advertising spend.

In H1 2015, advertising spend of the pharmaceutical industry ranked first in each sub-categories and maintained a relatively rapid growth; and healthy food/beverage and health / fitness facility also had a significant growth YoY. Medicine manufacturer and first-aid medicine with relatively small investment in advertising declined dramatically YoY.

In 2015, TV, internet and end promotion would become major marketing tools. Second-tier and third-tier cities, east China, Central China and South China would be key marketing areas; the first-tier cities and northwestern China would cut marketing expenditures, according to CTR.

In recent 2 years, advertising tools increased, more advertisers would choose to use multimedia, especially mobile internet and events marketing.

Provincial TV sites would be first choices for most advertisers, while CCTV sites had less advertising than last year, digital TV advertising has been increasing for 3 successive years.

2015 would see a year of large input in social media, video and search engineer advertising, both in PC internet and mobile internet. New outdoor media, such as cinema advertising and bus advertising would attract more advertisers.

While investing in advertisements in internet terminal, it is always not easy to judge their effectiveness, advertisers must consider all concerned factors before making decisions. More and more advertisers tend to popularize products through several multimedia combination, and like to help build brand image through TV, outdoors and prints. They get a clear view towards each promotion channel, the interactivity of internet, low cost of the radio advertising, which helps them choose a better advertising channel.