Growth fastest since the first half of 2013. Coca-Cola surpassed P&G to become the biggest advertising buyer in China. Total ad spending in China jumped by 9.3% year-on-year in the first half, higher than the 4.3% increase for the full year of 2017 and much faster than the 0.4% growth reported a year ago, according to CTR.
There was a "structural bottom-out rebound" in the first quarter, which contributed to the significant growth in the first half. As the growth rate is expected to return to normal level in the following months, the expansion in the second half will "show an obvious decline".
Across all media formats, traditional media grew by 7.2% from a year ago. It is the biggest growth since the first half of 2013 (+8.3%) and the first return to black since the first half of 2015 (-5.7%).
Among traditional media, the ad spending on TV increased 9.4%, radio grew 10.0%, but newspaper lost 30.6%, the magazine ads lost 7.8% and traditional out-of-home lost...
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