The total rate card ad spending in China declined by 8.8% YoY in the first half of 2019 (H1 2019) according to CTR. Traditional media lost 12.8% of ad revenueS from a year ago. Only food and transportation of the top 10 industries increased their ad spending.
Ad Spending Change by Quarter 2016-Q2 2019
Ad spending in China started declining since Q3 2018.
Ad Spending in China by Media Type in H1 2019
The rate card TV ad spending dropped 12.4% and radio declined by 9.7%. TV stations at all levels were suffering from ad spending and air time slides: that for Central-level channels (CCTV channels) and provincial-satellite TV channels all lost nearly 10%. The loss of print media ad spending remained the same as in H1 2018.
China's online advertising spending was down 4.3% in H1 2019 from 5.4% growth in H1 2018.
Ad Spending in China by Industries in H1 2019
The top 10 biggest ad buying industries are:
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