Over three-quarters of China internet users trust news and information from traditional media in 2016 compared with 70% in 2015 according to a research by Edelman.
Advertising spend can reflect changes in the economic structure of China. Real estate ad spends decreased by 26.2% year on year and fell down to 28.6% in the first three-quarters this year compared to the same period last year according to CTR.
China users’ time spent on digital media has exceeded that on traditional media in 2015. Digital media is the largest media by ad revenue; online ad revenue will continue to grow, especially mobile ad revenues.
In 2015, when the total usage of digital media users outpaced that of traditional media, the social media also showed their own unique development properties and characteristics in China.
In October 2014, China overall advertising market had an increase of 2.5% from the same period of prior year; and, ads spend on traditional media had a decrease of 4.4% YoY according to data of CTR.
In July 2014, China overall advertising market had an increase of 4.6%; and, ad spend on traditional media had an increase of 1.1% from prior year according to data of CTR.
According to market conditions of various media, the advertising growth in the first quarter of 2013 was mainly due to the good performance of TV. Spend in many traditional media was declining with magazines bearing the biggest drop. However, TV had a slight increase in this quarter.