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China Advertising Industry Report, 2012-2015

SinoMarketInsight (SMI)
Published Date » 2012-12-07
No. Of Pages » 102

As of 2011, there were 296,000 advertising business firms in China, a 21.8% year-on-year rise, with the advertising workforce of 1.673 million and advertising revenue of RMB312.56 billion, up 13.03% and 33.54% respectively from the same period of last year.

In June, 2012, the State Administration for Industry & Commerce of the Peoples Republic of China released the Twelfth Five-Year Plan for the Development of Advertising Industry, which put forward that during the 12th Five-Year Plan period (2011-2015) Chinas advertising turnover should keep an annual growth rate of around 12%. In 2015, there will emerge ten or more large backbone advertising companies with annual advertising revenue of over RMB5 billion; more than 50 advertising companies with annual advertising turnover of more than RMB1 billion; and in excess of 100 advertising companies with annual advertising turnover of over RMB100 million.

Additionally, the Twelfth Five-Year Plan also encourages construction of advertisement industrial park areas, and it is expected that, till 2015, at least 15 national advertisement industry parks will be built. By April, 2012, China had issued the licenses for the first batch of 9 national advertisement industry parks consisting of Beijing Advertisement Industry Park, Shanghai Advertisement Industry Park, Nanjing Advertisement Industry Park, Qingdao Advertisement Industry Park, Guangdong Advertisement Industry Park, etc.

This report by SinoMarketInsight mainly covers seven chapters and highlights the followings: the political, economic and international environments for the development of Chinese advertising industry, industrial chains, market size and forecast, competition pattern, consumer market and hot events as well as the market size and prediction of advertising industry segments in China, the operation of six global leading advertisng groups, the business development and operational analysis of key companies in Chinese advertisng industry, and the advertising industry development tendencies during 2012-2015.
Table of Content

1 Macro-economic Environment in China, 2011-H1 2012
1.1 China's GDP
1.2 Fixed Investment
1.3 Industrial Development
1.4 Import and Export Environments
1.5 Per Capita Disposable Income of Urban and Rural Households
1.6 Engel Coefficient
1.7 Macroeconomic Forecast, 2012-2013E

2 Overview of Advertising Industry
2.1 Definition
2.2 Classification

3 Operation of Chinese Advertising Industry
3.1 Industrial Policy
3.2 Market Size
3.3 Competitive Landscape
3.3.1 Top 30 Media Companies by Advertising Turnover
3.3.2 Top 30 Advertising Companies (Media Services) by Advertising Turnover
3.3.3 Top 30 Advertising Companies (Non-media Services) by Advertising Turnover
3.3.4 Top 30 Advertising Companies by Outdoors Advertising Revenue
3.4 History of Accession of Multinational Advertising Companies into China
3.5 Major Events in Chinese Advertising Industry in 2012
3.5.1 Analysis on First Batch of National Advertising Industry Park
3.5.2 The Twelfth Five-Year Plan for Advertising Industry in China
3.5.3 Development of Advertising Industry in Hunan Province during the Twelfth Five-Year Plan Period

4 Segements of Chinese Advertising Industry
4.1 TV Advertising Market
4.2 Newspaper & Magzine Advertising Market
4.3 Outdoors Advertising Market
4.4 Online Advertising Market
4.5 Radio Advertising Market

5 Worlds Six Leading Advertising Groups
5.1 Omnicom Group
5.1.1 Profile
5.1.2 Operation
5.2 WPP
5.2.1 Profile
5.2.2 Operation
5.3 IPG
5.3.1 Profile
5.3.2 Operation and Market
5.3.3 IPG in China
5.4 Publicis Groupe
5.4.1 Profile
5.4.2 Operation and Market
5.4.3 Publicis Groupe in China
5.5 Dentsu Inc.
5.5.1 Profile
5.5.2 Operation and Market
5.5.3 Dentsu in China
5.6 Havas SA
5.6.1 Profile
5.6.2 Operation and Market
5.6.3 Havas in China

6 Major Chinese Advertising Companies
6.1 China Television Media
6.1.1 Profile
6.1.2 Financial Analysis
6.1.3 Main Business Development
6.2 Guangdong Advertising Co., Ltd.
6.2.1 Profile
6.2.2 Financial Analysis
6.2.3 Acquisition on HIZONE
6.3 Spearhead Integrated Marketing Communication Group
6.3.1 Profile
6.3.2 Financial Analysis
6.3.3 Advertising Business Activities
6.4 Beijing Bashi Media Co., Ltd.
6.4.1 Profile
6.4.2 Financial Analysis
6.5 Bluefocus Communication Group Co., Ltd.
6.5.1 Profile
6.5.2 Financial Analysis
6.6 Shanghai Xinhua Media Co., Ltd.
6.6.1 Profile
6.6.2 Financial Analysis
6.6.3 Advertising Business Activities
6.7 Hunan TV and Broadcast Intermediary Co., Ltd.
6.7.1 Profile
6.7.2 Financial Analysis
6.7.3 Development Strategy and Planning
6.8 Guangdong Guangzhou Daily Media Co., Ltd.
6.8.1 Profile
6.8.2 Financial Analysis
6.8.3 Advertising Business Activities
6.9 Shaanxi Broadcast and TV Network Intermediary (Group) Co., Ltd.
6.9.1 Profile
6.9.2 Financial Analysis
6.9.3 Main Business
6.9.4 Development Strategy and Planning
6.10 Chengdu B-ray Media Co., Ltd.
6.10.1 Profile
6.10.2 Financial Analysis
6.10.3 Main Business
6.11 AVIC Culture Co.,Ltd.
6.11.1 Profile
6.11.2 Financial Analysis
6.11.3 Advertising Business Activities
6.11.4 Top 5 Suppliers
6.12 SiMei Media
6.12.1 Profile
6.12.2 Financial Analysis
6.12.3 Main Business
6.13 SINA
6.13.1 Profile
6.13.2 Financial Analysis
6.13.3 Advertising Business Activities
6.14 SOHU
6.14.1 Profile
6.14.2 Financial Analysis
6.14.3 Main Business Structure
6.15 Netease
6.15.1 Profile
6.15.2 Financial Analysis
6.15.3 Main Business Structure
6.16 Tencent
6.16.1 Profile
6.16.2 Financial Analysis
6.16.3 Main Business Structure
6.16.4 Advertising Business
6.16.5 Other Businesses
6.17 BAIDU
6.17.1 Profile
6.17.2 Financial Analysis

7 Development Tendencies of Chinese Advertising Industry, 2012-2015
7.1 The Advertising Market Shows Vast Development Room in the Upcoming Several Years
7.2 The Advertising Industry Faces Restructuring and Integration and Concentration Becomes an Inevitable Choice
7.3 Capitalization Operation Becomes an Engine for Development of Advertising Companies
7.4 TV Media will Maintain Its Leading Position in Next a Few Years
7.5 The Emerging Technologies Conduce to the Emerging Media and Speed up the Merger of Sundry Media

List of Tables


GDP in China, 2010-2012 (YTD)
GDP in China, 2009-2013 (YOY)
Urban Fixed Investment Nationwide, 2002-2012
YoY Growth Rate of Added Value of Industrial Enterprises above Designated Size, 2000-2012
YoY Growth Rate of Export Delivery Value in China, 2008-2012
Total Import & Export Value and Growth Trend in China, 2001-2012
Import & Export Growth and Balance in China, 2001-2012
Total Import and Export Value by Country (Region), Jul. 2012
Per Capita Disposable Income of Urban Households in China, 1985-2011
Engel Coefficient of Urban and Rural Households in China 
Forecast of Main Macroeconomic Indicators in China, 2012-2013E
Classfication of Advertisment (by Propaganda Media)
Existing Laws and Regulations on Advertising Industry in China
Market Size of Chinese Advertising Industry, 1993-2015E
Companies and Employees in Chinese Adverting Industry, 2010-2011
Advertising Turnover of Top 30 Media Companies in China, 2011
Advertising Turnover of Top 30 Chinese Advertisement Companies (Media Services), 2011
Advertising Turnover of Top 30 Chinese Advertisement Companies (Non-media Services), 2011
Outdoors Advertising Revenue of Top 30 Chinese Adertisement Companies, 2011
Introduction to the First Batch of 9 National Advertising Industry Park Areas
Major Planning Indicators of the Advertising Industry in Hunan Province, 2011-2015
TV Media Advertising Turnover in China, 2002-2015E
Total Value and Growth Rate of Tenders Invited by CCTV, 2002-2013
Bid Winning Prices and Growth Rates of Advertisments during Xin Wen Lian Bo, 2012-2013
Prime Advertising Resource Bidding of CCTV, 2007-2012
Newspaper & Magzine Advertising Turnover in China, 2005-2015E
Characteristics of Diversified Outdoors Advertisements
Outdoors Advertising Turnover in China, 2005-2015E
Turnover of Chinese Online Advertising Industry, 2006-2015E
Online Advertising Market Size in China, 2010Q1-2012Q3
Chinese Online Advertising Market Share (by Ad Form), 2010Q1-2012Q3
Radio Advertising Turnover in China, 2005-2015E
Revenue and Net Income of Omnicom Group, 2011Q3-2012Q3
Revenue and Net Income of Omnicom Group, 2007-2011
Revenue Structure (Advertising Revenue) of Omnicom Group, 2010-2011
Revenue,Operating Income and Operating Margin of WPP, 2011Q2-2012Q2
Revenue,Operating Income and Operating Margin of WPP, 2007-2011 
Revenue, Net Income and Profit Margin of WPP, 2011Q2-2012Q2 
Revenue, Net Income and Profit Margin of WPP, 2007-2011
Revenue, Operating Income and Operating Margin of IPG, 2011Q3-2012Q3
Revenue, Operating Income and Operating Margin of IPG, 2007-2011
Revenue, Net Income and Profit Margin of IPG, 2011Q3-2012Q3 
Revenue, Net Income and Profit Margin of IPG, 2007-2011 
Revenue, Operating Income and Operating Margin of Publicis Groupe, 2011Q2-2012Q2  
Revenue, Operating Income and Operating Margin of Publicis Groupe, 2007-2011
Revenue, Net Income and Profit Margin of Publicis Groupe, 2011Q2-2012Q2
Revenue, Net Income and Profit Margin of Publicis Groupe, 2007-2011
Net Sales of Dentsu Inc., FY2010H1-FY2012H1
Operating Income of Dentsu Inc., FY2010H1-FY2012H1
Gross Margin and Operating Margin of Dentsu Inc., FY2008H1-FY2012H1
Operating Income Target of Dentsu Inc., FY2010-FY2012
Key Figures of Havas SA, 2012Q1-Q3
Income Statement of Havas SA, 2009-2011
Selected Financial Indicators of China Television Media, 2011-2014E
Revenue and Gross Margin of China Television Media by Product, 2010-2012
Revenue and Gross Margin of China Television Media by Region, 2010-2012
Selected Financial Indicators of Guangdong Advertising Co., Ltd., 2012-2014E
Revenue and Gross Margin of Guangdong Advertising by Product, 2010-2012
Revenue and Gross Margin of Guangdong Advertising by Region, 2010-2012
Selected Financial Indicators of Spearhead Integrated Marketing Communication Group, 2009-2013E
Revenue and Gross Margin of Spearhead Integrated Marketing Communication Group by Product, 2010-2012
Revenue and Gross Margin of Spearhead Integrated Marketing Communication Group by Region, 2010-2012
Selected Financial Indicators of Beijing Bashi Media, 2011-2014E
Revenue and Gross Margin of Beijing Bashi Media by Product, 2010-2012
Revenue and Gross Margin of Beijing Bashi Media by Region, 2010-2012
Selected Financial Indicators of Bluefocus, 2011-2013
Revenue and Cost Structure (by Brand) of Bluefocus, 2010-2012
Revenue and of Bluefocus by Sector, 2010-2012
Revenue and Gross Margin of Bluefocus by Region, 2010-2012
Revenue, Net Income and YoY Growth Rate of Shanghai Xinhua Media, 2011Q3-2012Q3
Revenue and Gross Margin of Shanghai Xinhua Media by Sector, 2010-2012
Revenue and Gross Margin of Shanghai Xinhua Media by Region, 2010-2012
Net Income of Major Advertising Subsidiaries of Shanghai Xinhua Media, 2010-2011
Selected Financial Indicators of Hunan TV and Broadcast Intermediary, 2011-2014E
Revenue and Gross Margin of Hunan TV and Broadcast Intermediary by Sector, 2010-2012
Revenue and Gross Margin of Hunan TV and Broadcast Intermediary by Region, 2010-2012
Selected Financial Indicators of Guangdong Guangzhou Daily Media, 2011-2014E
Revenue and Gross Margin of Guangdong Guangzhou Daily Media by Sector, 2010-2012
Revenue and Gross Margin of Guangdong Guangzhou Daily Media by Region, 2010-2012
Revenue and Profit of Susidiaries of Guangdong Guangzhou Daily Media, 2009-2011
Profits of Subsidiaries of Guangdong Guangzhou Daily Media, 2010-2013
Selected Financial Indicators of Shaanxi Broadcast and TV Network Intermediary, 2011-2014E
Revenue of Shaanxi Broadcast and TV Network Intermediary by Product, 2010-2012
Revenue of Shaanxi Broadcast and TV Network Intermediary by Region, 2010-2012
User Quantity of Shaanxi Broadcast and TV Network Intermediary, 2012H1
Foreign Investments of Shaanxi Broadcast and TV Network Intermediary, 2012H1
Selected Financial Indicators of Chengdu B-ray Media, 2010-2014E
Revenue of Chengdu B-ray Media by Product, 2010-2012
Revenue and Gross Margin of Chengdu B-ray Media by Region, 2010-2012
Business Constitution of AVIC Culture
Revenue of AVIC Culture, 2009-2011
Net Income of AVIC Culture, 2009-2011
Revenue of AVIC Culture from TV Media Agency Business, 2009-2011
Exhibition Business Revenue of AVIC Culture, 2009-2011
Existing Advertising Series Products of AVIC Culture
AVIC Culture’s Procurement from Top 5 Suppliers and % of Total Procurement, 2009-2011
Business Constitution of SiMei Media
Revenue of SiMei Media, 2009-2011
Net Income of SiMei Media, 2009-2011
Revenue Breakdown of SiMei Media by Business, 2009-2011
Revenue Breakdown of SiMei Media by Type of Customer, 2009-2011
Media Agency Business Revenue Make-ups of SiMei Media, 2009-2011
Total Revenue and Net Income of SINA, 2011Q1-2012Q3
Advertising Revenue and Cost of SINA, 2011-2012
Revenue and YoY Growth Rate of SOHU, 2010Q1-2012Q3
Gross Profit and Gross Margin of SOHU, 2010Q1-2012Q3
Net Income and YoY Growth Rate of SOHU, 2010Q1-2012Q3
Revenue and Cost Structure of SOHU, 2011-2012
Proportion of Advertising Business Revenue of SOHU, 2010Q1-2012Q3
Advertising Business Revenue and YoY Growth Rate of SOHU, 2010Q1-2012Q3
Non-advertising Business Revenue and YoY Growth Rate of SOHU, 2010Q1-2012Q3
Revenue and YoY Growth Rate of Netease, 2009Q4-2012Q3
Gross Profit and Gross Margin of Netease, 2009Q4-2012Q3
Net Income and YoY Growth Rate of Netease, 2009Q4-2012Q3
Revenue Structure of Netease, 2011Q3-2012Q3
Advertising Business Revenue and YoY Growth Rate of Netease, 2009Q4-2012Q3
Games Business Revenue and YoY Growth Rate of Netease, 2009Q4-2012Q3
Revenue and Cost of Tencent, 2011Q3-2013E
Revenue and Proportions (by Business) of Tencent, 2010Q1-2012Q3
Active Accounts and Highest Record of Simultaneous Online Accounts of Tencent, 2006-2012Q3
Comparison between Chinese Netizens and QQ Active Accounts, 2003-2011
Instant Communication Active Accounts and Pay-by-Month Accounts of Tencent, Jun. 2003-Sep.2012
The Highest Number of Simultaneous Online Accounts of Tencent’s QQ Games Portal, 2007Q1-2012Q3
Tencent’s QQ Space Active Accounts, 2009Q3-2012Q3
Total Revenue and Net Income of BAIDU, 2011Q1-2012Q3
Revenue Structure of BAIDU, 2011Q3-2012Q3
Global Ranking of Chinese Advertising Market, 1996-2014E

List of Figures

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