TV Media in China

Increasingly the TV market is becoming fragmented:
  • Nationwide TV
  • Provincial Stations
  • City Stations
  • Cable TV
  • Foreign Satellite
    1
    27
    over 550
    over 1000
    over 5
Cable TV is growing in penetration:
  • Guangzhou
  • Shanghai
  • Beijing
    85%
    60%
    40%
Adspend is experiencing extraordinary growth

Adspend growth has been exponential growth since 1990.

This has contributed to a high rate of media inflation - on average up to 50%.

The competition for commercial airtime has also resulted in one of the most cluttered markets in the world.

  • Guangzhou consumers are exposed to an estimated 800+ TV commercials per week.
  • Shanghai and Beijing consumers fare marginally better with 700 and 650 respectively.
  • As a point of comparison UK consumers see just under 300, and the Germans a mere 180.
TV Ad breaks average about 10 minutes !

While achieving creative cut-though is a given in any market you can see that creating any sort of impact on Chinese TV is the toughest in the world.

The success of many new international brands has proven that great creative work can be effective using TV.


Any advertising/marketing questions, please contact us here at JWT Shanghai.