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Cosmetics Splurge in Chinese Media
Chinese agency CTR Market Research, part of TNS, has given further details of the ad spend increase for the region announced in DRNO recently. The top advertising category in 2004 was Cosmetics & Toiletries, followed by Foodstuff, Pharmaceuticals, Retail & Services and Real Estate.
Rapid growth was reported in www.mrweb.com/drno/news3762.htm Ad Spend Soars In China, Feb 2nd 2005. The Greater China region's total advertising spend for 2004 of US$43,159 million (based on ratecard, including TV and print media only) was nearly 25% up on 2003.
Cosmetics & Toiletries, which ranked No.1 in the region as a whole, saw an advertising spend of US$4,822m, an increase of 34% compared with the same period in 2003. Among the top 10 brands, 5 brands belonged to P&G. The No.1 brand in 2004, Oil of Olay (ranked No. 5 in 2003) spent US$ 565.8m on advertising, a 160% increase from 2003.
Tian Tao, Deputy General Manager of CTR, says there are interesting differences in approach between local and foreign advertisers, for example in the mobile telecoms market: 'Most local mobile phone manufacturers saw decreasing advertising expenditure, while foreign counterparts saw significant growth in advertising spending'.
Of Hong Kong's total 2004 ad spend of US$4,822m, print media takes the lion's share (US$2,707.8m) and is the fast growing medium with an 18.8% rise from 2003. The top 3 advertising industries were Toiletries & Household, Banking & Investment Service, and Cosmetics & Skincare. The top 3 brands in terms of spend were McDonald's, HSBC and PCCW.
Ad spend in Taiwan saw a c.27% rise from 2003 to US$15,021m. Radio media accounts for less than 5% of the total market spend but grew at a respectable 21% over 2003. Outdoor also shows rapid growth, as does cable TV ad spend, while terrestrial TV spend decreased in 2004. The top 3 advertising categories were Real Estate, Automobile and Financial Institutions. Three of the top ten brands advertised were retailers: Eastern Shopping, Carrefour Warehouse Store and 7-11 President Chain Stores.
The agency is online at www.cvsc-tns.com
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