Cosmetics sector tops list of biggest spenders in world's fastest-growing market
Spending on television and print advertising in the Greater China area, including the mainland, Hong Kong and Taiwan, grew about 25 per cent to US$43.15 million last year, according to a study by research houses in three regions.
The mainland advertising market, the world's fastest-growing and the biggest in Asia-Pacific, accounted for 54.02 per cent of the total ad spend and rose 25 per cent to US$23.31 million last year.
Television in China received the biggest slice - 150.3 billion yuan or 77.98 per cent - but outdoor advertising such as billboards and networked displays in transport systems recorded the highest growth of 60 per cent from 1.4 billion yuan to 4.9 billion yuan.
'We expect the mainland advertising market to expand by 20 to 30 per cent this year,' said Tian Tao, deputy general manager of CVSC-TNS Research (CTR).
'The macroeconomic measures curb the development of real estate and property - key advertisers in China - so that total ad spend in the country won't exceed growth of 30 per cent as in 2002 or 2003,' Mr Tian said.
The cosmetics and toiletries sector was the leading advertiser in the mainland with ad spend of 40 billion yuan last year - 34 per cent higher than a year ago. It was followed by food manufacturers, who forked out 27.3 billion yuan, and pharmaceuticals with spending of 23.1 billion yuan.
