Development Report on the Advertising Industry (2011–2012)

Abstract

The Chinese advertising industry sustained stable growth during 2011, and the media landscape continued to evolve in the wake of clearer positioning from relevant national policies: TV continued to hold a strong position, albeit subject to fierce competition; newspapers achieved stable growth under pressure; magazines achieved stable growth in their high-end segment; broadcast value grew noticeably; OOH media development suffered in the face of government restrictions and there was widespread Internet-based activity, which also underwent some restructuring. In terms of industry model innovation, these arose with regard to capital operation and technology applications, as well as a marketing management model for creative communication in the digital age. However follow-up services and resource supply/demand remained problems, and investment in, along with supporting policies for, an institutional framework for advertising are required.