Advertising spending rankings in October 2016 (with analysis)

The latest research from CTR Media Intelligence shows that the advertising market (excluding the Internet) fell 4.4% year-on-year in October 2016. Among them, traditional media fell 7.7% year-on-year, the largest drop in the past three months.

In October 2016, TV advertising spending fell 5.5% year-on-year, and advertising resources fell 4.5% year-on-year, with spending and resources falling significantly compared with the previous month. In terms of channel level, the growth in advertising spending and advertising duration of central-level channels was the most significant, with advertising spending increasing by 11.9% year-on-year and advertising duration increasing by 15.0% year-on-year. Among them, the year-on-year growth in advertising expenditure and advertising duration for drama programs at the channel level was the most obvious. In addition, advertising spending on provincial terrestrial channels saw a slight year-on-year increase.

In October, advertising spending on radio media fell 0.7% year-on-year, while advertising time fell 9.8% year-on-year. Among the top five industries in terms of advertising spending, advertising spending in the postal and telecommunications and financial industries increased by 8.9% and 8.4% month-on-month respectively. Among them, the postal and telecommunications industry's radio advertising spending fell by 1.0% year-on-year, making it the industry with the smallest year-on-year decline in advertising spending among the top five industries in radio advertising .

Traditional outdoor media advertising spending fell 5.7% year-on-year, and resource volume fell 9.8% year-on-year. The ranking of the top five industries in terms of advertising spending is the same as last month. Among them, the entertainment and leisure industry's advertising spending on traditional outdoor media increased by 17.0% year-on-year, making it the industry with the largest year-on-year increase in spending among the top five industries. In addition, the advertising expenditure of the postal and telecommunications industry on traditional outdoor media increased by 11.0% year-on-year, and the advertising expenditure of the commercial and service industries increased slightly both year-on-year and month-on-month.

Elevator TV advertising spending increased by 17.0% year-on-year in October and decreased by 5.9% month-on-month. Among the top five industries in terms of advertising spending, home furnishings advertising spending increased by more than 1000% year-on-year, making it the industry with the largest year-on-year growth in advertising spending. In addition, the transportation industry, which ranked third in the elevator TV advertising volume list, saw an outstanding performance with a year-on-year increase of 226.9%.

This month, cinema video advertising spending increased by 25.1% year-on-year. Among the top five industries in terms of advertising spending, advertising spending in the computer and office automation products and entertainment and leisure industries increased significantly year-on-year, at 130.5% and 102.0% respectively. In addition, the transportation and event industries saw year-on-year growth of 17.8% and 16.0% in cinema video advertising spending, respectively.

Advertising spending on traffic videos this month has dropped slightly from the previous month to 1.1%. The ranking of the top five industries in terms of advertising spending is the same as last month's list. The advertising spending of the postal and telecommunications industry increased by 48.2% year-on-year and 38.0% month-on-month, making it the industry with the largest year-on-year increase in advertising spending among the top five industries.

Advertising expenses for elevator posters this month increased by 21.3% year-on-year and decreased by 33.6% month-on-month. Among the top five industries in terms of advertising spending, the beverage industry saw a rapid year-on-year growth in advertising spending, and rose five places in the elevator poster placement ranking compared to last month. The year-on-year growth in elevator poster placement in the commercial and service industries and the real estate/construction industry also reached double digits.

The postal and telecommunications industry is active in advertising in lifestyle media, ranking first in the lists of elevator TV and elevator poster advertising, and third in the lists of cinema video and transportation video advertising. In addition, the postal and telecommunications industry achieved year-on-year growth of 9.1% and 7.6% in elevator posters and transportation videos respectively. Among them, website brands have the largest amount of advertising in lifestyle media, and the most representative brands are Tmall and Guazi Used Car Direct Sales. Tmall invested a lot of money in advertising to warm up for "Double 11", while Guazi Used Car Direct Sales achieved a huge increase in product sales through a strong advertising campaign, with transaction volume exceeding 2 billion in October.

This month, the entertainment and leisure industry ranked in the top five in advertising volume lists in traditional media, elevator TV, cinema videos, and transportation videos . Moreover, the industry's year-on-year growth in elevator TV and cinema video advertising spending was quite significant, at 112.0% and 102.0% respectively. Among them, tourism/regional image performed outstandingly in traditional media advertising, with representative brands including Novel World, Chimelong, Juzhou and GZ Travel. In addition, entertainment and leisure services performed well in elevator TV and cinema video advertising, with representative brands including Pizza Hut, KFC and Pizza Hut Delivery.

The beverage industry ranks in the top five in terms of advertising spending in traditional media, elevator TVs, and elevator posters, among which the advertising spending on elevator posters has the largest year-on-year increase. Secondly, liquid beverages in this industry have the largest amount of advertising in traditional media, with brands such as Lehu in special-purpose beverages, Coca-Cola in carbonated beverages, Pepsi, and Huiyuan in fruit and vegetable juices performing particularly well.

The home furnishings industry ranks second in the list of elevator TV advertising volume, with advertising spending increasing rapidly year-on-year. Among them, the most outstanding performance was in furniture/decoration materials and services, in which brands such as Jianyi, Nobel and Shichuang had a large amount of advertising.

In October, Master Kong’s advertising expenditure in traditional media increased by more than 1000% year-on-year, and its ranking in advertising volume rose by 10 places compared with the previous month. With the help of the "Master Kong chef escorts Zhu Ting" event in the World Women's Volleyball Club Championship, Master Kong has regained a new round of brand influence, strived to innovate for consumers, and gradually improved its market competitiveness through increased advertising investment.

This month, Aihuishou , as an electronic product recycling and environmentally friendly processing platform, has seen a significant year-on-year increase in its elevator TV advertising spending , ranking sixth on the list of advertising volume. It has stepped up publicity for its three major recycling standard systems and worked hard to upgrade its brand. Shouquanzhai recently launched a new product "Shouquanzhai Warm Tribute Brown Sugar Ginger Tea", and advertisements endorsed by Xiao S have been frequently aired on elevator TVs. The brand's ranking on the list has jumped hundreds of places compared to last month.

Many new products have sprung up in the cinema videos in October. Among them, Lenovo recently launched a new product "Lenovo Tango Phone Phab2 Pro", and preheated the sale of the new product through a large amount of advertising. At the same time, the advertising volume ranking in cinema videos rose to the first place; Inke "cute" attacked the Golden Week, and promoted the "10-second short video to accompany you to travel in the Golden Week in a cute way" through advertising, promoting the " live broadcast + travel" short video model, and ranked third on the cinema video advertising volume list; Hanhou took advantage of the opportunity of the season change to focus on promoting its various facial mask products, seize the sales opportunity, and increase exposure in cinema videos.

During the Golden Week in October, Anjuke carried out a series of scene marketing activities with the theme of "Chinese Beauty" and launched a one-stop online home purchase marketing APP "Wei Liao Ke". It increased investment in public relations activities and APP promotional advertising, and placed more emphasis on the amount of transportation-related video advertising. Samsung was in a crisis of trust after launching the "Samsung Galaxy Note 7" in August. It may be hoping to save the crisis by increasing advertising investment. In the ranking of elevator poster advertising volume, it jumped from 50th last month to 7th this month.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @4A Advertising Circle ( Qinggua Media ). Please indicate the author information and source when reprinting!