Advertising spending on the Chinese mainland is expected to
reach new highs with the run-up to the 2008 Beijing Olympics,
findings from a report by information and media company Nielsen
showed.
The "Olympic effect" on the industry began to be felt this year
- the third quarter alone saw advertising spending on the three
major media of print, TV and radio total 115.7 billion yuan
(US$15.7 billion), up 14 percent from the same period last
year.
Presenting figures from a report to be launched next month,
Nielsen yesterday estimated that China's total advertising spending
in the past three years increased up to an aggregate 22
percent.
The higher spending predicted for next year came with major
corporations preparing to increase their exposure during the
Games.
In the third quarter, the total advertising expenditure of the
soft-drink giant amounted to 1.48 billion yuan, up 38 percent from
the same period last year, Nielsen reported.
Richard Basil-Jones, managing director of New York-based Nielsen
Media Research Asia Pacific, said: "The 2008 Olympics in Beijing
will be a major boost to the development and adoption of new media
by Chinese people."
"The use of IPTV, mobile telephones, outdoor and many other
forms of new media will be undertaken and utilized to such levels
that it will launch China into the forefront of new media
development globally."
Bao Xiaoqun, managing director of development and research
department at Shanghai Media Group, said that, compared with the
previous Olympic Games, the viewing level in China during the 2008
event is expected to reach a historic high - a great opportunity
for companies to gain market exposure.
"Chinese viewers' enthusiasm for the 2008 event is expected to
be much greater than previous Games," said Bao. "The utilization of
new media channels may also boost China's advertising spending in
the years to come," he added.
(China Daily December 6, 2007)