China adspend reaches $41 bil in first half

17% increase over same period in 2009

BEIJING -- China’s television advertising expenditure rose to 277 billion yuan ($41 billion) from Jan. to June, up 17% from the same period a year earlier, led by cosmetics and toiletries brands trying to reach the nation’s swelling urban middle class.

The first half adspend, tallied by research firm CTR, was the biggest increase in the past four years, reflecting China’s resilience to the global financial downturn. CTR projects whole-year 2010 adspend growth will be roughly 13%.

After cosmetics and toiletries brands, which spent 43.25 billion yuan ($6.38 million), up 26.0% year-on-year, adspend was greatest in trade services, beverages, foodstuffs and pharmaceuticals.

The top five brands advertising on Chinese television in the first half of 2010 were Olay, L'Oreal, Chinese beverage maker Wahaha, KFC, and Yili, a Chinese dairy.
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