New ads, media trends unveiled at 2017 CTR Insight Summit
- By Zhang Rui
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E-mail China.org.cn, August 31, 2017
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Xu Lijun, executive director and general manager of CTR hosts the panel at the CTR Insight Summit held in Beijing, Aug. 30, 2017. [Photo/ China.org.cn] |
The latest trends in the consumption market, advertising sector and media development in China were revealed in Beijing on Wednesday at the CTR Insight Summit by CTR Market Research, leading company in the field of market research.
As China's economy enters into the "new normal," the domestic market is undergoing dramatic changes, with important influence on advertising and media.
For the advertising market, a 0.4 percent growth year-on-year was registered in terms of the advertising prices (rate card). Traditional media advertisingwas down 4.1 percent whereas the emerging market, namely out-of-home (OOH) media advertising rose by 12.9 percent.
As regards the media, a 1.28 billion TV audience enables it to enjoy the widest coverage. Internet media saw a slowdown, while OOH media enjoyed higher outreach. CTR predicted that media convergence would accelerate, media tycoons and platforms would play a bigger role, pan-culture would stage a comeback and the intellectual property rights (IPR) would become increasingly valuable.
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