Adspend slows down in China, TV outperforms

BEIJING: Advertising expenditure rose at the lowest level for five years in China during the first half of this year, reflecting the slowdown in the country's economic growth.

According to CTR, the research group, traditional media ad sales increased by just 3.9% in the opening six months of 2012. Domestic GDP rose by 7.8% in the same period, the worst result for three years.

Television outperformed the ad sector as a whole, with returns improving by 5.3%. Despite this, CCTV, the state broadcaster, saw revenues contract by 8.3%, largely due to tighter restrictions on advertising minutage.

Provincial satellite stations also experienced a 7.6% drop in inventory, but income leapt by 9.4%, indicating that rates have climbed.

Newspapers registered a 7.3% decline, mirroring the global troubles facing press titles. The main contributors to this trend included cutbacks by firms in the services and real estate industries.

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