【正文】 98/6 39。 Spirits 184,883 Skin Care Product 168,914 Laundry Product 119,979 Soft Drink 111,459 Toothpaste 101,714 CD Video 96,141 Air Conditioner 92,574 Beer 78,736 Source : Xamp。L : Provide ad monitoring for 336 TV channels, 269 newspapers, 92 magazines ? AC Nielsen : Cover 220 TV channels, 169 newspapers, 47 magazines ? CVSC : Cover 339 TV channels and 150 newspapers Consumer research ?Three single source research tools exist in China, each providing ? Readership data for different newspapers and magazines ? Understanding of the profile of selected print media and media habits on a specific target ? A base for other media selection (. radio) ? An understanding on product usage/lifestyle of Chinese consumers ?China Media amp。97/1039。98/6 39。98/639。 Zenith Media Million US$ Estimated figures for 2000 2002 Television TV Advertising Expenditure 19872002 05001,0001,5002,0002,5003,0003,5001987 1989 1991 1993 1995 1997 1999 2001Source: China Advertising Association。 71,500(19992000) AC Nielsen Millenium Report ? Research House: AC Nielsen ? Fieldwork Period: MayDec’99 ? Coverage Area: 30 cities ? Survey Media: TV, Radio, Newspaper, Magazine ? Sample: 44,000 Overview of Major Media forms Advertising Expenditure 19872002 01,0002,0003,0004,0005,0006,0007,0001987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002TVNewspaperRadioMagazinesOtherSource: China Advertising Association。97/1039。98/12 39。98/639。 Marketing Survey ?China National Readership Survey ?AC Nielsen Media Index (Millenium Report) China Media amp。 more frequently for some stations CCTV ? Established on May 1958 ? There are 12 channels ? Local stations have to broadcast Channel 2 and 3, normally through microwave ? It is the “voice of the government”. Therefore, all the programs / mercials are strictly censored ? Although CCTV does not have any legal authority on local stations, they respect it as the head ? Not only the ad department accepts bookings but also : ? Some program departments, . the sports division (CCTV5) ? Some brokers which buy out all the airtime of a specific timeslot Satellite TV in China Foreign ? Star TV was banned in 1993 after the station was sold to Murdoch ? Pheonix TV was launched in March 1996 as a JV channel ? Limited distribution is allowed for entertainment (. MTV), sports (. ESPN), and selective business channel (. CNBC) Local ? 31 Provincial TVs are broadcast via satellite ? However, though the signal is there, distribution is still a key issue ? The existing distribution methods : ? Provide decoder for local distributors ? Pay a supplement for local distributors ? Barter deal with other Satellite Provincial TVs Cable TV in China ? There are over 2,000 cable operators at different levels : provincial, city, and county, spreading from the coastal provinces to the inland ? Government began to control the numbers of stations 1999 ? Moreover, the transformation of the MRFT also introduced a balancing force to limit the power of GARFT to develop cable works in China Top television advertisers By category Spending (US $ ?000) Category Jan 99 Dec 99 Tonic 340,291 Shampoo 200,642 Chinese Wine amp。97/10 39。98/12 39。L Monitoring Services TV viewership Weekdays 010203040506070806:00 7:00 8:00 9:0010:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00AA AA 1529Sour e: CMMS 00’(20 cities) Newspapers Newspapers ? 2,000+ titles though Local papers still dominant ? Editorial content improving ?Many local n