Overview of China’s Outdoor Advertising Data in 2022
Below is an overview of the data compiled by CTR Media Intelligence for China’s Outdoor Advertising Data Report for the first half of 2022. Notably, all industries have been hit hard by the epidemic, leading to an overall decline in advertising market spending. The most significant declines are traditional outdoor advertising and cinema video, while elevator LCD and elevator poster advertising increased about 4% – 7%.
From the perspective of key industries, alcoholic beverages, pharmaceuticals, and personal care products have played a prominent role in outdoor advertising in the first half of 2022. The beverage and alcoholic beverage industry has a larger increase in elevator advertising and is higher than other industries. Spending on industry categories such as tea, yogurt, raw milk, and dairy-based beverages has increased significantly YoY.
Traditional outdoors
In the first half of 2022, traditional outdoor advertising decreased by 34.6% YoY, while among the TOP 10 industries (major categories), only alcoholic beverages and transportation saw a YoY increase in advertising spending, increasing by 12.4% and 1.1% respectively; the most significant YoY decline was seen in IT products and services (-55.6%), followed by real estate/construction (-54.2%) and commercial and service industries (-50%).
The financial industry, the 11th in the TOP30 list, has the largest increase in the cost of traditional outdoor advertising, compared to other industries, such as the top 3 network services, mobile applications and services and medical/healthcare organizations are all in the trend of reducing costs.
The TOP 5 brands in the advertising spending list: Quanjing, Ganji, VIVO, Pupu Supermarket WeChat Official Account, Apple
The TOP 5 of the new brand in the first half of 2022: Jinchen, Audemars Piguet, Fengyunxing, Guangzhou University MBA Education Center, Aderans
Elevator LCD
In the first half of 2022, among the elevator LCD advertising with a YoY increase of 3.9%, the biggest changes in spending include pharmaceuticals, household items and alcoholic beverages, all of which are greatly increased in elevator LCD advertising, and other industries include beverages, food, clothing, personal care products, etc.
In elevator LCD advertising spending, the beverage is a key industry, with dairy beverages topping the list, while solid beverages, beverages – corporate image, liquid beverages, and Chinese food wines are in the top 10, almost all of them have increased in the YoY change in advertising spend. In addition, industries with a YoY change of more than 1000% include digestive system medicines, kitchen appliances, automotive services, cold medicine and communication products.
The TOP 5 industry brands in the advertising elevator LCD are Milkground, Mengniu Dairy, Junlebao, Yili and Campanile
Top 5 new brands: IM Motors, Xinliangji, Daka Elite, One More Time and Hongmeigui
Elevator Poster
Elevator poster advertising also increased by 7.7% YoY in the first half of the year, among the TOP10 industries (main categories), half of them have increased and the other half have decreased, with the largest increase in personal goods while post and telecommunications have the largest decline. Just like the elevator LCD advertising, the top industry (medium) category is the same as dairy beverages, with the difference that the second and third categories are Chinese food wine and solid beverages.
The top five brands in the TOP 50 brands with advertising spending on elevator posters are Tucano, Mengniu, Junlebao, Yili and Campanile
Top 5 new brands in the TOP30 list： Xinliangji, Deepure, Luhuibao, IM Motors, Mount Ermei Mineral Water
Cinema Video
Cinema video saw the largest YoY decline in advertising spending in the first half of 2022, with an overall decline of 51.2%. Compared to outdoor advertising spending, most of the TOP10 industries (major categories) are on a downward trend, among which only transportation (2.9%), alcoholic beverages (111.8%), activities (127%) and food (2%) are increased.
Only a few key industries (medium category) showed significant YoY increases in advertising spending, including transportation – corporate image, sports, apparel, wine and liquor, retail services, and jewellery/accessories. Representative brands that have significantly increased their investment include BMW, Torre Oria, Brilliance Auto, Milkground, BMW Mini Cooper, Adidas, etc., and according to the data, there are no new brands for cinema video advertising.
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