Advertising spending rises 25%

Advertising spending in Hong Kong, Taiwan and the mainland rose 25 percent last year, led by a 25 percent increase on the mainland, according to new data released Monday.

Regional advertising spending on television and print media, the two largest sources, grew to US$43.2 billion last year from US$34.6 billion the previous year, according to CTR Market Research.

The mainland accounted for about 54 percent of the total, or US$23.3 billion in spending last year. Its 25 percent growth rate for the year represented a slowdown from 2003, when advertising spending grew 39 percent, according to CTR.

While advertising spending is growing fast on the mainland, it is still a fraction of the estimated US$143 billion spent on advertising last year in the United States, the worldĄŻs largest market, according to media tracking firm TNS Media Intelligence.

Within the mainland, Hong Kong and Taiwan market, Taiwan represented 35 percent of advertising spending last year, while Hong Kong represented 11 percent.

Among the top five brands advertised on the mainland last year, three belong to U.S. consumer goods giant Procter & Gamble Co.

The biggest of those, Olay skin care products, was the largest advertiser on the mainland last year, with US$566.3 million spent, according to CTR. Rejoice shampoo was the No. 3 spender at US$348.2 million and Crest toothpaste was No. 5 at US$225.3 million.

The media market on the mainland is still largely fragmented, with few truly national TV networks and nationwide publications.

Foreign broadcasters with ownership stakes in mass-market TV channels include News Corp., Viacom Inc. and Time Warner Inc.

Source: Shenzhen Daily/Agencies