R3's 2014 China's Media Inflation Trend Report

IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES

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R3 2014 China Media Inflation

Trend Report2014 年中国媒体价格增长趋势报告

胜三发布May-2014


Background 背景

• This is the fourth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2014 in all key national and local.

胜三自 2010 年开始，连续四年持续对中国媒介市场价格涨幅情况进行研究。我们本次报告覆盖了 2014 年中国各主要媒体价格增长的情况，包含全国性媒体及地方性媒体。

• In compiling this Report, R3 consulted 50 leading Marketers and Media agencies and we are grateful for their participation.

此次，我们联系了 50 位国内领先的市场主及行业内知名的媒介代理公司协助我们一同完成此报告，我们非常感谢他们对于此份报告所作出的贡献。

• Forecasts from participants have been aggregated into an overall media inflation forecast. Because we do not rely on any one single data source we believe that the R3 Inflation forecasts give the most objective and independent view of media inflation for Y2014.

我们报告的基础主要是将参与者的调研数据进行整理并分析，从而对中国媒体价格增长情况进行一个全面的预测。我们旨在带给您一个客观的、独立的对于 2014 年媒体价格增长情况的报告。

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• We have analyzed all key media in China: TV, Newspapers, Magazines, Radio, OOH, Digital and Mobile.

我们主要针对电视，报纸，杂志，广播，户外媒体，网络以及手机移动终端等几大类媒体进行全方位的研究。

• Inflation forecasts have been divided into 2 sections - national inflation and local inflation for the top 24 cities in China.

我们将中国媒体市场分为全国性媒体及地方性媒体进行深入研究。对于地方性媒体，我们选取了中国市场上最为重要的 24 个城市作为研究对象。

• For OOH we have included: Building LCD’s, Railway media, Bus Transit, etc. For Digital we have included: Portals, Search Engines, Video, SNS, Weibo,

Network Community, IM, AD Alliance/Network and Vertical channels, etc. 对于户外媒体来讲，我们主要考察了网络型户外媒体，包括楼宇液晶视频，地铁媒体，公

交车身，候车厅等媒体形式。对于网络媒体而言，我们主要考察了门户网站、搜索引擎、视频类、社交媒体、微博、网络

社区、即时通讯、广告联盟以及垂直类网站等几种网站类型

• For each media, both the Rate Card Inflation and the forecast Nett Inflation are shown.

我们的研究报告分别针对媒体刊例价格和市场主的媒介净花费。

Methodology方法论

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• China marketers have traditionally suffered one of the highest media inflation rates of any developing market and whilst inflation will continue to be a significant factor in media budget setting – the good news is that 2014 should see media costs growing at slower rate than last year. 市场主已经习惯了高涨幅的中国媒体市场。与此同时，媒体价格涨幅指数也是各市场主做年度预算时候需要考虑 · 的重要因素。然而令人欣慰的是， 2014 年媒体价格涨幅较往年有所放缓。

• Marketers remain optimistic and are continuing to invest in China but slower GDP growth and lower consumer price inflation should help slow the rate of growth in media costs. 虽然市场主对中国市场仍旧保持较为乐观的态度，持续进行媒体投放；但是随着 GDP 放缓、 CPI 指数持续下降等大环境的影响，预算增加的趋势日趋减缓。

• High quality media inventory will always command a price premium and we forecast high rate increases for flagship hot TV programs. 强势媒体的优势日渐减弱，但王牌节目的价格涨幅日趋明显。

• Digital continues to grow rapidly especially On-line video and secondary media: radio, Mobile and Movies should all see high growth as marketers look to control costs with opportunities outside of more mainstream heavily demanded media. 以视频媒体为首的数字媒体价格持续走高。其次，电台、手机和影院媒体作为控制成本和更贴近受众生活的非主流性媒体的价格，也随着市场需求的增加而逐年走高。

R3 2014 Media Inflation Forecasts Summary

胜三 2014 年媒介价格涨幅总结

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TV Digital Print Radio Mobile OOH Movies

15%13%

8%

21%

13%

9%

15%14%

11%

7%

22%

11%

8%

15%

National Media Net Media Inflation 2014 vs 2013

2013 2014

Data Source : Survey to 50 marketers and Agency, April 2014


Contents

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2 National Media Inflation Forecasts全国性媒体价格增长预测

3 Local Media Inflation Forecasts地区性媒体价格增长预测

4 Top Markets – Detailed Analysis 分市场媒体价格增长分析

Inflation Factors 媒介增长驱动因素分析


1 Inflation Factors 媒介增长驱动因素分析


Background of Inflation Forecasts

媒介价格增长预测背景资料• R3 have identified 4 key factors driving media inflation: 基于调研的反馈信息来看，

广告主及广告代理公司，在进行媒介价格增长的预测时，所看重的几个主要因素包括：

− Macro economic factors： GDP growth and consumer price index growth 宏观经济因素 : 中国 GDP 增长， CPI 增长。

− Projected growth in overall ad spending due to increases in demand 媒介投放量变化

− Proliferation and expansion of media scene 媒介环境的不断变化

− Continual growth of enterprises in China, and their driving demand for advertising

企业发展状况及对媒介传播诉求

• In the following slides we highlight some of these key factors and recent news reports. 在接下来的报告中，我们将着重分析这些重要因素，并附上最新的新闻报告

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Y2008 Y2009 Y2010 Y2011 Y2012 Y2013 Y2014

9.6% 9.1%10.4%

8.9%7.7% 8.0% 7.5%

China GDP growth rate 中国 GDP 增长率

• In “Blue Book of China’s Economy” published on Dec. 10 2013, Chinese Academy of Social Sciences released a new forecast on the country’s economy. The predicted GDP growth rate is 7.5% in 2014. 中国社会科学院 2013 年 12月 10 日发布 2014 年《经济蓝皮书》 ,GDP 增速预测值为7.5% 。

1. GDP Projected Growth Scaled Back To 7.5% GDP 年增长率预计 7.5%

Data Source 数据来源 : 中国社会科学院发布 2014 年《经济蓝皮书》 ,

CASS Prediction - 2013 Dec.7.5%

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2. Economy in China Today – Slowing Growth中国经济现状 - 增速放缓

•Figures released by the National Bureau of Statistics on April 16th, that China GDP grew 7.4% in Q1, lower than 7.7% in 2013 Q1. It has also broken the lowest record since the latest 6 quarters. 国家统计局 4月 16 日公布的最新数据显示， 2014 年一季度，中国国内生产总值（ GDP）同比增长 7.4% ，低于去年同期的 7.7% 并创下最近六个季度 GDP 增速的新低。

•China GDP has totaled 9.3 trillion US$ in 2013. Under the conservative prediction of 7.5% YOY growth rate, China GDP will probably exceed 10 trillion US$ in 2014 and is expected to be the second-largest economy in the world. However, due to the large population and unbalanced stages in regions, China GDP per capita is still far behind the developed world. 中国经济总量在 2013 年约合 9.3 万亿美元，如果不发生意外， 7.5%左右的增速将使其在 2014 年突破 10万亿美元。与美国并成全球仅有的两个超越１０万亿美元规模级别的经济体。不过，尽管中国 GDP 将突破 10万亿美元，但其人均 GDP 与发达国家依然相距甚远。

•The economic transformation, to varying degrees, will slow down ad demand and ad spending from both domestic and international brands. 从某种程度上，中国经济结构调整和增速放缓，将影响广告主未来的广告预算需求。

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• In the China Government service Report, China’s consumer prices growth rate should be controlled within 3.5%.2014 年度政府工作报告提出， 2014 年中国把居民消费价格涨幅控制在 3.5%左右。• Economic growth and CPI go hand in hand – both helping to fuel the boom in advertising spending – a viscous cycle and serious challenge for controlling media costs. 经济增长和 CPI 是关联的 – 并且都刺激了广告花费的增长

3. CPI Projected Growth Rose Up To 3.5%CPI 年增长率预计为 3.5%

Data Source 数据来源 :2014 年政府工作报告

Y2006 Y2007 Y2008 Y2009 Y2010 Y2011 Y2012 Y2013 Y2014F

1.5%

4.8%5.9%

-0.7%

3.3%

5.5%

2.7% 2.6%3.5%

China CPI growth rate 中国 CPI 增长率

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TV 电视

NEWSPAPER报纸

MAGAZINE杂志

RADIO广播

DIGITAL网络

OOH户外

MOBILE移动-20%

0%

20%

40%

60%

80%

100%

5.0%-1.0% 0.5%

12.0%

45.0%

15.0%

61.0%

2014 Media Planning Budget Growth Rate 2014 年各媒体预算增长情况

• “From 2013 to 2016, 36% of the world’s increased advertising revenue will come from Mobile media. And the mobile media will be the fourth largest advertising platform in 2016.” predict by Zenithoptimedia global. 根据实力传播全球的预测数据，从 2013 年到 2016 年，全球新增广告支出总额的 36% 将来自移动广告 ; 移动端将在 2016 年成为世界第四大广告平台。• There will be slower but sustained growth in traditional media. Newspaper is show a negative growth. 传统媒体的预算增幅相对减缓 , 报纸甚至出现了负增长。

4. Media Planning Budget Growth Rate% In Y2014 2014 年各媒体预算增长情况

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TV电视

Radio广播

Newspapers报纸

Magazines杂志

Digital网络

13.2% 13.6%

-2.8% -5.4%

18.8%

1.1%

24.6%

-13.7%

-5.7%

28.7%

Y2013 VS Y2012

Y2014 VS Y2013

Y2014 Q1 By Media Advertising Revenue 2014 年 Q1 各媒体广告收入同比变化

Data Source 数据来源 :昌荣传播发布 2014 年第一季度中国广告数据

5. Y2014 Q1 By Media Advertising Revenue2014 年第一季度各媒体广告收入情况

•According to data published by Charm Group, 2014 Q1 China advertising revenue only increased by 1.4%, much lower than the 11.3% for the same period last year.根据昌荣传播发布2014 年第一季度中国广告市场数据， 2014 年第一季度中国广告增长仅为 1.4% ，低于 2013 年同期11.3% 的增长幅度。• TV ad revenue growth has slowed while internet ad revenue has increased. Radio and internet media spending trend is positive compared to other media, 电视广告市场增长低缓，网络广告优势愈发明显。广播和网络媒体收入增加，与其他传统媒体间的差距愈发明显。


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Data Source 数据来源 :Iresearch.cn 艾瑞咨询报告

6. Y2014 Q1 Digital Advertising Revenue Share2014 年第一季度互联网媒体收入份额

•According to the data revealed by iResearch, 2014 Q1 China digital advertising revenue was 29.53 billion, 51.3% higher than 2013 Q1. 根据艾瑞咨询最新发布数据显示， 2014Q1 中国网络广告市场规模达到295.3亿元，同比增长 53.1%•Market share of Search ads(Search Engine and Vertical Search) was 61.5%, display ads(Branding Picture, Textlink, Video.etc.)was 31.8%. Search ads remain stable market share, vs display ads slowing growth. 2014Q1 中国网络广告市场从广告形式来看，搜索类广告占比为 61.5% ，展示类广告占比为31.8% 。效果类广告市场市场规模保持稳定，展示类广告增速相对放缓。

2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1

34.3% 34.2% 32.5% 33.8% 31.8% 31.3% 29.8% 34.3%

20.0% 21.4% 24.4% 24.9% 27.3% 29.4% 31.9% 27.1%

28.7% 26.2% 23.9% 22.1% 21.6% 20.8% 20.3% 21.0%

5.8% 6.7% 7.1% 6.4% 7.2% 7.4% 7.2% 6.9%11.2% 11.5% 12.1% 12.8% 12.1% 11.1% 10.8% 10.7% Others

其他广告形式Video视频类广告Branding Picture 品牌图形广告Vertical Search垂直搜索Search Engine搜索引擎

Y2012 Q2 - 2014 Q1 Digital Advertising Revenue Share

2012 年 Q2至 2014 年 Q1互联网媒体收入份额


2 National Media Inflation Forecasts

全国性媒体价格增长预测


National Media Nett Inflation YOY Comparison全国性媒体净价涨幅年度对比

• Slower GDP growth and lower consumer inflation should impact on media prices rises this year - forecasts indicate media inflation will still be significant but lower than previous years. 考虑到整体经济环境的影响 2014 年全国传统性媒体的净价涨幅预测，相对往年变小。

• Radio rates are set to grow fast due to higher car ownership and growth of the medium. 随着各城市汽车所有量的增加，广播广告媒体净价逐年上涨。

TV电视

Digital网络

Magazines杂志

Newspapers报纸

Radio广播

Moblie手机类

OOH户外

MOVIE影院媒体

20%

15%

5%

10%

19%

10%

8%

0%

15%13%

8% 8%

21%

13%

9%

15%14%

11%

6%7%

22%

11%

8%

15%

Y2012 Nett Inflation% - 2012



National Media Inflation全国性媒体价格增长

NA

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Write to [email protected] to find out more

mailto:[email protected]


Y2014 Media Inflation Forecasts - National 2014 年媒体价格增长预测–全国性媒体

TV电视

Digital网络

Magazines杂志

Newspapers报纸

Radio广播

Moblie手机类

OOH户外

MOVIE影院媒体

16%15%

10%

7%

23%

13%11%

25%

14%

11%

6% 7%

22%

11%8%

15%

Ratecard Inflation %刊例价格涨幅

Nett Inflation %净价格涨幅National Media Inflation

全国性媒体价格增长

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• Nett Inflation is generally lower than Rate card Inflation across all media, due to the increasing discount and bonus rate. 因折扣和赠送资源增加，净价涨幅普遍低于刊例价涨幅。

• Movie ad’s uniqueness to reach attentive and qualified audiences contribute to the higher growth in both Rate card and Nett price. 影院媒体，因其能高效触达高关注度与高质量受众群，而净价与刊例价涨幅明显于其他媒体。





CCTV 1

中央电视台 - 1

CCTV 3

中央电视台 - 3

CCTV 5

中央电视台 - 5

CCTV others

中央电视台 -

其它

Hunan Satellite

TV

湖南卫视

Jiangsu Satellite TV

江苏卫视

Anhui Satellite TV

安徽卫视

Zhejiang Satellite TV

浙江卫视

Dragon TV

东方卫视Tianjin TV

天津卫视Beijing TV

北京卫视Other PSTV

其它省级卫视

9%

20%

8%

13% 12% 13% 14% 15% 14%

20%

43%

13%9%

40%

5%

10% 10%12% 12% 12% 12%

14%

30%

10%


Nett Inflation %净价格涨幅

• The revenue target of national/regional TV stations is sustained growth. 电视台收入目标的持续增长• CCTV have reorganized CCTV3 ad resource and pricing resulting in big price increases. 央视将统一

经营 CCTV3 广告资源，导致该频道出现较大程度的涨幅。• 《红星剧场》which is the flagship programs in BTV, has huge 2014. Also affected the following TV

show, such as 《档案》 . 以《红星剧场》为王牌节目的北京电视台在 2014 年出现了巨大涨幅，同时在该节目结束后播出的《档案》等晚间节目的涨幅也非常明显，导致整个频道的巨大涨幅。

Y2014 Media Inflation Forecasts - CCTV, PSTV2014 年媒体价格增长预测–央视及省级卫视

National TV Media Inflation全国电视媒体价格增长

Nett Ave. 14%

17





• All digital ad opportunities should see double digit increases in unit costs in Y2014, as more marketers increase their digital marketing spending. 由于广告主对于网络媒体投放效果的认可以及预算的增加，各类型的网络媒体价格均呈现出两位数水平的增长。

• Video is growing at rapid speed, outstripping all other digital forms of advertising. 2013 年网络类媒体价格涨幅涨幅趋于平稳。视频类媒体继续保持强势增长，超过了网络类媒体涨幅的平均值。

Y2014 Media Inflation Forecasts - Digital2014 年媒体价格增长预测–全国性网络媒体

Webportals门户网站

Vertical site - News

垂直网站

Search Engine

搜索引擎

Video 视频类

SNS 社交网站

Weibo 微博

Network Community

网络社区

IM 即时通讯类

AD Alliance/Network

广告联盟 / 网络

18%

14% 15%

28%

10%

15%

10%13%

15%13%

11%13%

18%

8%10%

8%10%

5%


Nett Inflation %净价格涨幅National Digital Media Inflation

全国网络媒体价格增长

Nett Ave. 11%

18





• The Mobile Market is finally taking off in China, over the last 3 years mobile internet traffic has increased from 1% over the total internet traffic to 10%. Numerous APPs and Wap site emerged.随着智能移动终端的普及，上网速度的提升，以及涌现的各类APP和移动网站，中国已进入移动媒体与移动营销时代。

• Since 2013, mobile is increasingly seen as a key component of the marketing mix. 从2013年开始，广告主开始将移动终端作为营销的核心内容，将手机作为整合其他广告形式的载体。

Y2014 Media Inflation Forecasts - Mobile2014 年媒体价格增长预测–全国性移动媒体

We Chat 微信营销 Wap site 手机版网站及客户端 App 手机应用程序 Push 主动推送类（短彩信，手机报）

20%

15%13%

5%

18%

13%

10%

5%


Nett Inflation %净价格涨幅National Mobile Media

Inflation全国移动媒体价格增长

Nett Ave. 11%

19





3 Local Media Inflation Forecasts

地方性媒体价格增长预测


Local Media Nett Inflation YOY Comparison地方性媒体净价涨幅年度对比

• Local media inflation especially TV and Newspapers, are expected to show an average slower growth in Y2014 . 考虑到整体经济环境的影响， 2014 年地方传统性媒体 (特别是电视和报纸 ) 的净价预测涨幅相对往年变小。

• Local media are inclined to compromise more on the discount rate than national media, which will lead to the slower growth in Nett price. 相较全国性媒体，在整体环境的影响下，地方性媒体倾向给出更多的折扣优惠。因此，地方媒体净价涨幅预测，相较全国性媒体更低。

TV电视

Newspapers报纸

Radio广播

OOH网络型户外

17%

10%

30%

11%14%

8%

21%

13%11%

8%

21%

10%

Y2012 Nett Inflation% - 2012 Dec.Y2013 Nett Inflation% - 2013 Jul.

Local Media Inflation地方性媒体价格增长

21





TV电视

Newspapers报纸

Radio广播

OOH网络型户外

13%

10%

24%

12%11%

8%

21%

10%



Y2014 Media Inflation Forecasts - Local2014 年媒体价格增长预测–地方性媒体

• Local media Rate card prices will rise across all media, led by a sharp increase in radio – although from a low base. 各地方性媒体的刊例价都有所增长，特别是广播媒体增长幅度较高。

• Most newspaper media only adjust their annual ratecard. However, some will not increase rates this year. 大部分的报纸媒体在 2014 年度仅为年度常规刊例涨幅，极个别媒体甚至出现了零涨幅的情况。

Local Media Inflation地方性媒体价格增长

22





8%10%

8%

11% 11%

17% 17%

9%

12%

16%

8%

15%

6%8%

5%

9% 9%

14%

28%

5%7%

13%

5%

10%



Nett Ave. 10%

Y2014 Media Inflation Forecasts - Local TV2014 年媒体价格增长预测–地方电视

Key Cities 主要城市

• Tight advertising resources, TV media monopoly, inelastic policies are the main attributed factors to the overall inflation in key cities. 广告资源紧张，媒体垄断，政策无弹性，在主要城市持续引发电视媒体价格上涨。

• The volume of bonus should decrease in Nanjing market leading to a big increase in nett prices. 随着该市场赠播比例的下降，南京市场的净价涨幅明显增加。

Local TV Media Inflation地方电视媒体价格增长

23





Xi'an

西安

Zhen

gzho

u

郑州 Chan

gsha

长沙Su

zhou

苏州W

uxi

无锡Jin

an

济南 Ningb

o

宁波 Kunm

ing

昆明

Shijia

zhua

ng

石家庄

Shen

yang

沈阳 Nanch

ang

南昌 Shan

tou

汕头

16% 15%

12%10%

12% 13%12%

18%

15%

10%

19%

8%

15%

12%10%

7%

10%12%

8%

14%

28%

10%

15%

5%


Nett Inflation %净价格涨幅Local TV Media Inflation

地方电视媒体价格增长

Nett Ave. 12%

Y2014 Media Inflation Forecasts - Local TV2014 年媒体价格增长预测–地方电视

Other Cities 其他城市

• Local TV inflation in the rest of the cities assumed rapid growth in recent years. 非重点地区电视媒体价格近几年一直处于上涨的趋势。

• After the mergers of Provincial TV stations and City TV stations in some markets - caused a big increase in 2013 prices with smaller price rises forecast for this year. 2014 年并没有因为去年部分市场的省市台进行合并的原因，而进一步导致市场较大涨幅。

24





11% 10%

7%

10%

7%

16%

10%12%

11%10%

12%

9%9% 9%

5%

9%

5%

13%

9%11%

8%7%

10%

6%



• Local Newspapers are dominated by three major categories of advertisers– Estate, Automobile and Retailing. The recovering of Chinese Real Estate in Y2013 and the severe competition between Retailing & E-commerce, give a rise to local newspaper Rate card and Nett price. 地方报纸广告，受房地产、汽车、零售三大行业投放影响明显，房地产市场 2013 年回暖、零售业受到电商冲击而加大自身宣传力度，均在一定程度上推高了地方报纸的刊例价和净价。

• Media competition is intense in Hangzhou Wuhan, so there is lower inflation. 杭州、武汉地区媒体间相互竞争激烈，预计不会有太大涨幅。

Nett Ave. 8%

Y2014 Media Inflation Forecasts - Local NP2014 年媒体价格增长预测–地方报纸


Local NP Media Inflation地方报纸媒体价格增长

25





10%

12%

9% 10%

5%

10% 10% 10%8%

10%8%

6%8%

10%8%

10%

5%

9% 9%8%

5%

8%

5%4%


Nett Inflation %净价格涨幅Local NP Media Inflation

地方报纸媒体价格增长

Nett Ave. 7%

Y2014 Media Inflation Forecasts - Local NP2014 年媒体价格增长预测–地方报纸


• Other cities follow the same trend - averaging + 8% increase in unit costs. 其他城市的价格上涨水平与市场平均水平持平。

26





15%

28%

12%

28%33%

20%

12%

18%22%

20%25%

18%12%

24%

10%

26%30%

16% 15%14%

18%17%

20%15%


Nett Inflation %净价格涨幅Local Radio Media Inflation

地方广播媒体价格增长

• Radio spending in China is still very small with limited audience research – however marketers are increasingly reviewing radio as a cost saving media opportunity, especially as car ownership grows. 随着汽车保有量的不断增长，广告主对于广播媒体的投放越来越高，使得广播媒体价格持续上涨。

• The forecast for Beijing and Shanghai are pared back to a relative low rate, assuming that the terrible traffic jams and stricter legislation on driving licenses has forced more people to take public transportation in those metropolitans! 北京上海等超大城市，广播媒体价格增长趋势落后于整体水平，或与交通阻塞、公共交通使用率上升、私家车增量受限牌影响有关。

Nett Ave. 18%

Y2014 Media Inflation Forecasts - Local Radio2014 年媒体价格增长预测–地方广播


27





35%40%

24%20% 19%

22% 23% 24%

45%

35%

22%

15%

32%35%

20% 22%

16% 19%

20% 20%

40%

27%

18%

10%


Nett Inflation %净价格涨幅Local Radio Media Inflation

地方广播媒体价格增长

Nett Ave. 23%

Y2014 Media Inflation Forecasts - Local Radio2014 年媒体价格增长预测–地方广播


• The up going trend of private car penetrations and historical lower price levels in the secondary-tier cities, directly lead to the growth in radio Rate card and Nett price 二线城市汽车普及率迅速上升以及历史性广播价格低于一线发达城市，直接带动广播价格预测上涨。

• Local radio stations start to offer more localized and differentiated services, which helps lif the audience loyalty, advertiser’s add-value, and the price growth rate as well. 地方广播提供更加细分的本地化服务，使得广播用户粘度和广告主附加值同步提升，广告刊例价净价也上涨。

28





16%15%

13%

18%

13%

10% 10%11%

10%

13%

15%

18%

13% 12% 11%

14%

11%10%

9% 9%8%

11%12%

14%


Nett Inflation %净价格涨幅Local OOH Media Inflation

地方户外媒体价格增长

• Network OOH media higher inflation in first-tier cities: Beijing, Shanghai, Guangzhou, and Shenzhen. 北京、上海、广州、深圳等一线城市地方网络型户外媒体的价格增长幅度较高。

• Going digital is the inevitable next step for OOH media. Marketers are investing more in subway ads, LCD and mobile TV in the first-tier cities. 户外广告的网络与数码码化，是一个不可避免的趋势。地铁、楼宇和移动电视等网络型的户外媒体，在一二线城市越来越多的得到广告主的喜爱。

Nett Ave. 11%

Y2014 Media Inflation Forecasts - Local Network OOH2014 年媒体价格增长预测–地方网络型户外媒体


29





11%

14%

9%10%

12%

10% 9%

15%

10%

14%

10% 10%10% 10%

8% 8%7% 8% 8%

12%

8%

10%8%

10%


Nett Inflation %净价格涨幅Local OOH Media Inflation

地方户外媒体价格增长

Nett Ave. 9%

Y2014 Media Inflation Forecasts - Local Network OOH2014 年媒体价格增长预测–地方网络型户外媒体


• Inflation of local OOH also appear in other cities, but are approximately below average. 非重点城市的网络型户外媒体涨幅低于平均值。

• The OOH media environment in lower-tier cities are even more complicated. Many of OOH agencies and vendors are micro-businesses and the industry trend is starting clearly ripe for rationalization and monopolization. 非重点城市的户外媒体情况更为复杂，与一线主要城市不同，非重点城市有大量小型而分散的户外广告代理商，激烈的竞争和繁杂的生态环境使户外涨幅低于重点城市平均值。机构融合与资源合并将是未来的趋势。

30





4 2014 Media InflationTop Markets Detailed Analysis

分市场媒体价格增长分析


• Acting as the political and economic center of China, Beijing is the natural battleground for advertisers. Sharp YOY increase in media inflation is inevitable. 作为中国政治、经济中心，北京是广告主必争之地，每年各类型媒体均出现较大幅度的涨价。

• For the increased sales target, newspaper media adjust the ratecard price. 随着销售目标的增长，报纸媒体也在今年调整了其刊例，使得刊例价格出现了叫明显涨幅。

TV 电视 Newspapers 报纸 Radio 广播 OOH 户外

8% 11%15% 16%

6% 9% 12% 13%


Nett Inflation %净价格涨幅Beijing Media Inflation

北京媒体价格增长

32

Beijing北京





Shanghai 上海

• Combined with the latest technology and interactive creativity, OOH in Shanghai exceed other cities in audience acceptance and advertiser’s investment. Prices of prime locations will witness a dramatic increase. 上海户外广告，结合新技术的互动创新形式较多，受众接受程度与广告效果均高于其他地区，促使广告主加大户外广告投放，重点地段广告价格上涨明显。


10% 10%

28%

15%8% 9%

24%

12%


Nett Inflation %净价格涨幅Shanghai Media Inflation

上海媒体价格增长

33






11% 10%

28%

18%

9% 9%

26%

14%



Guangzhou广州

• Limited advertising inventory on radio causes huge price increase. 广州广播媒体资源紧俏导致大幅度的价格涨幅。

• The reduction of OOH inventory by the re-organization, drives the price increase in Guangzhou. 户外广告资源进行了整改，使得广州地区户外广告资源的减少，从而导致了价格的增长。

Guangzhou Media Inflation广州媒体价格增长

34





Shenzhen 深圳

• Shenzhen TV media prices are forecast to grow more slowly than other markets, thus a more stable inflation. 深圳地区电视媒体价格涨幅低于市场平均水平。

Shenzhen Media Inflation深圳媒体价格增长


8% 7%12% 13%

5% 5%10% 11%



35





Changsha长沙

• Car ownership increase contribute to increase in radio listenership. 长沙地区城市汽车拥有量的增加使得收听率的上升，媒体资源紧俏。

Changsha Media Inflation长沙媒体价格增长


12% 9%

24%

9%10% 8%

20%

8%



36





Chengdu 成都

• Radio prices will grow faster than other media in Chengdu. 成都地区广播媒体涨幅最明显。

• No notable price growth for Newspapers in Chengdu this year, in order to keep its competitiveness in the market. 成都地区报纸媒体价格无涨幅，以保持在当地市场的竞争性。

Chengdu Media Inflation成都媒体价格增长


11%7%

33%

13%9%

5%

30%

11%



37





Chongqing 重庆

• Chongqing, the key South West city, benefited from substantial investments and development, will remain a consistent growth in media price. 重庆作为西南地区最重要的中心城市，受益于经济发展等因素的影响，各类型的媒体价格涨幅均较高。

Chongqing Media Inflation重庆媒体价格增长


9% 12%18%

11%5%

11% 14%9%



38






8%12%

25%

15%

5%10%

20%

12%



Fuzhou 福州

• High competition between Provincial TV and City TV, hence curb the price increase. 福州地区电视媒体的省（福建台）、市台竞争激烈，导致电视价格涨幅不明显。

• Stations’ sales targets drive prices increase in Fuzhou. 福州广播媒体的销售目标增加导致广播涨幅明显。

Fuzhou Media Inflation福州媒体价格增长

39





Hangzhou 杭州

• Media competition is intense in Hangzhou, but price increases are limited to annual rate card adjustment.杭州地区媒体间相互竞争激烈，各自给到优惠政策，涨幅仅为年度常规水平。

• Sales target increased, and with the increase of car ownership and listenership give a rise to Radio price in Hangzhou.杭州地区电台媒体销售目标增加，同时伴随着城市汽车拥有量的增加使得收听率的上升，同样使得广播媒体资源紧俏。

Hangzhou Media Inflation杭州媒体价格增长


16%10%

20%13%13%

7%

17%11%



40





• Increase of car ownership and listenership give a rise to Radio price in Harbin.哈尔滨地区城市汽车拥有量的增加使得收听率的上升，同样使得广播媒体资源紧俏。• Local government policies to control OOH advertising reduce the OOH inventory and stimulate price growth correspondently. 因政府整顿，导致户外广告资源的减少，从而导致户外广告价格的增长。


15%9%

18% 18%

10%6%

15% 14%



Harbin 哈尔滨

Harbin Media Inflation哈尔滨媒体价格增长

41






13% 10%

22%

10%12%9%

19%

8%



Jinan 济南

• Radio prices growths outstrip all other media in Jinan. 济南地区广播媒体价格涨幅最明显。

Jinan Media Inflation济南媒体价格增长

42





Kunming昆明

• The merger of Yunnan and Kunming TV station causes remarkable increase in price. 云南省台和昆明市台被同一家代理公司统一垄断经营 , 刊例大幅涨价。

• Local government policies to control OOH advertising reduce the OOH inventory and stimulate price growth correspondently. 昆明因政府整顿，导致户外广告资源的减少，从而导致户外广告价格的增长。

Kunming Media Inflation昆明媒体价格增长


18%

10%

24%

15%14%8%

20%12%



43






19%

8%

22%

10%15%

5%

18%

8%



Nanchang 南昌

Nanchang Media Inflation南昌媒体价格增长

44

• Growth rate of TV and Radio media prices in Nanchang are above other media. 南昌地区仍是电视，广播两大媒体涨幅最明显。





Nanjing南京

• Nett inflation are higher than Rate card inflation, due to the stricter buying policies and lower bonus giveaways, .南京地方电视台的政策调整，导致赠播资源的减少，从而使得净价涨幅高于刊例涨幅。

• The reduction of OOH inventory caused by government re-organization, drives the price increase in Nanjing. 因政府行为对户外广告资源进行了整改，使得南京地区户外广告资源的减少，从而导致了价格的增长。

Nanjing Media Inflation南京媒体价格增长


17%10% 12% 10%

28%

9%15%

9%



45





Ningbo宁波

• TV and Radio price increases outstrip all other media in Ningbo. 宁波地区仍是电视，广播两大媒体涨幅最明显。

Ningbo Media Inflation宁波媒体价格增长


12% 10%

23%

9%8% 9%

20%

8%



46






8% 6%

15%10%

5% 4%10% 10%



Shantou汕头

Shantou Media Inflation汕头媒体价格增长

47

• Radio price increases outstrip all other media in Shantou. 汕头地区仍是广播涨幅最明显。






10% 10%

35%

14%10% 8%

27%

10%



Shenyang 沈阳

• Same situation in radio, the merger of provincial channels and local channels contribute to the high inflation. 沈阳地区广播媒体随着市场需求的增加，媒体价格也有明显的涨幅。

• Media operating cost increased in 2014 caused OOH media inflation higher than previous years. 随着 2014 年户外媒体运营成本的增加，沈阳地区户外媒体价格涨幅也较往年相比有所增加。

Shenyang Media Inflation沈阳媒体价格增长

48






15%8%

45%

10%

28%

5%

40%

8%



Shijiazhuang石家庄

• Nett inflation are higher than Rate card inflation, due to the stricter buying policies and lower bonus volume. 石家庄地区电视台的政策调整导致媒体价格升高，从而使得净价涨幅高于刊例涨幅。

• The up going trend of private car penetrations and lower price levels against first-tier cities, directly lead to the highest inflation in radio . 该地区汽车普及率迅速上升以及媒体价格相对较低，从而导致广播媒体价格涨幅明显。

Shijiazhuang Media Inflation石家庄媒体价格增长

49





Suzhou苏州

• Radio price increases outstrip all other media in Suzhou. 苏州地区仍是广播涨幅最明显。

Suzhou Media Inflation苏州媒体价格增长


10% 10%

20%

10%7%

10%

22%

8%



50





Tianjin 天津

• The continuing improvements in Tianjin TV program’s quality have pushed the prices up.天津地区电视媒体进行节目管理，调整编排，近年来价格持续上升。

Tianjin Media Inflation天津媒体价格增长


17% 16%20%

10%14% 13% 16%

10%



51





Wuhan 武汉

• The stricter buying policies and lower bonus volume caused the TV inflation . 武汉地区电视台的政策调整导致赠播资源的减少。


Wuhan Media Inflation武汉媒体价格增长


12% 11%

22%

10%7% 8%

18%

8%



52





Wuxi无锡

• Newspaper was not show a obvious growth, the media vendor want to keep the competitiveness in the market. 无锡地区报纸媒体为保证自己在市场的竞争力， 2014 年的媒体价格并没有明显涨幅。


Wuxi Media Inflation无锡媒体价格增长


12%5%

19%12%10%

5%

16%

7%



53





Xi’an西安

• As Xi’an TV station and Radio station merged in 2013, there are a slight increase in these two media were expected. 西安地区去年完成两台（电视 + 电台）合并，今年并未出现明显涨幅。

• Radio had the annual growth rate due to the increasing car ownership and listenership. 西安地区汽车持有量增加，听众量也随之增加，广播媒体的增长实际为年度常规涨幅。

Xi’an Media Inflation西安媒体价格增长


16%10%

35%

11%15%

8%

32%

10%



54





Zhengzhou 郑州

• Advertising resources are tight in Zhengzhou, which mainly derived from the TV station monopoly and policy inelastic. 郑州地区的广告资源紧张，媒体垄断，政策无弹性。

• Radio had the highest growth rate due to the increasing car ownership and listenership. 郑州地区广播媒体价格增长较明显。源于该地区城市汽车拥有量的增加使得收听率的上升，媒体资源紧俏。

Zhengzhou Media Inflation郑州媒体价格增长


15% 12%

40%

14%12% 10%

35%

10%



55





56

APPENDIX ABOUT DATA


National Media Inflation Summary

57

Y2012- 2012 Dec.

Y2013- 2013 Jul.

Y2014- 2014 May

Y2012- 2012 Dec.

Y2013- 2013 Jul.

Y2014- 2014 May

TV电视 21% 19% 16% 20% 15% 14%

Digital网络 23% 19% 15% 15% 13% 11%

Magazines杂志 13% 12% 10% 5% 8% 6%

Newspapers报纸 12% 9% 7% 10% 8% 7%

Radio广播 24% 22% 23% 19% 21% 22%

Moblie手机类 20% 20% 13% 10% 13% 11%

OOH户外 10% 12% 11% 8% 9% 8%

MOVIE影院媒体 - 25% 25% - 15% 15%

Media Ratecard Inflation % 刊例价格涨幅 Nett Inflation % 净价格涨幅





TV电视

Newspapers报纸

Radio广播

OOH户外

TV电视

Newspapers报纸

Radio广播

OOH户外

Beijing 8% 11% 15% 16% 6% 9% 12% 13%Shanghia 10% 10% 28% 15% 8% 9% 24% 12%Shenzhen 8% 7% 12% 13% 5% 5% 10% 11%Guangzhou 11% 10% 28% 18% 9% 9% 26% 14%Chengdu 11% 7% 33% 13% 9% 5% 30% 11%Tianjin 17% 16% 20% 10% 14% 13% 16% 10%Nanjing 17% 10% 12% 10% 28% 9% 15% 9%Chongqing 9% 12% 18% 11% 5% 11% 14% 9%Wuhan 12% 11% 22% 10% 7% 8% 18% 8%Hangzhou 16% 10% 20% 13% 13% 7% 17% 11%Fuzhou 8% 12% 25% 15% 5% 10% 20% 12%Harbin 15% 9% 18% 18% 10% 6% 15% 14%Xian 16% 10% 35% 11% 15% 8% 32% 10%Zhengzhou 15% 12% 40% 14% 12% 10% 35% 10%Changsha 12% 9% 24% 9% 10% 8% 20% 8%Suzhou 10% 10% 20% 10% 7% 10% 22% 8%Wuxi 12% 5% 19% 12% 10% 5% 16% 7%Jinan 13% 10% 22% 10% 12% 9% 19% 8%Ningbo 12% 10% 23% 9% 8% 9% 20% 8%Kunming 18% 10% 24% 15% 14% 8% 20% 12%Shijiazhuang 15% 8% 45% 10% 28% 5% 40% 8%Shenyang 10% 10% 35% 14% 10% 8% 27% 10%Nanchang 19% 8% 22% 10% 15% 5% 18% 8%Shantou 8% 6% 15% 10% 5% 4% 10% 10%

Market



Local Media Inflation Summary

58





59

APPENDIX ABOUT R3


About R3关于胜三

• R3 is a global marketing consultancy in the US, Asia, Europe and LATAM. We focus on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world’s top twenty global marketers.

胜三 (R3) 是美国、亚洲、欧洲和拉丁美洲最大的独立营销顾问公司，致力于帮助广告主及其广告公司提升营销效率及有效性。公司成立于2002 年，与全球顶尖的 20家广告主中的 8家保持长期良好的合作关系

• Our work includes consulting to find , pay and keep the best agencies. We also analyze and audit media spends and provide consultancy on marketing ROI.

我们的核心业务分为两大板块，一方面是帮助营销者寻找合适的营销代理公司、谈判费用体系、并经营长期合作关系。另一方面是向各大领导品牌提供媒介投放审计、衡量评估各种赞助和合作项目的效果以及整体营销传播的投资回报率。

• For more information, visit www.rthree.com, write to [email protected] or call +8610 5900 4733

详情请登录我们的网站 www.rthree.com，联系我们： [email protected]， +8610 5900 4733

60

http://www.rthree.com/


http://www.rthree.com/



6152


ThankYOU

62

Marketing

R3's 2014 China's Media Inflation Trend Report