Marketing and advertising in China was up 25 per cent in the first quarter of the year, a report published later this week is expected to show.

A new study carried out by Nielsen Media Research will show a marked increase during the first three months of 2006, compared with figures from the same quarter last year, the Wall Street Journal reports.

The study will show that the total Chinese adspend, which includes marketing figures, between January and March was up to 82.6 yuan – representing a 25 per cent rise on 2005’s figures.

The figures are calculated using ratecards, however, they do not include the amount spent on internet and outdoor advertising, which constitutes a large part of the current Chinese marketing and advertising spend.

Between 2004 and 2005, China, which is only behind the US and Japan in the amount spent on advertising, saw an 18 per cent increase.

Director of Nielsen Media Research, Rita Chan, attributes the “driving force” behind the advertising boost to the fact that “the living standard of Chinese people is increasing”.
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