Although media buying principles and processes are universal Globally, the local media structure and media buying dynamics in China are uniquely complex, presenting significant value measurement and transparency challenges for advertisers.
Media Scale & Fragmentation
China is underpinned by a huge, fragmented media infrastructure with thousands of vehicles at National, Regional, Provincial and City level. There are over 1,600 TV channels, 2,000+ newspapers, 9,000+ magazines, countless Out Of Home vehicles across 600+ major cities plus explosive Online growth.
Each Chinese City has equivalent TV scale of a typical European country. TAM ( Television Audience Measurement ) also has unparalleled coverage with 60+ Cities covered by Peoplemeter Panels and a further 90+ Cities covered by Diary Panels.
In terms of media trading practices, media inventory is highly commoditized and brokered - often bought / sold / re-sold / traded in bulk through different brokers and third parties.
Advertiser Challenge : The logistics of managing media execution in China is the equivalent of planning and buying media across the whole of Europe. This scale presents huge data volume and complexity challenges for advertisers in terms of measuring and quantifying their media performance.