Advertisers seen to raise budgets decline to 41%
Print Edition
THE percentage of advertisers who plan to increase their budgets has fallen from 55 percent last year to 41 percent this year, the lowest level since 2009, according to a study of 69 top Chinese advertisers by market research firm CTR.
A total of 29 percent of them said they plan to “cut marketing budget,” more than four times that of last year, while 25 percent said their budget would stay flat, and the rest didn’t provide a forecast, said CTR — a joint venture of China International Television Corp and Kantar Group.
Three-fourths of brand owners are increasing their marketing expenditure in digital media and other formats, with 55 percent of them raising the budget for “events and promotions” and 49 percent doing the same for “product placement or sponsorship.”
The top-three regions for advertisers are eastern, central and southern China, with 61 percent choosing eastern China as the first area to increase budget. Northwestern China is the first area where the budget will be cut.
Television is still seen as the most important marketing channel, taking up 54 percent of total marketing budget this year, slightly down from 57 percent in 2014.
However, TV is also vulnerable because 59 percent of top advertisers will consider cutting spending on the medium.
For mobile Internet, video is favored by 55 percent of the advertisers to place ads.
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