· According to data from CTR Media Intelligence, the advertising market as a whole achieved a year-on-year growth of 5.5% in the first quarter of 2024, which may be supported by factors such as economic recovery, improved consumer confidence, and increased demand for brand promotion.
· The following is an interpretation of the highlights of the data of the three major sub-channels of TV, outdoor, and radio.
PART 1
TV advertising market
· In the first quarter of 2024, the national economy continued to pick up and got off to a good start. The TV advertising market has also returned to a plateau. According to data from CTR Media Intelligence, TV ad spending in the first quarter of 2024 increased by 3.0% year-on-year, compared with the decline in 2022 and 2023, the market has eased and rebounded steadily this year.
· From the perspective of monthly performance, TV advertising increased from January to February, and advertising spending fell by 2.5% year-on-year in March. The month-on-month performance is the opposite of the year-on-year performance, after two consecutive months of month-on-month decline, March ushered in a month-on-month growth of 4.2%, and the market still has some volatility and uncertainty.
Year-on-year change in TV advertising spend in Q1 from 2019 to 2024
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison ⭐ between the N months of this year and the N months of the previous year The rapid growth of commercial clothing and personal goods advertising· In the first quarter of 2024, among the overall head industries of TV, the pharmaceutical and food industries have always ranked in the forefront, and the expenditure on publications in the commercial and service industries and personal products industries has increased significantly year-on-year, with an increase of more than 25%. 2024 Q1 TV Advertising Top 10 Industries (Categories)
Image data source: CTR Ad Cube Advertising Database; Year-on-year comparison of N months of the current year and N months of the previous year* Key Industries-Food Industry· The food industry's TV spending increased by 6.8% year-on-year, mainly driven by increased TV advertising in health food, snacks and concandies, edible oil and other categories. However, the two categories of convenience food and food series products in the industry showed double-digit reductions. The head brands in the food industry include Flexible, Xiangdanqing, Want Want, Luhua, Baihekang, etc.
In 2024, Q1 will be the top 10 brands in the food industry in terms of TV advertising spending
Image data source: CTR Ad Cube Advertising Database; Year-on-year comparison between the N months of the current year and the N months of the previous year* Key Industries-Beverage Industry· The beverage industry has a large amount of advertising on TV channels, but the decline in publication spending has expanded slightly compared with the same period last year, down 22.4% year-on-year. The industry's top categories, such as infant milk powder, room temperature white milk, tea, etc., continue to shrink their investment in TV. TV advertisements for room temperature yogurt, distilled water/mineral water, and flavored milk increased by 13.6%, 6.1%, and 76.8% year-on-year, respectively. The top five brands in the beverage industry include Yili, Beiliyou, Junlebao, Feihe, and Want Want.
In 2024, Q1 will be the top 10 brands in the beverage industry in terms of TV advertising spending
Image data source: CTR Ad Cube Advertising Database; YoY is the comparison between the N months of the current year and the N months of the previous year* Key Industries - Commercial and Service Industries· The commercial and service sectors saw significant growth in TV advertising, up 27.7% year-on-year. Healthcare institutions and retailers have the most obvious overgrowth, with a year-on-year increase of more than 20%. Active brands include Radio and Television Huimin Life Museum, Wei's Zhenggu Qingzitang, Bangertong, Baoyuankang Nourishing Hall, etc. 2024 Q1 Commercial and Service Industry TV Advertising Spending Top 10 Brands
Image data source: CTR Ad Cube Advertising Database; Year-on-year comparison between N months of the current year and N months of the previous year* Key Industries-Personal Products Industry· In the first quarter of 2024, the personal goods industry saw a 29.2% year-on-year increase in TV spending, with increased advertising in eyeglasses/contact lenses, men's razors, and watches being the main drivers of the industry's spending. The outstanding brands in the industry include Super Vision, Gillette, O.R.G., Gold Medal, Jin Shiyuan, etc.
In 2024, Q1 personal products industry TV advertising spending TOP10 brands
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N month of the current year and the N month of the previous year· In terms of brand performance, the top brands of TV advertising are mainly medicines, Chen Liji, Adaptic, etc., which have a large amount of investment and maintain growth, in addition to some food, cleaning products, beverages and other industries Brand placement is also more active, such as Want Want, Bilang, Tide, etc.
2024 Q1 TV advertising spending TOP20 brand list
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
PART 2
Outdoor advertising market
· In the first quarter of 2024, with the gradual stabilization of the macro economy and the support of the country's successive introduction of new policies to stimulate consumption, the outdoor advertising market is showing new vitality. The multiple values of outdoor scenes empower brand marketing, attracting advertisers to increase advertising in outdoor scenes with high "gold content" that have "prime locations", focus on "golden people", follow "prime time", and cooperate with "golden sales". According to the data of CTR Media Intelligence, the overall outdoor market in the first quarter of 2024 increased by 11.0% year-on-year, and the elevator scene is the main growth channel for outdoor, with elevator LCD and elevator posters increasing by 23.4% and 24.6% respectively; Spending on street furniture and subway advertising dropped significantly from the same period last year, falling by 4.9% and 0.6% year-on-year respectively. From 2019 to 2024, Q1 will see year-on-year changes in the cost of various outdoor advertising channels
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison ⭐ between the N months of this year and the N months of the previous year Home appliances, daily chemicals, alcohol and other industries increased investment actively· In terms of key industries, although the beverage and food industries continued to rank high in the overall outdoor advertising spending list in the first quarter of 2024, they both showed a decrease in advertising spending. Cosmetics/bathroom products, alcoholic beverages, entertainment and leisure industries increased their outdoor advertising actively, with double-digit year-on-year increases; The household appliances industry increased its publicity efforts in outdoor channels, and advertising spending increased by 208.3% year-on-year.
2024 Q1 outdoor advertising TOP10 industry
(Category)
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
* Key Industries - Beverage Industry · The beverage industry as a whole showed a year-on-year decline of 18.1% in outdoor advertising spending, but it was active in train/high-speed rail stations, airports and elevator posters, with the spending increasing by more than 40% year-on-year, and the increase in investment in street furniture also reached 36.0%. In the industry, the outdoor advertising volume of distilled water/mineral water, fruit and vegetable juice, and room temperature yogurt has doubled, and the representative brands include Yili, Cestbon, Nongfu Spring, Guanfang, Hawthorn Tree, etc.
2024 Q1 outdoor advertising in the beverage industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; Year-on-year comparison of N months of the current year and N months of the previous year* Key Industries-Food Industry· The food industry saw an overall decrease of 6.6% in outdoor advertising channels, but the cost of street furniture, train/high-speed rail stations, and elevator posters increased by 8.3%, 5.8%, and 73.0% year-on-year, respectively. Snacks and candy, food series products, and health food have all increased investment to varying degrees, among which the brands that have increased advertising in related categories include Qiaqia, Xizhilang, Xiaoxian Stew, Nestle, Wang Xiaolu, etc.
2024 Q1 outdoor advertising in the food industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; Year-on-year comparison of N months of the current year and N months of the previous year* Key Industries-Cosmetics/Bathroom Products Industry· The cosmetics/bathroom products industry increased by 63.8% year-on-year in the overall outdoor advertising channel, and the investment in elevator LCD and elevator posters increased rapidly, with the expenditure increasing by 82.5% and 204.7% year-on-year, respectively. The growth momentum mainly came from the active advertising of skin care products, infant hygiene and bathroom products, oral hygiene/care products, etc. Outstanding brands in the industry, including Songda, Olay, Fuerjia, Vinda, Clarins, etc., are inclined to promote and publicize elevator LCDs.
2024 Q1 cosmetics/bathroom products industry outdoor advertising spending TOP10 brands
Data source: CTR Ad Cube Advertising Database; Year-on-year comparison between the N months of the current year and the N months of the previous year* Key Industries-Household Appliances Industry· With the continuous iteration of smart and energy-saving home appliances, as well as the implementation and promotion of a new round of home appliance trade-in action plans across the country, the industry's overall outdoor advertising channel placement increased by 208.3% year-on-year. The industry doubled its investment in elevator LCDs and subways, and saw double-digit year-over-year increases in advertising spending on street furniture, train/high-speed rail stations, and airports. The leading brands in the industry include Yikaide, Feike, Joyoung, Wanhe, Dyson, etc., among which Yikaide and Wanhe are strong investment, with advertising spending exceeding 1000% year-on-year, and the main force is to increase publicity in elevator LCD and train/high-speed rail stations; Feike and Joyoung respectively focus on elevator LCD and cinema video.
2024 Q1 outdoor advertising in the household appliance industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; Compared with the N months of ⭐ this year and the N months of the previous year, FMCG brands occupy half of the top outdoor advertising list· In terms of brand performance, more than half of the top brands in Q1 2024 outdoor advertising spend are from the beverage, cosmetics/bathroom products, and food industries, while the rest cover six industries, including household appliances, entertainment and leisure, and alcoholic beverages. A quarter of the top brands added outdoor advertising in the same period this year, and more than 30% of the brands increased their investment more than 10 times.
2024 Q1 outdoor advertising publication spend TOP20 brand list
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
PART 3
Radio advertising market
· With the dynamic changes in market demand, radio advertising has continued to fluctuate in recent years, according to data from CTR Media Intelligence, the spending on radio advertising in the first quarter of 2024 fell slightly by 0.8% year-on-year. From the perspective of monthly delivery, advertising spending in March fell by 9.5% year-on-year; It edged up 1.3% month-on-month.
2019-2024 Q1 same period radio advertising spending
Year-over-year change
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
⭐ Many industries have gotten rid of the downward trend, and the commercial service industry has grown significantly
· In the first quarter of 2024, most of the industries of radio advertising showed growth, and the food, commercial and service industries, alcoholic beverages, post and telecommunications, and entertainment and leisure industries all saw double-digit year-on-year increases in publication spending, among which health food, health care institutions, cities and scenic spots were more spending.
2024 Q1 Top 10 Broadcast Advertising Industries
(Category)
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
* Key Industries - Food Industry
· The food industry ranked first in terms of advertising, and advertising increased by 10.1% year-on-year. Health food, food-corporate image, condiments and other categories have increased their promotion and publicity in broadcast channels, which is the main driving force for the growth of advertising spending in the industry. The outstanding brands in the industry include Yanzhiwu, Xiaoqin, Guokuntang, Yinuo, Jijiantang, etc.
2024 Q1 food industry radio advertising
The top 10 brands spend on publications
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
* Key Industries - Entertainment & Leisure
· The entertainment and leisure industry has a year-on-year increase of 33.2%, with the increase in demand for entertainment and tourism, a number of related categories in the entertainment and leisure industry have increased signs, such as parks and scenic spots, national city image, restaurants, tourism products and services, hotels, etc., these categories in the broadcast media to strengthen the placement, the layout of the brand's regional marketing communication, the increase in active brands include Junming, Hutaoli, Huayu Lishe, Nandanshan Scenic Area, etc.
2024 Q1 Entertainment & Leisure Industry Radio Advertising
The top 10 brands spend on publications
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
⭐ The top list is a new home improvement and e-commerce brand
· In terms of brand performance, the top 20 brands in the first quarter of 2024 covered nine industries such as pharmaceuticals, post and telecommunications, and alcoholic beverages, among which the home improvement brand Hexing and the e-commerce brand Hula were newly launched broadcast channels this year.
2024 Q1 Top 20 Brands in Radio Advertising Spending List
Image data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
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