09 Jul 09 China Outdoor Advertising Market under the Economic Shocks(2)

The status  can not be optimistic about the traditional outdoor

Training experience in 2008,global economic downturn, the Beijing vitality of outdoor media. Shanghai, the 2010 World Expo approaching, the Government issued a series of management regulations, the ship, private cars, aircraft carriers, such as advertising, as well as bus body, shelters and rail transport media 11 made a detailed definition and specification. According to Xinhua, said information, at present, Shanghai has a total clean-up all types of outdoor advertising regulations and licensing due more than 7000 pieces. Look at Guangzhou, according to Analysys International said that to meet the Asian Games, from the beginning of October 2008, the local urban management has been one after another to remove a total of 32,085 square meters of outdoor advertising.

The three traditional outdoor media delivery with the same period last year, a majority of negative growth, the media business is more dismal. Excluded from the scope of data collection and the media to expand the impact of price increases, Beijing outdoor media, the net increase in direct proportion to the only shelters and train stations. Early in 2009, shelters media promotions introduced, customers have increased to enlarge the budget, the actual running of the media, an increase of 3% of the net. In contrast, a single media, metro, airports and online media have dropped, put the net down 17% year-on-year, 27%, 30% and 46% respectively. (See Figure 4)

Shanghai government clean-up of outdoor media and direct impact on the transformation of 1-quarter data. At present, apart from Hongqiao Airport to increase the number of the media, other media are in reducing the number of resources and reduced the media pulling prices. Chart shows, in addition to the airport, the other media have put the amount of negative growth. Among them, the shelters, railway stations and Internet media delivery shrinking net more serious, decline by 21%, 24% and 37% respectively. (See Figure 5)

Tags: advertising market, china asdvertising, economical shock, outdoor advertising