March 1, 2021

Total Media Ad Spending in China, 2021-2025 (billions and % change)

Note

Digital ad spending includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices on all formats, including search (paid listings, contextual text links, and paid inclusion) and display (banners [static display], rich media, ... sponsorships, and video [including advertising that appears before, during, or after digital video content in a video player]). Mobile ad spending excludes SMS, MMS, and P2P messaging-based advertising. Magazine spending includes B2B, consumer, local, and Sunday. Newspaper spending includes classified, local, national, and retail. Out-of-home spending includes alternative, billboards, cinema, street furniture, and transit. TV spending includes broadcast TV and cable TV.More

Methodology

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.