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ChinaTotal Media Ad Spending, China
Total Media Ad Spending
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Overall
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Total Media Ad Spending
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Total Media Ad Spending, per Person
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Total Media Ad Spending, by Media
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Total Media Ad Spending Growth, by Media
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Total Media Ad Spending Share, by Media
by Media
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Digital Ad Spending
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Mobile Ad Spending
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Magazine Ad Spending
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Newspaper Ad Spending
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Out-of-Home Ad Spending
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Radio Ad Spending
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Search Ad Spending
Per Hour, per User
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Desktop/Laptop Ad Spending per Hour Spent with Desktop/Laptop Internet, per Person
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Digital Ad Spending per Hour Spent with Digital Media, per Person
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Magazine Ad Spending per Hour Spent with Magazines, per Person
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Mobile Ad Spending per Hour Spent with Nonvoice Mobile Activities, per Person
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Newspaper Ad Spending per Hour Spent with Newspapers, per Person
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Print Ad Spending per Hour Spent with Print, per Person
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Radio Ad Spending per Hour Spent with Radio, per Person
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TV Ad Spending per Hour Spent with TV, per Person
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Total Media Ad Spending in China

Timeframe20222023202420252026
Total media ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of worldwide total media ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: All years converted to US dollars using average 2021 exchange rates; includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV; excludes Hong Kong

Additional 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.

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.

Comparative Estimates from Additional Sources:

Total media ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Total media ad spending growth, China

Sources2020202120222023202420252026
eMarketer,October 2022
Warc,May 2020
Dentsu Aegis Network,March 2020
Zenith,December 2019
Show Notes
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