Total Media Ad Spending Share in China, by Media

% of total
Timeframe20222023202420252026
DigitalMaximum of two rows can be charted.
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– MobileMaximum of two rows can be charted.
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TV*Maximum of two rows can be charted.
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Newspaper***Maximum of two rows can be charted.
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Magazine***Maximum of two rows can be charted.
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Radio**Maximum of two rows can be charted.
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Out-of-homeMaximum of two rows can be charted.
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Source: eMarketer

Note: excludes Hong Kong; includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV; *excludes digital; **excludes digital and off-air radiol; ***print only, excludes digital

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 includes 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:

Digital ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020

TV ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020

Newspaper ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020

Magazine ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020

Radio ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020

Out-of-home ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020
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