Total Media Ad Spending in China, by Media

billions
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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TotalMaximum 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 digital; **excludes digital and off-air radio; ***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, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
iResearch Consulting Group,August 2019
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019
International Data Corporation (IDC),December 2019

Mobile ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
iResearch Consulting Group,August 2019
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019

TV ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019

Newspaper ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019

Magazine ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019

Radio ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019

Out-of-home ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Magna Global,January 2019
iResearch Consulting Group,August 2019

Total media ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
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