Shanghai – Ad revenue in China for 2010 will increase by 14.4 percent to US$21.2 billion, following a 8.2 percent growth during 2009. According to a forecast study released by Magna Global, a division of IPG’s Mediabrands, the increase is due to the Chinese economy recovering more rapidly than the rest of the world during the global downturn, posting 11.7 percent growth for the first quarter of 2010 alone. Digital is the fastest growing sector, and search is expected to grow 30.9 percent in 2010 to $1.6 billlion. Outdoor, which should rise by 14.5 percent in 2010, is expecting growth particularly during the Shanghai World Expo which runs from 1 May to 31 October. Growth in TV will be up by 12.7 percent in 2010 to $8.4 billion, fuelled by the rising popularity of regional satellite channels catering to a niche audience. However, TV faces increasing pressure from online entertainment sources, and China’s State Administration of Radio, Film, and Television (SARFT) announced new rules earlier this year, restricting advertising placement on TV programmes, limiting the length and frequency, content and claim restrictions of advertisements, and putting requirements around community focused messages.
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