China: TV marketing expense distribution by channel type| ��ƽ��

Distribution of TV marketing and promotion spending in China from 2020 to 2023, with an estimation for 2024

Characteristic	China Central Television (CCTV)	Provincial satellite TV	Provincial local and capital city TV stations	Other local city TV stations	District and county TV stations	Others
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Sources

Release date

June 2024

More information

Region

China

Survey time period

2020 to 2023

Number of respondents

303 advertisers

Method of interview

Online survey

Supplementary notes

* Estimate

Original survey question:

What is the allocation of marketing and promotion expenses actually incurred by your company in 2023 versus those expected to be in 2024 on different types of television media?

Figures may not add up to 100 percent due to rounding by the source.

The survey was conducted among middle and senior managers who were responsible for marketing or advertising campaigns in companies that launched such activities in 2024.

According to the source, 15 qualitative surveys, namely online in-depth interviews and offline interviews, were conducted between March and May 2024. However, the source did not specify whether the results were integrated into the quantitative survey results.

Citation formats

With a considerable viewership, China Central Television (CCTV) remains a vital channel for TV advertising in China. A survey conducted in June 2024 revealed that advertisers in China, on average, planned to allocate ** percent of TV marketing expenses to the Chinese national television broadcaster in 2024. From 2020 to 2024, there was a steady upward trend in advertisers' marketing expenditure on CCTV.