08 years in the second quarter outdoor electronic screen advertising market revenue size of 1 billion 600 million, super LED, bus rapid growth

According to Analysys International, the latest report "in 2008 second quarter Chinese outdoor electronic screen advertising market quarterly monitoring" research results show that the second quarter of 2008, outdoor electronic screen advertising market revenue size of 1 billion 600 million, growth of 15.9% in the first quarter of 2008, an increase of 69.6% in the second quarter of 2007.

Analysys International believes that the impact of the Sichuan earthquake to the outdoor electronic screen advertising market revenue. At the same time, combined with quarterly factor analysis, the various segments of the market have varying degrees of growth, which is the largest LED and metro bus market fastest. The manufacturer is dynamic, in the 2 quarter of 2008 the building / outdoor LCD advertising market, Focus Media, Vision China, Air Media, China Health Media, tulip media, tripod media in various segments of the market leading position.

Analysys International believes that the 2 quarter of 2008 outdoor electronic screen advertising market can focus on the following three points:

1 outdoor electronic screen advertising market is the direct beneficiaries of the Olympic economy in the second quarter, especially the metro bus market, benefit from state support for Olympic Games on the public transportation system construction, so that manufacturers can further expand the operation scale of the network, improve the number of terminals, thus enhance their bargaining power.

2 outdoor large LED market is in rapid growth, the main reason is that China outdoor advertising control strictly, LED large screen and strong performance of the market has become scarce resources, there is a big space.

3 train to form a single TV market oligopoly, Guangyuan, combined by Yipin Ding Cheng Chuanmei is integration, the integration will be in full swing marketing.

Research note:

1 of the market in the category, not including the FRAME frame type advertising revenue.

2 because billion in goods media and Guangyuan media with tripod media, market research, based in the second quarter of 2008 as one of the.

3 as the pace of development of Metro electronic screen market faster, market research based in the second quarter of 2008 added to its research, will be incorporated into the metro bus segments.

4 from the 2008 2 quarter, Analysys International to further adjust the key measure of outdoor electronic screen resolution, including advertising calculation, advertising revenue, the main terminal is located at all levels of the city split.

To learn more about the content of China's outdoor LCD advertising market in the past quarter, please refer to Analysys International, the second quarter of 2008, China outdoor electronic screen advertising market quarterly monitoring or contact Analysys International customer service department.

research method

1 Analysys International assessment includes the key indicators of outdoor electronic screen advertising: market income measures, the number of advertisers, measure the number of terminals measure. Analysys International believes that the measurement of outdoor electronic screen advertising market, the need for comprehensive analysis of these indicators, cross validation can objectively reflect the market situation.

2 advertising revenue index because the media terminal advertising time is different, so the calculation method can be used in advertising revenue (1) advertising revenue = long ad X advertising prices per hour; (2) the number of advertisers advertising revenue = X the quarter average investment amount; (3) calculation of advertising revenue = the number of terminals X average sales single screen etc..

3 measure: the number of advertisers Analysys International advertisers into large advertisers and small advertisers are studied respectively. Analysys International believes that the main reason for the amount of advertising is different, advertisers in advertising behavior and attitudes are different. Therefore, it is more meaningful to study different types of advertisers.

4 terminal number measure: Analysys International terminal number number of terminals is split into a whole city, two city and three or four city. The number of terminals is not only the total number of a city or the total number of terminals, because the city's commercial and economic value is different, so the need for further research. (Zhou Haiquan)

Research definition

1 outdoor electronic screen advertising: refers to the commercial buildings, supermarket, subway and other public transport channels, to commercial terminal advertisement LCD, PDP or LED form, mainly to broadcast television commercials and other programs as a means of expression, this study includes 9 main channels, namely: commercial buildings, supermarket, hospital, drugstore, Aviation terminal large outdoor LED, transit subway, train station, school and other channels. The scope of this study does not include the FRAME framework advertising revenue.

2 market income scale: the enterprise actual quarter advertising revenue for the calculation of dimensions.

3 level city: Beijing, Shanghai, Guangzhou

4 two city: Shenzhen, Nanjing, Hangzhou, Dalian, Shenyang, Tianjin, Xi'an, Chongqing, Wuhan, Chengdu, Kunming, Taiyuan

5 three or four City: Harbin, Wenzhou, Fuzhou, Changsha, Changchun, Ji'nan, Ningbo, Suzhou, Qingdao, Xiamen, Hefei, Shijiazhuang, Zhengzhou, Wuxi, Changzhou, Lanzhou, Nanchang, Yantai, Hohhot, Qinhuangdao, Tangshan, Nanning, Haikou, Dongguan, Xining, Liuzhou, Urumqi, Guilin

The research shows:

Analysis of Analysys International offers the industry, mainly in the industrial quarter of macroeconomic data, the end user research data, historical data and manufacturers manufacturers quarterly business monitoring information on the basis of using the Analysys industry analysis model, combined with market research and industry research and