In August 2021, the cost of broadcasting advertising decreased by 9.8% year-on-year and 2.1% month on month respectively From CTR

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1. Data overview

CTR data show that in August 2021, the cost of broadcast advertising decreased by 9.8% year-on-year and 2.1% month on month, respectively.

Among all frequency types, the cost of financial and cultural entertainment frequency publishing increased by 37.4% and 13.7% respectively year-on-year, and the cost of other types of frequency showed a year-on-year negative growth.

2. Key industries

Compared with the same period last year, the household goods industry, which ranked first for five consecutive months, fell out of the top ten list and was replaced by the pharmaceutical industry, with a year-on-year increase of 112.8%.

In addition, the financial industry, beverage and alcoholic beverage industry showed positive year-on-year growth, with growth rates of 9.4%, 9.3% and 8.8% respectively. Other industries in the list showed year-on-year decline in varying degrees; Compared with the previous month, 60% of the broadcasting and advertising expenses in the list showed positive growth month on month, of which the post and telecommunications industry increased significantly month on month, with an increase of 48.0%.

3. Head brand

Among the top ten brands in the list of radio publication costs, China mobile communication has increased significantly year-on-year and month on month, and it is the first time this year. Its advertisements are mainly put on the voice of music of Guangdong Radio and television (fm99.3), the voice of traffic of Zhejiang People’s Radio (fm93) and the voice of Zhejiang (am810 & fm88), focusing on the promotion of 5g customized mobile phones and related package services of China mobile communication. Smart door lock brand Bolan Mei continues to be on the list and focuses on advertising on major frequencies of China Central People’s radio.

4. New brand

Forty percent of the top ten new brands in radio advertising come from commercial and service industries, and the others come from it products and services, finance, household products and food industries.

Xiangyuwan, a local ice cream brand in Foshan, Guangdong, which was born in 2016, made its first broadcast advertisement, mainly on Guangzhou auto music radio (fm102.7), Guangzhou Communications Radio (fm106.1) and Guangzhou news and information radio (fm96.2).

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