The dataset about Chinese advertising industry is sorted out from CEIC. It contains advertising turnover of Chinese 20 provinces or municipalities in 2014, the change of the advertising turnover in Beijing and Guangdong Provincefrom 2004 to 2014, advertising turnovers of 5 kinds of main media of China in2014, advertising turnovers of 6 industries on newspaper from 2004 to 2014 andadvertising turnovers of 6 industries on TV station from 2004 to 2014.
The data actually originates from State Administration for Market Regulation and data of 2014 is the latest one I can find. I chose 20 provinces and municipalities in the middle and east to show their turnover in 2014 by the depth of their colors on the map of the Chinese mainland. It is displayed that Beijing and Guangdong Province are obviously the two regions with most turnover in 2014. Due to the significant of these two regions, a line chart that shows the 10-year trend of their turnover is following. The data of Beijing always goes above the one of Guangzhou.
When it comes to the turnovers of every kind of media, TV station tops the list by a very large margin. Accompanied by newspaper, TV station has held the position of traditional media in the era when the new media gradual raised up. However, the influence of website’s turnover, which ranked the third, shouldn’t be taken lightly. According to the report from iResearch, Chinese online advertising market reached 154 billion yuan in 2014.
Turn the eye back to traditional media; I pick 6 products from different industries to see how much advertising turnover each media gets respectively. TV advertisement used to be the favorite choice of advertisers in food industry. However, due to the trail result of Sanlu milk powder incident, the catastrophic misfortune of Chinese food industry, the advertising turnover from food industry of TV station experienced a fall off a cliff. Meanwhile, the exposure of scandals from several well-known bands like Wanglaoji, Nongfu Spring, McDonald's, etc have deep impact on the investment of food industries in China, advertising included. After the deadly storm in Chinese food industry in 2008 to 2009, food industry became the one who provided TV stations for most advertising turnovers again.
As for advertising turnover on newspaper, the deadly storm of Chinese food industry also had influence on advertising turnover of newspaper from it. Itseems that advertisers from real estate industry are fans of advertisements onnewspaper. Thanks to the authoritative impression that newspaper offers to the audiences, advertisers of real estate industry are found of putting their advertisement on newspaper. Meanwhile, the lower price and more information it can convey make them experience higher cost performance. Besides, as a kind of product that needs a lot of detailed information to persuade the consumers to purchase it, medicine also pays attention to putting its advertisement to newspaper, themost typical paper medium. Generally speaking, the advertising turnover of every kind of media from every kind of advertisers is growing rapidly.
In my visualization, I want to “say” that the advertising market in China is expanding steadily year after year. Meanwhile, as the most prosperous region of the media industry, Beijing tops the list of advertising turnover without any doubt. When the research question comes to the technical aspects of my project, I selected all the data of the advertising industry and classified them according todifferent categories like region, types of media, types of advertisers, etc. ThenI picked a fraction of data that is serviceable for me and used CEIC to make the graphs. Through the assignment I have realized that organizing and arranging the original data before making graphs is vital.
