Chinese market research firm Analysys International has published its latest report on China's outdoor LCD advertising market for the fourth quarter of 2008, which states the revenue for this sector reached CNY1.726 billion, a year-on-year increase of 25.5%, but a decrease of 5.3% compared with the third quarter of 2008.
This is the first quarterly decrease over the past two years.
The report says that affected by the global financial crisis, China's outdoor LCD advertising market was weak and there was an obvious trend of differentiation for segmented markets. Among mainstream media, transportation media like aviation and public traffic had a stable performance while the commercial building market declined slightly. Non-mainstream media like hospitals and drugstores were seriously affected. The decline of the retail mart terminal market, affected by the restructuring of Focus Media, was another major reason for the quarterly decrease of the LCD advertising market.
For details, the market scale of the commercial building market was CNY650 million in the fourth quarter of 2008, a quarterly decrease of 5.6%; the market scale of public traffic, which benefited from the Beijing Olympic Games, was CNY490 million, a quarterly increase of 1.3%; and that of the aviation terminal market increased 4% over the previous quarter.