With an average reach of about 89.3 percent in 2012, television remains the medium with the strongest penetration rate in China. Media Partners Asia has estimated that the revenue of the TV industry in China will reach 33.6 billion U.S. dollars in 2017, based on 2012 revenue figures of over 21 billion U.S. dollars. These figures not only take into account a growth in advertising revenue, but also an increase of pay TV subscription revenues, which PwC estimates will almost double.
In 2012, the Chinese radio industry counted as one of the fastest growing radio markets worldwide with a revenue of 1.96 billion U.S. dollars. The leading radio station in China in 2012 was Beijing Traffic Radio with an average daily reach of about 1.31 million listeners.
The newspaper industry has seen moderate growth over the past years. The number of newspapers steadily hovered at around 1,930 publications between 2004 and 2011. In terms of newspaper circulation in China, the sector displayed steady growth since 2001 and reached 46.74 billion printed copies in 2011. Still, average newspaper reach in China slightly retracted from 52.4 percent in 2010 to 47.5 percent in 2012, according to Ipsos and China Business News. The leading newspaper by reach in 2012 was the Guangzhou Daily with an average reach of 3.9 million readers.
In 2011, a total of 9,849 magazines were published in China, with an average reach of 29.3 percent in 2012. /statistics/221743/total-number-of-printed-magazine-copies-in-china/ steadily increased since 2005 and attained 3.29 billion copies in 2011. Among the leading fashion magazines in China in 2012, Cosmopolitan ranked tenth with an average reach of 633,962 readers.
According to estimates by eMarketer, advertising spending in China is expected to hit 61.4 billion U.S. dollars in 2017. The distribution of media channels used for advertisements shows that internet advertising has skimmed market shares from newspaper and TV ads over the past few years. The company with the highest advertising spending in China in 2011 was Procter & Gamble with ad spending as high as 7.25 billion U.S. dollars.