Automotive Ad Spend - China
According to an industry report by Carat, China accounts for 14.9% of the spending on advertising globally. It is the world's second largest market with $84.4 billion advertising spending in 2017 at a growth of 5.5% compared to the previous year.
Based on research, it was found that the advertising spending by the automotive industry in China represents approximately 22% of the overall spending and is estimated to be $18.57 billion in 2017.
automotive advertising spending in china
Despite extensive searching, an exact figure for the advertising spending on the automotive industry for China was not available. However, it was found that China had a revenue of 45.9 billion Yuan (9.1+11+12.7+13.1) between Q1-Q4 from online automotive advertising in 2015. According to another source, the total online revenue from advertising for China was 209.7 billion yuan in 2015 (graph).
Based on the above information, it can be calculated that automotive online advertising revenue of 45.9 billion yuan accounts for roughly 22% of total online advertising revenue in China. (45.9 billion yuan/209.7 billion yuan*100). We can assume that the spending on automotive advertising represents the same share of 22% as the revenue from automobile advertising. This is emphasized by the fact that the major proportion of advertising (57%) in China is done online.
According to AdAge, the total advertising spending in China was expected to be $84.4 billion in 2017. Therefore, it can be estimated that the spending on automotive advertising for the year was $18.57 billion ($84.4 billion*.22).
It was reported that SAIC Motor, China's largest domestic auto group, spent $1.6 billion on its advertising in 2016. This had been a 4% increase from the previous year.
According to Neilson, the volume of advertising is rapidly increasing in China with its booming automotive industry. It further states that the advertising had not yielded satisfactory results, and that its monotonous nature had resulted in the declining of the return on investment (ROI).
In conclusion, the total spending by the automotive industry in China for 2017 was estimated to be $18.57 billion.
A summary of the findings of the automotive advertising spending by each country, including China is compiled in the attached spreadsheet.