Chinese Marketers Shift Ad Budgets From Mass Media to Content
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Media costs have been soaring for years in China, even as advertisers face greater restrictions from government regulators on how and when they can use mass media.
One of those local players, Yili, a mindshare client, bankrolled the third season of “Dad, Where Are We Going” for $48 million, not long after Yili went to Hollywood for a product placement deal in “Transformers: Dark of the Moon.” Yili paid even more, about $78 million, for the fourth season, according to WPP’s Kantar.
Other deals include beverage giant JiaDuoBao’s $40 million investment in the third season of “Voice of China,” cosmetics maker Han Beam’s $37 million deal for “If You Are the One,” and detergent marketer Guangzhou Liby Enterprise Group, which backed the second season of “I Am a Singer” for $37 million, and the third season for $47 million.
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