Traditional advertising refers to the dissemination of commercial messages through media channels to a large audience. Film, television, magazines, newspapers, outdoor, and radio advertising are the various categories of traditional advertising.
The market for traditional advertisements in China stood at $21,547 million in 2021. Traditional advertisements grew marginally by 1% in 2021 as the country was among those hit hard by the COVID-19 pandemic, which prevented a quick recovery.
The entry of new and small companies boosted the demand for traditional advertisement, which has been facing stiff competition from the online advertisement segment.
China ranks second among all countries in terms of market size for traditional advertisement and contributes 9% to the traditional advertisement market globally.
The traditional advertisement market in China recorded negative growth of 10.89% during 2017–21. This indicates the growth of alternative modes of advertisement, including digital advertising. The traditional advertising market is forecast to slow down as the online advertising market captures a greater share and budget of the advertising market.
Companies globally reported a decline in advertisement spending as the demand decreased owing to restrictions on non-essential services due to the outbreak of the pandemic in 2020.
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