《中国广告业发展指数报告》出炉 数字广告成行业增长关键引擎

Core Insights - The Chinese advertising industry is showing robust growth, with the development index reaching 128.4 points in 2024, an increase of 8.0% year-on-year [1][2][3] - The advertising business revenue of major enterprises in the first quarter of 2024 was 343.53 billion yuan, reflecting a year-on-year growth of 11.3% [1][3] - The industry is transitioning from "element-driven" to "innovation-driven" growth, with digital advertising becoming the core engine of development [2][7] Industry Performance - The advertising business revenue for 2024 is projected to be 1.54641 trillion yuan, a growth of 17.9% compared to the previous year [2][3] - The social benefit index of the advertising industry increased by 5.9%, reaching 128.6 points, highlighting its dual contribution to economic and social development [3] Regional Development - The advertising industry is forming a pattern of "Eastern concentrated leadership, with gradual follow-up from the central and western regions," with Beijing, Shanghai, Guangdong, and others leading the way [4][5] - Key regions such as the Beijing-Tianjin-Hebei, Yangtze River Delta, and Guangdong-Hong Kong-Macao Greater Bay Area are accelerating collaborative development [5] Digital Advertising Growth - Internet advertising revenue grew by 24% in 2024, accounting for 86.5% of total advertising revenue, indicating a significant shift towards digital platforms [7][8] - Traditional media is facing challenges, with a 16.9% decline in advertising revenue, while internet advertising from traditional media increased by 60.4% [7][8] Policy and Future Outlook - The market regulatory authority is implementing policies to support high-quality development in the advertising industry, including the "Combination-type" assistance policy for enterprises [3][8] - Future plans include a comprehensive analysis of the advertising industry's current state and trends to guide digital transformation and high-quality development [8]