传媒行业周报：2024年广告市场整体上涨1.6%，首届中国电视剧制作产业大会在深圳举办

Investment Rating - The industry investment rating is "Maintain Buy" for the media sector [7]. Core Insights - The overall advertising market in 2024 is expected to increase by 1.6% year-on-year, benefiting the industry chain [13][28]. - The first China TV Drama Production Industry Conference was held in Shenzhen, indicating potential benefits for related sectors [14]. - In January 2025, China's gaming revenue exceeded 31 billion yuan, showing a year-on-year increase of 27.65%, which is expected to benefit related sectors [15][29]. Summary by Sections Advertising Marketing - The advertising market is projected to grow by 1.6% year-on-year in 2024, with outdoor advertising showing both growth and adjustment [13][28]. - Specific advertising segments such as elevator LCD and posters are expected to see double-digit growth, while train/high-speed rail and cinema video ads are projected to grow by 1.6% and 7.4% respectively [13][28]. Film and Television - The first China TV Drama Production Industry Conference took place on February 20, 2025, with industry leaders discussing future development directions and opportunities for transformation [14]. - The conference emphasized a return to "content is king" and the importance of innovation and collaboration in the industry [14]. Gaming - In January 2025, the gaming market revenue reached 310.77 billion yuan, with a month-on-month growth of 7.54% and a year-on-year growth of 27.65% [15][29]. - The mobile gaming market generated 229.70 billion yuan, with a year-on-year increase of 29.87%, while the client game market saw a year-on-year growth of 19.11% [15][29]. Market Performance Review - During the week of February 17-21, 2025, the A-share media index fell by 1.8%, underperforming the CSI 300 index by 2.8 percentage points [4][17]. - Among the media sub-sectors, gaming performed the best with a 3.57% increase, while the film and television sector saw a significant decline of 10.86% [20][23]. Investment Recommendations - The report recommends focusing on advertising marketing companies such as Focus Media and Easy Point Tianxia [5][16]. - For the film and television sector, companies like Light Media, Maoyan Entertainment, Bona Film Group, and Wanda Film are highlighted [5][16]. - In the gaming sector, companies such as Kingnet Network, 37 Interactive Entertainment, and Gigabit Network are suggested for investment [5][16].