广告行业跟踪（14）：9月户外广告市场整体向好，楼宇液晶投放增长强劲
Changjiang Securities·2025-11-28 09:17

Investment Rating - The report maintains a "Positive" investment rating for the advertising industry [7]. Core Insights - The outdoor advertising market showed overall improvement in September 2025, with total advertising expenditure reaching 25.878 billion yuan, representing a year-on-year increase of 12% and a month-on-month increase of 14%. After excluding scope and listing price growth, the net value increased by 5% year-on-year [2][5][11]. - The rapid growth of building LCD advertising is notable, with a year-on-year increase of 18% and a month-on-month increase of 22%. High-speed rail video advertising also continued its recovery trend, with a month-on-month increase of 12% [11]. - The top five industries for outdoor video media advertising in September were websites, beverages, cosmetics, video, and alcohol, with respective advertising shares of 23%, 16%, 10%, 7%, and 6%. The website industry showed sustained strong investment [11]. Summary by Sections Market Overview - In September 2025, the total outdoor advertising expenditure was 25.878 billion yuan, with traditional outdoor media showing steady growth and video media experiencing significant increases [2][11]. Channel Performance - Building LCD advertising grew significantly, while high-speed rail video advertising showed signs of recovery. Traditional outdoor media saw mixed results, with only metro, airport, and waiting area media showing year-on-year growth [11]. Industry Breakdown - The website industry led in advertising expenditure, with a notable increase in share due to significant investments from platforms like "Taobao" and "Gaode." The beverage industry also saw growth, although it experienced a slight decline month-on-month [11]. Outlook - Building media maintains a high level of attractiveness due to its frequent exposure and precise targeting of high-consumption demographics. The ongoing economic recovery is expected to support a rebound in advertising spending, enhancing the investment value of building media [11].