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].

Investment Rating - The report maintains a "Positive" investment rating for the advertising industry [7]. Core Insights - In August 2025, outdoor advertising spending totaled 22.718 billion yuan, representing an 8% year-on-year increase and a 1% month-on-month increase, with a net value growth of 2% after excluding scope and list price changes [2][10]. - The outdoor traditional media sector continues to show growth, driven by increased spending in subway, airport, and bus station media, with a total advertising expenditure of 7.199 billion yuan in August, reflecting a 6.4% year-on-year increase [10]. - The top five industries for outdoor video media spending in August were websites, beverages, software, cosmetics, and services, accounting for 64% of total spending, with significant increases in the website and software sectors [10]. Summary by Sections Outdoor Advertising Market - The outdoor advertising market showed signs of recovery in August, with a total expenditure of 22.718 billion yuan, an 8% increase year-on-year and a 1% increase month-on-month [2][5]. - Traditional outdoor media, particularly subway advertising, remains dominant, with a 59% share of total spending [10]. Media Performance - The performance of building LCD media is robust, with a 13% year-on-year increase and a 3% month-on-month increase in August [10]. - High-speed rail video advertising saw a 3% year-on-year decrease but a 15% month-on-month increase, indicating a slight recovery [10]. Industry Trends - The report highlights a continued increase in the share of spending by leading industries, particularly in the website and software sectors, which saw significant growth due to increased investments from major players like Taobao and Meituan [10]. - Building media is expected to maintain high demand due to its effective targeting of high-consumption demographics, supported by a recovering economy [10].