The 12th edition of the R3 China Media Inflation Trends Report covers 2022 actual inflation and 2023 inflation forecasts. The report focuses on the overall media inflation forecast of digital and OOH in China, which account for the highest ratio of media investment in the industry. R3 does not rely on any one single data source, making it one of the most objective and independent inflation forecasts available. The report evaluates media inflation through the perspective of three key factors: Macro Economic Environment, Trends in Ad Spend, and Digital Media Landscape. China's economy growth rate slowed, reducing advertising spend, but is expected to recover driven by OOH. The four digital giants (Alibaba, Douyin, Tencent, Baidu) declined slightly, but are expected to recover. The combined market share of the four digital giants decreased by 3.8% compared to 12.5% growth in 2021. China's growth is expected to accelerate to 4.4% in 2023, while digital remains resilient with a 4% projected growth rate in 2022. The next 12 key platforms (a group of listed companies) combined share is expected to increase to 65% in 2022Q1-Q3.
