media - Shanghai media groups miss target for advertisements

The two Shanghai TV-stations have missed their targets for advertisements for 2007 sources inside the company say. Both Shanghai TV and the Oriental TV-station have been losing audiences and obvious the advertisers are following them.
According to a rating of TV-channels by CTR over the first six months of 2006 the top-5 provincial TV stations are those of Hunan, Anhui, Beijing, Jiangxi and Jiangsu. The advertisers are now following that track and putting their money in those stations. Both Shanghai and Fujian have been dropping compared to earlier ratings.
It signals a mood that might have broader implications. Ahead of the Olympic Games in 2008 advertisers might be looking for more opportunities in China. Industry sources suggest that although larger advertisers in for example internet companies, those companies in most cases are still unable to deliver the value for money those advertisers expect.