Advertisers spent US$10.3 billion in the Chinese media market in the first quarter, up 25% from a year earlier, the Wall Street Journal reported, citing a report to be published by Nielsen Media Research. The figures are based on published rate cards, which do not account for common discounts of as much as 50%, and do not include spending on Internet and outdoor ads. The winter Olympic Games boosted spending in February, but the report also says a large increase in buying overall TV air time suggests the market may be poised for a return to high-flying growth after a relatively soft 2005. Last year, ad spending in China grew 18% from 2004, when it was up 22% from the previous year. In 2003 it grew 39% from the year before. The biggest growth categories included wedding products, baby products, cars, credit cards and mobile phone services. China is estimated to be the world's third-biggest ad market after the United States and Japan.