Advertising in the mainland grew 13.5% in 2009, reaching US$74 billion, reported the South China Morning Post. The most profitable industries were cosmetics and toiletries, with L’Oreal topping the list with an advertising expenditure of US$42 million. The greatest growth in ad spending occurred in the beverage industry, which experienced a 52% annual growth. The milk-tainting scandal forced companies like Mangniu and Yili to increase ad spending by 77% and 99% respectively. Television dominated the market, representing a 78% share as an advertising medium even as the State Administration of Film, Radio, and Television limited commercials to only 12 minutes per hour.
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