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CTR 2026: Integrated Marketing Grows, Offline Ads Rise Against Trend

CTR 2026: Integrated Marketing Grows, Offline Ads Rise Against Trend

Posted：2026-07-02
Release Date: April 28, 2026 Source: Sina Finance CTR (China Television Market Research) and Communication University of China jointly released the *2026 Report on China Advertiser Marketing Trends Survey*. Covering 3,000 listed, large and medium-sized enterprises nationwide, the survey unveils the core transformations within the advertising industry this year. Statistics indicate that corporate marketing strategies have shifted focus upstream in 2026. Seventy-two percent of brands no longer hire separate service providers for promotional videos, events, exhibition halls and brand design; instead, they procure integrated full-media solutions under one bundled contract. The total investment in national outdoor advertising and corporate exhibition hall projects reached 63.969 billion yuan in the first quarter, registering a sharp year-on-year increase. Meanwhile, budget allocation for online long-form drama advertising keeps declining, with variety shows and offline immersive physical scenarios emerging as primary investment channels. The report specifically highlights that manufacturing enterprises, state-owned enterprises and urban investment companies in the Pearl River Delta present the strongest demand, prioritizing on-site execution capability, in-house exhibition hall construction teams and proven case resources from established listed companies.
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