Beijing News recently published a report on the “Made in China” commercial sponsored by the Ministry of Commerce. The commercial has run on CNN, the BBC, and other European and North American media since 2009. The Ministry did not release the cost officially, but it was estimated to be in the millions of dollars. A Hong Kong based researcher released a recent report that showed the commercial was “generally effective.” However, half of the viewers surveyed said that the commercial did not impact them at all. Compared to another “National Image” commercial that the same Ministry also sponsored, the “Made in China” one was much more successful. About seven percent of viewers had a positive view of the “National Image” commercial while the number of people having a negative view increased by 10% after seeing it. BBC research showed the same result.
Source: Beijing News, November 16, 2011