Baidu and CCTV enter list of world's most powerful media brands

Two Chinese companies – CCTV and Baidu – have entered ZenithOptimedia’s Top Thirty Global Media Owners ranking this year, the first time any company from China has done so.

They join Brazil’s Globo as the only companies based in emerging markets on the list.

The top media owner is Google, which is by some distance the world’s largest media owner, with revenues 47% higher than the second-largest, DirecTV.

This gap has widened from 39% in last year’s edition of the report, as Google’s core search function has benefited from the rapid rise in search volumes from smartphones and tablets.

Among the rest of the top five, DirecTV remains in second place and Comcast remains in fifth. Disney has overtaken News Corporation to take third place, after News Corporation split into two separate operations.

CCTV is China’s national state television company and enters the Top 30 ranking in 23rd, ahead of Facebook.

It boasts 22 free channels and 23 pay-TV channels and accounts for about a quarter of China’s TV ad market.

Chinese search giant Baidu comes in at 28th, ahead of Microsoft. Like Google, Baidu has diversified away from basic search and offers maps, social media, question answering and many other services.

Most companies in the Top 30 have operations in more than one country, and many are truly international in scope with operations around the world. Only seven companies are essentially devoted to one market: Baidu, CCTV and Globo, plus Cox Enterprises in the US, and the three Japanese companies Asahi Shimbun Company, Yomiuri Shimbun Holdings and Fuji Media Holdings.