Dashboard: Sina Weibo Jan 2013 - Normal Seasonal Dip After Year-end Binge

Sina Weibo’s total ad volume declined in Jan following a high Dec base when advertisers stepped up placements to spend through unused budgets. After Dec’s splurge, most advertisers cut back in response to expected traffic decline preceding Chinese New Year, in line with media buy pullback generally seen in Jan / Feb. Mobile ads suffered a steeper decline in Jan after surging in Dec.