Exhibit 99.1
SINA Reports Q3 2006 Financial Results
 
Shanghai, China— (PR Newswire)—November 2, 2006—
SINA Corporation (Nasdaq: SINA), a leading online media company and mobile value-added service (MVAS) provider for China and for the global Chinese communities, today announced its unaudited financial results for the quarter ended September 30, 2006.
Q3 2006 Highlights
    Net revenues increased 13% year-over-year to $56.1 million, exceeding the Company’s previous guidance of between $51.0 million and $54.0 million.
 
    Advertising revenues increased 42% year-over-year to $32.7 million, exceeding the Company’s previous guidance of between $31.0 million and $32.0 million.
 
    Non-advertising revenues declined 12% year-over-year to $23.4 million, exceeding the Company’s previous guidance of between $20.0 million and $22.0 million.
 
    GAAP net income was $10.7 million, or $0.19 diluted net income per share.
 
    Non-GAAP net income* was $14.6 million, or $0.25 non-GAAP diluted net income per share.
* Non-GAAP measures are described below and reconciled to the corresponding GAAP measures in the section below titled “Reconciliation of Non-GAAP to GAAP Results.”
“We are very pleased with another record revenue quarter for our advertising business, which grew 46% year over year in China and 42% worldwide. Our ability to leverage our brand strength, lead with broader and more superior content offerings and create innovative products has enabled us to grow our advertising business above 40% for the first nine months of 2006, compared to last year.” said Charles Chao, CEO of SINA. “On the mobile side, despite a much tougher operating environment, our team also showed solid execution as we managed to limit the decline of our MVAS revenues to 3% sequentially.”
Financial Results
For the third quarter of 2006, SINA reported net revenues of $56.1 million, compared to $49.6 million in the same period last year and $53.7 million last quarter.
Advertising revenues for the third quarter of 2006 totaled $32.7 million, representing a 42% increase from the same period last year and an 11% increase from last quarter. The growth in advertising revenues came primarily from the acquisition of new customers and, to a lesser extent, higher spending per advertiser. Advertising revenues in the third quarter of 2006 represented 58% of the Company’s total revenues, up from 46% for the same period last year and 55% for last quarter.
Non-advertising revenues for the third quarter of 2006 totaled $23.4 million, a 12% decrease from the same period last year and a 4% decrease from last quarter. Revenues from MVAS for the third quarter of 2006 were $21.8 million, representing a decline of 10% from the same period last year and a decline of 3% from last quarter. MVAS revenues for the third quarter of

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The following information was filed by Sina Corp (SINA) on Thursday, November 2, 2006 as an 8K 2.02 statement, which is an earnings press release pertaining to results of operations and financial condition. It may be helpful to assess the quality of management by comparing the information in the press release to the information in the accompanying 10-Q Quarterly Report statement of earnings and operation as management may choose to highlight particular information in the press release.

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