While much of the airtime has already been allocated to official Olympic sponsors, non-sponsors will vie for remaining slots, with CCTV set to offer packages including newspapers, online and SMS, among others.
“Other advertisers, particularly in the FMCG category, will look for bargain packages from provincial TV stations, which have struggled because of the Olympics,” said Quinn Taw, executive director, China Media Exchange.
“Other advertisers, particularly in the FMCG category, will look for bargain packages from provincial TV stations, which have struggled because of the Olympics,” said Quinn Taw, executive director, China Media Exchange.
Market research firm CTR is tipping revenue to rise between 30 and 50 per cent, with Morgan Stanley predicting a more conservative increase 25 per cent. “There will be no big difference between low and peak season rates. Olympic fever will last throughout the year,” said a CCTV spokesperson.
More than 50 sponsors have been allowed advance bookings ahead of the CCTV auction on 18 November.
