"We are not offering advertising now, to do so would be in poor taste," said a member of the broadcaster's ad sales team who refused to give her name.
Images of a document titled 'CCTV Earthquake-Rescue-Themed Advertising Plan' have been posted on mainland websites. Bearing what appears to be an official CCTV seal it offers ‘Earthquake Rescue PSA and a Company-Specific Earthquake Rescue-Themed Corporate Brand Identity Advertisement,’ with no less than eight airings a day for Rmb 350,000 (US$48,300) a day for a five-second ad, rising to Rmb 1,190,000 for a 30-second spot. The broadcaster has already donated Rmb 50 million to the relief effort.
Images of a document titled 'CCTV Earthquake-Rescue-Themed Advertising Plan' have been posted on mainland websites. Bearing what appears to be an official CCTV seal it offers ‘Earthquake Rescue PSA and a Company-Specific Earthquake Rescue-Themed Corporate Brand Identity Advertisement,’ with no less than eight airings a day for Rmb 350,000 (US$48,300) a day for a five-second ad, rising to Rmb 1,190,000 for a 30-second spot. The broadcaster has already donated Rmb 50 million to the relief effort.
"Criticism over how tasteless it may look for the national broadcaster to be selling advertising at a time of national mourning meant it was withdrawn before it was ever put into effect," says a source within the advertising buying industry who admits he was shocked by the initial sales pitch.
"To be fair, they were not seeking to cash in, they just wanted to keep hold of their clients at a time when normal scheduling had to be abandoned. The rates are more favourable than their usual ones, as they offer more insertions," the source explains.
