The result was hailed by CCTV head of advertising Xia Hong Bo as a “healthy indication of China’s advertising industry.”
Leading the bidding were enterprises based in first-tier cities, Beijing, Shanghai and Guangzhou. Notably, the global financial crisis has not dampened sentiment in China, with financial and insurance companies continuing to increase their CCTV spending.
Leading the bidding were enterprises based in first-tier cities, Beijing, Shanghai and Guangzhou. Notably, the global financial crisis has not dampened sentiment in China, with financial and insurance companies continuing to increase their CCTV spending.
The most popular ad slots were around joint news programmes, Spring Festival and Chinese New Year specials and CCTV dramas.
Zhuhai-based online gaming player Giant Network scooped the joint news slot by bidding Rmb 43.3 million.
Air conditioning brand Midea secured the Chinese New Year Eve gala TVC time slots for Rmb 47 million, while alcohol brand Long Jiu took another Chinese New Year time slot for Rmb 71 million.
Washing powder brand Nice Group spent Rmb 305 million to scoop a year of TV drama ad slots.
Mengniu secured the in-demand 7.5-second slot between the weather report and focus interview, spending Rmb 993 million for the first 10 months of the year.
The University of Communications faculty head Huang Sheng-min pointed out that many SMEs which sat out the 2008 Olympics year would increase investment in 2009, a year that will see China celebrate the 60th anniversary of the establishment of the PRC.
“We think 2009 will be the decisive year,” said Nice Enterprises marketing and development EVP Tung Lai Ying. “Strong enterprises would become stronger.”
Further update
