CCTV ad auction raises record 15.8 billion yuan

By Park Sae-jin Posted : November 19, 2012, 13:54 Updated : November 19, 2012, 13:54
China Central Television (CCTV) raised record revenue of 15.8 billion yuan ($2.5 billion) during the pre-sale auction held on Nov. 18 for its 2013 prime-time advertisement slots, up 11 percent year-on-year, Chinese media reported.

Top bidders during the 13-hour auction came, like last year, from industries such as food and beverage, finance and home appliances, according to the Global Times. The auction is regarded as a barometer of China's business sentiment. The auction was held at the Beijing Media Center Hotel.

Sichuan-based liquor maker Jiannanchun ranked No.1 with ad spending of 608 million yuan for several slots.

Home appliances retailer Gome, as well as major liquor producers Moutai and Wuliangye, paid over 1 billion yuan in total for a sponsored announcement on CCTV‘s prime-time news program Xinwen Lianbo. The same slot was worth only 656 million yuan in 2012.

A 10-second slot on Xinwen Lianbo raised 86 million yuan during the auction.

CCTV's current advertisement market share in China stands at 75 percent, said Li Guangdou, head of Beijing-based brand consultancy Wondersee.

However, experts have forecast a slowdown for the broadcaster’s revenue growth in the future.

Zheng Xueqin, chief researcher at China Brand Research Institute, said, “CCTV‘s leading position in the sector will remain unchallenged in the next two to three years, but after that the market will surely become less concentrated,”according to the Global Times.

Zheng attributed the predicted change to challenges from other local TV stations.
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