www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

US EUROPE AFRICA ASIA 中文
China / Hot Issues

CCTV holds annual ad sale behind closed doors

By Du Xiaoying (China Daily) Updated: 2014-11-19 08:12

CCTV holds annual ad sale behind closed doors
China Central Television holds its annual bidding for prime advertising in Beijing on Tuesday. Ningxia Efone Investment Holding Group won exclusive naming rights for the third season of the popular TV program A Bite of China, with a bid of 118 million yuan ($19.3 million). Mao Shuo / for China Daily


New media's rise puts pressure on earnings of national broadcaster

China Central Television, the country's sole national TV broadcaster, held its 21st annual advertising auction for the coming year on Tuesday in Beijing.

More than 100 companies attended the Prime Resource Advertising Bidding. Many bidders were encouraged to sign deals ahead of the auction, rather than taking part in the event.

Since last year, auction organizers have declined to disclose the total amount of money bid or the advertising revenue. For the first time, the auction doors were closed to the media this year, transforming the event from a media sensation into a guessing game for outsiders. CCTV would rarely disclose information on the monetary total of bids in the auction, which has been a longtime barometer of macroeconomic consumption in China.

CCTV did announce on its website that Ningxia Efone Investment Holding Group won the exclusive naming rights for the third season of the TV program A Bite of China with a bid of 118 million yuan ($19.3 million).

The economic slowdown in China in the past two years has been reflected in the broadcaster's ad revenue. That revenue mainly comes from the live auction and the subscriptions signed two months earlier.

Analysts estimated that total bidding for 2014 in the live auction came in at about 17.5 billion yuan, a 10.8 percent year-on-year increase.

"The slowdown of the national economy has taken a toll on the whole advertising industry, except for several successful Internet firms," said Li Guangdou, head of Beijing-based brand consultancy Wondersee.

"Even the advertising price per prime-time second may see a moderate adjustment, curbing the fast increases of before," Li added. "As China's economy leans increasingly toward the Internet, new media ad revenue will rise sharply in the near future, as it attracts more target consumers. A steady decline of traditional media's ad revenue is almost certain."

He Haiming, director of the CCTV advertising center, said food, liquor, household appliance and automobile companies are the broadcaster's largest advertising customers.

High-end liquor brands were top bidders for many years. Last year, due to the national crackdown on official spending and extravagance, the industry kept a low profile. According to He, none of the high-end liquor brand companies attended Tuesday's auction.

"Since last year, all high-end liquor brands joined the subscriptions that would be signed before the auction," He said. "The total spending of high-end liquor brands remains at the same level as last year, a small drop from two years ago."

She Xianjun, deputy director of the CCTV advertising department and the head of the company's new media advertising, said, "More Chinese toiletry brands appeared on the bidder list this year, quickly catching up with the foreign brands."

He said two-thirds of the ads for next year were sold through subscriptions signed over the past two months. The proportion was 50 percent this year, and one-third last year.

Subscriptions signed in advance are "open to different sizes and types of companies, with different budgets". Compared with the live auction, customers have more time to decide, He said.

Traditional media's lackluster performance in the ad market poses a sharp contrast with the fast rise of new media's advertising revenue. Online search engine giant Baidu's ad revenue, which increases by 18 to 20 percent annually, was 23 billion yuan two years ago, compared with CCTV's 27 billion the same year.

Baidu's estimated overall ad revenue outpaced the TV giant last year by a slight margin. If the other large IT firms, such as e-commerce dealer Alibaba and social media leader Tencent are taken into consideration, the gap between the traditional media and new media is quickly widening.

In a noteworthy response, the TV station will invite bids for app ads on mobile gadgets for the first time.

"Fast-food providers like KFC Inc and MacDonald's have shown stronger interest in new media," said She of CCTV's advertising department.

duxiaoying1@chinadaily.com.cn

 

Highlights
Hot Topics
...
主站蜘蛛池模板: a级毛片毛片免费很很综合 a级毛片免费 | 欧美成人免费观看国产 | 欧美一级成人一区二区三区 | 97国产大学生情侣11在线视频 | 香蕉网站狼人久久五月亭亭 | 成人午夜毛片在线看 | 99国产在线观看 | 韩国免费网站成人 | 欧美在线a级高清 | 东凛中文字幕 | 中国美女隐私无遮挡免费视频 | 国产精品久久久一区二区三区 | 中文字幕日韩一区二区不卡 | 精品xxxxxbbbb欧美中文 | 国产成人在线视频观看 | 国产精品一国产精品 | 日韩色视频一区二区三区亚洲 | 国产精品一级毛片不收费 | 国产欧美日韩综合二区三区 | 99久久精品国产免看国产一区 | 色偷偷成人网免费视频男人的天堂 | 国产精品情人露脸在线观看 | 久久国产精品视频 | 成年人免费的视频 | 美女张腿男人桶免费视频 | 成年人在线视频网站 | 久久福利国产 | 日本一级毛片在线看 | 国产女王女m视频vk 国产女王丨vk | 15—17女人毛片 | a级片一级片 | 亚洲一区二区三区精品国产 | 国产三级免费观看 | 国产一级一片免费播放 | 一级毛片中国 | 国产黄色在线网站 | 美女网站免费观看视频 | 美女张开腿给人网站 | 日本毛片在线看 | 久久久久久亚洲精品不卡 | 九九热国产精品视频 |