The horserace for 2006 CCTV prime-time advertising space
This is a late article about the annual auction for China Central Television Station Prime-time advertising space. I have been thinking about this for a long time, just lack of time and energy. Anyway the auction is annual.
Maybe I should not use the word “horserace”, but the race for the primer time advertisement position was and will continuous to be horseracing, neck-to-neck.
On Nov. 18 2005, the auction for CCTV’s prime-time advertising space ended. Although the slot auction failed to hit target, the total revenue generated from the one-day-auction wass 5.869 billion RMB, 0.6 billion RMB more than last year.
P&G secured its top position on the list in two straight years with 0.394 billion RMB. State owned enterprises account for 0.12117 billion RMB which increase by 44% compared with last years’ amount. The key industries which contribute to the 5.8 billion are telecommunication, finance, medicine and health food, alcoholic beverage, educational electronic, automobile and oil, food, beverage, daily care etc. Media such as websites and newspapers participated in the auction for the very first time.
The situation would be difficult for a people outside China to understand. What makes enterprises no matter multinational or local, public, private or foreign owned eager to give a great amount of money to advertise on one television station while China have more than 200 TV stations and countless other media outlets?
The state television station claimed to have 8 billion audiences. In the eye-ball economy, 8 billion audiences mean a lot of potential consumers. Chinese market of contemporary times is first of all, a mass market, although some brands and enterprises cast their eyes to different segments. In this way, CCTV is a good communication tool for mass market.
Personally, I really doubt about the effectiveness of CCTV prime-time advertisement. We should first ask who are the 8 million people, and their consumption capability; secondly, we should ask about the decision-making process of different products. Also I am a person support segmentation market.
Maybe I should not use the word “horserace”, but the race for the primer time advertisement position was and will continuous to be horseracing, neck-to-neck.
On Nov. 18 2005, the auction for CCTV’s prime-time advertising space ended. Although the slot auction failed to hit target, the total revenue generated from the one-day-auction wass 5.869 billion RMB, 0.6 billion RMB more than last year.
P&G secured its top position on the list in two straight years with 0.394 billion RMB. State owned enterprises account for 0.12117 billion RMB which increase by 44% compared with last years’ amount. The key industries which contribute to the 5.8 billion are telecommunication, finance, medicine and health food, alcoholic beverage, educational electronic, automobile and oil, food, beverage, daily care etc. Media such as websites and newspapers participated in the auction for the very first time.
The situation would be difficult for a people outside China to understand. What makes enterprises no matter multinational or local, public, private or foreign owned eager to give a great amount of money to advertise on one television station while China have more than 200 TV stations and countless other media outlets?
The state television station claimed to have 8 billion audiences. In the eye-ball economy, 8 billion audiences mean a lot of potential consumers. Chinese market of contemporary times is first of all, a mass market, although some brands and enterprises cast their eyes to different segments. In this way, CCTV is a good communication tool for mass market.
Personally, I really doubt about the effectiveness of CCTV prime-time advertisement. We should first ask who are the 8 million people, and their consumption capability; secondly, we should ask about the decision-making process of different products. Also I am a person support segmentation market.
posted by Beaver at 3:26 PM
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