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Tongying 201011.Pdf CCTV Successfully Completed 2011 Prime Advertising Resource Bidding On November 8th, CCTV’s 2011 annual auction of prime time advertising slots successfully concluded, raising bids totaling 12.6687 billion Yuan, marking a 17-year record. The CCTV advertising slot auction and pre-sale have long been regarded as the barometer for China’s economic situation and the “weather vane” for Chinese market as a whole. In the first three quarters this year, China achieved a GDP growth rate of 10.6%, a figure the growth of CCTV’s advertising bids this year roughly matched. 50 counties (cities) To further improve the ability of acquiring financial information and to better serve the county-level economy and the development of agriculture-countryside-farmer, CCTV- Finance Channel accelerated the construction of the platform designed to acquire and integrate financial information on 13.75% county-level. So far, CCTV has already established cooperation The audience ratings of the “Mid-day Choice Program relationship with almost 50 counties (cities) and will later launch Section” and the “Early Evening Original Program Section” of the financial interaction projects. CCTV Comprehensive Channel have been rising since the reform 100 million made in September. The Mid-day Choice Program Section which Music Festival - 2010 Music Award was jointly held by features the Legal Report has a weekly average audience rating CCTV and MTV on October 18. The Music Festival has drawn as high as 13.75% in its peak. The Comprehensive Channel is great public attention since the beginning of public election on currently working on a “Morning Program Section”, as well as a September 8. More than 21 million people have voted on the series of reforms of the brand columns. The new structure of the official website of China Network Television with 100 million programs will start to meet the audiences from November on. votes by October 12. WIN TOGETHER 3 Highlight 03 CCTV Successfully Completed 2011 Prime Advertising Resource Bidding Special Report 06 Stage My Brand, Connect the World ---Press release for CCTV 2011 advertising slot auction and pre- sale Focus 10 Vice President Luo Ming Attends the Opening Ceremony of CIAF 12 Vice Editor-in-Chief Cheng Hong Attends Midea’s Ceremony 18 Marketing Director Chen Rongyong Participates in CIAF Activities 22 Brand-New Look For CCTV News (English) in November 28 Music Film Love in South of the Yangtze River airing on CCTV CCTV News 30 “Ice Hockey Girls” Honored at Milano International FICTS Festival 31 “Asian Games in China” Will Hit CCTV Sports Channel 31 CCTV-News Recruits Hosts Analysis 34 Television Advertisement in China Programs 40 Highlight grasping TV dramas 41 "Mother" to be Gathering at 2011 CCTV Golden Theater Overseas Media 44 San Francisco Launches First English TV Station of Chinese Information 44 Spanish TV Made a Chinese Feature for the Conclusion of World Expo 2010 45 Hong Kong Satellite TV Launches MEMBER OF EDITORIAL BOARD COVER DESIGN Guo Jia Cheng Hong He Haiming Li Yi Yan Liping Chen Rongyong PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue Liu Lihua Zhang Yupeng Yin Xuedong PRINT Zhu Junyu Bi Lei She Xianjun Sun Miaoqing Zhao Shuang Zeng Yingying PUBLISHER CCTV Advertising Central Yang Zhenliang ADDRESS F3 Media Center Apartment EDITOR IN CHIEF Chen Rongyong No.11 Fu Xing Road ASSOCIATE EDITOR IN CHIEF She Xianjun Sun Miaoqing Beijing, China, 100859 EXECUTIVE EDITOR IN CHIEF Yang Zhengliang TELEPHONE 8610-68500180 FAX NUMBER 8610-68550947 EXECUTIVE EDITOR Tang Aihui WEBSITE http:1118.cctv.com/Ad.cctv.com EXECUTIVE ART EDITOR Zhu Junyu Guo Jia EMAIL [email protected] Stage My Brand, Connect the World ——Press release for CCTV 2011 advertising slot auction and pre-sale On November 8th, CCTV’s 2011 annual auction of prime time in terms of worldwide market share. During this auction and pre- advertising slots successfully concluded, raising bids totaling 12.6687 sale, the total advertising investments allocated to CCTV network billion Yuan, marking a 17-year record. from auto industry clients recorded a year-over-year growth rate of The CCTV advertising slot auction and pre-sale have long been 50%. In addition to such large-scale domestic automobile groups as regarded as the barometer for China’s economic situation and the FAW, SAIC, DFM, GAC and SINOTRUK, numerous international auto “weather vane” for Chinese market as a whole. In the first three brands such as Audi, Nissan, Hyundai and Toyota also made grand quarters this year, China achieved a GDP growth rate of 10.6%, appearance at the auction. Such self-owned Chinese auto brands as a figure the growth of CCTV’s advertising bids this year roughly Chery, JAC, FOTON, Changan, ZOTYE and Yema also swarmed to the matched. auction. 3. Bids from finance & insurance industry also grew by 50%: in steady increase in traditional recent years the status of China’s finance & insurance industry in the industries, emerging industries also world has been markedly enhanced, with the market competition growing rapidly also growing more and more intense. In addition to such industry giants as Bank of China and PICC, the “second-tier group” of the 1. The industries that grabbed the top three positions are food industry has also been emerging. Some old clients of CCTV in the & beverage, home appliance and finance & insurance, with the “second echelon” of the industry such as China CITIC Bank, Industrial automobile industry and tourism also showing fairly impressive Bank, Pudong Development Bank, Postal Savings Bank of China, growth. PINGAN Insurance and Taikang Life maintained their investment 2. The automobile sector continues to maintain its No.1 position in advertising with CCTV for the coming year of 2011, while some WIN TOGETHER 6 new clients such as Guangdong Development Bank, Bank of Beijing, Sunshine Insurance and Happy Life Insurance took part in the auction for the first time. It was through the joint efforts of these diverse parties that the bids and pre-sale revenue attributable to the industry managed to record an impressive growth of over 50%. 4. Bids from home appliance industry grew by nearly 30%: Given that China’s home appliance market has been incessantly expanded and upgraded those home appliance companies that stick to branding over the years are now enjoying a bountiful harvest, with their 2010 sales performances all achieving record highs. Geared toward a new round of “five-year plan”, the industry is poised to see a sturdier and wider road ahead. For this reason, bids from such comprehensive home appliance manufacturers as Midea and Haier during this auction saw a continuous growth, while such Shuanghui, Master Kong, COFCO, JDB Group and McDonald’s, and segment market leaders as Gree, Little Swan, Joyoung and Galanz such liquor/beer producers as Moutai, Wuliangye, Yanjing, Tsingtao, and some small appliance manufacturers such as Vanward and Snow Breweries, Gujing Group, Luzhou Laojiao and Langjiu all Supor also attended the auction and put on impressive slot-buying participated in the bidding, which not only demonstrated the new performances. forces for the future development of the industry but also reflected 5. The traditional FMCG (Fast Moving Consumer Goods) the improvement of people’s life quality as brought about by industry: driven by the national policy of “boosting domestic demand consumption upgrades. and promoting consumption”, the daily chemical industry and food 6. Such emerging industries as new energy and tourism were & beverage industry have reached the phase of market integration, also highly noteworthy with the consumer goods undergoing upgrades, segment markets During this auction, brands like Sunrain, Micoe and Sangle led emerging and new brands making breakthroughs. In this auction, the solar companies in making record-high bids that totaled nearly such daily chemical companies as Nice Group, Shanghai Jahwa, 100 million yuan; the circulation and chain enterprises also became P&G, Liby and Blue Moon, such food companies as Yurun, Mengniu, the highlight of this year. In order to boost domestic demand, “to strengthen the construction of market circulation system” has been listed among the suggestions for the “12th Five- Year Plan”, which opens up a promising prospect for the circulation chain industry. Some channel enterprises such WIN TOGETHER 7 as the home appliance chain Suning and the household products chains Easyhome, Red Star Macalline and Yuexing Group all put on impressive performances at the auction. With regard to the tourism industry whose status has been raised to that of a national strategic pillar industry, the total value of its bids has exceeded 250 million, recording an impressive 40% increase over the previous year. In this year the investments in the sector have The eastern coastal areas maintained a stable growth shown a shift from publicizing tourist attractions to promoting city momentum. Beijing and Guangdong Province continued to hold images, and from cities and counties to provinces, such as Shandong, the top two positions, with those eastern-China provinces such as Hebei, Inner Mongolia, Guangxi and Gansu. Jiangsu, Shandong and Fujian also showcasing impressive growth in Spurred by both the property market growth and the “going to bids revenue. the countryside” campaign, the household products and construction As the “Western Development” program accelerates, the materials industry has committed a total of 300 million yuan to the economic vitality of the interior areas of China has also become auction and pre-sale, with representative companies emerging in stronger and stronger. During this auction and pre-sale, the such segmented industries as paint, floorboard and furniture. western areas of China have demonstrated an accelerating growth 7. International companies increase investment in Chinese momentum; for instance, successful bids made by Sichuan and market and strengthen strategic layout Yunnan grew by 60% compared with previous years.
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