The annual auction of prime-time advertising slots at China Central Television (CCTV) seems to be a weather vane for the country’s economic situation.
Thousands of entrepreneurs and advertisers swarmed to Beijing to witness the broadcast giant’s launch of a marketing campaign last Monday which will culminate on an auction day on Nov 8.
He Haiming, deputy director of the Advertising Operation and Management Center of CCTV, said: “Most prime-time advertising slots for 2011 will go through a bidding and auction process while some of them will be purchased by way of pre-sale. During the advertising slot bidding for 2011, we saw that bidders involved in the auto and tourism industries became stars.”
In the past, most of CCTV’s advertising clients involved in the tourism sector were operators of tourist attractions. Now, an increasing number of provinces and municipalities have invested in advertising with the national broadcaster, among them Shandong, Henan, Hebei and Hubei, in an effort to promote what they have got to offer.
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