- CNTV English - CCTV News

AD > homepage >

Stable Advertising of International Brands, Further Consolidating the Market Leadership

01-05-2012 09:53 BJT

Tang Aihui, Qiao Dawang, Li Shuo

Since the CCTV Prime-time Auction has been widely recognized by global brands, more and more international enterprises have participated in the annual CCTV advertising slot bidding. International enterprises represented by Sony, Intel, HanKoo, Master Kong and Nike have taken an active part in the 2012 auction. These brands have kept placing advertisements on CCTV, which has not only consolidated their leadership in their respective industry but also further expanded their market shares in the changing market environment and achieved a stable growth.


The “Commercials after Focus Report” has found favor with international consumer durables. After winning the bid last September, Sony maintained the advertisement placement strategy of the previous year and became the winner of December. HanKoo and Intel have for the first time participated in the bidding and have also shown special preference to “Commercials after Focus Report”. Through their efforts and gaming, they have both made a great coup.

HanKoo survived the fierce competition for the first option of “Commercials after Focus Report” in March. Every March, when HanKoo is starting to sell tires, the advertising is expected to make contributions to the sales of HanKoo tires. Intel won the forth option of “Commercials after Focus Report” in December, and also purchased the same of June. From the sporadic advertising to whole-section and large-scale bidding, the change of Intel’s advertising strategy on CCTV has indirectly reflected that the influence and advertising effect of CCTV have been increasing recognized by international brands.

International packaged mass consumption goods (PMCG) are competing for the “Commercials after Xinwen Lianbo (News Broadcast)”. Master Kong has placed advertisement on CCTV for successive years, and this year it successfully won the bid again and would continue to purchase the same for the whole year.

PMCG enterprises represented by Master Kong have been optimistic about the news platform of CCTV and put all the advertising budgets on “Commercials after Xinwen Lianbo (News Broadcast)”. With the implementation of “TV Channels based on News” policy, Xinwen Lianbo has undergone several effective revisions, resulting in the climbing of ratings of CCTV news programs. According to the statistics, recently the audience rating of Xinwen Lianbo has reached 6.87%, which means the program has been widely recognized by the audience and enterprises, and has witnessed unique and the best advertising effect within the industry. Moreover, such achievements are also the main reason for data-oriented international brands to incline their advertising budgets to this program.

The year 2012 is another Olympic year, and the competition for the Olympic advertising resources at the auction is very fierce. Nike, the world leading sports brand will surely not miss this opportunity. As a global well-known sports brand, Nike has been the pioneer in the marketing field. There is no doubt that the Olympic Games, as the greatest sports event, is the best place for brands to promote themselves. Nike (China) successfully won the bid of “Package of Gold Medal Opportunities for Team China” at the auction. Nike together with billions of Chinese audience will share the passion and pride of Team China to win gold metals at the Olympic Games.

Editor:张昀 |Source: CCTV

Hot Videos view more

The celebrations are still continuing as the victorious coach, Joachim Loew, has been honored for his achievement in his hometown of Freiburg.
Germany coach Loew honored in hometown of Freiburg

Chinese men´s national team continued its preparations for next year´s Asian Cup, as they managed a one-all draw against visitors Jordan during a football friendly in Harbin, the capital city of Northeast China´s Heilongjiang Province.
China held to 1-1 draw by Jordan

The defending world champs came into the contest with a perfect 6-and-oh record, but they would be in for a tough first half before opening things up in the second.
USA beat Slovenia 119-76 in quarter-finals

Hot Stories more

UK authorities believe killer of James Foley is a British national

Across the UK the hunt is on for James Foley’s killer, who authorities believe is a British national. As Richard Bestic reports from London, Prime Minister David Cameron cut short his summer break to lead his government’s response.

Israeli war jets renews Gaza strike as truce talks stalled

Three Palestinians were killed and 40 others wounded in the intensive Israeli war jets´ airstrikes on the Gaza city on Tuesday night, shortly before an end of a 24-hour ceasefire in the Gaza Strip,

Missouri police arrest dozens after violent night

As the protests in the town of Ferguson, Missouri turned violent with police facing ´heavy gunfire´ from some ´criminal elements´, cops fired tear gas, stun grenades and arrested 31 demonstrators on Monday night.

Picture in news more

More Video News

Choose TV Program