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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

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