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Currently, internet companies' advertising spending on CCTV is gradually increasing, but their share of the total still remains below 10%. Overall, in the 2015 advance sales distribution by industry, traditional advertisers such as food and beverages, home appliances, and automobiles remain the mainstay of CCTV advertising.

This year marks a critical period for China's economic transformation and upgrading. The CCTV prime advertising resources auction, often dubbed the "barometer of China's economy," has drawn widespread attention. At 9:08 AM yesterday, the 2015 CCTV prime advertising resources auction was held in the multi-function hall of the Beijing Media Center. Hundreds of companies and over a thousand representatives from across the country gathered at the auction site to participate in this annual "grand finale" of domestic TV advertising sales.

On-site Auction ended at least 5 hours earlier

As many projects that were previously auctioned have been converted to contract signings this year, the on-site auction resources were reduced compared to previous years, and the auction duration was shortened by five to six hours. Yesterday, the CCTV prime advertising resources auction concluded early at 3 PM after just 6 hours and 5 rounds of intense competition. In previous years, even if it started at 7 AM, it would not end until around 8 PM.

In response, He Haiming, director of CCTV's Advertising Center, explained that this year's advance sales included both contract subscriptions and auction bidding, with contract subscriptions being the main component. In previous years, auction bidding was the primary method, supplemented by contract subscriptions.

A Beijing Youth Daily reporter learned that this year, the advertising resources subject to public auction accounted for about one-third of all advertising resources. "Two years ago, publicly auctioned resources accounted for about two-thirds of the total, last year that proportion decreased to one-half, and this year it continued to decline." Due to the sharp reduction in resources contested at the CCTV prime advertising auction, the entire bidding process was more intense than in previous years.

As for the highly anticipated total amount of advance sales, He Haiming revealed yesterday that the total for 2015 exceeded last year's figure.

Changes New media projects included for the first time

Media convergence is a current hot topic. At the 2015 CCTV advertising auction, new media projects were included for the first time. These mainly included "2015 CCTV News Client Partner," "2015 CCTV-1 and News 'Weather Forecast' QR Code Interactive Partner," and "2015 CCTV Spring Festival Gala Exclusive New Media Interactive Partner." These new media projects were highly sought after by companies. Haier, Midea, and Dongfeng Nissan won the "2015 CCTV News Client Partner" project, while Tencent won the "2015 CCTV Spring Festival Gala Exclusive New Media Interactive Partner."

He Haiming told reporters: "Cross-screen interaction is currently the most favored method by companies. Through TV verbal prompts, on-screen QR codes, and other means, audiences are guided to websites, Weibo, WeChat, and apps to participate in communication and interaction, thereby leaving a deep impression of the brand. Companies believe this is an excellent way to interact and communicate, and the CCTV screen is the best entry point for interactive communication, serving as the birthplace of interactive communication."

Furthermore, in terms of participating companies, besides regulars like food and beverages, home appliances, automobiles, finance, tourism, IT, daily chemicals, and liquor companies, it is noteworthy that emerging industries such as jewelry and agriculture performed prominently. Jewelry brands like Mengjinyuan, Kimberley, Saifir, Yuanyang Jinlou, and Yuyuan Gold emerged strongly; for example, Mengjinyuan sponsored the 2015 Spring Festival Gala, and Yuyuan Gold invested in the public welfare partner of "Dream Star Partner." Agricultural brands such as Kingenta (002470), Luxi, and Stanley (002588) also made their first large-scale investments in CCTV advertising.

Dark Horse Ningxia Yifeng secures exclusive naming rights for "A Bite of China" Season 3

"Exclusive naming rights for the third season of 'A Bite of China'" was the first open bid at yesterday's CCTV auction, immediately igniting enthusiasm among participating companies. Nine companies with bid numbers 167, 177, 333, 558, 588, 618, 827, 858, and 878 took turns raising their paddles. After nearly an hour of intense bidding, company No. 558, Ningxia Yifeng, won with a bid of 118 million yuan. According to data, Ningxia Yifeng Investment Holding Group Co., Ltd. was established in July 2013, previously a liquor distributor, and in 2013 acquired the French AOC-origin Chateau Bage and Chateau Bouscaut.

"A Bite of China" has achieved an unprecedented refresh and subversion of Chinese documentaries with its unique narrative language, camera rhythm, and storytelling approach. The second season aired on CCTV Comprehensive Channel and Documentary Channel starting April 18 this year, moving hundreds of millions of Chinese people to both saliva and tears, with a total of 638 million viewers nationwide. Currently, the third season is in tight preparation and is expected to air at the end of 2015.

Focus Wang Laoji secures the "golden spot among gold"

"News Simulcast" is known as the "national spokesperson," with 720 million viewers per month. In the first half of this year, its ratings reached 11.06%, more than five times that of any domestic variety show. Therefore, the advertising resources of "News Simulcast" are fiercely contested by merchants every year.

At 12:20 PM yesterday, the first bid for the key resource "News Simulcast Standard Package 10-Second Ad" at the 2015 CCTV advertising auction concluded after intense competition. Wang Laoji emerged victorious with a bid of 81 million yuan, winning the first choice of the first time slot, and selected the first unit, first position 10-second ad slot in the post-News Simulcast standard package.

It is worth noting that the first position of the first unit after "News Simulcast" airs in January and February, which includes the traditional Chinese Spring Festival, making it the "golden among gold" resource.

It is reported that Wang Laoji was very active at this year's CCTV prime advertising auction. Besides securing the "first bid" for News Simulcast, it also grabbed the exclusive beverage industry partner seat for the third season of "A Bite of China" for 40 million yuan, achieving a "good start" in the battle for prime advertising slots in 2015.

Source: Beijing Youth Daily