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CCTV ad revenues hit new high

(China Daily)
Updated: 2006-11-21 08:33

Financial firms increased bidding by 14.05 per cent year-on-year.

As China's largest television group, CCTV is seen as a powerful branding tool for many firms.

"A clear mind on what you want to get from the bidding is very, very important," said Lisa Wei, director manager with GroupM Trading China, a media buying company.

For domestic companies, bidding sometimes plays a role that goes far beyond brand promotion. "Bidding for CCTV ads could bring local companies numerous benefits like getting more preferential loans and property from the local government," said Yuan Fang, a researcher with the Communication University of China.

(China Daily 11/21/2006 page10)