Record ad income for Spring Festival show
Record ad income for Spring Festival show
08:59, February 09, 2010 
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The CCTV Spring Festival Evening Show is expected to see a record of 650 million yuan ($95.21 million) in advertisement income this year, indicating a boost in the Spring Festival economy.
The starting price for an advertisement package before or after the evening show is 1.59- 2.33 million yuan ($232,888- 341,276) per five seconds, or 2.98-4.38 million yuan ($436,482-641,542) per 15 seconds, up 30 percent compared with last year, the Guangzhou Daily newspaper reported Monday.
Two popular advertising sponsorships, of the countdown to midnight and the audience's selection of its favorite performance during the show, were sold for a record 110.99 million yuan ($16.26 million) and 52.01 million yuan ($7.62 million) for this year's event, compared with 70.99 million yuan ($10.40 million) and 47.01 million yuan ($6.89 million) for the same slots last year.
In 2002, income from advertisements on the program was 200 million yuan ($29.29 million). It rose to 400 million yuan ($58.59 million) in 2006 and 500 million yuan ($73.24 million) in 2009.
"Advertising during the CCTV Spring Festival Evening Show is a good buy in terms of value for the money," Sun Xianhong, vice-president of Mengniu Dairy Group, a leading dairy manufacturer in China, was quoted as saying on www. cctv.com. The company was a sponsor of the Evening Show from 2002 to 2004.
"As a high rating program, the evening has a good cohesive force and it is a good bridge between the producers and consumers," Zhang Qing, CEO of Key-Solution, a sports consulting firm, Monday told the Global Times. "When spending money on the ads, companies need to have a good understanding what they can expect in return."
CSM Media Research said the audience rating of the CCTV Spring Festival Show last year was 34.82 percent. CCTV has broadcast the show since 1983.
The format of ads during the show has become more diverse, with display and soft ads and even some promotions embedded in the live show.
However, Li Guangdou, an expert on brand development, told the Global Times that the advertisement price is still not high compared with that in the US.
"The cost per 1,000 impressions in China is still cheaper than the Super Bowl," Li said.
The Super Bowl, held this past Sunday, is the championship game of the National Football League in the US and is known for the high-profile advertisements that air during its television broadcast.
Prices for 30 seconds of advertising time during the 2010 telecast were expected to cost $3.01 million.
"Advertisers and CCTV have a win-win through the program, but the evening is not only a program for CCTV," Yin Hong, deputy dean of the School of Journalism and Communication at Tsinghua University, was quoted as saying on www.qq.com. It should be a dinner for the nation, and the evening should be less utilitarian and more beneficial, he said.
Tang Guoliang, a resident of Lichuan County, Jiangxi Province, said it is troublesome to see advertisement shown on the evening of the show, no matter what their format.
"I will lose interest if I see too much advertisement," Tang said.
By Tu Lei
Source: Global Times
The starting price for an advertisement package before or after the evening show is 1.59- 2.33 million yuan ($232,888- 341,276) per five seconds, or 2.98-4.38 million yuan ($436,482-641,542) per 15 seconds, up 30 percent compared with last year, the Guangzhou Daily newspaper reported Monday.
Two popular advertising sponsorships, of the countdown to midnight and the audience's selection of its favorite performance during the show, were sold for a record 110.99 million yuan ($16.26 million) and 52.01 million yuan ($7.62 million) for this year's event, compared with 70.99 million yuan ($10.40 million) and 47.01 million yuan ($6.89 million) for the same slots last year.
In 2002, income from advertisements on the program was 200 million yuan ($29.29 million). It rose to 400 million yuan ($58.59 million) in 2006 and 500 million yuan ($73.24 million) in 2009.
"Advertising during the CCTV Spring Festival Evening Show is a good buy in terms of value for the money," Sun Xianhong, vice-president of Mengniu Dairy Group, a leading dairy manufacturer in China, was quoted as saying on www. cctv.com. The company was a sponsor of the Evening Show from 2002 to 2004.
"As a high rating program, the evening has a good cohesive force and it is a good bridge between the producers and consumers," Zhang Qing, CEO of Key-Solution, a sports consulting firm, Monday told the Global Times. "When spending money on the ads, companies need to have a good understanding what they can expect in return."
CSM Media Research said the audience rating of the CCTV Spring Festival Show last year was 34.82 percent. CCTV has broadcast the show since 1983.
The format of ads during the show has become more diverse, with display and soft ads and even some promotions embedded in the live show.
However, Li Guangdou, an expert on brand development, told the Global Times that the advertisement price is still not high compared with that in the US.
"The cost per 1,000 impressions in China is still cheaper than the Super Bowl," Li said.
The Super Bowl, held this past Sunday, is the championship game of the National Football League in the US and is known for the high-profile advertisements that air during its television broadcast.
Prices for 30 seconds of advertising time during the 2010 telecast were expected to cost $3.01 million.
"Advertisers and CCTV have a win-win through the program, but the evening is not only a program for CCTV," Yin Hong, deputy dean of the School of Journalism and Communication at Tsinghua University, was quoted as saying on www.qq.com. It should be a dinner for the nation, and the evening should be less utilitarian and more beneficial, he said.
Tang Guoliang, a resident of Lichuan County, Jiangxi Province, said it is troublesome to see advertisement shown on the evening of the show, no matter what their format.
"I will lose interest if I see too much advertisement," Tang said.
By Tu Lei
Source: Global Times
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