CCTV expects advertising bid to increase by 10%
March 22, 2023
The CCTV advertising tender, known as the "economic barometer," has entered a countdown period.
On October 25th, any Haiming Deputy Director of CCTV's Advertising Management Center stated that “Although the external economic situation is not stable, but through the exchange with 100 large companies, we found that most companies have confidence in the economic situation next year. Therefore, it is expected that CCTV advertising bidding will be synchronized with China's economic growth, with the growth rate at about 10%."
The State Administration of Radio, Film and Television will further strengthen the management of radio and television advertising. On October 11, the General Office of the State Administration of Radio, Film and Television issued the "Notice on Further Strengthening the Management of Broadcasting and Television Advertisements" to restrict the titles of TV dramas, commercials in the end of the film, commercial titles of news programs of current political news, and so on.
In response, He Haiming stated that CCTV will strictly comply with the aforementioned requirements of the SARFT and regulate the interstitial advertising in the middle of a film and TV drama and the interstitial advertisements in news programs. At the same time, the duration of commercials in the end of the TV series will be shortened. Advertising revenue will decrease.
CCTV also issued "Liquor Restriction Orders" and "Limit Medical Orders" to regulate television advertising. Taking alcohol advertising as an example, He Haiming said that in advertising bidding in 2012, there are no more than two alcohol ads in prime time and no more than 12 advertisements for all-day alcoholic products. In 2012, CCTV tendered the wine industry. The tender amount should not exceed last year.
In 2012, CCTV Advertising Resources Bidding continued the on-site tendering, online tendering, and signing subscriptions. At present, the total amount of online bidding that CCTV has completed is 469 million yuan.
He Haiming introduced that in CCTV advertisement bidding in 2012, the enterprises with more investment were mainly concentrated in the financial industry, automobile industry, food industry, home appliance industry, e-commerce industry and tourism industry. At the same time, Huawei will also participate in CCTV bidding for the first time to promote its cloud mobile phone. In the above industries, the year-on-year growth of the national tourism industry was 21.7 percent in 2010, a figure far exceeding the growth rate of China's GDP.
According to the prediction of “standard king” for CCTV bidding in 2012, He Haiming stated that the result will not be available until the on-site bidding on November 8, but according to the previous contract, online bidding and communication with the company, it should be a household appliance. The company is either an automobile company.
Our reporter understands that the above two companies may be Midea Group and FAW Group.
When talking about industries or companies that may be affected by the external economic environment, He Haiming said, "At present, we have detected that some foreign-funded enterprises are affected by some of them and will reduce advertising. However, the final result has not yet come out."
