CCTV auction raises record 15b yuan

China Central Television, the foremost State television broadcaster, raised record revenue of 15.88 billion yuan ($2.54 billion) during the pre-sale auction held Sunday for its 2013 prime-time advertisement slots, up 11.39 percent year-on-year.

Top bidders during the 14-hour auction came, like last year, from industries such as food and beverage, finance and home appliances. Sichuan-based liquor maker Jiannanchun ranked No.1 with ad spending of 608 million yuan for several slots.

Home appliances retailer Gome, as well as major liquor producers Moutai and Wuliangye, paid over 1 billion yuan in total for a sponsored announcement on CCTV's prime-time news program Xinwen Lianbo. The same slot was worth only 656 million yuan in 2012.

A 10-second slot on Xinwen Lianbo raised a total of 3.65 billion yuan during the auction.

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