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央视广告招标92.5627亿 美的博得头彩史玉柱亮相

央视广告招标92.5627亿 美的博得头彩史玉柱亮相

The Amount of CCTV Advertising Bidding Reached 9.25627 Billion RMB, Midea Won the Biggest Project and Shi Yuzhu Made an Appearance

 

昨日2120分左右,经过十几个小时热情而理性的竞标,中央电视台2009年黄金资源广告招标会在北京圆满结束,招标总额达到92.5627亿元,较2008年增长了12.3627亿元,增幅约为15.4%。中央电视台2008年黄金资源广告招标总额是80.2861亿元。

Last evening at about 21:20, after more than ten hours passionate but rational bid, 2009 CCTV Prime Advertising Resource Bidding came to a successful end. The total amount reached 9.25617 billion RMB, increased 1.23627 billion RMB (15.4%) than the previous year. The total amount of 2008 CCTV Prime Advertising Resource Bidding is 8.02861 billion RMB.

中标企业从行业分布上来看,金融保险企业中标额度和数量继续扩大。老百姓相关行业,食品、饮料、医药、日化行业均有增长。

The sector allocation shows that the amount and number of biddings won by the financial firms continue to increase. The livelihoods related industry such as food, beverage, medicine and consumer goods also had grown.

中标企业分布区域更广泛,北京、上海、广州、江苏排名前四。

The geographic allocation of the winners is broader. Beijing, Shanghai, Guangzhou and Jiangsu are the four provinces with most of the winners.

十几年来,央视广告招标一直有中国经济晴雨表之称,眼下全球经济波动,大家对经济前景格外关心,是本届广告招标更受瞩目。

For over a decade, the CCTV Advertising Bidding has been regarded as the “barometer” of Chinese economic development. People particularly concerned about the economic prospects under the current global economic volatility, so the bidding in this year is especially high profile.

美的4701万元博得头彩巨人集团4330万元中标

Midea Won the Bidding of 47.01 million RMB, Ju Ren Group Won the Bidding of 43.30 million RMB

按照招标规则,明标暗标交替进行,最先竞出的是“2009年春节联欢晚会报时广告,粤籍企业美的集团通过暗标竞投方式夺得头彩,标价4701万元,这个数字相对去年的头标价格上涨了8.9%

According to the bidding rules, the bidding alternate between tenders with and without the enterprises’ names. The first result of bidding was the advertisement before the countdown in 2009 Spring Festival gala. The Cantonese enterprise Midea won the bidding without the enterprises names in the tender. The amount is 47.01 million RMB, increased 8.9% compared to the record of last year.

巨人集团史玉柱也亲临现场督阵,最终,新闻联播后标版第一选择权(即新闻联播后面第一个广告)858号即巨人集团以4330万元中标,相比去年的3510万元,这个标段的价格上涨了820多万元,而对于最喜爱春节晚会的独家冠名权,四川的郎酒集团以7099万元的标价竞得,相比之下,去年这一冠名费为5600万元。史玉柱对结果表示满意,而巨人投资有限公司c经理程晨则对媒体透露,此次中标广告将投放在健康产业方面,而不是外界猜想的游戏产业。

Shi Yuzhu from Ju Ren Group also came the scene. The first advertisement following CCTV news broadcasting had won at 43.30 million RMB by No.858, that is the Ju Ren Group. This bidding’s amount has been increased by 8.20 million RMB than in last year. Sichuan Langjiu Group won the exclusive naming right of “People’s favorite Spring Festival Gala” at 70.99 million RMB, which was 56 million RMB in last year. Shi Yuzhu was satisfied with the bidding result, and the deputy general manager told the press that this advertisement would be served by healthy industry instead of the game industry as the speculation.

纳爱斯3.05亿打通明年全年电视剧特约剧场

NICE Group has spent 305 million RMB for the advertisement of the TV Drama Special Theater in next year

昨日白天最为激烈的竞争在纳爱斯与蒙牛之间展开。下午2点,电视剧特约剧场项目开始竞投,包括976号、106号和399号等多家企业参与该项目的竞标。经过40多轮、近一个半小时的激烈角逐,330分,976号纳爱斯公司分别以1.81亿元和1.24亿元中标2009上半年和下半年的电视剧特约剧场,打通CCTV-1黄金剧场全年的特约权,而与之竞争到最后一轮的蒙牛不甘示弱,随后转战“A特段竞拍,最终以4489万元获得该时段广告第一选择权。

There has been the keenest competition between NICE and Mengniu yesterday. At 2:00 in the afternoon, the project “TV Drama Special Theater” started to bid. Many enterprises including No. 976, No. 106 and No. 399 have attended the competition. After over 40 rounds and nearly one and half hours, on 3:30, NICE Group had won the TV Drama Special Theater for the first half of year 2009 at 181 million RMB and second half of year 2009 at 124 million RMB, so as owned the special right for CCTV-1 Prime Theater for the next whole year. Its competitor Mengniu was also uncompromising. It competed the Prime Time Advertising Bidding and had won the first select right during the prime time at 44.89 million RMB.

中西部地区表现抢眼

The Companies from Central and Western Regions Have Been Doing Well

昨日午间,央视广告招标前三轮竞标结束,央视广告部门统计的中标结果显示出以下特点:第一、《新闻联播》后标版受到客户的追捧,在去年中标额的高基数上实现了稳健增长;

The first three rounds of CCTV Advertising Bidding were over at noon yesterday. The statistic of the bidding results showed:

1.      The advertisements after CCTV news broadcasting was the most popular and achieved steady growth based on the high number of last year;

其次、金融保险投资行业表现突出。包括国有、商业等各种类型的金融企业都有中标,表明了国际金融危机对中国金融体系影响有限,中国金融企业具备了较强的抵御风险能力,对中国金融行业前景充满信心;

2.      The performance of financial insurance investment industry was outstanding. Different types of financial enterprises including state owned and commercial enterprise have won some of the biddings, which indicates that the international financial crisis had limited influence on Chinese financial system. Chinese financial enterprises are strong enough to withstand risks. The prospect of Chinese financial industry is promising;

第三,医药保健行业在新医改等利好政策的带动下,表现抢眼。随着人们生活水平的进一步提高,人们的健康意识不断增强,国内医药保健市场不断扩大。新医改政策的出台将医药市场持续高增长的机会,同时非专利药自然销售模式市场份额将稳步扩大,对国内有品牌的药企较为有利;

3.      The performance of medicine and healthcare industry driven by the good policy like new medical revolution was strong. With people’s living standard improving and people's health consciousness constantly enhancing, the domestic medicine and healthcare market has been expanding. The new medical revolution policy will provide the opportunity of consistently high growth and the market share of generic medicine sales will steadily expand as well, which will benefit the domestic brand medicine companies;

最后,中西部地区表现抢眼,广西、云南增幅较大。随着全球经济形势的变化,国内经济面临从出口向内需拉动型的转变,在此过程中,可再生的、具有地域特色的资源发展潜力更大,这方面,云南等西部地区具有得天独厚的优势,发展潜力巨大。

 

4.      The companies from central and western regions have been doing well, especially those from Guangxi and Yunnan. With the changing of global economic situation, domestic economy becomes more reliant on domestic demand instead of exports. In this process, the renewable resources with regional characteristic have great potential for development. In this respect, the western regions like Yunnan have unique advantages and great potential for development.

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