经过几个月的中央电视台黄金资源招标，近千家企业参与央视预售环节。11月8日，央视2012年黄金资源广告招标会以142.58亿元总额落幕，较去年增加了15.89亿元。仅在新闻联播后10秒广告投标过程中，得标者自6700万元的底价起竞标，最终以7600万元大获全胜。

The annual landmark advertisement auction by China Central Television, or CCTV, the country's national TV station, drew record bids this year, boosted by major events such as the 2012 Olympic Games and widespread optimism about the business environment. The auction, the 18th so far, attracted 245 domestic and foreign participants and lasted 12 hours.

Zhao Guorui, director of the advertising department at commodity enterprise Nice Group, says his company has confidence in CCTV.

"We hope to do an advertising campaign through an upscale media platform, which is in accordance with the image we want to establish for our enterprise."

The top bidders came from varied sectors, including food and drinks, finance and home appliances. E-commerce companies also had an increased presence.

He Haiming, Vice-director of CCTV's advertising operations and management center, says foreign brands seemed less competitive in the face of rising domestic brands. For instance, former top bid winner P&G, the world's largest consumer goods company, failed to outperform other bidders in the latest campaign.

Liu Hong is vice president of Kuka Home, a Zhejiang-based furniture maker.

"In the upcoming years, I suppose Chinese brands will pay more attention to the domestic market. Although ad prices are higher than we expected, we see it as a valuable investment and want to use the platform to build ourselves into a national brand as well as facilitate our expansion from 1,200 stores at the moment to 2,500 ones across the country."

This year's prime-time ad auction has several characteristics. IT and costume companies are active, and their winning sharply increased compared to that of last year. And previously promising sectors, such as household appliances, finance, and food and beverages, remain stable, producing the most winners.

In addition, e-commerce vendors are also prominent at this year's auction with shelling out 230 million yuan for the exclusive titling rights to two Olympic Games-related programs.

Another major e-commerce player, Alibaba Group Holding Limited, offered 100 million yuan to advertise ahead of weather forecasts and "Topics in Focus," a popular investigative news program.

Last but not least, Kweichow Moutai Company, the renowned Chinese liquor producer, splurged with a bid of 443 million yuan to win eight months of ad rights in the time slot ahead of "Xinwen Lianbo," the nation's most influential news program.

The high-profile presence of liquor makers is in contrast to a government regulation limiting airtime for liquor-related TV ads. The rules limit the number of liquor ads to two during prime time on CCTV. And this has intensified the competition.

In 2010, the auction of prime-time ad slots raised 12.67 billion yuan in about 13 hours. CCTV generated 9 percent, or 40 billion yuan, of the country's television ad market's total revenue last year.

For CRI, I am Zhang Wan.

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