P&G tops CCTV adspend again

P&G have been CCTV’s top bidder for five consecutive years.

United Da Tong Auto Parts secured second place by spending Rmb 313 million, followed by Nice Group spending Rmb 305 million.

Charm Communications was the top media agency handling spend of Rmb 2.37 billion, representing a quarter of the total bidding revenue of Rmb 9.26 billion. The local media agency represented an array of Chinese clients including PICC, Bosideng, China Telecom, Snow Beer, Agricultural Bank of China.

“Charm Communications has used its subsidiary agency, Nanning Junlang, to bid for the 2009 CCTV-5 Sports Channel Telecommunications Service Provider sponsorship, which is supposed to be opened for telecom operators only. It’s believed they will resell to China Telecom, which is their existing client,” one source said.

FMCG, banking and insurance companies were active as expected, but Milk brands like Synutra, Mengniu, Yili and first time bidder Dumex were aggressive in a bid to rebuild branding - Dumex snapped up CCTV ad time for Rmb 31 million.

A large majority of bidders were local Chinese companies. MNCs were a relative minority with KFC spending a Rmb 43 million, Coca-Coca Rmb 29 million, and representatives from Shanghai GM and Pepsi showing up for early bird booking.

Further update