China Focus★ CCTV, the barometer of China's economy—what is this year's public tender amount?

China's state-run broadcaster, China Central Television (CCTV), held its public bidding for 2014 prime-time advertising slots on November 18. This year, individual bids were accepted prior to the public auction.
CCTV did not disclose the total amount, but according to GroupM (WPP), the total public bidding sum reached $1.5 billion. While last year's figure was $2.5 billion, a direct comparison is difficult due to the increase in private bids. When comparing under similar conditions to this year's public bidding, it is estimated to be an 8-10% increase year-on-year.
The highest bid was $23 million, secured by e-commerce giant Tmall for World Cup-related programming. By industry, food/beverage, home appliances, and automobiles were prominent. Baijiu (Chinese liquor) manufacturers, regulars in high-value bids in recent years, saw their presence diminish due to the impact of government austerity measures.

Details at AdAge→http://bit.ly/1dfIhxP
Chinese State TV Giant Sells $1.5B In Annual Ad Auction
But China's Luxury Liquor Brands, Usually Big Spenders, Keep a Low Profile Amid Government Crackdown on Extravagance
Published: November 19, 2013