CCTV advertisement total bidding amounted to 12.668 billion yuan

Wuliangye, Jin Wine and other generous contributions more than 1.9 billion this newspaper compared to the U.S. market CCTV "drink" excessive car should accelerate Wuliangye, Luzhou old cellar, Jin wine ...　　Next year watching CCTV set of viewers will find, along with the "news broadcast", "Weather", "Focus Interview" broadcast, all kinds of liquor ads will "parade" appearance. Yesterday's CCTV 2011 Gold Resources Advertising Tender, the total amount of tenders for a high innovation, up to 12.668 billion yuan.　　Liquor-making enterprises, the most grab mirror, contributed more than 1.9 billion, accounting for about 15% of the total. As a big car in China, car ads can not spell liquor ads. This is very different from America. What is this?　　The reporter launched an investigation into this. The reporter witnessed dark War Luzhou old cellar into a "dark horse" for the first time to participate in the CCTV Gold resources advertising bid Luzhou old cellar to become "Dark horse", in the morning of the second mark of the dark Mark-CCTV news the hour of the four-quarter combination link is eye-catching.　　The Dark Mark link, each enterprise writes the quotation, the final quotation highest winner. Last year, the target was all Wu Ye won.　　This year's bidding results are a bit unexpected: Wu Liang ye out, lang wine, Luzhou old cellar is more than 60 million yuan per quarter of the price partition. Mingqiang Wuliangye Rush Maotai Ming Superscript link Competition most intense when several last night, "news broadcast" time combination.　　Last year, Maotai to 60 million, 56 million won the combination of the first, six unit period. Last night this bid has just started, licensed "No. No. 959" Wu Liang Ye and Licensed "969" number of Maotai repeatedly bid, detonated the scene, the two sides in the sixth unit of the bidding stage competition is particularly fierce. Wu Liang Ye first shouted mark will increase the price from 32 million to 50 million.　　After that, Maotai constantly increases.　　The two sides conducted a number of rounds of confrontation, Wu Liang ye to 122 million yuan to take the period of advertising.　　In the end, Wu Liang Ye to 405 million of the total price of the "news broadcast," The combination of 6 units of 4. Tender results of more than 1.9 billion of liquor accounted for the total of 15% bidding conference lasted 12 hours, the total amounted to 12.668 billion yuan, refreshing the CCTV 17 years of record.　　The tender scene of the big wine enterprises Indeed "fruitful": CCTV TV Program "News broadcast", "Focus interview" and many other programs are the liquor enterprises to take down.　　Data show that liquor industry as a whole of more than 1.9 billion advertising, the overall proportion of the 2011 CCTV Gold Resources advertising tender total of 15%.　　Among them, only Jin wine, Wuliangye and Luzhou old cellar three liquor enterprises bidding total of more than 1.2 billion.　　Data interpretation is not a profit-making call and ultimately a consumer. CCTV Advertising Management Center deputy director He Haiming said, liquor industry is currently carrying out a nationwide market integration, and these enterprises to build brands are also particularly valued, hope to be able to break out in this integration. Anhui TV Advertising Center director Chadaucun told reporters that China's "liquor culture" is more special, the annual consumption of liquor is very alarming,TV viewers are also the main consumer of liquor, so liquor needs to use the television platform to play advertising, attract consumers.　　In his view, liquor enterprises competing on CCTV, first of all because of liquor consumption, high profits, there is enough strength to advertise, and then to play the brand. and from the result of this year's tender, Lang Liquor and Luzhou old Cellar two each took out about 400 million buy CCTV advertising period.　　According to the annual report issued by Luzhou, 2009, the company achieved net profit of 1.673 billion yuan, that is to say, nearly 1/4 of the net profit was made by Luzhou old cellar to do CCTV ads. At the beginning of September this year, Luzhou was the first to announce higher prices in high-end brands, and Lang also announced a sharp increase of 20% in August 2009.　　Although the manufacturers to invest heavily in advertising, but not a "loss to make a yell", the ultimate pay for high advertising fees, I am afraid, or consumers. 2011 CCTV Advertisement Bidding results of major liquor enterprises (unit: yuan) The cumulative sum of the bidding amount of enterprise advertisement products "news broadcast" prompts to watch 180 million 180 million Maotai "news broadcast" prompts to watch 146 million 146 million wine "Focus Interview" after advertising (4 months of the first or second option) 91,260,004.394.6 billion weather forecast "1+1" (10 months ' first or second option) 250 million "weather forecast" special Watch (June-September) 98,200,005 grain LIQUID "news broadcast" timekeeping combination (1th, 2, 5, 6 units) 405 million 405 million Lang wine "my favorite spring Festival Party Program selection "title 126 million 386.44 million CCTV-2" dialogue "column cooperation 10.04 million" evening News "the whole point of the hour (after three quarters) 193.99 million set of" Golden Theater "SMD one advertisement 29,350,001 sets of" Golden Theater "patch two ads 27.06 million Luzhou old Cellar" late News Hour (first quarter) 69,390,003.993.9 billion "weather forecast" for special watch (first five months and after three months) 250 million CCTV-2 strategic Alliance 80 million international perspective American wine companies have more money than China but on TV advertising is limited 2010, the output value of Chinese liquor-type enterprises above the scale is　　More than 170 billion yuan, and the U.S. wine industry 2007 years of output value of more than 380 billion U.S. dollars, visible, the United States wine industry than China is much larger, and much richer. However, according to Nielsen survey Company's statistics, the amount of advertising in the rankings can not find the shadow of alcohol ads.　　Because in the United States, the issue of alcohol advertising is strictly limited. In the United States, the industry has an unwritten law on alcohol advertising, that if the media want to release alcohol advertising, must prove that more than 70% of its audience reached the age of 21 years of legal drinking. In addition, that is, those who meet the "70%" standard of the media, will consciously limit the publication of liquor ads, such as the United States has a number of television networks are not issued strongPrinciples of wine advertising.　　Similarly, in the UK, there are ongoing research institutions, social groups and even government-sponsored groups calling for bans or restrictions on television and alcohol advertising, and, in some cases, countries such as France, Norway and India have enacted legislation banning all television and alcohol advertising. Gerard Carter, a senior coordinator at Johns Hopkins University's Alcohol Marketing and Youth Research Center, said in an interview this morning that many social groups, including the center, are pushing for restrictions on alcohol advertising, and the U.S. government has encouraged the practice.　　2009, the United States Federal Trade Commission issued a recommendation to the industry to the aforementioned "70%" standard to "Bacheng".　　In addition, the United States wine companies in 2001-2007 years a total of more than 70,000 advertising "responsible drinking" ads. China should increase car advertising to raise TV brand Nielsen's survey of the United States this morning, the data provided to this newspaper show that the United States in the market in the year 2009, the most advertising industry in turn are automobiles, medicine, fast food, warehousing supermarkets and wireless communications.　　One of the auto industry's advertising investment up to more than 8 billion U.S. dollars, accounting for the top ten advertising total of 22%.　　A previous report by J.d.power, the US auto market consultancy, points out that while Chinese car sales have surpassed the US, the overall value of the car market is still the largest in the US. It is noteworthy that in the CCTV bidding conference, a number of car brands in the advertising site debut, the final total car customer sales growth over 50% year-on-year, the auto industry has become the fastest growing industry, but the total is still not high.　　There are comments that the car companies in the CCTV increase in advertising investment, indicating that the Chinese auto industry is from the "go" to the "price" phase forward.　　Chadaucun pointed out that the TV station should also consciously choose advertisers, which is good for the promotion of the brand of the TV station, for example, in addition to liquor, automotive high-end advertising should also occupy a certain proportion, and ultimately make all types of industry advertising equilibrium appears. This edition/reporter Yang Yi Zhou Meng Niumeng