Can you tell me about CCTV’s upcoming commercials for the whole year?

We can’t know because some companies require confidentiality before the advertisement is broadcast. On the other hand, the annual bidding is only during the prime time period, and it increases at any time in other time periods. However, there are some data you can refer to, I hope it will be helpful to you:

The total amount of prime resource advertising bidding in 2007 6.7956 billion

2007-2008 CCTV's partial advertising resource operation agency winning bid result

Serial number

1

Variety Channel< /p>

"The Same Song"

Beijing Kuanshi Shentong Advertising Co., Ltd.

2

News Channel

" News Package》

Beijing Guangershi Advertising Co., Ltd.

3

News Channel

"News Weekly + World Weekly"< /p>

Beijing Jiutian Bozhong Advertising Co., Ltd.

4

News Channel

"Social Record"

Tibet Feng Advertising Co., Ltd.

5

News Channel

"***Follow Attention"

Tibet Guofeng Advertising Co., Ltd.

6

Economic Channel

"Global Information List"

Beijing Tonglu Guanghua Advertising Co., Ltd.

2007 From January to February, CCTV's bidding resources once again demonstrated its power as the "first driving force of the Chinese market." Many companies used this golden platform to flourish and compete, making the Chinese market that started in 2007 extremely prosperous.

As the Chinese market becomes more active, companies’ marketing methods become more diversified. We found that different companies have different experiences in using CCTV bidding resources. Here are a few cases with distinctive characteristics for other companies to use. Learn from partners.

All P&G brands gather in the bidding section

"Multi-brands" go hand in hand

In January 2007, Olay, Crest, Rejoice, and Head & Shoulders, all under P&G , Pampers, Pantene and other brands made colorful appearances during the prime time of CCTV-1. The exquisite pictures and sweet smiles brought the American brand "P&G" to thousands of households in China.

Procter & Gamble, founded in 1837, is the world's largest consumer products company. In fiscal year 2006, the company's annual sales were nearly US$68.2 billion, ranking 81st among the world's "Fortune 500". Procter & Gamble operates more than 300 brands of products, including beauty and hair care, home care, home health products, health care, food and beverages, etc. Its successful "multi-brand strategy" has been included in many business schools' MBA textbooks.

From 2003 to 2006, P&G participated in the CCTV bidding for four consecutive years, and the amount of bids won continued to increase. Pang Zhiyi, media director of Procter & Gamble's Greater China region, once said, "CCTV has turned P&G into a well-known brand in China." Many of P&G's brands appeared in the bidding section at the same time, which shows P&G's confidence in the CCTV bidding section and its confidence in the continued growth of the Chinese market.

KFC responded to the global "brand change" with CCTV advertising

TV advertising launched "event marketing"

In February 2007, KFC launched an advertisement specifically for the Spring Festival ——The "Talent Chapter" made its grand debut in the "After Focus Interview" of CCTV1 bidding resources, thus kicking off the 2007 Spring Festival promotion.

Since the first KFC restaurant opened in Utah, USA, in 1952, it has been welcomed by consumers around the world and has become one of the fastest growing brands in the world. In 1987, KFC entered China and regarded the Chinese market as one of the important markets for its global development. It has maintained a good momentum of rapid development in the Chinese market.

The reason why KFC is able to maintain a rapid development momentum in China is due to its mature and complete management and brand management. On the other hand, the implementation of localization strategy is also the reason why KFC has won the favor of Chinese consumers. key factors.

It can also be seen from the choice of media placement that KFC is familiar with and masters the Chinese market. Since 2004, every time KFC launches a new product, promotional advertisements will use the prime time period of CCTV bidding resources as the main promotion platform, integrate other media for efficient communication, and make full use of the strong coverage and rapid delivery characteristics of CCTV bidding resources. The national market was quickly launched, and the appeal points of advertisements were almost all catering to the aesthetic habits of Chinese people. Coupled with restaurant sales across the country, KFC has ushered in one success after another and has increasingly become synonymous with Western-style fast food.

Join hands with "Weather Forecast" Industrial Bank to get off to a good start

Financial brands cleverly use "touch point" marketing

On February 5, Industrial Bank successfully listed on the A-share market , becoming the “first stock” in the first year of comprehensive opening up of the financial industry.

On the same day, Industrial Bank's commercials during CCTV-1's "Weather Forecast" period were changed, and the brand new "Warmly Celebrate the Successful Listing of Industrial Bank's A Shares" banner attracted national attention.

The "touch point" theory in marketing believes that the most effective way to influence target customer groups is to identify the "touch points" where customers receive information. CCTV-1's "Weather Forecast" column is well-known in China and has become a part of people's daily life. Industrial Bank chose the "point" of CCTV-1 "Weather Forecast" that can reach hundreds of millions of viewers across the country within seconds to inform the good news of the bank's listing and emphasize the brand power of Industrial Bank as a large national bank.

"Provincial bank - regional bank - national bank - listed bank", Industrial Bank's leapfrog development, CCTV has accompanied it all the way. In 2002, Industrial Bank participated in the CCTV advertising bidding for the first time, with the intention of vigorously spreading the word that "Fujian Industrial Bank" was renamed as "Industrial Bank" and was promoted from a regional bank to a national bank.

Hengyuanxiang Seasonal Promotion Love" "After News Network"

Fixed placement in fixed segments

In January 2007, CCTV extended the "After News Network" advertising specifications from 5 seconds to 7.5 seconds. Many companies have launched new version of the ad, but Hengyuanxiang only added "Sheep Sheep Sheep" after the original ad film, which puzzled some advertising creatives. In fact, the most important function of product advertising is to promote sales, and advertising investment must be directly proportional to sales revenue. As a brand with stable brand awareness and reputation, Hengyuanxiang chooses not to change advertising appeal points easily, and continues to strengthen brand quality and brand value by insisting on advertising creativity rather than changing it.

In September 2006, Hengyuanxiang Chairman Liu Ruiqi delivered a keynote speech at the "CCTV 2007 Golden Resource Advertising Tender Shanghai Promotion Conference". He said: "Hengyuanxiang has been advertising on CCTV for 12 consecutive years. Once it is placed on CCTV, don't come out easily." Hengyuanxiang has used several years of persistence in the "post-news broadcast" period and "Hengyuanxiang Sheep Sheep" to steadily build a cashmere kingdom. . The Beijing Olympics is about to start. Hengyuanxiang, which has already obtained the qualification of "Beijing 2008 Olympic Games Sponsor", will grasp the "pre-Olympic" market rhythm and develop closer cooperation with CCTV.

Mengniu passionately performs in CCTV-1 Golden Theater

Taking the lead in TV drama marketing

On November 18, 2006, Mengniu participated in CCTV’s 2007 Golden Resource Advertising Bidding Meeting After fierce competition, they won the special broadcast rights of CCTV-1 Golden Theater in the first half of 2007. From January to February 2007, with the climax of "The Mayor", "Spark", and "Zhenguan Song" at the CCTV-1 Golden Theater, Mengniu also performed one wonderful drama after another. Among them, the TV series "Spark" has an average ratings of 8.59% and a viewership share of 19.8%. Let Mengniu win the prize of signing long-term orders.

Since its establishment in July 1999, in just 6 years, Mengniu’s main business revenue has ranked among the top two dairy companies in the country. Among them, UHT milk sales ranks first in the world, liquid milk sales ranks first in the country, and ice cream sales ranks first in the country.

In the process of rapid growth, Mengniu attaches great importance to the important role of CCTV, a national high-end media, in brand communication, and has established and maintained a good partnership with CCTV. In its various cooperation with CCTV, Mengniu pays special attention to CCTV's bidding for prime resources, and carries out long-term investment during these prime times, establishing and maintaining Mengniu's high-quality brand image.

Chery's own brand competes for industry leadership

Own brand raises high the national flag

At the beginning of 2007, the "Inspiring My Life" Chery A5 advertisement appeared on CCTV prime time , opened the curtain of Chery’s 2007 brand communication drama. Brand competition in the automobile industry is fierce, and the top market share has been firmly occupied by American, German and Japanese brands. However, Chery used solid R&D technology and strong brand offensive to create a miracle in the market in a short period of time. From the first Chery sedan rolling off the production line in 1999 to March 28, 2006, when the 500,000th Chery sedan rolled off the production line, it took Chery less than seven years.

In terms of brand strategy, Chery adheres to the line of high-end media and mass coverage, insists on launching a set of prime time slots on CCTV, and conducts advertising in "Before News Broadcast" and A special time slots. During the 2006 World Cup, Chery chose the sponsorship rights for CCTV's "World Cup Charming Window" World Cup promotional video theme and conducted online and offline integrated marketing. In 2006, seven major brands including Chery's QQ3, QQ6, Qiyun, A5, V5, Tiggo NCV, and Oriental Son became popular across the board and triumphed all the way.

On January 21, 2007, Chery won another award: the A5 model, which made its eye-catching debut in the bidding stage, defeated many foreign-invested and joint-venture models with many authoritative approvals, the love of consumers and excellent market performance. brand and won the "2006 CCTV China Most Popular Car of the Year Award".

The aroma of Fenjiu wine can be heard in the sound of telling the time

The perfect match between products and advertisements

19 o’clock is the time for Chinese people to have dinner. CCTV-1’s “19 o’clock Time-telling advertisements are often the most competitive advertising products among alcohol companies. On November 18, 2006, at the CCTV 2007 Golden Resource Advertising Bidding Meeting, after fierce competition, Fenjiu beat the crowd and won the most popular first and second units of the 19 o'clock time in 2007.

In 2006, Fenjiu Group optimized and adjusted its product structure and formed a strategy of seizing the high-end market with national collection Fenjiu, blue and white porcelain Fenjiu and Laobai Fenjiu occupying the mid-to-high-end market, and reserve varieties such as Jiuruquan and Xinghuacun to replace low-end products. product structure to achieve high-end market share, and began to deploy in the national market. Fenjiu brand also won many awards in 2006. In early 2006, "Bamboo Leaf Green" was recognized as a "China Well-known Trademark" by the State Administration for Industry and Commerce. This was another leap in the brand value of Fenjiu after "Xinghua Village" was recognized as a "China Well-known Trademark" in 1997. In the latest list of "China's 500 Most Valuable Brands", the brand value of "Xinghua Village" reached 4.776 billion yuan, with a net increase in brand value of 142 million yuan.

As one of the core strategies for brand revitalization, Fenjiu’s advertising efforts on CCTV have increased year by year. From 2005 to 2006, Fenjiu continued to launch TV series, "Famous Brand Time" and other projects on CCTV, which greatly inspired dealers and consumers to have confidence in the brand, and played a key role in the recovery and reconstruction of the sales network.

Bank of China's "My Olympics" is seen every day

Themed communication honors Olympic sponsorship rights

The ratings of "Bank of China My Olympics" have been rising since its launch, and it has It has created a fairly stable audience. This 10-minute daily program (Monday to Friday) has successfully extended CCTV’s evening prime time from TV dramas to before 22:00.

Bank of China, which exclusively sponsors the "My Olympics" program, is also the only company in the Chinese banking industry to obtain the "Beijing 2008 Olympic Games Banking Partner". In order to implement the rights and interests of Olympic partners, Bank of China has increased its efforts in brand building. On the one hand, it has increased the placement of TV advertisements. At the 2007 CCTV golden resource bidding meeting, it won the bids for "My Olympics" and "Who will "Presiding over the Beijing Olympics" are two major Olympic themes; on the other hand, it also innovates in brand identity and product design to present consumers and the general public with a Bank of China that is more in line with the Olympic spirit and Olympic culture.

According to international practice, companies that have obtained Olympic sponsorship rights need to increase marketing expenses several times before they can recover their sponsorship rights. Bank of China has made great strides in Olympic marketing by using theme columns as the main body of communication, demonstrating its determination to promote brand internationalization.

Shenzhou Computer used "Zhenguan Long Song" to launch new "Tang Dynasty" products

Innovative new product launch model

On January 27, CCTV's annual opening drama " "The Long Song of Zhenguan" was grandly launched at the Golden Theater of CCTV-1 at 8pm. Taking advantage of "The Long Song of Zhenguan", Shenzhou Computer also grandly launched this year's new product - the "Tang Dynasty" series of LCD all-in-one computers.

The most prominent feature of the LCD all-in-one computer is that the host and monitor are combined into one. As this year's flagship product, Shenzhou Company has adopted the principle of leveraging in marketing in order to quickly increase its popularity: "Tang Dynasty The marketing promotion of the series of LCD all-in-one computers is closely tied to the historical drama "The Long Song of Zhenguan".

First of all, the name of the new product is determined to be "Tang Dynasty", which caters to the historical background of "Zhenguan Long Song"; secondly, in conjunction with the publicity before the broadcast of "Zhenguan Long Song", the new product is officially launched; thirdly, The new products were advertised in "The Long Song of Zhenguan". The Tang culture promoted in this film deepened the brand connotation of Shenzhou and effectively promoted product sales.

Starting in February, Shenzhou Company increased its promotion of the "Tang Dynasty" series of all-in-one computers, and also placed advertisements for this product during the prime bidding period after CCTV's "Focus Interview". This time period is immediately followed by the Golden Theater, and intensive advertising has quickly increased the popularity of the "Tang Dynasty Series" all-in-one computers.

The marketing of the "Tang Dynasty" series of LCD all-in-one computers has achieved satisfactory results. Dealers have responded strongly and have requested purchases. Consumers have also become very interested in this new product. At present, The sales situation is good.

Haojixing seizes the good opportunity to launch "Synchronized Spin Color King Q"

Targeted promotions targeting consumer groups

Recently, Haojixing grandly launched 2007 The flagship product of the year - Haoji Xing Synchronous Spin Color King Q. In February, this new product commercial appeared in CCTV's "After News Broadcast" and "Before Focus Interview" bidding periods, attracting the attention of a large number of students.

According to reports, this machine is not the first color-screen English learning machine on the market, but previous color-screen English learning machines emphasized entertainment games and weakened learning functions.

In order to provide consumers with a better English learning experience, Synchronous Spin Cai Wang Q guides consumers to make full use of the product's MP4 function to watch and appreciate original English movies and music, in order to increase the flexibility and interest of learning through videos, and make learning more flexible and interesting. The function of the color screen machine can be applied to English learning to the maximum extent.

Haojixing believes that there are two reasons for choosing to launch new products at this time: First, January and February are when students are on winter vacation, and the school supplies market is active. It is easier to launch new products at this time to attract customers. Consumer attention; secondly, China’s traditional festival, the Spring Festival, is ushered in February. On this festive day, parents like to buy gifts for their children, and new learning machines with learning functions are naturally very popular. Choosing CCTV to launch new product advertisements during the bidding period can popularize product concepts in the shortest time, increase consumer awareness, and quickly open up the national market.

The winning bid status of the first bid:

"Olympic Countdown Bid Edition" is exclusively titled No. 666, with a winning bid price of 162.01 million yuan.

"CCTV's "Holy Flame to Stars" Special Program" exclusively titled No. 115, with a winning bid of 8.08 million yuan.