Invite colleagues
Marketers' confidence in China has gradually resumed with this year's CCTV auction results record an increase of RMB1.71billion at 18.5% growth compared to last year. But why would a Digital Marketer be interested in what is happening in the TV advertising sector? It has everything to do with trends and sentiment and yes, 2010 looks like a much better year for the digital marketing sector in China as well.
In the recent CCTV TV auction, Mengniu, a dairy products manufacturer, placed the highest bid to be the sole sponsor for its prime time 8-10pm drama slot for the first six months of 2010 at more than RMB 340million.
GroupM was reported in Marketing-Interactive that six world cup related bidding products were sold for RMB200 million with sports, beer, home appliance and communications the key categories that showed the most interest. Food & beverage, alcohol and finance & insurance took up the most shares at 46.5%.
So this is an interesting area that I had not consider for next year; the liquor companies. Further, the home electronic appliance and auto brands have also increased their bidding amount by 70% and the home decoration category increased year on year at 116% indicating the rising domestic consumer spending in China.
So in all, some encouraging news for the TV marketers but also some early indicators for other marketing exec to monitor. Lets hope we see 20% growth in digital and by all accounts I think this will certainly be achieved in parts of digital such as search and social media.
Source: Marketing Interactive
Written on Wednesday, 25 November 2009 22:30 by Matt McDougall
