In China, Pricey CCTV Is Key To Reaching Consumers Nationwide

No Chinese television station reaches more people than China Central Television (CCTV). From the far western mountains, to the humid southern provinces, to the rich eastern seaboard, every Zhou, Li, and Wang with a television watches CCTV.

CCTV’s annual ad auction serves as a "broad barometer of the Chinese economy and an indicator of the health of the country's consumer sector," reports the Wall Street Journal. CCTV’s recent auction saw ad sales soar 18.5% above last year's tally. The first bid went to liquor producer Sichuan Lang Jiu for a cool 33.3 million yuan (just over $4.8 million) for a slot in a program linked to the World Cup.Continue reading...