中资企业看好明年经济重金投标央视广告

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中资企业看好明年经济重金投标央视广告

WSJ 2012-11-20 WSJ 887次

中资企业看好明年经济重金投标央视广告
Network's Ad Haul Bodes Well for China's Economy

期待在中国最大电视台打广告的企业承诺在2013年投入159亿元（合25.5亿美元），同比增长11%，这不但说明广告主对中国经济充满信心，也说明争夺中国13亿消费者的竞争更趋激烈。
Companies looking to advertise on China's biggest television network committed 15.9 billion yuan ($2.55 billion) to run ads in 2013, up 11% from a year earlier, signaling confidence in China's economy from marketers and increased competition for China's 1.3 billion consumers.

11%是官媒中央电视台在周日夜间的年度招标会上实现的广告销售总额增幅，相比之下，2012年广告收入较2011年增加13%。由此可见，在中国经济减速的背景下，广告增长速度只是略有降低。央视的广告招标通常被视为中国国内经济的晴雨表。
The increase in state-run CCTV's total ad sales from an annual auction held Sunday night compares with a 13% increase for air time in 2012 from 2011, showing only a slight weakening in the ad-growth rate despite China's slowing economy. CCTV's advertising auction is typically considered one barometer for China's domestic economy.

央视在这次招标大会上的收获可能也得益于中国媒体监管机构整顿竞争对手节目、不让电视剧插播广告的措施。
CCTV's haul at the auction may have also benefited from moves by Chinese media regulators to crack down on programming by competitors and to keep commercials from interrupting TV dramas.

北京广告公司昌荣传播(Charm Communications Inc.)的首席财务长周玮说，这个增幅高于预期，多数业内人士在考虑到近期经济走软的因素之后都给出了增长8%到10%的预期。周玮说，企业信心似乎很充足，金融企业、酿酒公司等都投出了很高的价格。他还说，白酒企业投标额度居前。
The increase was higher than expected, as most industry insiders projected an 8% to 10% rise, factoring in recent economic softening, said Zhou Wei, chief financial officer of Beijing-based ad agency Charm Communications Inc. Business confidence appears strong with financial companies, alcohol producers and other corporations placing high bids, said Mr. Zhou, adding that Chinese liquor makers -- known as white-spirits companies for the drink they make -- were among the highest bidders in market share.

这种增长意味着企业预计中国消费者将放开钱包消费，从而推动销量增长。预计中国领导人还将在明年实施鼓励消费的新政策，帮助摆脱北京一直以来对政府支出和高投入基建项目的依赖，实现经济的再平衡。
The rise signals that companies expect that Chinese consumers will pull out their wallets and propel sales growth. Chinese leaders are also expected in the next year to implement new policies encouraging more consumer spending to help rebalance Beijing's traditional reliance on government spending and big-ticket infrastructure projects for economic growth.

今年中国经济已经减速，第三季度增长率降到了四年前国际金融危机发生以来的最低速度。但从过去两个月的经济指标来看，增长速度正在加快。10月份社会消费品零售总额同比增长14.5%，高于9月份14.2%的增幅。
China's economy has slowed this year, with third-quarter growth coming in at the slowest pace since the global financial crisis four years ago. But economic indicators over the past two months have suggested the pace is quickening. Retail sales in October rose 14.5% year over year, compared with 14.2% in September.

WPP PLC旗下媒介购买公司群邑集团(GroupM)的一位发言人说，2012年企业电视广告没有受到全年经济走弱的影响。
A weakening economy throughout the year didn't affect TV exposure for companies throughout 2012, according to a spokeswoman from WPP PLC's ad-buying unit, GroupM.

今年出价最高的是白酒企业剑南春集团。剑南春承诺拿出6亿多元购买央视广告时段，超过去年标王、白酒竞争对手贵州茅台酒股份有限公司的4.98亿元。
This year's largest bidder was white-spirits maker JNC Group Co., which committed more than 600 million yuan for advertising on CCTV, surpassing last year's high of 498 million yuan from white-spirits rival Kweichow Moutai Co.

中国最大家电零售企业之一国美电器控股有限公司则承诺拿出2.15亿元购买全年最宝贵的时段之一──1月份至2月份《新闻联播》之前的10秒钟。1月份至2月是观众观看春节特别节目的高峰时期。
Gome Electrical Appliances Holding Ltd., one of China's largest home-appliance retailers, pledged 215 million yuan for one of the most valuable time slots during the year, a 10-second chunk of time before the evening news in January and February -- a peak season for viewers who are watching special Chinese New Year programming.

业内人士还说，政府电视监管机构在今年1月清理了三分之二以上的地方卫视黄金时段娱乐节目，说这些节目存在过度娱乐化和低俗倾向，因此过去一年的广告定价有所上涨。另外，过去一年监管机构还发布新规限制电视剧插播广告，使营销人员能够利用的广告时段减少。
Industry insiders also say that ad pricing has increased in the last year after state TV regulators in January eliminated more than two-thirds of prime-time entertainment programs, such as dating and reality shows, on satellite stations that compete with CCTV, targeting what they called 'excessive entertainment and a trend toward low taste.' Also, regulators last year issued new rules restricting commercials from interrupting TV dramas, shrinking the time available to marketers.

据群邑集团说，中国荧屏上往往是娱乐节目收视率最高。
TV dramas and entertainment programs tend to have the highest ratings on Chinese television, according to GroupM.

宝洁(Procter & Gamble Co.)之类的外资企业一直在减少投放在央视上的广告，同时增加网络广告支出。周日晚间，央视还没有发布外资企业的中标数据，但据周玮说，活跃于周日招标会的外企寥寥无几。
Foreign companies, such as Procter & Gamble Co., have been pulling back their pledges from CCTV and have boosted spending online. The network late Sunday didn't yet release data on commitment from foreign companies, but few were active in Sunday's auction, said Mr. Zhou.