BEIJING - Local home appliances maker Midea has dethroned Procter & Gamble (P&G) to become the biggest ad spender on CCTV in 2010, according to Chinese media reports.
A spokesman for CCTV's advertising and business management center was quoted by the Beijing Times as saying that Midea spent 50 per cent more than P&G.
CCTV held an online auction for its prime time advertising slots on Sunday. Title sponsorship for the decade-old show 'Evening News' for the whole year of 2011 was sold at Rmb100 million (US$14.7 million) to furniture retailer Red Star Macalline.
This year's live bidding will be held on 8 November.
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