Food maker Yurun is first successful bidder at CCTV auction

Bidding at RMB50 million yuan (US$7.35 million), the company secured an ad slot after the hugely influential news show, Xinwen Lianbo. Scheduled between 7pm and 7:30pm every day, the half-hour long news show is often regarded as one of the most influential TV shows in China. Most local TV stations are required by China' state broadcast administration to carry the show simultaneously with CCTV.

Jiangsu-based Yurun also bidded last year but lost to tyre maker Hangzhou Zhongce.

CCTV has been selling its primetime ad resources by auction since 1994. The primetime airtime resources include the dozen minutes of TVC spots before and after the nationwide news and weather reports, as well as special events such as the Youth Singing Competition and the annual Chinese New Year's Eve Gala.