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Now, How Car Companies Seize Opportunities?

2009-09-17 17:21 BJT

——An Exclusive Interview with Gao Yeying, Senior Client Manager of Advertising Department

By Jin Yong

Reporter: China’s auto industry is undergoing rapid growth now. Can it be reflected by the advertisements on CCTV? Can you elaborate on the changes this year and what do you think about those changes?

Gao Yeying:

With strong government support, the auto industry has experienced great boom this year, which is beyond many car companies expectation and ours as well. With the car market booming, many car companies began to increase their advertisements on CCTV. In the first half of this year, the advertisement revenue reached RMB 800 million, registering a 10% growth over the same period last year. The prime resource totalled RMB 289 million, an increase of 38% over the same period of last year. It is a great achivement to maintain such a growth rate given the influence of the Olympic Games in the last year.

However, we also noticed a problem. In the first half of this year, the overall advertisement input of car companies decreased compared to the same period of last year. I reckon that’s because those car compnaies had underestimated this year’s market demand and reduced their output, which led to an insufficient supply of cars. Now lots of customers have to wait to purchase a car. Against this background, companies downsized their advertising budget and put their limited budget into high-quality main-stream media like CCTV and prime resources in particular.