Ad Expenditures on CCTV
Four Great Theatres on CCTV-1 Witness Increasing Audience Rating
The four theatres on CCTV-1 all witnessed increasing audience rating in Januaray, 2009. The Classic Theatre in the morning took an average rating of 2.30%, increasing 4% compared to the same period of last year. The Emotional Theatre in the afternoon saw a growth rate of 44% in its rating, increasing from 1.04% in January of 2008 to 1.50% in January this year. The Golden Theater scored the most eye-catching achievement with its rating reaching 9.60%, up by 13% on a year-on-year basis. And the Starry Night Theatre achieved an average audience rating up to 0.42%, with a increase as high as 81%. Besides, the TV dramas for children which was on from 6:00 pm also enjoyed an inceased rating from 2.26% in 2008 to 2.47% in 2009, with the growth rate standing at 9%.
Colorful Spring Festival Programs Provided on CCTV-3
During the Spring Festival, CCTV-3 provided for the audience a great number of specially planned programs, driving up the rating of entire channel. The highest rating occurred in the section between 19:30 to 20:30, reaching 2.11%, up by 40.8% compared with the same period of last year. The audience rating of various evening parties all exceeded 2.3%, including the rerun of CCTV Spring Festival Gala, the Spring Party by Chinese Literature and Art Circle, and the TV Series鈥 Ellite Party. What鈥檚 more, the conventional program Happy Journeys Around China saw its audience rating increase from 1.21% last year to 2.07% in 2009, enjoying a growth rate as high as 71%. Programs like International Realm of Art, Pleasant Night, and Happy Weekend Meeting also achieved an increase of over 20% in their ratings.
During the week between February 9th to 15th, 15 free open channels of CCTV enjoyed a high audience share, reaching 35.16%. CCTV-1 and CCTV-8 both witnessed an evident increase in rating. And the share of CCTV-Children kept growing for a row of two weeks. It鈥檚 especially worth mentioning that on the evening of February 9th, there were 370 million people watching the 2009 Lantern Festival Gala presented on CCTV-1 and CCTV-3, driving the audience rating up to 14.78%, the highest for the Lantern Festival Gala since 2003, 2.83 % up compared to last year.
