China's state broadcaster CCTV attracted a record 14.26 billion yuan ($2.25 billion) in bids for advertising slots in 2012, state media said Wednesday, as firms scramble to boost recognition.
The total value of the offers was up 12.5 percent from last year, the Beijing Times said, citing He Haiming, an official in charge of advertising at China Central Television (CCTV).
The winning bidders were not identified in the report and AFP calls to CCTV went unanswered.
The annual auction is deemed a barometer of the well-being of Chinese companies as advertising on CCTV, which covers even the remotest area in China, is considered one of the most efficient ways of promotion in the country.
A total of 245 domestic and foreign companies participated in the marathon 12-hour auction on Tuesday, with food, beverage, finance and home appliance companies topping the list of bidders, the report said.
Offers by firms in the information technology, pharmaceutical, health food and home decoration industries also increased significantly, it said.
Chinese liquor maker Moutai is expected to top the bids with its offer exceeding 500 million yuan, the report said.
Moutai makes a potent liquor popular among government officials and businessmen who are expected to ply guests with strong spirits at elaborate banquets.
