In China, the CCTV platform has a huge and far-reaching influence, and watching CCTV programs is one of the main channels through which Chinese people learn about information and news. For a long time CCTV has been the supreme platform for brand communication: its broad reach and high influence among mainstream audiences have a natural attraction for big brands. One side offers a communication platform and authoritative backing, the other internalizes it as its own reach and credibility, presenting a powerful alliance between big brands and a big platform.
Relevant data shows that in January to August 2014, 94 clients each spent over 50 million yuan placing advertisements on the CCTV platform, 25 more than the same period a year earlier, and CCTV is becoming the choice of more and more big brands. Clients at the 50-million level in CCTV advertising almost all consist of leading brands from various industries. In food and beverages, for example, Wahaha and Nongfu Spring spend comparable amounts, and in the electric vehicle battery industry, Xupai Battery, the leading national brand of high-quality electric vehicle batteries, took the lead in appearing this year with a strong opening.
People all over China know that the Xinwen Lianbo evening news and the Focus Report program are gold-standard shows on CCTV. It is precisely the authority, credibility and high ratings of these two flagship news programs that have made the prime advertising time on CCTV Channel 1 a hot and sought-after resource, and Xupai Battery was advertised on exactly that channel. Its spots are scheduled close to popular CCTV programs and highly rated theater shows: morning spots follow right after the prime morning news program, and noon spots follow right after the prime legal program. This Xupai Battery campaign also runs from August to December, 78 days in all, with the ad broadcast up to 702 times. With such a sustained and coherent advertising strategy, Xupai Battery is sure to build deeper influence and a broader popular base, adding wings to its vigorous development.
“A strong brand must always join hands with strong media. Nothing fits Xupai Battery better than this saying. As we all know, advertising spending is a strategic investment for an enterprise and plays a considerable role in accumulating brand image, but such investment must match the development situation of the company. As a leading global brand of high-quality electric vehicle batteries and one of the three largest suppliers in the world, the strength of Xupai Battery is beyond doubt. What is more, Xupai Battery is better known in southern China than in the north, while CCTV has a striking feature: its influence in the north far exceeds that in the south. Advertising on CCTV can therefore greatly open up the northern market for Xupai Battery and make up for the shortfall.
In China, advertising is first of all a way of building confidence, leading consumers through the stages of knowing a company and its products, approving them and finally preferring them. So this time, by choosing to advertise on CCTV, Xupai Battery speaks both to end consumers and to dealers, helping the latter believe in the strength of the company they chose and have more confidence in selling its products. After all, CCTV stands for high ratings and the trust of the audience: what is said by a county or city TV station simply has an effect different from what is said on CCTV. For advertising, CCTV is the platform of big brands, and Xupai Battery is the choice you can trust!