Beijing – China Central Television’s annual advertising auction attracted almost 11 billion yuan for 2010, an 18.5 percent increase on 2009. According to Xia Hongbo, head of the network’s ad division, the average price of CCTV ad space rose more than 20 percent from 2009, Dairy companies Mengniu and Bright Dairy & Food Co battled to become sole sponsor of CCTV’s popular 8-10pm drama slot for the first half of next year. Hong Kong-listed Mengniu paid 203.9 million yuan for those spots for the first half of 2010. The sole sponsorship for evening prime-time during the second half of next year sold for 128 million yuan to Nice Group, which specializes in washing and oral care products. Electronics maker Midea Group won sponsorship of the Spring Festival live gala for 52.01 million yuan. Zhongce Rubber Co Ltd, China’s biggest state-owned tire maker, paid 47.2 million yuan for ad space before the 7pm CCTV news. Chinese Lang, a domestic liquor producer, paid 33.3 yuan million to sponsor a 2010 World Cup show on the CCTV sports channel and 110 million yuan to be sole sponsor of the annual Young Singers Competition. More emerging industries joined this year’s auction. Advertisers from the home decoration industry posted the best percentage gains by doubling their previous ad purchases. The home appliance sector enjoyed 80 percent growth, and the auto industry jumped more than 70 percent in ad buys. CCTV now has 14 channels broadcasting throughout China, holding about 32 percent of the TV market in terms of total penetration.