Today, HNTV 2014 Golden Advertisement Resources Bidding Conference is held in Changsha, in which nearly a hundred bidders from across the country are attracted by golden advertisement resources of Singer 2, Golden Eagle Theater, Happy Camp and Day Day Up, etc. Liby laundry detergent becomes the title sponsor of Singer 2, which has the most competitive advertisement resource, with 235 million Yuan and gains four spots and a special spot with a total of 279.08 million Yuan. Reporters learn from the Advertising Department of HNTV that only a part of advertisement resources of Singer 2 are auctioned and bidders still scramble for other advertisement resources. Moreover, golden advertisement resources of other columns and programs of HNTV are still under competitive auction.
After advertisement resource launch event i held in Shanghai, Beijing and Guangzhou, HNTV 2014 Golden Advertisement Resources Bidding Conference called on November 5 in Changsha attracted nearly a hundred bidders. In the beginning of the first round, bidders tensely scrambled for the naming right of Singer 2. Before the bidding, Huang Qishan sang Wait together with Hong Tao, the chief director of Singer, for the first time, which built up the momentum of the program next year and for which bidders were determined to win the naming right of Singer.
The base price of the naming right of Singer 2 was 120 million Yuan. A bidder offered a price of 140 million Yuan first and after several rounds of competition No. 988 bidder surpassed rivals and won the naming right with 235 million Yuan.
Soon reporters learnt from the Advertising Department of HNTV that No. 988 bidder was Liby laundry detergent, the title sponsor of Singer. As Singer became a hit, “Liby laundry detergent, I am a singer” became a household word. Ms. Wang Dong, Director of the Media Communication Department of Liby Group, told us in an interview that we were aimed at Singer 2, “We are determined to win the naming right of Singer 2.”
In the subsequent bidding of spots, Liby Group continued to gain four spots and a special spot of Singer 2 with a total of 279.08 million Yuan, which was far beyond the advertising revenue of another music program.
Even though a FMCG made such as big investment in a program, Ms. Wang Dong, Director of the Media Communication Department of Liby Group, said: “It is very worthwhile.” She told reporters that after cooperating with Singer 1, Liby Group harvested a lot. Not only did reputation and awareness increase by 13%, but the sales volume had a year-on-year growth rate of 66% according to the final report of June. “Both sale and brand of Liby Group increase after we gain the naming right of Singer, indicating that programs of HNTV are well worth investing.” The reason why Liby Group invested in Singer again in 2014 is that it was the 20th anniversary and a year of milestone, “we hope to take on a new look in front of consumers.” said Wang Dong. Besides, after cooperating with Hong Tao’s team during Singer, they are full of confidence in this gold medal team. “We believe that we will gain more no matter how much we invest, because platform and team of HNTV have the best production capacity and profitability.”
It is also learnt from the Advertising Department of HNTV that only a part of advertisement resources of Singer 2 were auctioned and there was still a large space for investors. Moreover, golden advertisement resources of other columns and programs of HNTV were still under competitive auction.