中央电视台广告经营管理中心

What 中央电视台广告经营管理中心 does

The CCTV Advertising Department (中央电视台广告经营管理中心) is the state-owned internal division of China Central Television (CCTV) responsible for selling, broadcasting, and managing all commercial advertising inventory across CCTV's television and digital platforms. Established in July 1987 (with a predecessor advertising section created in October 1979), the department operates CCTV's 16 public channels, 10 paid digital channels, 2 IPTV channels, and 1 HDTV channel, broadcasting more than 600 hours of programs daily and reaching over 94% of the Chinese population (approximately 1.2 billion viewers). Its revenue is generated almost exclusively through advertising sales, structured around an annual golden resource bidding conference (held each November 18), channel and program contracted advertising through authorized agencies, and standard spot advertising. The 2007 advertising revenue exceeded RMB 11 billion, and the 2009 golden resource bidding alone reached RMB 9.256 billion.

The department distributes its inventory through a combination of direct sales (an enterprise field sales force plus a dedicated call center at 010-68509505), a credentialed authorized agency network, and annual competitive bidding events. Pricing is publicly disclosed via the CCTV advertising price manual, with subscription-based annual bidding for premium resources (News Liaison post-segment, Focus Interview positions, A-Class special segments), multi-year channel or program contracted advertising via agencies (with 50% minimum sell-through requirements over 6 consecutive months), and pay-as-you-go standard time-slot advertising. Authorized agencies must hold minimum registered capital of RMB 500,000 and pay annual security deposits of RMB 100,000 (or RMB 30,000 for first-time applicants).

Technically, the underlying platform relies on P2P streaming infrastructure capable of supporting 8 million concurrent users during major events like the Beijing Olympics, an internet ad platform (CCTV.com / cntv.cn) providing one-stop cross-channel ad placement, and an interconnected alliance with major Chinese internet portals (Sina, Sohu, NetEase, Tencent) and 174 additional sites that formed the largest internet broadcast platform in Olympic history. The department's customer base is dominated by large enterprise advertisers seeking nationwide brand building — spanning automotive (Chery, Geely), consumer internet (Baidu, Taobao), food and beverage (Langjiu, Mengniu, Golden Wine), electronics (Siemens), and emerging verticals such as solar energy (Siji Muguang) — with over 70% of golden resource bidders returning year-over-year. As a unit of a state-owned national broadcaster, the entity has no external shareholders and operates within the regulatory framework of the State Administration of Radio, Film and Television, under the parent China Media Group.

Name

中央电视台广告经营管理中心

Legal name

中国中央电视台 (China Central Television)

Website

https://ad.cctv.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

The CCTV Advertising Department is the state-owned division of China Central Television that sells commercial advertising inventory across CCTV's 16 public channels and digital platforms, reaching over 94% of China's population. It serves large enterprise advertisers seeking nationwide brand building via annual golden resource bidding and authorized agency networks.

Ownership category

akta.pro rank

Product category

Television Advertising Sales

NAICS

Advertising, Public Relations, and Related Services (5418), Other Services Related to Advertising (541890)

SIC

Television Broadcasting Stations (4833), Services-Advertising (7310)

akta.pro primary industry

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)

Keywords

• Television advertising sales
• Prime-time ad bidding
• National broadcast advertising
• Integrated media marketing
• Event sponsorship services

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure, Others

Revenue model

1. 电视广告销售: Primary revenue from commercial television advertising across CCTV's 16 public channels and additional digital channels. Revenue generated through golden resource bidding (黄金资源广告招标), time slot advertising, and direct advertising contracts.
2. 网络广告服务: Internet advertising services through CCTV's online platforms including ad placements on cntv.cn, online bidding resources, and cross-platform promotional packages combining television and internet properties.
3. 大型活动及专题合作: Revenue from special advertising programs including event sponsorship, themed programming collaborations (e.g., 2009 World University Winter Games, NPC/CPPCC sessions coverage), and branded content opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The CCTV Advertising Management Center sells commercial advertising slots across CCTV's 16 public channels (plus 10 paid digital, 2 IPTV, and 1 HDTV channel) and integrated internet advertising inventory on CCTV.com. Its core offerings include prime-time Golden Resource ad slots sold via annual competitive bidding (News Liaison post-segment, Focus Interview pre/post slots), contracted channel/program advertising through authorized agencies, and event-based packages tied to exclusive broadcasts such as the Beijing Olympics, World Cup, Spring Festival Gala, and NPC/CPPCC sessions. The center also delivers internet advertising services including one-stop cross-platform placement, 315 consumer rights marketing, Two Sessions special topic coverage, and corporate brand showcase pages on CCTV.com.

Product overview

中央电视台广告经营管理中心是负责中央电视台商业广告销售、播出、管理的官方机构。核心产品包括黄金剧场、招标段等电视广告资源，以及央视网广告服务、315营销、两会专题、体育赛事专题等网络广告产品。通过整合电视与网络平台，为广告主提供全方位的广告营销解决方案。

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Theater Prime-Time Advertising (黄金剧场广告)

Quantifiable outcome

• 2009 Golden Resource Bidding reached RMB 9.256 billion, a 15-year record
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• 北京电通广告有限公司 (Beijing Dentsu)coreChannel Partner/ Reseller/ Distributor · 17 February 2009Major authorized advertising agency partnership. Beijing Dentsu is a joint venture between Japan's Dentsu (world's largest ad agency), China International Advertising Company, and Dachen Advertising. Named 'CCTV Top 10 Advertising Agency' multiple years including 2009 recognition as 9th consecutive year award recipient.
• 百 度 (Baidu)flagshipGTM or Marketing Partner · 22 December 2008Baidu joined CCTV's advertising network as Baidu Union certified green member, leveraging CCTV's platform for brand marketing during major events including Spring Festival Gala.
• 中国移动 (China Mobile)flagshipStrategic or Co-development Partner · 1 August 2008Strategic partnership during Beijing Olympics providing mobile TV services based on mobile communication network streaming media, covering nearly 600 million mobile users nationwide.
• CMMB (中国移动多媒体广播)coreStrategic or Co-development Partner · 1 August 2008Partnership for mobile TV broadcasting using CMMB satellite communication technology with clear signals and VCD-quality video, deployed in 30 cities on buses and in KFC locations.
• 新浪、搜狐、网易、腾讯等 (Sina, Sohu, NetEase, Tencent)flagshipGTM or Marketing Partner · 1 August 2008Joint communication alliance during Beijing Olympics with 9 major portals and 174 additional websites forming the largest internet broadcast platform in Olympic history, covering 90%+ of China's online users with 1.38 billion daily unique visitors.
• 日本株式会社电通 (Dentsu Japan)flagshipStrategic or Co-development Partner · 1 January 1994Beijing Dentsu established as three-party joint venture between Dentsu Japan, China International Advertising Company, and Dachen Advertising. Ranked #1 in China advertising company revenue 2003-2006.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Fox Corporation: US broadcaster operating Fox Broadcasting Network and Fox News with advertising-supported business model. Comparable as a national broadcast advertising platform with flagship news and sports content driving premium pricing.
• ProSiebenSat.1 Media: Germany's largest commercial broadcaster, with TV advertising as core revenue driver across multiple channels. Comparable as a multi-channel commercial broadcaster monetizing mass-market reach through advertising sales.
• ITV plc: UK's largest commercial free-to-air broadcaster, deriving the majority of revenue from television advertising sales across its channel portfolio. Most directly comparable to CCTV's ad department in terms of business model (broadcast TV ad sales as primary revenue), though operating in a much smaller market.
• Channel 4 (UK): UK public-service commercial broadcaster funded primarily by advertising sales, with strong digital presence. Comparable public-broadcaster-with-ad-sales model and multi-platform strategy.
• Mediaset (now MFE-MediaForEurope): Italy's leading commercial broadcaster operating multiple national channels with advertising as primary revenue. Comparable multi-channel broadcast advertising model in a major European market.
• RTL Group: Europe's largest broadcaster operating TV channels and streaming platforms across multiple countries, with advertising as a core revenue stream. Comparable multi-channel broadcast advertising model with international footprint similar to CCTV's Great Wall platform strategy.
• TF1: France's leading commercial free-to-air TV network, generating majority revenue from advertising sales including prime-time bidding-style premium inventory. Directly comparable as a single national broadcaster monetizing ad inventory at scale.

Others

• Dentsu Group: Japan-based global advertising holding company with Beijing Dentsu as CCTV's long-term authorized agency partner. Relevant adjacent peer as a major buyer of broadcast ad inventory (including CCTV's) and a key channel partner relationship; not a direct competitor but a critical ecosystem participant.

Broad incumbents

• NHK (Japan Broadcasting Corporation): Japan's national public broadcaster funded via receiving fees but operating broadcast and digital platforms at scale. Comparable as a state-backed national broadcaster with similar scale and audience reach, though different funding model.
• NBCUniversal: US national broadcaster and media conglomerate operating broadcast TV networks (NBC), cable channels, and digital platforms with substantial advertising sales operations. Comparable to CCTV in being a dominant national broadcast advertising platform, though operating under a commercial (rather than state-owned) model and at smaller absolute scale in China.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/cctv
• LinkedInlinkedin.com/company/%E4%B8%AD%E5%A4%AE%E7%94%B5%E8%A7%86%E5%8F%B0%E5%B9%BF%E5%91%8A%E7%BB%8F%E8%90%A5%E7%AE%A1%E7%90%86%E4%B8%AD%E5%BF%83

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 中央电视台广告经营管理中心