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Advertising and Marketing
CCTV disaster rate cardPosted by Joel Martinsen, May 19, 2008 2:15 PM
 Be a part of something historic CCTV's been broadcasting live from the earthquake-stricken regions of Sichuan for the past week, and has also been devoting interview and analysis programming to the earthquake relief effort. It's also been running ads, of course. Here's a rate card that's been floating around online:
via IdeoBook, who comments, "Who can make a mint off a national tragedy?" On the other hand, a week's worth of live broadcasts on-location in the mountains of Sichuan can't be cheap, and CCTV did donate 50 million RMB to the relief effort, so maybe the reality isn't as crass as it looks on the printed page. |
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Comments on CCTV disaster rate card
Classic. It makes sense for CCTV to want to make money from current events (that's what news organizations do), but the way it is packaged and presented is a little too much, especially the "Rescue-Themed Corporate Brand Identity Advertisement".
Are these prices more than normal, and by how much? Also, advertisers need to be careful what kind of commercials they air. May be wiser for companies to sit this one out until normal programming returns.
What hurts is the other stations that can't air normal schedule of entertainment and thus lose out on the ad revenue.
Not sure, Michael. I poked around for some relevant rates but didn't turn up much. The number 300,000 for 5 seconds turned up, which is comparable to these rates, but normally it'd be different at different times of the day - I think that it's because there's no strict "program schedule" during these live broadcasts that a special rate card had to be drawn up.