China Central Television (CCTV) took in at least RMB 600 million from airing more than 100 million advertisements during the 2009 Spring Festival Gala and Lantern Festival Gala programs, broadcast on January 25 and February 9, respectively, reports Chinese Business View quoting a CCTV employee. Ad revenue from the Spring Festival Gala has risen by RMB 50-60 million each year to reach nearly RMB 500 million in 2009, said the report. Baidu (Nasdaq: BIDU) and China Mobile (NYSE:CHL, 941.HK) were among the companies sponsoring content during the Spring Festival program. CCTV signed contracts worth a total of RMB 9.26 billion for its 2009 advertising resources in November 2008.

CCTV awarded first-, second- and third-place winners of the Spring Festival Gala program audience award RMB 100,000, RMB 80,000 and RMB 50,000, respectively, said a CCTV director.