Glued to the set

Glued to the set

There was much excitement this Sunday when the Super Bowl broke records to become the most watched TV show ever in the US. At its peak, it pulled in 114.1 million viewers and had advertisers paying up to $3 million for a 30 second slot. This weekend China will have its equivalent TV payday. The CCTV Spring Festival Gala performance dwarfs the Super Bowl in viewership. According to Shanghai Daily, a total of 1 billion people watch it worldwide (via television and the internet). The most watched show on earth is also one of the most lucrative. Ad sales this year will net CCTV Rmb650 million ($94.9 million). Electronics maker, Midea will pay Rmb52 million to have its name up as the countdown to midnight begins; and winemaker Liang Jiu is paying a whopping Rmb100 million to sponsor a voter segment where viewers pick the most entertaining act of the evening (hint: it’s usually won by comedian Zhao Benshen, see WiC6).

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