CHINA Central Television auctioned off its 2011 advertising spots last night for a record 12.67 billion yuan (US$1.9 billion), up 15 percent from a year ago.

Industry confidence among advertisers pushed up the average price for CCTV ad space, said He Haiming, deputy head of CCTV's ad division, without revealing specific figures.

Shenzhen-listed Wuliangye Yibin Co, a major domestic distiller, outbid Shanghai-listed rival Kweichow Moutai Co as a nine-month sponsor of the clock that appears just prior to the 7pm CCTV newscast. It paid 405 million yuan - the highest price paid for an ad space at the auction - as the nightly newscast is one of the country's most watched programs.

Domestic distillers spent 1.9 billion yuan on ad purchases this year. Chinese Jing Wine, Wuliangye and Luzhou Laojiao ranked in the top three in almost every round of bidding.

The companies spent a combined 1.16 billion yuan on ad space.

"Distillers usually attach great importance to building their brands, and they will continue to flex their muscles in the future," He said.

Meanwhile, Hong Kong-listed meat supplier Yurun Group Ltd paid more than 50 million yuan for the first bid.

Hong Kong-listed Mengniu Dairy Co, a major dairy products manufacturer and distributor, won as sole sponsor of CCTV's popular drama shows between 8pm and 10pm for the first half of next year. It paid 230.5 million yuan to continue the sponsorship.

"Food and beverage companies, home appliance makers and financial firms are the top three advertisers this year," He said.

Also last night, a senior CCTV official said product placement would not be allowed during the well-watched Spring Festival gala.