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2004年11月18日,中央电视台2005年黄金段位广告招标圆满结束,招标总额达到52.48亿,同比实际增幅高达27.47％。本次招标最大的亮点,是著名国际品牌宝洁公司成为“标王”。有关人士认为,世界最主要的广告主之一宝洁公司以3.85亿成为“标王”,是为大家十一年来所一直议论的“标王”现象盖棺论定。那么,如何看待这些年围绕“标王”诞生的种种现象与评价?如何解读“标王”的市场和社会内涵?这些都成为近来各界最为关注的热门话题。
On November 18, 2004, CCTV bidding for the golden section of advertising was successfully completed in 2005. The total number of bid invitations reached 5.248 billion yuan, up 27.47% on a year-on-year basis. The biggest bright spot in this bidding is that the famous international brand Procter & Gamble becomes the “standard king”. The person concerned thinks that Procter & Gamble, one of the major advertisers in the world, has become the “standard king” for 385 million people. It is the conclusion of the “standard king” phenomenon that everyone has been discussing for 11 years. So how do we view the phenomenon and evaluation around the birth of “Standard King” in these years? How to interpret the market and social connotation of “Standard King”? These are the hot topics that have drawn the most attention in recent years.