央视黄金广告时段拍卖结束

The fight for Chinese consumers is heating up.... and the latest battleground is none other than... well, right here - CCTV, the nation’s biggest broadcaster. Bidders are pushing advertising rates to new highs as domestic firms crowd out foreign brands to reach China’s rapidly expanding middle class of consumers.
争取中国消费者的竞争激烈起来…最新的战场正是…额，就在这里——中央电视台，国家最大的广播公司。随着国内公司将外国品牌挤出市场以争夺中国快速扩大的中产阶级消费者，投标者将广告价格推向新高。

The CCTV advertising auction is seen as a barometer for the nation’s economy. The 2012 auction began this morning and the Bank of China won the most sought-after spot - that is, right after the nation’s 7pm evening news - the highest rated program here, and likely in the world.
中央电视台广告招标被视为国家经济的晴雨表。2012年招标今天早上开始，中国银行获得最受青睐的一个时段——也就是晚上七点新闻联播之后的时段——这里收视率最高，也可能是世界收视率最高的节目。

The Bank of China paid a hefty price of 76 million yuan, or about 12 million US dollars. That’s a nearly 200 percent premium on the floor price.
中国银行支付了7600万元，折合约1200万美元的巨款。这几乎是底价的200%。

Money raised during this year’s auction exceeded 14 billion yuan, 2.2 billions dollars - an18 year high, and a rise of over 12 percent from last year.
今天的招标总额超过140亿元，折合美元22亿——比去年增长了12%，创18年来新高。

One executive at a Chinese company says advertising on CCTV is the quickest way to establish a brand.
一家中国公司的主管人员表示，在央视上做广告是建立品牌的最快方法。