Multinational consumer goods giant Procter & Gamble (P&G) was looking for more than just the title of champion when it paid 385 million yuan for advertising slots on CCTV, says Alfonso de Dios, head of media for P&G Greater China. 'The growth of our business has mirrored the growth of CCTV's,' Mr de Dios said. 'As our brands grow, CCTV gives us the broad and deep national coverage we're looking for.' Mr de Dios said P&G wanted to develop its market in central and western China and consolidate along the coast. Some tailoring of the product mix and advertising pitch would be needed, depending on who the company was targeting. 'A consumer in Shanghai will think differently to one in Kunming. You basically have the coastal cities that are carrying most of the FMCG [fast moving consumer goods] market, but there is potential elsewhere.' The national broadcaster had also made available more slots, associated with more programmes this year, which gave advertisers more options for promoting their products. And local brands along with local television stations were rapidly catching up with their coastal and overseas competitors. '[The quality of advertising] has improved. The stations are starting to brand themselves more, developing niche markets and concentrating on listening to the consumer, which is what we want them to do,' said Mr de Dios. 'That's what has worked well in our partnership with CCTV. 'It's evolving and becoming more consumer-centric and developing its product mix. 'It's good for us and for the industry because people will watch more television.'