"CCTV still holds the leading position in the advertisement market in China, with around 75 percent market share at present," Li Guangdou, head of Beijing-based brand consultancy Wondersee, told the Global Times Sunday.

This is the 19th year for the national broadcaster to hold such an auction, and annual growth in advertisement revenue has remained above 12 percent over the past 5 years, beating the average growth of China's GDP. In last year's auction for the 2012 advertisement slots, CCTV raised 14.25 billion yuan, up 12.54 percent year-on-year.

However, experts have forecast a slowdown for the broadcaster's revenue growth in the future.

"CCTV's leading position in the sector will remain unchallenged in the next two to three years, but after that the market will surely become less concentrated," said Zheng Xueqin, chief researcher at China Brand Research Institute, attributing the predicted change to challenges from other local TV stations.

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