This past year has been understandably buoyant for China Central TV’s ad-sales department. But few expected its auction for 2009 ad-break spots to show an improvement. And the rate of growth is impressive, especially when compared to the depressing state of TV advertising elsewhere on the planet.

China Central TV, which as well as broadcasting a cluster of networks to its 359 million-home market, also beams its channel around the globe. CCTV now says that its TV auction has brought in a record $1.4bn-worth of pre-sales, up almost 16% on this year.

“One third of the auction bidders were first-timers, signalling stronger-than-expected advertising demand in China,” said Richard Ji, an analyst at Morgan Stanley, in a note.