CHINA Central Television has sold 2011 advertising spots for more than 1 billion yuan (US$150 million), the head of the broadcaster's advert division said.

Electronics manufacturer Midea Group, based in Shunde, Guangdong Province, has replaced US-based Procter & Gamble as CCTV's biggest advertising client, the official said without revealing figures.

The official added the price for ad space will rise no more than 10 percent in 2011.

CCTV's tendering process this year has three steps - application, online invitation and auction.

Ad space was available for 16 programs during the online invitation. China Economic Daily and CCTV Night News were the most popular programs among advertisers.

Domestic home products hypermarket chain Red Star Macalline spent more than 100 million yuan for advertising spots on CCTV Night News. Home-appliance maker Suning signed up for an advertising package for the 2011 Spring Festival Gala, usually the country's most-watched program.

The final auction will be held on November 8.

CCTV auctioned off this year's advertising slots for a record 10.96 billion yuan, up 18.5 percent from 2009.

CCTV now has 14 channels and a 32 percent market share based on total penetration.