Global consumer products giant, Procter & Gamble, is at the top of the pile in the yearly bidding auction for key ad space with China's largest broadcaster, China Central Television.

P&G is also set to sponsor a popular drama series to the tune of 110 million Yuan ($13m; €10m, £7m), all part of the company's pledge to spend a record 385.15 million Yuan with the broadcaster next year.

The auction generated a total of 5.24 billion Yuan, an increase of 840 million Yuan compared to 2003. The number of ad slots grabbed by foreign companies has also increased to 15%, up from 4% the year before.

Data sourced from People