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2013年11月18日,中央电视台(以下简称“央视”)2014年黄金资源广告招标会在梅地亚中心召开。在栏目冠名招标环节中,江苏洋河酒厂股份有限公司(以下简称“洋河”)以1.35亿元独家冠名《梦想星搭档》第二季。一年前,洋河就曾以3.12亿元冠名了中央电视台《梦想合唱团》(《梦想星搭档》的前身)和《中国好功夫》。洋河和央视一直是“青梅竹马”的关系,在央视的诸多大事件、大活动中,洋河一直都是高密度投放广告、参加冠名活动。在广告投放方面,洋河非常重视和央视的合作关系。2014年,央视开门办春晚,洋河也争取到了央视马年春节晚会的“特约权”。在广告投放媒体的选择上,洋河有一个大原则:
November 18, 2013, CCTV (hereinafter referred to as “CCTV ”) 2014 gold resource advertising tender was held in the Center for Media. In the column title bidding session, Jiangsu Yang River Winery Co., Ltd. (hereinafter referred to as “Yanghe”) to 135 million exclusive title “Dream Star partner” the second quarter. A year ago, Yang He once named the CCTV “Dream Choir” (predecessor of “Dream Star Partner”) and “China’s Kung Fu” to 312 million yuan. Yanghe and CCTV have always been “childhood sweethearts” relationship. In many major events and big events of CCTV, Yanghe has been advertising high-density and participating in the title activities. In advertising, Yanghe attaches great importance to the cooperation with CCTV. In 2014, CCTV opened the Spring Festival Gala and Yang River won the “special rights” of the CCTV Spring Festival Gala. In the choice of advertising media, Yang River has a big principle: