China Central Television (CCTV), the state-run television broadcaster, raised a record 15.88 billion yuan ($2.54 billion) of revenue on Sunday for its 2013 prime-time advertisement slots. CCTV’s11.39 percentyear-on-year growth rate exceeded the growth rate of GDP.

Two hundred and forty-five companies from 28 provinces attended the pre-sale auction, of which, companies belonging to the food and beverage industry were most strongly represented, followed by the financial and home appliance industries, according to Xinhua News Agency.

The liquor industry was shining at the auction this year.

According to data from Charm Communications, the largest agent company for this CCTV ad auction, the total bidding from liquor industry reached 3.46 billion yuan.

In particular,Jiannanchun (JNC Group Co.,), the Sichuan-based liquor maker spent 608 million yuan, the largest bidder of the year.Meanwhile,Jiannanchun’s rival Kweichow Moutai Co. (600519.SH), last year’s high bidder (498 million yuan), also won with bids valued at 443 million yuan. Another liquor giant Wuliangye, based in Yibin, Sichuan (000858.SZ), also invest about 500 yuan this year.

CCTV has issued regulations limiting the liquor industry this year, so that no more than two liquor ads can be broadcast during the prime-time period on CCTV, which significantly intensified competition among liquor companies.

However, the generous liquor industry is not a windfall industry. Companies can earn an average industrial profit margin of about 15 percent, said Ma Yong, vice president of the liquor committee of the China National Food Industry Association.

“The bidding price this year is much higher than the past that the limitation of CCTV is an essential cause,” said ZongZhaoji, general manager from BozhouGujing Sales Company.

Insiders are worrying that such a high advertising investment will hurt the profitability of the whole liquor industry.