China Central Television attracted US$864 million during its annual auction of prime time advertising time, a 16% hike from last year. Quoting state media, the <i>South China Morning Post</i> reported that 180 companies participated in the auction, about 70% of them from the consumer goods sector. For the first time, banks also participated in the bidding. China Citic Bank and Minsheng Bank were involved in the auction while Bank of China spent US$10.5 million to become the exclusive sponsor of the show My Olympics. Dairy products maker Yili paid almost as much for slots during Under the Holy Flame, another sports show on the lives of Olympic gold medallists. Yili's rival Mengniu paid US$12.7 million to sponsor a prime time soap opera for six months.