Chinese e-commerce giant Tmall.com spent 142 million yuan ($23 million) on TV advertising for next year’s World Cup in Brazil.

Tmall bought slots on China Central Television in a move that drew attention because it was one of the largest marketing steps taken by Tmall, a business to customer website under Alibaba Group Holding Ltd.

Few e-commerce companies had previously spent generously on CCTV advertisements, but analysts pointed out that the rapid rise of the e-commerce industry will introduce more competitive enterprises to build up branding on traditional media platforms.

CCTV launched its annual landmark advertisement auction in Beijing on Nov 18. Gome Electrical Applianaces Holdings Ltd, won exclusive naming rights for a variety show which helps people attend the Spring Festival gala, for 131 million yuan.

Tmall, together with Alibaba’s customer-to-customer marketplace Taobao.com, grabbed 35 billion yuan in sales over the 24-hour period of the Double 11 on Nov 11. That figure soared past last year's total by 83 percent.