Top Story


Home >> International >> Article

Game shows make spot rates change from day to day

Font Size   16
Game shows make spot rates change from day to day

Advertising rates on television channels are a function of TRPs. But the new breed of game shows have introduced an element of extreme uncertainty, with the spot rates changing from day to day depending on the performance of the show and the bargaining strength of the media buyer or seller.

Airtime on Star Plus’ KBC started as low as Rs 80,000 per 10 second spots, crossed Rs 3 lakh/10 sec, and finally established an unheard of card rate of Rs 4.5 lakh for a 10-second spot or Rs 13 lakh for 30 seconds.

This card rate has not changed. But industry sources say that with the recent fall in KBC’s TRPs from 13-14 to an average of around 10, the going rates for ad spots is being haggled closer to Rs 3.5 lakh per 10 seconds.

Meanwhile, `Chappar Phad Ke’, the new Govinda-hosted game-cum-entertainment show on Sony, has generated good value with the average price of 10 second spots selling for around Rs 2.75 lakh.

The yet-to-be-launched show has managed to lather up considerable hype on the strength of its new format and fun-and-dance image lent by Govinda. SET has managed its first sponsor, Videocon.

The rise in viewers is as much as 16 per cent from the pre-KBC four-week average of 4.37 million to 5.06 million in the post-KBC four-week average says Leo Burnett researcher Aruna Natarajan.

Sun TV’s Tamil game show `Koteeshwaran’ — has also developed an interesting advertising profile competing against the all-time family drama hit called `Chiththi’ on the same channel. Koteeshwaran started with a bang, notching huge TRPs in the south of around 25 (Intam), but has now stabilised to an average of 16.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems