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.