After 17 seasons and ₹350 crore in ads, is KBC still worth the bet for brands?

Kaun Banega Crorepati (KBC) has managed what most long-running reality shows cannot, stay relevant across 17 seasons. Market insiders suggest the show is on course to meet its revenue target of about Rs 350 crore this year, a number that would reassure any broadcaster’s balance sheet. But the question is not whether KBC is profitable it is why and how.

While KBC’s closest rivals are other tentpole reality formats like Bigg Boss and Khatron Ke Khiladi, its placement in the prime 9:00–10:30 pm band on Sony TV also puts it in direct competition with high-performing daily dramas on general entertainment channels.

Shows such as Anupamaa and Ghum Hai Kisikey Pyaar Meiin on Star Plus, Kumkum Bhagya on Zee TV, and Taarak Mehta Ka Ooltah Chashmah on SAB dominate this slot with consistent ratings. Yet KBC is positioned and priced very differently as a premium property.

A 10-second spot on the show today is priced at around ₹3 lakh, said an industry source. Media planners note that though these rates are competitive, in many cases, they are higher than those for comparable properties like Bigg Boss where a 10 sec slot costs up to Rs2.5 lakh approximately. This premium positioning, both on TV and digital, explains why advertisers continue to pay up, even as soaps and other reality shows compete for the same time-band audiences.

The comparison isn’t just about pricing, but also about the star power. In the contest of hosts, Amitabh Bachchan versus Salman Khan versus other celebrity anchors, the evidence suggests Bachchan’s enduring credibility gives KBC a steadier advertiser pull, and that consistency is what keeps producers happy year after year.

According to expert estimates, for the ongoing season, production costs alone are pegged at about Rs 270 crore. Despite being one of the most expensive non-fiction shows to mount, the show is still expected to deliver a profit margin of nearly Rs 80 crore. The bigger question is whether such margins are sustainable going forward, or if they rest too heavily on cautiously priced inventory and Bachchan’s enduring pull.

A large chunk of KBC’s cost structure is concentrated in its most visible asset: Amitabh Bachchan. The megastar has been synonymous with the show since its inception, and his presence remains central to its identity. According to industry estimates, Bachchan is paid about Rs 1.25 crore per episode. With close to 100 episodes in a season, his remuneration alone comes to nearly Rs 125 crore, almost half of the show’s total production spend.

Beyond the host, the production accounts for another Rs 70 crore, covering the elaborate set, technical infrastructure, crew and studio expenses. On top of this, the network allocates roughly Rs 50 crore toward marketing; from TV promos and outdoor hoardings to digital campaigns designed to keep the show positioned as a nationwide event.

Stacked together, these outlays add up to the Rs 270 crore cost base.

With close to 30 sponsors already on board and inventory moving steadily, KBC is on track to balance out its heavy spends.

The sponsor roster itself tells a story. Maruti Suzuki and the Aditya Birla Group headline as Co-Presenting Sponsors, SBI joins as Banking Partner, and even the Reserve Bank of India comes in as a Special Sponsor. From UPI and Ultratech Cement to Asian Paints, Gowardhan Ghee and new-age apps like Stable Money, the mix reflects both traditional and digital-first sectors. Special and Associate Partners range from Patanjali and Polycab to Amazon India, Kalyan Jewellers, LIC, Groww, Bikaji and more.

Such a wide mix clearly shows KBC’s advertiser pull, it also raises a question: is breadth of sponsorship a marker of enduring strength, or simply the inertia of a safe property

Planners point out that advertisers typically pay 2x–3x more compared to prime-time fiction shows to associate with KBC, justified, they argue, by its guaranteed reach, strong recall value, and rare ability to deliver ‘appointment viewing’ in today’s fragmented landscape. Much of that premium rests on Bachchan himself.

Anil Solanki, Senior Director at Dentsu X, highlighted the inseparable link between the show and its host.

“It’s impossible to separate the two, but if you break it down, Bachchan contributes nearly 60–65% of the show’s pull, while the format and legacy make up the rest. His credibility, relatability, and long-standing association have turned him into the face of trust for brands,” he said.

Another media expert said that in an era of content fragmentation, KBC’s ability to deliver “family co-viewing remains unparalleled” and that it is one of the rare IPs that cuts across age, geographies, and socio-economic segments.

“In a world where content is fragmented across OTT, regional channels, and digital, KBC still guarantees family co-viewing, nationwide conversations, and social media spillover. For brands, that combination of trust, scale, and cultural relevance makes it a safe and rewarding investment,” Solanki said.

Sharing a similar view, Yasin Hamidani, Director of Media Care Brand Solutions, called KBC more than a television format.

“KBC is not just a show, it’s a cultural institution with unmatched trust and credibility built over decades. Its unique blend of knowledge, family viewership, and the enduring connect of Amitabh Bachchan creates a safe, high-impact environment for brands. Unlike other reality formats, KBC delivers both reach and emotional resonance across urban and rural audiences,” he said.

For advertisers, that resonance translates into long-term returns.

“Despite high entry costs, KBC delivers compelling ROI because of its loyal, multi-generational audience base and the premium positioning it commands. The Rs 350 crore revenue target against Rs 270 crore costs reflects the strength of the format in attracting advertisers,” Hamidani explains.

“Sponsorship packages and ad rates are justified as they combine strong reach with contextual brand integration opportunities, from in-show plugs to digital extensions. For brands, the long shelf-life, trust quotient, and guaranteed engagement make KBC a profitable, value-driven investment,” he said.

The numbers may add up this season, but the real test for KBC is whether this model can evolve beyond safe margins and continue to hold ground in an industry chasing fresher formats and younger audiences.