Ad rates up by 20% for Bigg Boss Marathi season 2: Nikhil Sane, Viacom 18
Nikhil Sane, Business Head – Marathi Entertainment, Viacom 18, speaks about the launch of Bigg Boss Marathi season 2, promotional plans for the show, marketing spends, and more
Colors Marathi is all set to launch the second season of Bigg Boss Marathi on May 26. As per the broadcaster, the first season had 8.6 million people tune into the finale episode while some 5.3 million votes were cast during the series. The title sponsors this season is Rin while Puraniks and Helo App have joined as Special Partners. In terms of ad rates, the season is going to see a hike of 20%.
While speaking to exchange4media, Nikhil Sane, Business Head – Marathi Entertainment, Viacom18, said, “As per Colors Marathi’s performance, we have grown in terms of GVM by 49%. Our market share is up from 11-16 percent. The top line has also grown in the last financial year by 42%. We have our own expectations. Ad rates have been increased by 20% from last year".
Sane also explained how Bigg Boss Marathi’s episodes on VOOT gave advertisers an alternative beyond TV to look at. “If you look at our performance on VOOT, it has been the number 1 show during that period. It has grown by 26% in that period. It crossed Naagin and MTV Roadies. Advertisers also seeing a great value which are beyond BARC ratings.” The average time spent on Bigg Boss Marathi season 1 on the app was 45 mins. Perhaps the response has made the broadcaster change its plan for this season in terms of episodes on VOOT. “This time we are trying to have the show up on VOOT immediately after it goes on air. Last year, we had put the episodes the next day. If we are able to put it on the same night, I am sure the performance will spike up. We will continue to have the voting exclusively on VOOT because the response has been fantastic. Probably that will also help us to build a brand which will be the extension to Bigg Boss and Colors Marathi.”
The broadcaster also has elaborate promotional plans which include ST stands, Railways, and news channels. “In case of season 1, we went all out and did a 360-degree campaign. Considering the new MRP thing we are into, we will continue the activations. Last year we tried this in a small number is the rickshaw stickers. In the case of rural Maharashtra, there have been a couple of engagements. Maharashtra has this high number of ST stands. There are a lot of video screens that we have across Maharashtra. Plus Railways is going to be an important factor that we are going to use. We also tried in a smaller way is the Bigg Boss bus. We created an experiential marketing kind of a thing and we created a real Bigg Boss house on the bus. We had a very short time because of the Monsoon coming in. The bus will travel across the state and probably 2000 odd people can experience it. In terms of ATL plans, we are going to go on all the mediums. Mahesh Manjerekar’s rap song will be live on Radio. On TV, news channels will have a huge impact next week. So they are part of the plans as well,” Sane revealed.
But there won’t be any additional marketing budget. Sane informed how they are going to continue with the same spends as was done in the first season.
Bigg Boss Marathi season 2 will be taking on World Cup 2019 but Sane doesn’t count that as a big threat for the show. “There are so many mediums available for the viewers to engage themselves, beyond cricket as well. We thought that IPL and Elections were important. Hence, we are launching this show post the election results as well. As far as the World Cup is concerned, typically there will be 9 league matches. Out of which three will fall on Sundays, the rest of the matches is on odd days. We are confident about the show we are putting up. So I think that shouldn’t be a big threat. Also, the World Cup will get over by 14 July. Last year also, post IPL we have seen fantastic growth in viewership. Advertisers also came on board based on the performance of Bigg Boss. Post the final of World cup, we still have a period of almost two months for us.”
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