Elections see advertisers pump in substantial monies into English news channels
National English news channels are expected to earn significantly this election season, signing package deals with the advertisers which include deliverables ranging from sponsorship slots or specific flagship properties
Published - 15-May-2014
As far as the top five English news channels are concerned the advertisers have pumped in substantial amount of money. Hero Motors has been seen as the presenting sponsor of the exit polls on all the English news channels. Analysts believe that all the news channels have signed package deals which start from exit polls to the Election Day verdict.
All the news channels in the English genre have signed package deals with the advertisers which include deliverables ranging from sponsorship slots or sponsoring specific flagship properties or ticker and zoom-in ads. The combination ranges from all to one of the above; depending upon the kind of deal which is being offered.
While NDTV exit poll has Hero as the presenting sponsor, it is co-powered by Lloyd and Amity University while ChatOn is the messaging sponsor for the channel. The channel also has Muthoot, Finolex, Luminous inverter, Sensodyne, Kent RO, Jaguar, ONN and Orient as associate sponsors.
CNN-IBN too has got Hero as the presenting sponsor while Greenlam as the powered by and Ajnara as the co-presenting partners. The associate partners are Lloyd,Sensodyne, Nerolac, Snapdeal, Tanishq, Jaguar, V-guard, Fair and Handsome, and other partners. Microsoft is the technology partner with the channel.
It is learnt from senior sources in the industry that Hero Motors has spent between Rs 15-20 crore on the news genre in the last 40 days. While Hero is the presenting sponsor on Times Now, Luminous is the presenting sponsor on the News Hour while Xolo is the powered by sponsor. Hero Motors is also seen as the presenting sponsor of exit poll on Headlines Today and News X.
Sources estimate that top four English news channels will earn between Rs 15-20 crore each till May 16. Out of this around Rs 13-16 crore are the sponsorship earnings while Rs 3-4 crore will be the spot buy earnings. In total the English news genre will earn between Rs 75-95 crore till May 16.
Analyst and media marketers we spoke to say that the presenting sponsorship goes upto Rs 3-4 crore per channel while the sub presenter slots (co presenting, powered by, etc.) range between Rs 1-2 crore. The associate sponsorship cost ranges between Rs 25 lakh-75 lakh. These figures vary depending upon the package deal given to the sponsor. While in most of the cases all the sponsors have signed long term deals in some cases the deals are signed for short term.
The above figures have been derived after conversations with media planners, marketers and some news channels.