KBC11 starts today: 80% ad inventory sold; rates expected to go up around Diwali

Industry experts believe NTO will not have any effect on KBC’s viewership

e4m by Moumita Bhattacharjee
Published: Aug 19, 2019 9:08 AM  | 4 min read

Sony Entertainment Television’s (SET) iconic show Kaun Banega Crorepati (KBC) is all set to return today with its eleventh season. The channel already has nine sponsors in place for the game show hosted by Amitabh Bachchan. Oppo Reno is the presenting sponsor while IDFC First Bank, LIC, CEAT, Cardekho.com, Asian Paints, Ultratech and Amity are the associated sponsors. The channel has already sold nearly 75-80 per cent inventories, leaving the rest for spot-buying.

Speaking to exchange4media, a senior executive from the channel said the show is one of the biggest revenue churners for SET. “We have OPPO Reno, which is a big association. IDFC FIRST Bank has come on board as the banking partner. The format is that usually we sell 75-80 per cent of our inventories (at the start) and keep the rest flexible for rating optimisation. The show airs on primetime (9pm) and so we take this as an anchor property. We have sold out about 80 per cent of the inventories. It is one of the biggest revenue churners for us,” the executive said.

When asked about the ad rates, the executive said the new season has seen a 20-25 per cent hike in ad-rates compared to the last season. Though the executive did not say anything about the exact numbers, as per reports, SET charged Rs 4 lakh/10 seconds slots for the show during the last season. 

Experts from the industry, meanwhile, say the ad rates might peak during Diwali. According to Pranabir Singh, Director, Media (offline/online), DCMN India, shows like KBC are some tent pole properties that advertisers would like to leverage because the festive season is around and also because there aren’t any big event in H2.

Singh believes the broadcaster might look for hike in prices closer to Diwali or the finale. “Once it gradually moves up to the grand finale or so, there could be some pricing change. The inventories are open but lesser number of people trying to advertise because few of them are skeptical of advertising during the Shraadh season. Many will wait till closer to Diwali to start advertising again. I don’t think they (SET) will ask for more premium because first they will try to get more advertisers on board and then try to capitalise as they move ahead in the season,” Singh said.

He believes that there could be 10-15 per cent hike in ad premium during Diwali and Grand Finale.

Mohit Joshi, Managing Director, Havas Media Group, India, meanwhile, says that he does not see any significant rise in ad rates for the show this year. “I don’t see any significant rate hike this year. The play-along feature (using SonyLiv) will definitely help increase subscriptions as well as engagement for the channel and content.”

Joshi does not feel that the New Tariff Order (NTO) will have any effect on KBC’s viewership and says the channel can earn anywhere from Rs 150 to Rs 170 crore in revenue this season.

Anand Bhadkamkar, CFO & COO-South Asia, Dentsu Aegis Network, also believes that KBC will enjoy advertisers’ interest despite NTO. “NTO had an impact across all channels in the initial period. We have a common currency of BARC and the data is much more stable now since the introduction of NTO. While NTO had an impact initially, it should not have a direct impact on the show vis-à-vis advertisers’ interests as KBC is a very good show for impact and recall. Also, advertisers would rationalise investments in line with the cost efficiencies being delivered.

“Sony is promoting the show aggressively and had opened up the lines for participation in April itself. Further, the show is being offered on Sony Liv as well. So advertisers have a very good proposition, with audiences on TV and digital. It’s a 65-day show and channel is offering opportunities to advertisers as title sponsors and associate sponsors, besides regular inventory over the period of show on TV and OTT platform. In terms of viewership, the show has a strong bond with audiences and huge co-viewing & recall, which will keep attract advertisers’ interest.”    


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