National brands shower 40 per cent more on southern TV this Diwali

Despite the political turmoil and natural calamity, the festival has seen a reasonable hike in ad spends and sales, say stakeholders

e4m by Deepa Balasubramanian
Updated: Oct 22, 2014 8:05 AM
National brands shower 40 per cent more on southern TV this Diwali

The change in government and better economic conditions has added a special sparkle to Diwali this year, prompting marketers across the country to up their advertising spends. In the Southern states, despite the political turmoil, there has been a 15 per cent increase in ad spends this year, and broadcasters have lined up their most cheerful and innovative content to impress viewers and woo advertisers.

Star Vijay, a Tamil GEC part of Star India Network, has lined up blockbuster movies such as actor Sivakarthikeyan’s Mann Karate, Vishal’s Naan Sigappu Manithan among others on October 22. A show called ‘Vijay Stars’ will feature lesser-known stars coming together to have a blast on air for two hours.

K Sriram, General Manager, Star Vijay said, “Movies bring a spike in ratings on Diwali day and also score a double digit rating. On a normal day if a channel is receiving a TVR of 4, it is likley to see a 100 per cent hike on such special days.”

Manohar Kesari, Channel Promotion Head, ETV rooted for Telugu movies. “ETV’s Telugu movies contribute the highest ratings and also help the channel to get a spike in ad spends,” he said. “The channel has introduced a new comedy show called Jabardast. On October 14, the show stood at number three in the AP market. Since the content is well accepted, it has encouraged us to extend the show on Fridays as Extra Jabardast. Durga Ghee, Amrutha Appliances and VCare brand the show. This year ETV Telugu has canned content of three hours of musical event as Raga Deepika with prominent singers from Tollywood,” he said.

Sakshi TV has launched a weekly show called ‘Shopping Plus’ where viewers are being provided with all the relevant information related to shopping trends, and more importantly, deals and discounts in the market.

Rani Reddy, Director- Marketing, Sakshi TV feels, “It’s been a big success with both viewers and advertisers as the show format works for both. Consumer durables, large format retail stores and automobile brands have shown traction for these shows. We felt the need to move beyond 10-second spot sales and create creative and hard working formats which sell for their advertisers.” Reddy pointed out that no spike in viewership during the festival season has been witnessed in Andhra Pradesh that has been affected by the Hudhud. 

Spenders on TV

Celebrations during Diwali are closely tied to annual employee bonuses and shopping. And this leads to a spike in consumer spending on categories as diverse as clothes, crackers and sweets to consumer durables and telecom. Even Kerala is warming up to the lure of the Festival of Lights.

Besides, textile, jewellery, sweet manufacturers, cracker brands, this year, automobile, mobile handset manufacturers and logistic portals have been spending more. Local retailers, as always have been high on spends, as it is very topical for them to be seen during festivity. 

Sriram said: “Spends have been very encouraging this Diwali and I can say my inventories are chocabloc till the end of this month. National players have spent 40 per cent more this time.”

Shankar B, CEO, Fourth dimension who handles advertising sales for Puthu Yugam (PY) part of New Generation Media Corporation said, “While the content remains the same for all the channels, PY is works on differentiated content and we manage to manage to strike a chord with our advertisers and viewers. We are the country’s first channel to have Korean content dubbed in Tamil. So, even though we are just on-year-old, advertisers are showing their patronage to us by advertising with us on the basis of quality and not numbers. For instance HUL, Levis, GSK, Everest Masala are some of the brands who have accepted PY. This year advertisers have tried to move their money with players like us in TN and brands have spent close to 40 per cent of their spends on advertising in the TN market.”

However, the political unease has been a dampener in some cases. Reddy said, “Overall spends in the states of Andhra Pradesh and Telangana have been low owing to the pangs of bifurcation of the state. No increase is estimated in Andhra Pradesh either, and we may witness a slight dip owing to the cyclone that crushed Visakhapatnam. These factors have had an impact on the sales of products across categories.”

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