Non-fiction shows: Ad rates see 5-10% growth in 2024

Advertising rates for non-fiction prime-time shows on Hindi GECs have seen steady growth in 2024, with rates either holding firm or rising by 5-10% compared to last year. The strong advertiser interest in non-fiction shows is also evident in their sponsorship lineups, with most of them having a diverse lineup of brands representing various industries, including FMCG, automotive, and consumer durables.

While advertiser interest remains strong, the shows' ratings continue to hover below the 1 TRP mark. While there’s no strict standard for a successful TVR, experts suggest that ratings above 2.0 or 3.0 indicate popularity, depending on the market and time slot. An average TVR ranges between 1.0 and 2.0 (or 3.0), while anything below 1.0 signals a smaller audience. However, ad experts say while the raw ratings may not be at their peak, many reality shows see strong engagement from their audiences.

Ad rates of currently running non-fiction shows

As per sources close to the developments, for Sony’s Kaun Banega Crorepati (KBC), ad rates have seen an increase compared to previous season, now standing at Rs 3.45 lakh per 10 seconds. Similarly, Zee TV’s Sa Re Ga Ma Pa is commanding Rs 1.20 lakh for the same duration, while Viacom18's Bigg Boss 18 is priced at Rs 2.5 lakh per 10 seconds. The show also offers a premium of Rs 50,000 for weekend slots featuring host Salman Khan, reflecting his star power and influence on the program’s viewership. In contrast, ad rates for India’s Best Dancer 4 fluctuate between Rs 1.5 lakh to Rs 2 lakh, positioning it as a moderately priced option among prime-time reality shows.

In the South, Bigg Boss has seen a more modest pricing strategy, with rates ranging from Rs 75,000 to Rs 1 lakh, up from Rs 70,000 to Rs 90,000 last year. According to media planners, all of these rates either match or have risen by up to 10% compared to the previous year.

Engagement metrics gain importance over ratings

The momentum for Bigg Boss 18 on Colors TV has been particularly notable. Anil Solanki, Senior Director at Dentsu X, highlighted that the show is currently experiencing positive momentum, with week-on-week growth since its launch.

“Initial ratings were slightly lower, partly due to audiences increasingly shifting from linear TV to OTT platforms.  However, the show is on an upward trend and is expected to attract peak viewership as the season progresses. Ad rates are holding steady compared to last year, reflecting advertiser confidence in the show's growing engagement as it heads towards its finale,” he said.

A look at the recent ratings of non-fiction shows

The ratings for various shows over the last few weeks paint a picture of competitive performance. India’s Best Dancer 4 has seen fluctuating ratings between 0.4 to 0.6 TRP from weeks 40 to 43, while KBC has remained consistent at a 0.5 rating. Viacom18’s Bigg Boss 18, however, has held steady at 0.6 TRP during weeks 41, 42, and 43. Meanwhile, Sa Re Ga Ma Pa has recorded ratings ranging from 0.3 to 0.5, reflecting the show's more niche but steady following.

An ad expert from the FMCG industry who closely works with almost all non-fiction shows, said while the raw ratings may not be at their peak, many reality shows, especially those like Bigg Boss or KBC, see strong engagement from their audiences.

“This engagement can manifest in various forms, such as social media interactions, viewer participation (e.g., voting, contests), and sustained interest in the storyline or content. Advertisers are increasingly valuing these engagement metrics because they show deeper, more committed viewer interaction, even if the total viewership numbers are lower than in previous seasons,” the expert said.

Sponsorships reflect brand confidence

The strong advertiser interest in these reality shows is also evident in their sponsorship lineups.

Bigg Boss 18’s sponsors include industry stalwarts like Vaseline, Harpic, Ching’s Secret Schezwan Chutney, Parle 20-20 Cookies; new entrants like Bella Vita, Go Cheese, MyTrident, Blue Heaven; and a mix of partners across categories like Galaxy Chocolate, First Games, Vimal Elaichi, Macho Sporto, Housing.com, Manforce, Siyaram’s, Philips.

KBC16 roped in 22 sponsors including Hyundai Motor India, Aditya Birla Group, Mountain Dew PepsiCo India, Mondelez India, Ultratech Cement, Parag Milk Foods (Gowardhan Ghee), special partner Patanjali Dantkanti, Ceat, and Lauritz Knudsen Electrical and Automation, and banking partner State Bank of India, the show’s associate sponsors are Asian Paints, Kalyan Jewellers, Raymond, Life Insurance Corporation of India, Bikaji, Dorset, RC Plasto Tank and Pipes Pvt Ltd, Amazon.in and Aakash Educational Services Ltd. The reality quiz show also has large partnership deals with the Reserve Bank of India, GSK, and Dr. Morepen. 

The singing reality show Sa Re Ga Ma Pa also has a diverse lineup of sponsors representing various industries, including FMCG, automotive, and consumer durables.

The show has roped in Smith & Jones Pasta Masala, Catch Masale, and Clinic Plus Shampoo are co-powered sponsors, alongside special partners Vicks Double Power, Garnier Super UV Sunscreen, India Gate Basmati Rice, Dish TV, BKT Tires, and Yamaha Racing.Additionally, Mastercard, Voltas Beko and Merino Laminates as associate sponsors. Also on board are Birla Opus Paints, Catch Masale, Dish TV, Manyavar Mohey, Lux Lyra, Luxor Writing, Airtel, and Saudi Arabia Tourism.

Overall trends in GEC ad rates

On the other hand, overall Hindi GEC ad rates have dipped by about 10%, though regional GECs have surged by 20%, according to some experts.

The current advertising rates for Star Plus are estimated to be between Rs 1,50,000 and Rs 2,00,000 per 10 second for video ads, while Aston Band (advertisement played on the bottom of the screen) rates range from Rs 18,000 to Rs 21,000 per band. 

Sony Entertainment Television (SET) has similar video ad rates, ranging between Rs 1,50,000 and Rs 2,00,000 per 10 second. 

Zee TV's video ad rates range from Rs 30,000 to Rs 40,000 per 10 second, while Colors TV charges between Rs 80,000 and Rs 1,00,000 per 10 second for video ads.

According to industry experts, video ad rates for Hindi General Entertainment Channels (GECs) have dropped by approximately 10% since the pandemic. This implies that pre-pandemic rates for SET were likely between Rs 1,65,000 and Rs 2,20,000 per 10 second slot, Zee TV’s rates between Rs 33, 000 and Rs 45,000 per 10 second, and Colors TV between Rs 88,000 and Rs 1,10,000 per 10 second.

For regional channels, Star Jalsha’s video ad rates currently range from Rs 25,000 to Rs 35,000 per 10 second, with Aston Band rates falling between Rs 22,000 and Rs 25,000 per band. 

Colors Marathi charges between Rs 5000 and Rs 10,000 per 10 second for video ads, while Zee Marathi’s rates are slightly higher, ranging from Rs 12,000 to Rs 15,000 per 10 second. 

Aston Band rates for Zee Marathi are more premium, ranging from Rs 22,000 to Rs 27,000 per band.

Pre-pandemic ad rates for Star Jalsha were anywhere between Rs 18,000 and Rs 28,000 per 10 second, Colors Marathi between Rs 4,000 and Rs 8,000 per 10 second, and Zee Marathi between Rs 9,000 and Rs 12,000 per 10 second.

While ad rates for prime-time reality shows on Hindi GECs have seen steady growth in 2024, the industry is navigating a landscape of fluctuating ratings.