TV gears up for more festive ad spends from e-comm, auto, durables
Reports of marketing spends increasing this year have unleashed a slew of special content on the small screen created to make the most of the 'acche din'
Advertising spends for this festive season are expected to grow by 25-30 per cent more compared to last year, according to an Associated Chambers of Commerce and Industry of India (ASSOCHAM) research paper released in August.
“Nearly 69 per cent of the marketing heads said that companies see in the festive season a perfect time to advertise their products... By increasing their ad spend by up to 30 per cent this festive season, the corporates are hoping for a commensurate rise in their sales hoping that the consumer confidence will return with the new Modi government taking incremental measures to boost the economy,” said the ASSOCHAM paper.
Besides the usual suspects such as consumer durables, electronics and auto companies, a blitzkrieg, the paper said, is expected from e-commerce companies.
Policymakers and the Reserve Bank of India (RBI) also expect the boost in consumer spending in the period – beginning with Navratras, through Durga Puja, Diwali and up to Christmas – to rev up GDP growth to 5.5-6 per cent.
There have been other signs of the coming ad-spend hike, including reports on exchange4media (https://www.exchange4media.com/57173_auto-sector-hits-top-gear-spends-big-on-tv.html), the TYNY 2014 report by GroupM, and the Pitch-Madison Media Advertising Outlook 2014.
And with key sectors such as automobile posting double-digit profits for the first time in two years, optimism has been building that marketing spends will flow onto television screens.
“I foresee festive ad spends on TV to increase in comparison to last year by about 20-25 per cent. I think cars, consumer durables and e-commerce [ad spends] should go up. I think it [the growth] will be mainly driven by e-commerce websites due to the new rounds of funding they have received,” said Atul Sharma, GM, Starcom MediaVest Group.
Some media reports have said that ad spends during the during the Onam-Diwali period are expected to increase by Rs 2,000 crore, the largest spending in advertising in the last five years.
Vaishali Verma, VP, Lodestar-UM, said a lot of companies will be spending nearly 40 per cent of their annual advertising budgets during the festive season.
“E-commerce I think is the new category which is going to change the rules of the game, but otherwise consumer durables have always been big spenders [on television], and electronic [goods] companies like Samsung, LG have always been aggressive with their handsets and devices,” Verma said.
Ashish Sehgal, Chief Sales Officer, ZEEL, said the e-commerce, auto, and mobile categories appear very bullish. “And other sectors are not reducing their ad spends [either] so ad spends are increasing,” he added.
Though companies have been facing high interest rates, rising material costs and wages, the marketing spends on media – especially on television – have become unavoidable.
Krishna Desai, Executive Director and Network Head-Kids, South Asia, Turner International India, said consumer goods will be hyperactive as usual on TV in the festive season, and other companies that will hike up ad spending are automobile companies, and children's brands.
Most channels are also buzzing with content activity to catch the ad-spend flood, with premieres and launches timed around festivals.
For example, Life OK is looking at shows like Dare2dance, a fiction series and a comedy to hike up ratings.
“A lot of new content is coming out and Diwali is a good time to do it,” said Ajit Thakur, GM & Business Head, Life OK and Channel V. Desai called Diwali “a marquee event on our channels”, and promised special shows and movie premieres.
Sehgal also promised formal announcements soon for special content.
Amar Tidke, SVP & Head of Content, 9X Media, said they have always had special programming during the festive season. “Last year we had music based innovations for Diwali and special content planned with our characters Bade and Chote, and all that is lined up this year. But for now we are focusing on the show 9XE, which we have just launched,” Tidke said.
However, media planners believe that brand spends on TV will increase irrespective of special programming.
“Channels don’t need any special plans to attract brands. Even if they don’t have any festive programming planned they still will get a decent amount of advertising. Of course there are a large amount of properties which are coming up [during the festive season] such as Bigg Boss and other such big properties. Irrespective of this, there will be a decent jump in the advertising spends during the coming festival season,” said Harish Shriyan, COO, OMD.
He put the ad-spend growth figure in double digits, and agreed e-commerce will see a lot of action on TV.
Verma pointed out that with limited inventory – due to the 12 minutes to an hour cap – the only way for channels to make the most of the festive bounty it is to hike ad rates.
“Channels are offering a lot of impact shows during this time – like KBC and Bigg Boss – and cricket is also taking place and a lot of these newer platforms are coming in, hence overall advertising rates go up,” Verma said.
The battle for festive eyeballs has truly begun.
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Madan Bahal joins enba jury panel
Bahal is the Co-Founder and Managing Director of Adfactors PR
By exchange4media Staff | Mar 18, 2023 8:30 AM | 1 min read
Madan Bahal, Co-Founder and Managing Director of public relations firm - Adfactors PR, has joined the exchange4media News Broadcasting Awards (ENBA) jury panel. Over the past 25 years, Bahal has served as a lead communication counsel in many of the milestone events of Corporate India, including fundraises, M&As, disputes, litigations, issues, and crises.
Bahal is known for providing leadership to the Indian PR industry during major events such as the global financial meltdown in 2008, and the two years of the Covid-19 pandemic. He is also a member of the governing council of The Yoga Institute, Mumbai – the world's oldest body of organised yoga teaching.
In September 2022, the Arthur W. Page Society inducted Bahal into its Hall of Fame. In October 2020, PRovoke recognised his firm Adfactors PR as one of the seven global agencies of the decade.
enba was formulated by the exchange4media Group in 2008 with the objective of recognizing the best in television news, and for rewarding industry leaders who have shaped the future of television broadcasting in India. This year, enba is in its 15th edition, and the jury will be led by Sunil Arora, a senior bureaucrat and former Election Commissioner of India.
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Free Dish e-auction: 7 slots of Bucket D sold out for over Rs 79 cr
Zee Chitramandir, Zee Punjabi, Fakt Marathi, Shemaroo MarathiBana, Manoranjan Movies, Sanskar TV and Sun Marathi picked up the slots
By exchange4media Staff | Mar 18, 2023 7:50 AM | 1 min read
Prasar Bharati has mopped up over Rs 79 crore from the sale of seven slots under Bucket D of the DD Free Dish e-auction.
This bucket comprises all other remaining genres of Hindi, Devotional/ Spiritual/Ayush, all genres of Marathi, Punjabi and Urdu channels and news and current affairs (English) channels. The base price was Rs 6 crore.
Sources close to the development confirmed six channels that picked up the slots were Zee Chitramandir (Rs 13.40 crore), Zee Punjabi (Rs 12.45 crore), Fakt Marathi (Rs 12.65 crore), Shemaroo MarathiBana (Rs 13 crore), Manoranjan Movies for Rs (13.4 crore), Sanskar TV (Rs 14.6 crore) and Sun Marathi.
Bucket D has eight slots, out of which seven have been sold out. Bidding for the eighth slot will continue today.
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Free Dish e-auction: ABP News picks up 6th slot for Rs 17 cr
The six slots under Bucket C category have been secured by News18, Republic Bharat, TV9, Zee News, NDTV and ABP News
By exchange4media Staff | Mar 17, 2023 12:23 PM | 1 min read
ABP Network has picked the last slot on DD Free Dish. According to sources, ABP News secured the last slot on DD FreeDish for Rs 17.10 crore.
Under Bucket C, which comprises news and current affairs (Hindi) channels, News18, Republic Bharat, TV9, Zee News, NDTV and ABP News bagged the slots. The base price for the bucket was Rs 7 crore.
Prasar Bharati has now made Rs103.15 crore from the six slots under Bucket C.
The highest price paid in this category was Rs 19.85 crore.
As reported earlier by exchange4media, News18 bought the first slot for Rs 19.85 crore, Republic Bharat secured the second one for Rs 16.55 crore, TV9 took the third slot for Rs 14.55 crore, Zee News bought the fourth slot for Rs 15.5 crore and NDTV bought the slot for Rs 16.55 crore.
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ZEEL likely to settle IndusInd Bank's dues: Reports
News agencies say the media company could pay Rs 83.7 crore to the bank on Friday
By exchange4media Staff | Mar 17, 2023 8:56 AM | 1 min read
ZEEL is likely to repay IndusInd Bank's dues, according to media reports.
The media network is looking to resolve the insolvency proceedings for completing the merger with Sony.
As per media reports, dues amounting to Rs 83.7 crore may be settled on Friday, prompting the bank to withdraw the insolvency proceedings thereafter.
It may be noted that in February the National Company Law Appellate Tribunal stayed the insolvency order against ZEE.
ZEEL CEO Punit Goenka had said that the focus was now on the timely completion of the proposed merger.
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Free Dish Auction Day 4: News channels defy boycott call, buy 5 slots for Rs 83.05 crore
Prasar Bharati collected Rs 116.9 crore from the sale of seven slots
By Sonam Saini | Mar 17, 2023 8:33 AM | 1 min read
On the fourth day of the e-auction for DD Free Dish MPEG-2 slots on Thursday, Prasar Bharati collected Rs 116.9 crore for seven slots. So far, the pubcaster has collected Rs 407.95 crore from the sale of 23 slots.
According to sources, under Bucket B category, which comprises music, sports and Bhojpuri language channels, the last two slots were picked by Zee Ganga for Rs 16.65 crore and Zing for Rs 17.20 crore.
Meanwhile, in an important development, despite the News Broadcasters Federation (NBF) and the News Broadcasters & Digital Association (NBDA) announcing their decision to boycott the auction, News18, Republic Bharat, TV9, Zee News and NDTV bought slots.
As reported earlier by exchange4media, News18 bought the first slot for Rs 19.85 crore, Republic Bharat secured the second one for Rs 16.55 crore, TV9 took the third slot for Rs 14.55 crore, Zee News bought the fourth slot for Rs 15.5 crore and NDTV bought the slot for Rs 16.55 crore. The base price for Bucket C, which comprises news and current affair (Hindi) channels, is Rs 7 crore.
The public broadcaster made Rs191 crore on the second day from 11 slots and Rs 100 crore on the third day from five slots. The first day of the auction was washed out because of a technical glitch.
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Free Dish auction: Despite boycott call, News18, Republic Bharat, TV9, Zee News buy slots
News18, Republic Bharat, TV9 & Zee News paid Rs 19.85 crore, Rs 16.55 crore, Rs 14.55 crore and Rs 15.5 crore respectively, shared sources
By Sonam Saini | Mar 16, 2023 6:16 PM | 1 min read
News18, Republic Bharat, TV9 and Zee News have secured slots on DD Free Dish on the third day of the MPEG-2 e-auction, e4m has learnt from reliable sources. The channels participated in the bidding despite News Broadcasters Federation (NBF) and the News Broadcasters & Digital Association (NBDA) announcing their decision to boycott the process.
According to the sources, News18 bought the first slot for Rs 19.85 crore, Republic Bharat secured the second one for Rs 16.55 crore, TV9 took the third slot for Rs 14.55 crore and Zee News bought the fourth slot for Rs 15.5 crore. The base price for Bucket C, which comprises news and current affair (Hindi) channels, is Rs 7 crore.
On March 14, the NBF and NBDA, which represent almost all national and regional news channels of the country, decided not to participate in the -auction. In a letter written to I&B Minister Anurag Thakur, the NBF and NBDA stated that the auction procedure was skewed against all news and current affairs channels.
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DD Free Dish: News channels bid in e-auction despite broadcaster boycott
The first two slots under Bucket C, for news & current affairs (Hindi) channels, has been picked up for Rs 19.85 crore and Rs 16.55 crore say sources
By Sonam Saini | Mar 16, 2023 4:46 PM | 1 min read
Despite broadcasters' decision to opt out of the DD Free Dish e-auction for the vacant slots of MPEG-2, sources told exchange4media that some news channels have started bidding for them. The first slot under Bucket C, which is for news & current affairs (Hindi) channels, has been picked up for Rs 19.85 crore and the second slot picked up for Rs 16.55 crore. The bidding for the third slot has started.
On March 14, the News Broadcasters Federation (NBF) and the News Broadcasters & Digital Association (NBDA), which represent almost all the national and regional news channels of the country, decided not to participate in the ongoing DD Free Dish MPEG-2 e-auction. In a letter to I&B Minister Anurag Thakur, NBF and NBDA stated that the auction procedure was skewed against all news and current affairs channels.
This is a developing story.
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