NEW DELHI : The brand new season of Kaun Banega Crorepati (KBC) that goes on air this weekend has managed to spice up its sponsorship and promoting charges by 10-15% in comparison with final 12 months, mentioned broadcaster Sony Leisure Tv. Whereas Hyundai Motor India Ltd is co-presenting sponsor, Asian Paints Royale Glitz, UltraTech Cement, Vi and Gowardhan Ghee are co-powered by sponsors for the 14th version of iconic quiz present hosted by movie star Amitabh Bachchan on the channel.
With elevated spot charges and with Apollo 24×7, Kotak Mahindra Financial institution, LIC, water storage tools maker RC Plasto Tanks and Pipes and cyber safety software program agency Fast Heal and Affiliation of Mutual Funds in India as affiliate sponsors, the present is predicted to make ₹450 crore in promoting income for Sony this season, in line with media consumers.
“KBC and IPL (Indian Premier League) are two properties that manufacturers at all times hold budgets apart for of their annual itineraries as a result of not too many others can ship worth and construct attain the best way they will,” mentioned Sandeep Mehrotra, head—advert gross sales, community channels, at Sony Footage Networks India (SPNI). The present depends on the stature of Bachchan along with its personal attraction and is targeted on delivering not solely leisure however data and life classes to construct a long-term affiliation with manufacturers, mentioned Mehrotra.
Sony considers KBC pivotal to its content material and mentioned that the property sustained advertiser curiosity even throughout the pandemic regardless of the channel’s incapability to hold out on-ground initiatives that can now resume, mentioned Mehrotra. The present helps the community make a considerable revenue annually, he mentioned, including that tv continues to be an inclusive household medium, and each model desires that type of traction. Sujata Dwibedy, group buying and selling director, Amplifi, dentsu India mentioned KBC’s present format could be very totally different the place the content material is seen to be including worth to mind. The present cuts throughout audiences and provides true household leisure.
“Advertisers prefer it due to the alternatives the format provides by way of model integrations and visibility. And but, it’s so delicate that the viewers would probably not thoughts having these manufacturers on board,” Dwibedy mentioned. Moreover, the present has large attain within the Hindi-speaking markets and types are lured by the truth that Bachchan is internet hosting it despite the fact that the affiliation is pretty premium in comparison with different actuality reveals and charges have been seeing 15-20% inflation yearly, she added.
Mansi Datta, chief shopper officer and workplace head, north and east, Wavemaker India mentioned the Hindi-speaking market has a viewership spectrum that has IPL and cricket on the prime rung of the ladder, adopted by format reveals after which the highest fiction reveals. “The format reveals have been going robust and there’s a robust appointment viewing phenomenon that they take pleasure in. KBC is unquestionably one of many prime rated reveals on this style and has been seeing viewership within the vary of 1-1.5 TVR within the HSM city market throughout the years,” Datta mentioned.
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