Reality show Kaun Banega Crorepati (KBC), which is back on Sony Entertainment Television with its 15th season, is attracting sponsors 🛡 and advertisers in good numbers.
While the iconic quiz show is known to pulls brands, old and new, it may not 🛡 have an easy run this year, feel some industry experts.
According to them, the show may have to face some competition 🛡 from big cricket events and other popular IPs such as Bigg Boss scheduled during the festive season.
In fact, some industry 🛡 watchers believe that the property may not see a 100% ad inventory sell-out as there could be a shift of 🛡 eyeballs and ad spends.
Speaking to exchange4media, Vinay Hegde, Chief Buying Officer, Madison Media, shared, "Sony has signed up sponsors.
However, with 🛡 90-100 episodes to sell, and Asia Cup & World Cup in between during the festive season, inventory may not see 🛡 a 100% off-take."
According to Hegde, there could be a decline in viewership due to big cricket events in the festive 🛡 season.
"Festive season should see KBC fare well with special episodes etc.
That said, this year, cricket could see some shift of 🛡 eyeballs and spending during the festive period.
Bigg Boss would also start off during the same period."
A media planner, who did 🛡 not wish to be named, too believes that it is not going to be easy for Sony this year.
"Judging by 🛡 the demand, they should be able to do (ad inventory sales) 10-15% higher than last year.
There are 100 episodes and 🛡 18 minutes of advertising is available per episode.
So not going to be easy.
Also, this year they are coming up with 🛡 a lot of integration ideas for brands which they are trying to monetise," he said.
Talking about hiking ad rates, Hegde 🛡 said that it will be a challenge for Sony as it would be balancing rates and inventory to maximise revenues.
"And 🛡 try to add to it through creative integration options," he said.
For example, Hyundai Motor India is offering its newly launched 🛡 SUV Exter as a prize for the contestant who ends up winning Rs 1 crore and Verna for the contestant 🛡 who wins Rs 7 crore.
Also, like last edition, the contestants who cross the second stage of the show (Rs 3.
2 🛡 lakhs) will get an annual supply of Gowardhan Ghee (Parag Milk Foods).
Also, Xiaomi, which is one of the sponsors, has 🛡 joined hands with the show to introduce a fresh dimension to the 'Video Call a Friend' lifeline through the 5G 🛡 technology.
Commenting on the partnership, Anuj Sharma, Chief Marketing Officer at Xiaomi India said, "KBC has been an integral part of 🛡 Indian households for years.
Like the show, Xiaomi India has been touching millions of hearts in its 9 years of journey 🛡 in India.
Both are rooted in authenticity and dedicated to connecting with the masses.
Through this collaboration, we are delighted to introduce 🛡 a fresh dimension to the 'Video Call a Friend' lifeline through our 5G technology."
While some industry players anticipate a shift 🛡 in ad monies and viewership, others feel the show is too big to get affected.
According to them, KBC has brands 🛡 that have been consistently associated with it and then there are some new ones that have come onboard with high 🛡 expectations in terms of revenue and viewership in the festive season.
In their opinion, it is the show host superstar Amitabh 🛡 Bachchan who brings in the trust factor for brands.
Said Vishal Shah, Managing Partner, Essencemediacom India, "KBC is a big show 🛡 as it brings Amitabh Bachchan and has consistent sponsors like Asian Paints, Cadburys and Ultra Tech.
Association with this show makes 🛡 the brands a household name.
It is an opportunity for them to connect with audiences.
Due to Mr Bachchan, the cost of 🛡 the show is high and brands leverage from that and trust factor is in multi-fold ways.
The show will be a 🛡 good break for the audiences as so much cricket has happened this year."
"Opportunities have doubled now as there is both 🛡 TV and digital.
There is a separate audience for both and with OTT getting bigger, the reach is wider.
Viewership will be 🛡 more," Shah added.
When asked about the face-off with cricket series and the possible shift of eyeballs and ad monies, Neeraj 🛡 Vyas, Business Head - Sony Entertainment Television, Sony SAB, PAL, and Sony MAX Movie Cluster said, "Season after season, KBC 🛡 has enjoyed diverse participation from brands across categories, not only existing partners but also by building new associations.
Our primary objective 🛡 is to provide a win-win for all the stakeholders of this show –advertisers, sponsors and viewers by curating an amalgamation 🛡 of compelling content, targeted advertising solutions, and seamless brand integrations."
"The 15th season of Kaun Banega Crorepati is Co-Presented by Hyundai 🛡 Motor India Limited and Co-Powered by Asian Paints, Ultratech Cement, Mondelez India, and Parag Milk Foods.
With Banking Partner – State 🛡 Bank of India and Special Partner – Vicco Laboratories, the show's Associate Sponsors are Xiaomi, MRF, Bikaji, RC Plasto Tanks 🛡 and Pipes, Kalyan Jewellers, and Cera Sanitaryware.
The reality quiz show also has a large partnership deal with the Reserve Bank 🛡 of India, he added.
KBC 15 has got onboard Hyundai Motor India Ltd as a co-presenter.
It will be co-powered by Asian 🛡 Paints, Ultratech Cement, Cadburys Dairy Milk and Gowardhan Ghee.
The State Bank of India is the banking partner for the show 🛡 while Vicco Laboratories is the special sponsor.
Among the associate sponsors of the show are Xiaomi, MRF, Bikaji, RC Plasto Tanks 🛡 and Pipes, Kalyan Jewellers and Cera Sanitaryware.
The quiz show also has a large partnership deal with the Reserve Bank of 🛡 India.
Among new sponsors, there is Vicco, Bikaji and Cera.
KBC Season 15 premiered on Sony Entertainment Television channel on August 14 🛡 and will air every Monday to Friday at 9 pm.
Launching the show, Sony in a statement said, "The perfect amalgamation 🛡 of knowledge and entertainment, megastar Amitabh Bachchan hosts this reality show with elan and gravitas.
With the promise of a NewBeginning, 🛡 Kaun Banega Crorepati will capture the essence of the progress that India is making, bringing forth some remarkable changes that 🛡 will make the game play tougher and far more engaging."
