Reality check: Upcoming shows to pip popular ones in ad spend

Written by Shaheen Mansuri | Mumbai | Updated: Sep 23 2010, 09:12am hrs
Advertisement revenues of upcoming star-studded reality shows are likely to be 20% higher as compared to the top ten reality shows this year. Reality shows including Master Chef India on Star Plus, Kaun Banega Crorepati 4 on Sony TV and Big Boss 4 on Colors will be aired almost at the same time during the Diwali season.

Traditionally, ad spends peak during the Diwali season. Also, media buyers say that though the cost of associating with celebrity format shows on general entertainment channels (GECs) can be steep, its a gamble which could yield high returns for advertisers. Sony TV head sales Rohit Gupta told FE, Ad revenues for Kaun Banega Crorepati 4 will be more than the previous season. We have closed the ad inventory. The show will have sponsors such as Cadbury India and Idea Cellular.

According to media planners, a 10-second spot is likely to fetch around Rs 2 lakh for the show which is over 20% higher than the most-watched reality shows like Indian Idol on Sony and Sa Re Ga Ma on Zee TV. Kaun Banega Crorepati 4 will garner over Rs 100 crore, according to certain estimates.

FMCG and auto sector are keen to advertise their products in a bid to tap the festive spirit. Meanwhile, Master Chef India, to be hosted by Akshay Kumar on Star, has high stakes from advertisers. Marico's Saffola is the associate sponsor for the 22 episode show. The show is expected to generate over Rs 50 crore as ad revenues.

Meanwhile, media planners said, for advertisers, there will not be a viewership fragmentation as these shows will be aired on different timings. For instance, Master Chef will be aired on Saturday and Sunday at 7 pm from October 16. KBC 4 will be aired from October 11 at 9 pm daily. Big Boss 4 begins on October 3 and will be aired at 9 pm.

Although Salman Khan is pitted against Amitabh Bachchan, there will not be a fragementation in viewership as both stars have a huge fan following, a media planner said.