In this festival session advertise companies are going to invest big on Television shows with Bollywood celebrities. Companies from telecoms, auto, banking, consumer goods are set to spend about 400-500 crore rupees on shows like Kaun Banega Crorepati 4, Master Chef India, Khatron ke Khilari and Bigg Boss 4. This investment is really a huge boost for Indian television market.
According to Satyajit Sen, chief executive of Zenith Optimedia Pvt. Ltd, the media buying agency of the Publicis Groupe, associate sponsorships of this shows are being hawked at 7-8 crore rupees and 10-second as spots at 1.2-1.75 lakh rupees. Brand placement deals will cost near about 2-3 crore rupees.
Bigg Boss 4 hosted by Salman Khan, will be telecasted on Colors TV channel owned by Viacom18 (P) Ltd.is expected to earn about 130-150 crore rupees from ads revenue with a 14-week run of about 80 episodes.
This show has sponsors like Vodaphone, Max New York Life, General Motors.
Kaun Banega Crorepati 4 hosted by Amitav Bachchan, will be telecasted on Sony a TV channel owned by Multiscreen Media Pvt. Ltd. Company has not decided the number of episodes for KBC 4 yet, but the show is expected to earn 70-100 crore rupees in ad revenue.
As Bachchan is the brand ambassador for Cadbury India Ltd has bought the presenting sponsor rights for the show. Idea Cellular Ltd, as KBC 4’s telecom partner the quiz show and has a range of activities planned around the show. Tata Motors Ltd said it will promote its mini truck Tata Ace on KBC 4. Axis Bank Ltd is also considering associating with the show, a bank spokesperson said.
Media buyers estimate Master Chef’s 22 episodes to generate 50-60 crore rupees. This show is hosted by Akshay Kumar and will be telecasted on Star Plus.
Saffola, Micromax, Amul, Adani, Hindustan Unilever are the key sponsors of this show.
Khatron ke Khiladi 4 hosted by Priyanka Chopra will be seen on Colors is expected to earn 50-60 crore rupees form its TV ads.
Garnier Men Deodorant, Vodaphone, Micromax, Tic Tac, Sony Bravia are sponsoring this show.
Why companies are investing that much on TV shows? What experts have to say?
Richa Singh, marketing head for Garnier, L’Oreal India, said though the cost of associating with celebrity format shows on general entertainment channels (GECs) can be steep. “It’s a gamble which could yield high re- turns.” Garnier Men Deodorant chose KKK3 because “the show is about high action and adventure and it went with our brand promise”.
Pratik Seal, head (marketing), at Micromax, a home-grown mobile phone company, said celebrities hosted shows build immense mileage for brands.
Sejal Shah, vice-president, India Media Exchange (IMX), a media buying agency, said spot rates for shows backed by celebrities could go up to 3 lakh rupees for 10 seconds. “The channels make a lot of money on sponsorships, sale of commercial time and other associations. But I am not sure if they break even on costs. Mostly driven by a herd mentality, one channel brings in a celebrity show and then another has to follow suit in order to save its turf and hang on its GRPs (gross rating points). These are not money spinners”.
GRP is the total of television rating points (TRPs), which reflect the percentage of viewers watching a program at a particular time. Ratings for shows such as Khatron Ke Khiladi in previous seasons averaged between 3 and 4, whereas Movies in prime time television has crossed a TRP of 10 said media buyers. That’s a rather average rating. Another analyst, who did not want to be identified, said putting together a single episode, especially given the high cost of production in such shows, could cost up to 1 crore rupees.
For advertisers, viewership fragmentation may lead to poorer returns on investment, but firms such as Micromax aren’t worried. Seal said the risk factor isn’t overwhelming as channels make up for losses by offering free airtime benefits.
But Abdul Khan, head (GSM marketing), at Tata Teleservices Ltd, said, “In the practical world, these performance-based models are just not implemented”.
Still, celebrities driven shows are believed to possess a drawing power of their own. Basabdatta Chowdhuri, chief executive of Madison Media, an arm of marketing communications group Madison Communications Pvt. Ltd, said: “These are important shows to be aired during the festive season. They have their respective USPs”.
With resources form LIVEMINT