Sony projected to rake in up to Rs 450 cr from KBC 16

Sony Pictures Network India (SPNI) is expected to garner ad revenue of Rs 400-450 crore from the ongoing season of Kaun Banega Crorepati (KBC) 16. 

According to industry estimates, the network is expected to make Rs 200-300 crore from TV advertising revenue and sponsorship deals, and another Rs 100-150 crore from its digital platform. SPNI has maintained a consistent revenue trend from KBC, generating around Rs 400 crore since 2021.

As per media planners, TV ad slots for the show cost around Rs 2.5 to Rs 3 lakh per 10 seconds. On the other hand, digital advertising costs are approximately Rs 350 CPM (Cost Per Thousand Impressions) on mobile, and Rs 500 CPM on Connected TV (CTV). Sponsorship packages vary significantly based on the brand and specifics of the deal. 

However, experts suggest a 4-6 week sponsorship can cost up to Rs 1 crore or more. It's important to note that brands committing to sponsor an entire season are investing substantially in advertising, often spending significantly more.

This year the channel has roped in 22 brands for the 16th season of KBC. The show is co-presented by Hyundai Motor India Limited and Aditya Birla Group, and is co-powered by Mountain Dew PepsiCo India, Mondelez India, Ultratech Cement and Parag Milk Foods (Gowardhan Ghee). 

With Special Partner Patanjali Dantkanti, Ceat, and Lauritz Knudsen Electrical & Automation, and Banking Partner State Bank of India, the show’s Associate Sponsors are Asian Paints, Kalyan Jewellers, Raymond, Life Insurance Corporation of India, Bikaji, Dorset, RC Plasto Tank and Pipes Pvt Ltd, Amazon.in and Aakash Educational Services Ltd. The reality quiz show also has partnership deals with the Reserve Bank of India, GSK, and Dr. Morepen. 

“The channel is offering weekly sponsorship deals because few brands remain active throughout the season. This approach also allows for onboarding multiple brands for a single show,” explained a senior media planner on the condition of anonymity.

He also noted that Kaun Banega Crorepati (KBC) is a popular show on Indian television, and each year, they see strong interest from advertisers. However, there has not been a stark difference in ad rates over the years. The 13th edition of KBC in 2021 earned Rs 400 crore, and the 14th in 2022 and 15th in 2023 secured similar ad revenue. 

Last year, the channel had signed around 15-16 sponsors for the show. The 15th season of KBC was co-presented by Hyundai Motor India Limited and co-powered by Asian Paints, Ultratech Cement, Mondelez India, and Parag Milk Foods. It featured the State Bank of India as the banking partner and Vicco Laboratories as the special partner. The show’s associate sponsors included Xiaomi, MRF, Bikaji, RC Plasto Tanks and Pipes, Kalyan Jewellers, and Cera Sanitaryware. Additionally, the reality quiz show had secured a significant partnership with the Reserve Bank of India. 

According to industry observers, KBC is one of India’s oldest reality shows, and Amitabh Bachchan’s role as the host makes it particularly attractive to advertisers. The show premiered on August 12, 2024, on its Hindi General Entertainment Channel (GEC) Sony Entertainment Television.  

“The show has maintained its viewership over the years, and this year, we are again seeing strong interest from advertisers. The introduction of weekly sponsorship deals is drawing more advertisers and increasing ad revenue for the show,” said another media planner.

As earlier reported by exchange4media, the traditional commitment of securing sponsorships for the entire duration of a show, such as 80 seconds per episode throughout its run, is no longer the norm. Broadcasters are now breaking down entry barriers that previously required high investment for sponsorships. They are adopting strategies such as offering sponsorships for the first six weeks or the first half of a show's season to attract more advertisers, making the packages more appealing to clients and advertisers alike.