KBC locks 24% jump in viewership over 4 weeks
Industry observers share that while KBC remains a high-impact show with Amitabh Bachchan's strong mass appeal, some advertisers may wait for more data before getting on board
The 16th edition of Sony Pictures Network India's (SPNI) flagship show, Kaun Banega Crorepati (KBC) opened to lower-than-expected ratings but registered a gradual pick up in GRPs over four weeks.
According to Broadcast Audience Research Council (BARC) India viewership data, which e4m has access to, the current season of Kaun Banega Crorepati took off with a modest 0.5 Gross Rating Points (GRP) in week 33, a figure which remained unchanged in week 34. It then saw a slight uptick in week 35, with the show reaching 0.8 GRPs.
BARC HSM Urban 15+ (Week 33 to Week 36, 2024) data shared by SPNI shows that KBC’s TVR has seen a growth of 18% at an average of 1.1 TVR in week 36 when compared to an average of 1.0 TVR at the time of the launch (week 33).
Also, KBC's viewership has seen a 24% jump from 16 GRPs in the opening week to 20 GRPs in its fourth week.
Advertisers’ game
Media planners shared that with the channel doing weekly sponsorships new advertisers may wait for more data before making strategic decisions. Some others said that KBC remains a high-impact show with strong mass appeal, owing to its consistent format and the star power of Amitabh Bachchan that keeps advertisers hopeful.
According to Nachiket Pantvaidya, Business Head – Sony Entertainment Television (SET), “KBC is more than a quiz show — it celebrates human achievements. With its unique blend of entertainment, knowledge, and inspiration, it is a flagship non-fiction show that strikes a chord with millions of viewers, making it the platform of choice for advertisers.
“We're thrilled to see a fantastic response from brands, who recognize the value of associating with a show that resonates with such a vast and engaged audience.”
A senior media planner, who wished to remain anonymous, also said KBC was a high-impact property with a clean format and strong mass appeal, driven by the presence of Amitabh Bachchan. “It has maintained consistent ratings without much fluctuation. There are over 20 sponsors on TV and 12+ on digital platforms.”
Another planner also shared that with no significant cricket season currently, KBC stands out as a unique mass-appeal property. “While some other reality shows exist, some brands do not see it aligning with their brand ethos. Hence, KBC gets the advantage.”
“As for ad rates, before the show was launched in the initial phase, returning ad buyers saw a 5-7% increase, and now spot buys have seen an uplift by as much as 10%. It is expected to go up further backed on the fact that it leads the pack when it comes to a family-friendly audience,” another industry watcher shared.
As earlier reported by exchange4media, the cost on TV is around Rs 2.5 to 3 lakh per 10-second slot. In contrast, 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 the specifics of the deal as a 4-6 week sponsorship can cost up to Rs 1 crore or more.
According to industry estimates, the network is expected to make Rs 200-300 crore from TV advertising revenue and sponsorship deals, while from its digital platform it is expected to earn Rs 100-150 crore. SPNI has maintained a consistent revenue trend from KBC, generating around Rs 400 crore since 2021.
It is also important to note that the channel was offering weekly sponsorship deals because few brands remain active throughout the entire season. This approach also allowed for onboarding multiple brands for a single show.
