If sales are hot in the festive season, advertising seems to be even hotter.
Media buyers say brand clutter on entertainment TV channels — the most sought after for consumer promotions — is 50% higher than a year ago, despite the economic slowdown.
Zee, Star Plus and Colors have sold out their entire commercial time inventory for October. “Ad-rates have grown by at least 30% still we have sold out entire inventory across all channels,” said Rohit Gupta, president, Multi Screen Media, which runs Sony Entertainment Television.
“Demand for inventory is high across the prime time and programmes,” said Sai Nagesh, MD, Polestar Content and Media.
For October ad slots for popular quiz show Kaun Banega Crorepati are up from Rs 3.4 lakh per 10 seconds to Rs 4.0 lakh.
“For another popular daily soap, Bade Achhe Lagte Hain, rates have jumped to Rs 1.5 lakh for 10 seconds against the current Rs 90,000,” said a media buyer.
Brands are betting big. Sony, has already invested Rs 100 crore on promotions for just two months (Sept-Oct) covering TVs, cameras, video cameras and computers. “The aim is to gain the maximum visibility and mindshare,” said Tadato Kimura, general manager, marketing, Sony India.
“The message should be delivered properly when the customer is on the ground- actually shopping, and then rates do not matter,” said Vikram Mehra, chief marketing officer, Tata Sky.But news channels are out of the party.
“We have not been able to increase the rates due to the minute interest shown by advertisers,” said Ashok Venkatramani, CEO, Star News.