Home / Industry / Advertising /  GEC’s festive ad revenue may rise 30%

NEW DELHI : General entertainment channels expect 25-30% sequential rise in advertising spending in the festive quarter, primarily led by categories such as fast-moving consumer goods, auto, retail and home appliances.

Consumer sentiment is positive and it will be a relatively strong festive season after two years of covid-led disruptions, said industry watchers.

Movie premieres on television and fresh seasons of popular shows such as Kaun Banega Crorepati, Indian Idol and The Kapil Sharma Show on Sony, Bigg Boss on Colors and the language versions on Viacom18’s regional channels, as well as Sa Re Ga Ma Pa on Zee TV are likely to drive growth in ad spending.

Ashish Bhasin, co-founder and chairman of advertising and marketing startup RD&X Network, said TV advertising is expected to touch 25,000 crore this festive season, with GECs accruing 60-70% share.

Kevin Vaz, head, network entertainment channels, Disney Star, said: “The festivities have always given us an opportunity to build a deeper connection with viewers. There is a positive vibe across viewers and advertisers. Onam always sets the tone for festivals and we are witnessing an upswing already from national and local advertisers across categories. Brands are keen to spend this festive season and we expect it to be one of the best the industry has ever seen."

For the pre-Onam celebrations in Kerala, Disney Star has lined up movies, including Bro Dadddy, Bheeshma, Twenty One and Lalitham Sundaram on Asianet. In Bengal, Star Jalsha recently launched a non-fiction show Dance Dance Junior (season 3), while the Hindi-speaking belt will see movie premieres of Samrat Prithviraj and Shamshera.

The Tamil and Telugu versions of reality show Bigg Boss will premiere on Star Maa and Star Vijay this festive season.

Shashank Srivastava, senior executive director, Maruti Suzuki India Ltd, which has associated with Star Plus, said the festive collaboration will help the auto major drive its campaign and deliver immersive integrations for its brands given Maruti’s strength in the passenger vehicle market and Star Plus’ dominance in Hindi GEC genre. “This association goes beyond regular, builds on the national appeal and common core values of both MSIL and Star Plus," he added.

Mahesh Shetty, head, network sales, Viacom18, said the company closed the last fiscal with very strong ad revenues. “It has provided us with the perfect launchpad to dial up our efforts for this year and we are on course to better the last festive season’s ad revenues. We are currently operating at maximum fill rates and expect ad demand to grow as we enter the festive season, thus providing a base for ad rates to move northwards," he said.

Although categories such as edtech and crypto exchanges, that were active last year, have lost ground, FMCG, gaming, D2C brands, telecom and auto are very active, Shetty added.

Kavita Sagar, head - revenue (broadcast), IN10 Media Network, that runs TV channels like EPIC and Ishara, said, there were two parameters to evaluate festive season sentiments: One, if existing clients are upping their ad spends and two, if there’s a spurt in new advertisers. “The big shows brought out by individual broadcasters help increase brand engagement," Sagar said.

Navin Khemka, chief executive officer at media agency MediaCom, South Asia, said given an early Diwali this year, the festive season window is very small and several shows have been launched in August. The tent pole reality series continue to be important for most GECs, he said, adding that broadcasters bank on them to drive incremental viewership of their channels with some even increasing the duration of the show or extending the number of days of telecast.

Advertising has been volatile in 2022 as the impact on the industry is now not only about the pandemic but other geopolitical factors across the world, Khemka said. “As of now, we are observing a slow and steady growth trajectory towards the festive season. We estimate the festive season to perform better but nothing out of the ordinary," Khemka said.

Mansi Datta, chief client officer and head, north and east, Wavemaker India, pointed out that while the festive season this year will see a double digit growth as compared to the same period last year, there are other factors to be kept in mind. “Input costs have gone up because of the Russia Ukraine war and the rise in connected TV sets has led to a lot of redeployment of digital spends. So there is a sense of cautious optimism at the moment," Datta said.


Lata Jha

Lata Jha covers media and entertainment for Mint. She focuses on the film, television, video and audio streaming businesses. She is a graduate of the Columbia School of Journalism. She can be found at the movies, when not writing about them.
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