GECs gear up for big festive season, expect ad revenue boost

livemint.com:

FMCG), automotive and e-commerce sectors are expected to significantly increase their spending during the festive season, with an estimated growth of 12-14% over last year. Notably, some flagship programmes such as Kaun Banega Crorepati, Sa Re Ga Ma Pa and Khatron Ki Khiladi are already on the air, and once shows such as The Kapil Sharma Show and MasterChef India commence, they are expected to generate even more excitement. “This year’s sentiments are more positive compared to last year, when in the aftermath of the pandemic advertising revenues were severely impacted.

Sustained digitization along with falling inflation rates and positive consumer outlook are expected to drive growth during the festivities. Local as well as national brands across sectors are looking to launch new products and increase their ad budgets, to set the stage for a promising festive season," said Mahesh Shetty, head, network sales, Viacom18. In anticipation of a promising season, broadcasters are launching new shows and are expecting a significant increase in advertising volume, he said.

Other than the latest season of Bigg Boss, Viacom18 will be launching two fiction shows, Chand Jalne Laga and Doree, on Colors. The new seasons of regional shows like Bigg Boss Kannada and Sur Nava Dhyas Nava in Marathi, and launches like Rangai Jana Rang Maa in Gujarati are also slated. Ashish Bhasin, founder, The Bhasin Consulting Group, said the festive season should be a good one for advertisers and broadcasters as long as the monsoon goes well, especially in rural areas.