With a little over 1 month of Bigg Boss season 11 the excitement for the show is only building with each episode airing every day at 10.30pm on Colors Hindi GE Channel.
It continues to set records like being the most viewed reality show & also attracts the highest Sponsorship revenue after cricket in India.
Here’s a snapshot of the brands and advertisers associating with this Big ticket non-fiction propertyin the country and also the benefits they are experiencing being a part of such a large scale reality show.
A whooping 250+ brands have advertised within the 1st month of the show:
Top 5 categories weekday & weekends
Both Weekdays and Weekends have the same set of categories when it comes to Top 5 but the % share across both marginally differs. FMCG brands are in plenty (food, beverage, personal care) followed by mobile and consumer durables. A part from these categories we also noticed presence from other categories like Automotive, 2 wheelers, tyre brands etc.
Online Apps and services are also present but not in volume
Mobile Brands have maximum share of ad spots on Weekdays, over 15%.
Oppo owns over 70% of the spots
Oppo is a sponsor of the show (powered by) and hence has maximum spots under the mobile category. However many other mobile brands have also made some presence during this show – Nokia , Samsung , Redmi , Gionee, Apple.
Consumer Durable Brands dominate the airings on Weekends and are 2nd to mobile on weekdays:
Multiple consumer durable brands are present during the show hours especially on weekend. The category ranges from water purifiers, television and even washing machines. The leading brand with maximum spots during BB11 includesSamsung refrigerator followed by Faber kitchen ware (cook tops and chimneys and the likes).
Diwali week saw a spike of 37% in terms of advertisers & ad spots:
Oct’17 saw numerous advertisers and multiple ads during the BIGG BOSS breaks hours. Day 1 comprised of 4% of the overall ads delivered for Oct ’17 given it was a 2-hour episode aired over the weekend. The Diwali week comprised of over 35% of the overall ads aired in that month. On an average the daily airings wavered between 1.5% to 2%. This number saw a surge particularly during Diwali where the airings increased to 3.5% to 5% on anaverage.
Title Sponsors & the impact of BB11 on the brands:
In this fast moving multi-screen world the action of ad on one screen is seen in form of reaction on other screen almost instantly.Analyzing the impact of BB11 on these brands digital journey.
The show has 3 sponsors Appy Fizz being the title sponsor and is co-powered by OPPO. In addition to this, CP plus is also a part of the sponsorship to the show with multiple brand integrations within the show as opposed to TV spots.
43% upliftin the brands digital journey (in terms of search) during the weekend episode.
However the brand in general experiences better impact in sync with sports channels & youth based shows wherein the airings are fewer and uplift is higher.
87% upliftin the brands digital journey (in terms of search) noted. Customized Bigg boss based TVC is currently live on TV in addition to the Priyankachopra ad.
Other Categories that felt the BB11 impact
A noticeable uplift of 135% was seen in the water purifier category during the Biggboss 11 hours.
HD VS SD
The split in airings between HD & SD channel isn’t very different across weekdays and weekends. The split averages out to a 60: 40 ratiowith the majority airings on SD channels.
What is interesting to note it that HD Channel ads belong to high-end categories like luxury cars, fashion brands, online furniture&home décor etc. These categories have little or no presence on the SD channel during BB11.
Thus targeting the niche audience set as opposed to the masses.
The report has been drawn basis the learning’s gathered from the PRISM –Silverpush analytical tool report across the month of Oct’17. The brand digital journey in this report is with reference to the impact the TVC’s have had on a brands search volume during these hours vs. rest of the day. For more such insightful reports you may visit – https://blog.silverpush.com/