Sponsorships account for 80% of Kaun Banega Crorepati ad sales as TV buying shifts

Brand sponsorships and content integrations now account for around 80% of advertising sales on Kaun Banega Crorepati (KBC), up from about 50% four years ago, reflecting a broader shift in television advertising away from conventional spot buying, according to Sony Pictures Networks India.

The remaining inventory is sold to spot buyers, who typically commit smaller advertising budgets than sponsors.

Akshay Agrawal, head of linear TV ad sales at Sony Pictures Networks India, said advertisers are increasingly seeking customised brand integrations on marquee entertainment properties rather than simply buying television inventory.