Ratings blackout may cast a shadow over brands’ TV ad spends

Mumbai: A prolonged TV ratings blackout could disrupt festive-season advertising and marketers warned that reality shows could bear the brunt as broadcasters prepare to launch marquee properties such as Kaun Banega Crorepati, Bigg Boss and India Ke Top 1%.

The August-December festive period is among television’s busiest advertising windows, with advertisers relying on Broadcast Audience Research Council (BARC) ratings to negotiate CPRP (cost per rating point)-based deals. The absence of fresh audience data could lead to tougher negotiations, delayed commitments, and pressure on ad rates.