Mastiii, the Hindi music channel from Sri Adhikari Brothers (SAB’s) stable, has announced a 30-45 per cent hike in ad rates, owing to its consistent leadership in the genre. The channel has claimed to have clocked a vast reach of 136 million in the genre.
Mastiii commands the highest market share of 18 per cent, while its competition continues to trail behind -- 9XM with 11 per cent, Sony Mix with 10 per cent, MTV Beats at nine per cent. The viewership data is an average of Weeks 13-20 (NCCS AB, 15+, 22+, HSM Urban). The channel’s holistic and innovative approach to music, in addition to the consistent growth in ratings makes it the ideal platform for advertisers.
Manav Dhanda, Group CEO, SAB Group, said, “Mastiii stands out a clear # 1 across almost all possible age cuts in HSM urban and flexes its muscle with a dominance in NCCS AB. To add to it we also proudly boast of being the largest youth audience aggregator in the music and youth genre across age cuts like 15+ and 22+ and any other major data groups taken into consideration by advertisers. Mastiii as a channel is the most lucrative and effective offering for all the advertisers who are gunning to target the youth of India. In the face of the recent rate hike we have received positive response from advertisers and we are sure that they will continue to support and invest in our credible platform in a bid to sustain a longstanding and mutually beneficial relationship.”
In a move to capitalise on the channel’s growing popularity, attributed to leading shows like ‘Mastiii Doubles’ and ‘Love Aaj kal’, the ad rate hike has been well accepted, claimed the channel. Recent releases like See Taare Mastiii Mein, a celebrity chat show that had fun filled viewer engagements with the likes of Amitabh Bachchan, Shah Rukh Khan, Salman Khan and many more; as well as the weekend special Mastiii Movie review has guaranteed buzz among audiences while attracting higher numbers.