Kaun Banega Crorepati’s season 14, which went on air in August this year, has fetched more than 100% year-on-year revenue growth for SonyLIV, said Ranjana Mangla, Head Ad Sales Revenue, SonyLIV.
She further said that since last season, viewership of the show on SonyLiv has increased by more than 260%, demonstrating the audience’s loyalty towards the show.
“KBC is our largest entertainment tentpole property and we have witnessed a remarkable response in terms of its growth as well as support from the advertisers,” added Mangla.
The OTT platform informed that 30% of these video views are recorded through connected TV sets. Furthermore, 'KBC Play Along' has also expanded its audience, with 80% of the users coming from the heartlands of India.
KBC has seven main sponsors on the show this year.
“We aim to build long-term strategic partnerships with our advertisers who align with our values and growth plan and look forward to strengthening our association in the years to come,” she said.
‘KBC Play Along’ allows users to participate while watching the show, creating an ideal environment for advertisers to target a highly engaged audience through SonyLIV exclusive integrations.
Mangla said, “Along with deep in-content integrations on the show with Mr Amitabh Bachchan, KBC Play Along offers a unique opportunity for our sponsors to serve contextual messaging to highly engaged Play Along users at scale. KBC Play Along is the strongest entertainment and gaming property available on OTT today.”
The, ‘Acko Question of the Day’ is an on-air and interactive integration that allows users a greater chance to grace the hot seat by answering the daily question, thus driving awareness and key messaging for the brand.
The platform said that prominent advertisers like Acko General Insurance and Vimal are co-presenters of KBC S14, with IDFC First Bank being the banking partner. Some of the unique integrations, such as 'IDFC Daily Quiz' and 'Lifeline Sponsorship (50:50) by VI, helped advertisers drive associative value and high engagement on the platform.
Naarayan TV, Chief Marketing Officer, IDFC FIRST Bank, commented, “The show and ‘KBC Play Along’ are prominent properties in terms of awareness and engagement. As Banking partners of KBC, we’ve found that ‘IDFC FIRST Bank Daily Quiz’ is a unique way to reach out to millions of audiences digitally. As a platform that encourages people to stay updated and digitally savvy, we find a natural connection with our philosophy of being digitally progressive. The partnership is also a natural step forward for enhanced brand visibility.”
Ajay Dang - President, Head, Marketing, UltraTech Cement, said, “Our association with KBC has been for many years. This show has been consistent in delivering knowledge and inspiration to millions. UltraTech knows that some things in life are irreversible, choosing the cement for your home is one such decision that cannot be changed, hence, one must be careful in making this decision. This is just like the chance one gets to sit on the KBC hot seat, hence making it a perfect match to drive our message of making the best decisions when such an opportunity presents itself. Furthermore, it is one of the few family shows that observes equal excitement from every age group, making it a powerful brand-building opportunity for us.
Additionally, brands like Asian Paints, Ultratech Cement, Vodafone Idea are partner sponsors on the show. Prominent brands like RBI, Dell, Franklin Templeton Investments, Mamaearth, Kohler, OLX Autos, among others have also come on board for the season.