Ahead of Festive Season, Star Plus hikes ad rates

MUMBAI: Diwali is certainly not going to come cheap for those wishing to advertise on Hindi entertainment television's lead channel Star Plus. The Star Network's flagship channel has just upped its card rate.



The increased ad tariff comes in on the back of the excellent ratings that key Plus' properties have delivered in the last quarter in particular. The hike in ad rates varies across different categories and ranges from 15 per cent to as high as 50 per cent.

 

Expectedly, the highest price tag is attached to Star Plus' top three shows Kyunki Saas Bhi Kabhi Bahu Thi, Kasautii Zindagi Kay and Kahaani Ghar Ghar Kii. The hike in this category has been rationalised in the wake of Plus' lead soap Kyunki... hitting an all-time ratings high recently with a 19.41 TVR in HSM CS4+. With Kasautii... also showing great numbers and Kahaani.. going great guns, Star India executive vice-president ad sales Kevin Vaz is confident about the rates .



The 9 pm slots after undergoing a revamp now sees Kumkum, Bhabhi, Khul ja sim sim as well as two new shows in the offing which will make for the second category will witness a hike of about 35 per cent.



The third category based totally on performance has gone through a makeover with Karishma Ka Kasishma and Hatim going off-air and Hello Dollie, K Street Pali Hill, Kal Chakra, Shararat, Saarthi and Kesar making for this category. This will see a spike of about 50 per cent.



Although, there have been no new slab introductions, the "Shooting Stars" slab (composed of repeat and afternoon shows) has been made redundant and incorporated into other slabs.



The hike rationale



Speaking to Indiantelevision.com, Vaz elucidates,"The demand for Star Plus has grown two-fold. A 30-40 per cent growth has been seen from our first quarter (July, August, September). Our second quarter has already been sold out."



Vaz also points out that with cricket tanking completely, more and more advertisers have pulled out and are looking at Plus as their sole reach option. Interestingly, current series sponsor TVS, which has been an avid cricket loyalist, was last seen only on the Asia Cup. Two-wheelers, which have been the biggest supporters of cricket have all entered into exclusive deals with Plus. The brands being TVS, LML Vespa, Yamaha, Honda, Bajaj.



Even the four-wheeler segment, which usually only saw the mass four wheelers like the Marutis advertise on this mass entertainment channel today sees the likes of Accent and Optra also coming on board which costitute for the premium segment of the four wheeler brands.



With the emergence of the retail sector, a lot of new categories in this sector like insurance, financials and FMCG seem to have come onto Plus. Another emerging trend of small city advertisers have now become a core section on Plus' advertising dome.



Additionally, FMCG clients on Plus though they have not been doing too well in the recent past vis-a-vis sales, have increased their spends on the channel. Vaz points out, "This may be due to the fact that they are consolidating and flirting with only two or three channels. Gone are the days when clients sprinkled their spends across all channels as the return on media investment has become a very key objective with these companies."

 

Although it is well known that negotiation on rates do take place, the increase in Plus' card rated are an indicator of the fact that even negotiated rates will now see a spike.



Coming at a timely juncture when Plus' shows are on a high, cricket is at its worst, and Sony's shows seem to be dipping, and taken along with the addition of an upmarket urban channel as part of the Star package, India's lead broadcaster is certainly looking to capitalise on this

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