Now, Star woos firms endorsed by SRK
29 November 2006 | Actors | No Comments
A day after its casting coup for KBC-III, Star is now planning to approach all the companies that use Shahrukh Khan as their brand ambassador to advertise in the new edition of the game show. The superstar is now endorsing 20 brands in 12 categories and the average monthly estimated ad spend on him is Rs 3.15 crore (Rs 31.5 million), according to Ad EX India. Though it is slightly less than that of the earlier anchor - Amitabh Bachhan's monthly ad spend is Rs 3.49 crore (Rs 34.9 million), industry observers say Khan will bring in a wider range of viewers, including women. Says Manish Porwal, executive director of Star Com, "Be it advertisers or viewers, everyone is bound to compare SRK with Amitabh Bachchan. However, SRK is a favourite and will bring wider audiences. People will tune in and stay loyal, while advertisers take advantage."
Advertisers seem to agree with him. Hyundai Vice-President Arvind Saxena says, "We would like to take a positive business call on this programme. It will surely help us in leveraging our Santro car brand, which Khan endorses." A senior executive of a consumer services firm said the programme would be an opportunity for those companies, which were not putting in money in the World Cup cricket matches. …
When it was first launched in 2000, KBC (Kaun Banega Crorepati) took Star Plus's channel share from 2 per cent to 25 per cent in the 9-10 pm slot, according to a special study conducted by TAM. The relaunch of KBC on August 5, 2005, in a new avatar also saw Star's 10 per cent viewership during the four weeks prior to the launch period jump to 38 per cent. KBC-II also topped the ratings among the 1-hour time slots at an all-India level. ….read more
Leave a Reply
You can follow the discussion through the Comments feed. You can also pingback or trackback from your own site.
Recent Comments