Storyboard | Festive season and cricket fever aid recovery in advertising

The big spending season is here, with festive-period euphoria and sporting events like the IPL and the upcoming ICC T20 World Cup. Sam Balsara, chairman and MD, Madison World, is very bullish about ad recovery at this time and feels that with a bit of luck, we could almost reach 2019 levels. Storyboard speaks to him about the festive season, advertising’s recovery and his take on the headline-making mega merger of Sony Pictures Networks India (SPNI) and Zee Entertainment Enterprises (ZEEL).

Edited for length and clarity.

Festive season has begun, the second phase of IPL is going on and the ICC Men’s T20 World Cup is coming up. This has proven to be a window of opportunity for a lot of brands, given the tough times we are coming out of. How are brands leveraging this opportunity?

Overall this is a boom time for the media. TV is doing extremely well, print is looking up, so is outdoor, and digital continues to be strong. So indeed it is a boom time. The only dampener is that the largest category of spenders, FMCG, which contributes to almost one-third of the total ad spends, is facing a lot of inflationary pressures in their raw materials. Having said that, even FMCG is on the forefront and other usual categories of e-comm, mobile phones, auto and education startups are spending like there’s no tomorrow. So I am bullish that the months from August-November are going to be the best months in a long time and would even surpass 2019 figures, based on current indications.

What are your clients asking for, given the uncertainty? How and where are they spending?

In September-October, they are going to open their wallets quite a bit. Despite the phenomenal growth of digital as a medium, which has now crossed 30% of the AdEx (ad expenditure), last year TV crossed the 40% threshold level and had a market share of 42%. TV continues to be a large advertisers favourite.

ZEE’s merger with Sony Pictures Network is big news. It’s also a big disruption. What does it mean for the industry and advertisers?

It is certainly big news. And if (the) two promoters are able to iron out different pulls and pushes, it certainly will be very big news, after Disney’s takeover of Star or I guess this is even bigger news than that.

What the news means for the industry, as I see it, will be very good for the two groups because they have become larger and there are obvious advantages of being larger in this space. They will be able to command higher rates, they will be able to save on a lot of costs because of scale and bringing two organizations together.

But in a lot of ways it is not good for marketing and advertisers, because if it’s going to lead to inflationary pressures, then advertisers, who are already under pressure of high inflation of raw materials currently, are going to get a double whammy, with also inflation in advertising rates.

An increase in advertising rates is not necessarily good for overall growth of advertising, because advertising is a key stimulant that drives the sales and economy up and reduced advertising volume does not augur well for increasing sales.

What about the other broadcasters? Could this have an industry-wide effect on rates?

I guess if one channel group succeeds in increasing its channel rates, then it will become that much easier for other channels also to follow – at least the stronger channels. I think it could lead to an overall inflation in television.

The merged entity will be the largest entertainment network in India, bigger than Star & Disney India. Your thoughts on the new order?

Being No. 1 or No. 2 doesn’t matter to consumers or even advertisers. It matters only to people within the industry and the promoters. Yes, Star may lose their No. 1 rank, but ultimately that doesn’t mean much.

Internet Explorer Channel Network
News Related

OTHER NEWS

Shocking Video Shows Man Reaching Behind Counter at McDonald's, Stealing Over $1,000

A shocking new surveillance video is making its rounds in which a man can be seen reaching through the Covid-safe partition at a local McDonald’s to steal cash from the open register. NurPhoto ... Read more »

Rare Bird-Flu Outbreak Jumps to Mammals at Wildlife Center

As the world continues to grapple with the effects of Covid-19, a small but concerning virus has also started to make headlines: the H5N8 bird flu strain, which killed five ... Read more »

Amazon Accused of Lying to Congress

Five members of the U.S. House Judiciary Committee accused top Amazon executives of misleading or lying to Congress about the company’s business practices.  Bloomberg | Getty Images Reps. Jerrold Nadler, ... Read more »

Consumer Goods Giant to Raise Prices on More Staples, Blames Increase in Cost on Raw Materials

Procter & Gamble Co. said it will raise prices on a number of household staple goods as the cost for raw materials and freight has increased faster than it had ... Read more »

SEC's GameStop Report Investigates Role of 'Game-Like' Brokerage Apps

A report by the Securities and Exchange Commission (SEC) released Monday that investigated the trading controversy surrounding GameStop earlier this year has challenged the role of “game-like” trading apps that may urge investors to ... Read more »

Southwest Pilots' Union Seeks Delay on Vaccine Mandate

The Southwest Airlines Pilots Association asked a federal court to grant a temporary restraining order to prevent the company from implementing a COVID-19 vaccine mandate for its employees. The mandate ... Read more »

India Will Use AI, ML To Achieve Sustainability Goals: Amitabh Kant

Last year, Google’s Sundar Pichai said the tech giant aims to power all its offices and data centers on sustainable energy 24 hours a day, seven days a week. Its ... Read more »

Bill Gates' Daughter, Jennifer Gates, Shares First Photos of Wedding Gown, Wedding Ceremony -- Take a Look at the Stunning Bride

It was a most-buzzed about wedding the past weekend in North Salem, New York as daughter of billionaire Bill Gates, Jennifer Gates, said ‘I do’ to longtime partner and equestrian ... Read more »

Google Pixel 6, Pixel 6 Pro launched at a starting price of $599; takes on the iPhone 13 series

Google has launched the Pixel 6 series in the US. The new Google Pixel 6 launched alongside the Pixel 6 Pro feature the company’s custom-developed Tensor chip. The Google Pixel ... Read more »

With Afghanistan's economy on the brink, Taliban rely on former technocrats

Afghans walking through a market in Kabul on October 12, 2021. Not just American dollars, Afghani – the local currency – is also in short supply. (AP Photo/Ahmad Halabisaz, File) ... Read more »

Zomato apologises for employee's ‘Hindi is national language' comment after Twitter storm

Food delivery company Zomato landed in a hot soup after its employee told a customer that Hindi is the “national language” and everyone should know it. The claim is not ... Read more »

Storyboard | Are advertising agencies getting ‘vendor-zoned'?

Agency insiders say that among the factors ailing legacy ad agencies today is the fact that many independent writers and small shops make creatives, including TVCs, for about a third ... Read more »

More Than 90 Snakes Removed From Beneath Northern California Home

On October 2, 22 adult rattlesnakes and 59 babies preparing for hibernation were removed from beneath a mountainside home in Santa Rosa, California, AP News reports.  Director of Sonoma County Reptile Rescue ... Read more »

Australian Commission Says 7-Eleven Breached Privacy Laws With Data-Gathering

Convenience store company 7-Eleven breached customer privacy by gathering facial imagery data without consent, according to an Australian privacy commission, which began looking into the matter in July of 2020.  ... Read more »

5 Ways To Finance Your International Higher Education Degree

Amid the COVID-19 pandemic, the market to study abroad is set to thrive in 2022 and beyond. There is a surge in demand from students seeking to pursue higher education ... Read more »

Billionaire Supermarket Owner Warns: Food Prices Will Go Up 'Tremendously'

The owner of a New York City supermarket chain predicted the food prices will increase sharply in the coming months, with some increasing 10 percent in the next two months. John Catsimatidis, ... Read more »

Toyota Announces Plans for $1.3 Billion US Battery Plant, Expects to Employ 1,750 Workers

Toyota announced Monday it will invest $3.4 billion in automotive batteries in the United States, including nearly $1.3 billion in an unnamed battery plant that is expected to employ 1,750 new ... Read more »

The Questions You Ask Yourself Determine the Answers You Receive

Asking questions is an excellent way to not only know ourselves but also grow our knowledge. According to William McGirr & Roberto Maggio, most people lose their genuine curiosity as ... Read more »

Late And Failed Payments Are Just Another Pandemic Symptom For Businesses. Rethinking Payments Is an Easy Remedy

The COVID-19 pandemic has exacerbated the struggles of businesses in Australia and New Zealand to keep pace with the rapidly changing recurring payments landscape, resulting in lower revenue and profits ... Read more »

Lend Me Your Ears: Audio OTT In the New Normal

Music, podcasts, storytelling and other audio OTT content emerged as stress-busters for millions who were screen fatigued during the pandemic. Most platforms saw more than 20 per cent increase in ... Read more »

The Secret To Understanding And Leveraging Cryptocurrency In 2021

Cryptocurrency is a term that you’ve almost certainly heard of today. While terms like Bitcoin and blockchain are globally popular, several aspects and nuances of cryptocurrency remain complex and ambiguous. ... Read more »

Tesla Has Made the First Deliveries of Its New Model X Vehicles

Customers who ordered Tesla’s redesigned Model X are finally getting their vehicles. AdrianHancu | Getty Images A user on the Tesla Motors Club forum uploaded a video of their new ... Read more »

How Foreign Education Reshaped Itself For Indians To Get the 'Global Ticket' Post Pandemic

Students today are flocking to global destinations such as the UK, the US and Canada as prestigious universities have open doors. Students choose courses that suit their unique talent and ... Read more »

Jeff Bezos and Girlfriend Lauren Sanchez Go on a Romantic Trip After Blue Origin's Historic Flight

Last Friday, Amazon CEO Jeff Bezos and girlfriend Lauren Sanchez were spotted in a lip-locked embrace in New York City. Kevin Mazur | Getty Images According to Fox Business, the couple ... Read more »

Report: Bill Gates Was Told to Stop Emailing Female Employees

The Wall Street Journal reports that in 2008, after becoming aware that billionaire Bill Gates had sent “inappropriate” messages to a female employee in 2007, current Microsoft president Brad Smith ... Read more »

How Developing Countries Like India Can Leverage Climate Change To Leapfrog From Fossil Fuels To Clean Energy

A report released recently by the Intergovernmental Panel on Climate Change (IPCC) has warned that the earth is likely to breach the threshold of the crucial 1.5℃ warming limit in ... Read more »

Storyboard | Video app Josh ropes in Rubeena Singh as country manager

Rubeena Singh has been appointed country manager of Josh, VerSe Innovation’s short video platform. Homegrown short video platform Josh has roped in Rubeena Singh as the country manager. VerSe Innovation ... Read more »

Storyboard | Byju's 'unpaused' Shah Rukh Khan ads after brief halt

Byju’s ads featuring Shah Rukh Khan are back on air, across platforms, after a pause of four-five days. After a brief pause, it is business as usual for Byju’s as ... Read more »

Apple event: MacBook Pro price in India announced; new Apple laptops get M1 Pro, M1 Max chips

At the Apple event, the iPhone 13 maker has unveiled its all new MacBook Pro. The MacBook Pro launched at the Unleashed Apple event comes in two screen sizes. Apple ... Read more »

Apple event: AirPods 3 price in India announced; HomePod mini gets new colours

AirPods 3 launched at the Apple event come with an all-new design. The new AirPods come with an all-new contour design, which is inspired by the AirPods Pro. Apple has ... Read more »

Distinctive, affordable: Will one of these be your next watch?

The Baltic MR01 comes with an Italian calf leather strap, and is available in three dial colours: blue, silver, and salmon. Don’t believe a watch lover if he or she ... Read more »

Apple event today: Where and when to watch MacBook Pro launch in India and what to expect

Apple event titled Unleashed kicks off at 10.30 pm IST on October 18. Apple event titled Unleashed kicks off tonight at 10.30 pm IST. At the October Apple event, the ... Read more »

Jeff who?: Elon Musk's interview clip goes viral as he pips Bezos to top rich list

Elon Musk ranks 1st in the elite club of individuals who holds fortunes in excess of $100 billion. Tesla founder Elon Musk, who recently pipped Jeff Bezos to become the ... Read more »

Apple event: Mac mini with M1X chip rumoured to launch alongside MacBook Pro, AirPods 3

Apple MacBook event titled ‘Unleashed’ is a few hours away from going live. At the Apple event, the company is expected to unveil a new MacBook Pro alongside the AirPods ... Read more »

Apple event: 2021 MacBook Pro rumours reveal new M1 Pro, M1 Max chip

Apple event titled Unleashed kicks off at 10.30 pm IST on October 18. Apple event kicks off on October 18 at 10.30 pm IST and the iPhone 13 maker is ... Read more »

Storyboard | Instagram launches an ad blitz. Here's why

As part of its latest advertising blitz, Instagram will run five television commercials and 11 on-platform videos during the upcoming T20 Cricket World Cup tournament. Instagram has over 21 crore ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic