From The Economic Times · Javed Farooqui · · 1m
Reality Shows and Cricket Attract Advertisers Amid Ratings Blackout
Advertisers shift to reality shows and cricket as TV ratings blackout creates uncertainty.
In brief
Advertisers shift to reality shows and cricket as TV ratings blackout creates uncertainty. With BARC barred from releasing TV ratings, advertisers increasingly rely on established reality shows and cricket matches for their campaigns. Originally reported by The Economic Times.
Ratings Blackout
MIB barred BARC from releasing TV ratings until it complies with new TV Ratings Policy 2026.
Reality Shows Attract Advertisers
Bigg Boss has 95 sponsors across language editions, while KBC has 25 sponsors despite ratings blackout.
Cricket Draws Brand Interest
India-West Indies series attracts strong brand response, with India-New Zealand series expected to see strong traction.
BARC Compliance Efforts
BARC increased independent board members to 33% and expanded viewership meter count to 77,596.
Advertiser Strategy Shift
Brands prioritize established properties with proven benchmarks during ratings uncertainty.
TV Advertising Decline
TV ad volumes fell 7% in January-July 2026, with festive ad spending projected at Rs 60,000-62,000 crore.
What it means
With BARC barred from releasing TV ratings, advertisers increasingly rely on established reality shows and cricket matches for their campaigns.
