# Reality Shows and Cricket Attract Advertisers Amid Ratings Blackout

> Advertisers shift to reality shows and cricket as TV ratings blackout creates uncertainty.
- Title: Reality Shows and Cricket Attract Advertisers Amid Ratings…
- Summary: Advertisers shift to reality shows and cricket as TV ratings blackout creates uncertainty. With BARC barred from releasing TV ratings, advertisers…
- Keywords: ministry of information and broadcasting, broadcast audience research council, bigg boss, kaun banega crorepati, tv ratings, jio star, cricket, advertisers, ratings blackout, tv ratings policy 2026, Reality, Shows
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/services/advertising/reality-shows-cricket-turn-advertisers-safe-bets/articleshow/135034874.cms
- Author: Javed Farooqui
- Published: 2026-10-18T19:43:00+00:00
- Read time: 1 min
- Topics: ministry of information and broadcasting, broadcast audience research council, bigg boss, kaun banega crorepati, tv ratings, jio star, cricket, advertisers, ratings blackout, tv ratings policy 2026
## 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.
## Key takeaway

With BARC barred from releasing TV ratings, advertisers increasingly rely on established reality shows and cricket matches for their campaigns.