Sony LIV Reports 80 Percent Revenue Surge for Kaun Banega Crorepati Season 18

Why It Matters

The financial performance of Kaun Banega Crorepati Season 18 on Sony LIV signals a shift in advertiser behavior, moving away from simple ad spots toward deep content integration. By leveraging connected TV (CTV) and real-time mobile participation, the platform has managed to extract higher value from advertisers, evidenced by the 50 percent climb in premium cost-per-thousand (CPM) rates. This trend suggests that high-engagement reality formats are becoming the primary vehicles for brands seeking to bridge the gap between traditional television reach and digital interactivity.

Key Facts

• Advertising revenue for the current season has increased by 80 percent compared to the previous year.
• The sponsorship roster includes Google Gemini, PhonePe, Malkist, Bharat Petroleum, and Maruti Suzuki as Co-Presenting Sponsors.
• Additional partners include Director Special Elaichi, Jaquar Lights, Polycab, Colgate, UltraTech, and Gowardhan Ghee.
• The 120-episode season utilizes the KBC Play Along feature to maintain viewer engagement across both large and small screens simultaneously.
• Brand integrations are woven into the gameplay: Google Gemini powers a lifeline, while Maruti Suzuki serves as the show's aspirational prize.

Strategic Brand Integrations

Sony LIV has restructured its ad offerings to move beyond traditional commercial breaks. According to Ranjana Mangala, head of digital ad sales and YouTube Business at Sony LIV, the strategy focuses on placing brands within the narrative flow of the show. This includes using Bharat Petroleum and PhonePe to anchor discussions on sustainability, road safety, and personal finance, while Malkist is positioned as a partner for the contestant's transition to the Hot Seat.

Google India’s marketing director, Kanika Kalra, noted that millions of users are already utilizing the Google Gemini app for registration guidance and general knowledge preparation. Similarly, Bharat Petroleum’s involvement coincides with its 50th year, aligning with the season's theme, Sochna Padega. The platform aims to capitalize on the shared viewing experience inherent in Indian households, utilizing connected TV inventory to provide sustained visibility over the multi-month broadcast period.