Sony LIV Advertising Revenue Surges 80 Percent for KBC Season 18
The latest season of Kaun Banega Crorepati has driven a massive spike in digital ad revenue and a 50 percent increase in premium CPMs. Strategic brand integrations and the KBC Play Along feature are reshaping how advertisers engage with audiences across mobile and connected TV.
Key takeaways
- Sony LIV achieved an 80% year-on-year increase in advertising revenue for KBC Season 18.
- Premium CPMs for the show rose by 50% as advertisers seek deeper digital integrations.
- Major brands like Google Gemini and PhonePe are embedded directly into the gameplay and lifelines.
- The KBC Play Along feature enables real-time advertiser engagement with mobile viewers.
- Connected TV growth has established KBC as a primary large-screen digital advertising platform.
Record Financial Performance on Digital
Sony LIV has reported an 80% year-on-year surge in advertising revenue for the 18th season of Kaun Banega Crorepati (KBC). Alongside this revenue growth, the platform achieved a 50% increase in premium cost-per-thousand (CPM) rates compared to the previous season. This financial trajectory highlights a shift in advertiser behavior as brands prioritize digital entertainment platforms that offer deep content integration over traditional ad spots.
Interactive Advertising and Multi-Screen Engagement
The rise of Connected TV (CTV) and mobile participation has transformed the viewing experience. While CTV provides a large-screen environment for households, mobile devices facilitate real-time engagement through the KBC Play Along feature. This interactive element allows sponsors to interact with viewers as they answer questions live, moving beyond the limitations of standard commercial breaks. According to Ranjana Mangala, Head of Digital Ad Sales and YouTube Business at Sony LIV, the platform focuses on embedding brands into the show’s narrative, combining storytelling with shared viewing and participation.
Strategic Brand Integrations
Season 18 features a diverse array of sponsors embedded directly into the gameplay and dialogue led by host Amitabh Bachchan. Google Gemini powers a specific lifeline, while Malkist is associated with the contestant’s journey toward the Hot Seat. Maruti Suzuki provides the season’s aspirational prizes. Bharat Petroleum utilizes the show to discuss road safety and sustainability, and PhonePe is integrated into segments focused on financial objectives.
Key Facts
- Ad revenue for KBC Season 18 grew 80% year-on-year on Sony LIV.
- Premium CPMs saw a 50% uptick from the prior season.
- Co-Presenting Sponsors include Google Gemini, PhonePe, Malkist, Bharat Petroleum, and Maruti Suzuki.
- Co-Powered By Sponsors include Director Special Elaichi and Jaquar Lights.
- Special Partners for the season are Polycab, Colgate, Ultratech, and Gowardhan Ghee.
- Nine additional partners include American Pistachios, Clove Dental, Vijay Sales, Kalyan Jewellers, HINT, ReNew, AI NOVA+, CERA, and Kapiva.
Why It Matters
The success of KBC Season 18 on Sony LIV demonstrates the increasing dominance of digital platforms in capturing high-value advertising budgets. By moving away from 'cluttered' traditional formats, brands are seeking authentic placement within iconic intellectual properties. The 50th-anniversary participation of Bharat Petroleum and the inclusion of AI tools like Google Gemini signify how legacy and modern brands alike are using KBC to reach an audience that values knowledge and aspiration.
Source: Social Samosa
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