Mumbai: Sony Entertainment Television (SET)’s iconic quiz show - ‘Kaun Banega Crorepati’ has returned with its 13th season on Monday. The show’s creators have stepped up the game with a bevy of sponsors backing the show hosted by megastar Amitabh Bachchan.

With the second wave ebbing away, and ad volume returning on TV, the broadcasters are optimistic of a better show than the 2020 edition which was marred by the Covid-induced challenges. First, the show had to be shot in absence of a LIVE audience, and second, the ad rates reeled under the pressure of an economy battered by the pandemic’s first wave. It's telecast also clashed with the 2020 edition of Indian Premier League (IPL), which had witnessed a record viewership in the pandemic year.

For the latest edition which began airing on Sony TV on 23 August, the quiz show has on boarded two ‘co-presented by’ sponsors including Cadbury Dairy Milk and BYJU’s and four ‘co-powered by’ sponsors including Hyundai Motor India, Asian Paints Royale Glitz, Ultratech Cement and Zydus Wellness (Complan). Last year, it had only roped two ‘co-powered by’ sponsors and seven ‘associate’ sponsors.

This year’s ‘associate’ sponsors include CERA, Pharmeasy, IDFC First Bank, LIC of India, Bharat Matrimony, and Reserve Bank of India which has come on board as ‘special partner’. The four sponsors including Asian Paints, Ultratech Cement, IDFC First Bank, LIC of India and Reserve Bank of India were associated with “KBC” for the previous season as well. The audience too has returned to the sets, however, the shooting is happening as per Covid protocols.

According to a media planner, the entire sponsorship basket for “KBC 13” is covered within a window for Rs 30-60 crore, with the ad rates ranging from Rs 3 to 4.5 lakh per 10 seconds. The show has also roped in Acko General Insurance as ‘co-presented by’ and Asian Paints Royale Glitz as ‘décor partner’ for KBC Play Along, a game where viewers can also participate in the game show via OTT platform SonyLIV.

The streaming platform SonyLIV is also exploring deals with advertisers for the show by offering custom packages and engagement initiatives such as KBC Play Along. “The CPM rates vary depending on the targeting, category, size of investment one may choose, ranging from Rs 180-240”, said Zenith, senior vice president – digital transformation, Rashmi Sehgal.

“SonyLIV has one of the most dynamic non-fiction reality line-ups and this ensures a keen interest from advertisers for a partnership. Their unique proposition of marrying the show with digital engagement properties like Play Along make it appealing. This has attracted advertisers, across FMCG to digital first brands, to help them reach more than 100 million digital natives,” she added.

The latest data from Broadcast Audience Research Council (Barc) also indicates an uptick in the ad volume on Television. According to its latest report, the ad volumes for July 2021 registered a 14 per cent growth over July 2020. As many as 869 new advertisers chose Television in July 2021, re-affirming their trust in the medium.

The expectations are also bolstered by the massive vaccination drive across the country, which is also likely to boost consumer sentiments. While there are still apprehensions of another Covid wave, the advertisers have expressed confidence of a ‘stronger festive season’ in 2021.

However, similar to last year, the current edition of the quiz show will also end up competing with IPL, which is set to resume on 19 September. As many as 30 matches are still to be played in the current season, which was suspended mid-way in May. The cricket league will be followed by the ICC Men’s T20 World Cup in October.

“Post Covid, the ratings and performance of impact shows have increased dramatically and KBC should be riding on top of it to attract many sponsors,” said DCMN India, head of media and growth, Mohit Gyanchandani. “KBC has always been a top choice for sponsors in terms of impact and lands exactly on the touch point to deliver fresh content and high ratings to the advertiser. This season has made some small changes in the overall format which would make it more fun and interesting to watch.”