Viacom18 has sold 65% of the ad inventory of Bigg Boss 17 to 12 sponsors from across traditional and new-age categories, the company’s head of network sales, Mahesh Shetty, said.
The TV and digital sponsors signed up by the company include Hyundai, Dabur Bae Fresh, Tresemme, Appy Fizz, InMobi-owned Glance, Ching’s Schezwan Chutney, Reckitt Benckiser, MakeMyTrip, Paytm, Vimal Elaichi, RedBus and Hindware Smart Appliances.
The company is looking to close a few more sponsorship deals, riding on increased ad spending by brands during the festive season.
Shetty said the company is in talks with brands from categories like mobile handsets, snack foods, chocolates, beauty, ecommerce, gaming and health supplements.
The ongoing ICC Cricket World Cup has not impacted Bigg Boss since the property delivers three months of visibility to clients, he said. Spot buy rates will increase as new sponsors get signed up, he added.
The 17th edition of the Salman Khan-hosted reality show will air on Hindi TV channel Colors, besides streaming for free on JioCinema, starting October 15.
The company is targeting Rs 350 crore in ad revenue from property and a potential audience reach of 350–400 million across TV and digital.
“This season of Bigg Boss will be a blockbuster in terms of revenue. We are on course to achieve our revenue targets,” Shetty said.
Viacom18 offers customised offerings to brands for Bigg Boss rather than selling plain vanilla ad inventory, he said.
