After two years of COVID-driven disruptions, consumers’ attitudes are favorable, and the holiday season will be rather strong, according to industry observers.
In the holiday quarter, general entertainment channels anticipate a 25–30% sequential increase in advertising spending, mostly driven by industries including fast-moving consumer goods, auto, retail, and home appliances.
After two years of interruptions brought on by COVID, industry observers believe that consumer confidence is improving and that the holiday season will be rather prosperous.
The release of new seasons of popular shows like Bigg Boss on Colors, Kaun Banega Crorepati, Indian Idol, The Kapil Sharma Show on Sony, Sa Re Ga Ma Pa on Zee TV, and the language-specific versions on Viacom18’s regional channels are likely to spur an increase in ad spending.
TV advertising is anticipated to reach 25,000 crores this holiday season, with GECs accounting for 60-70% of the market, according to Ashish Bhasin, co-founder, and chairman of advertising and marketing firm RD&X Network.
Disney Star’s president of network entertainment channels, Kevin Vaz, stated: “The celebrations have always provided us with a chance to forge closer relationships with viewers. Both viewers and advertisers are in a good mood.
Festivals always start with Onam, and we are already seeing an uptick in local and national advertising across all categories. This holiday season is one where brands are eager to spend money, and we anticipate it to be one of the best for the sector.
Disney Star presents a lineup of films for the pre-Onam celebrations in Kerala, including Bro Dadddy, Bheeshma, Twenty One, and Lalitham Sundaram on Asianet. In Bengal, Star Jalsha just debuted the third season of the non-fiction program Dance Dance Junior, while Samrat Prithviraj and Shamshera will have their film premieres in the Hindi-speaking region.
During this festive season, Star Maa and Star Vijay will debut the reality series Bigg Boss in its respective Tamil and Telugu editions.
Given Maruti’s strength in the passenger vehicle market and Star Plus’ dominance in the Hindi GEC genre, senior executive director of Maruti Suzuki India Ltd. Shashank Srivastava said the festive collaboration will help the auto major drive its campaign and deliver immersive integrations for its brands. He continued, “This association goes beyond ordinary and builds on the shared basic values of both MSIL and Star Plus as well as their national appeal.
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