As all eyes are on the Lok Sabha election results today, Rupali Fernandes, Chief Revenue Officer (CRO), ABP Network, highlighted that counting day is one of the most crucial days during the election period for news channels, typically resulting in a significant spike in revenue and for ABP News, she is expecting the revenue to jump by leap and bounds today.
In a conversation with Marketing Mind, Fernandes stated that given the intense viewer interest and the high stakes of the election results, advertising rates on counting day experience an unprecedented jump compared to regular days.
This heightened demand for advertising slots is driven by the massive viewership and the critical nature of the content, making it a prime opportunity for advertisers to reach a large and engaged audience, she said.
“For ABP News, the revenue on counting day will also jump by leaps and bounds as everyone knows ‘Election means ABP News’, reflecting the peak in credibility, viewership and advertiser investment. Our established reputation and comprehensive election coverage position us to capitalise on this surge effectively,” she added.
Furthermore, she went on to say that the elections represent a unique opportunity for brands to connect with a broad and engaged audience. The sentiment among advertisers is overwhelmingly positive, as they recognise the value of associating their brands with credible and widely watched election coverage.
“The competitive nature of securing advertising slots during this period means that many advertisers are willing to invest significantly to ensure their presence. For ABP News, our strong viewership and credible reporting make us a preferred choice for advertisers. Categories such as automotive, FMCG, durables, and technology are particularly active,” Fernandes said.
She also added that the trend in the ad market is one of anticipation, particularly with the general elections followed by state elections. The extended duration of the election season this year, coupled with festive occasions, has heightened interest and curiosity among advertisers.
“Advertisers started securing deals early with ABP Network, and for counting day the competition for advertising has intensified. This dynamic environment keeps our sales team agile and fully engaged,” she added.
Speaking about the hike in ad rates, Fernandes said that during the election period, ad rates experience a notable increase due to the surge in viewership and the critical nature of the content being broadcast. On polling days, and particularly on counting day, ad rates typically go up by 40% to 50% compared to non-election periods.
“In fact, counting day rates are non-comparable to regular days. The rates on the day are in fact more comparable to GEC prime time rates, especially in case of ABP News where the channel’s strong reputation, prompts advertisers to pay a premium for the perceived value,” she added.
Fernandes stated that established shows like Kaun Banega Pradhan Mantri (KBPM), Ghoshnapatra, and Modi Factor have already garnered significant traction, providing advertisers with a valuable and impactful advertising environment during this critical election period.
“Leveraging the popularity of these shows, along with comprehensive election and counting day coverage by ABP News, presents a unique opportunity for brands to connect with a broad and engaged audience,” she added.
Advertisers are particularly enthusiastic about election coverage, especially around counting day. The elections offer a unique platform for brands to engage with viewers who are highly invested in the political landscape. The sentiment among advertisers is overwhelmingly positive, as they recognize the value of associating their brands with widely watched election programming, Fernandes said.
“Given the competitive nature of securing advertising slots during this period, many advertisers are willing to invest significantly to ensure their presence. This heightened interest underscores the importance and effectiveness of advertising with ABP News during the election coverage, as brands aim to maximise their visibility and impact during a time of high viewer engagement,” she added.
