In the run-up to the Ram Mandir inauguration ceremony on January 22, news channels have seen advertisers show keen interest in their special programme coverage of Pran Pratishtha. This rise in the demand has led to an ad rate surge on news channels, just as it does during the elections, G-20 or any other high-value IP event, say officials from some leading channels. Though the industry sources did not give a definite increase in percentage, most of them say the hike is substantial.

Mona Jain, CRO, Zee, shared that there is substantial growth in advertising rates and there has been an overwhelming response from the advertisers to promote their brand on their news channel.

A spokesperson of another leading news channel said, “The advertiser interest and its subsequent impact on the ad rates has been at a historic high this time for the Ram Mandir launch event, especially on the CTV and streaming mediums.”

But have the channels been able to get on-board any new category of advertisers?

Along with the regular FMCG, cement and other industries, this time, we have been able to get infra and realty advertisers to partner with us as well, said the spokesperson of a leading news channel. Since people are used to seeing the regular categories on news channels, we wanted to get newer advertisers for this.

Jain added, “From FMCG to auto, everyone has been keen about advertising during this coverage.”In terms of viewership spike, Jain expects to see double to triple growth. “Altogether, the genre will experience tremendous growth as the whole nation will be tuning in,” she said hopefully.

A spokesperson from another leading news channel opines that this level of historic event does not only have a political impact but also a strong impact on historical, geographical and tourism matters. “We can easily look forward to a 2-3x jump in viewership during live coverage of Ram Mandir event.”

Not just in special coverage programmes, news channels have also tried new initiatives for the event. Aaj Tak has partnered with PVR Inox to live stream the inauguration on the big screen.

However, not all agree on ad rates hike. “I wouldn’t shy away from saying that there is really no hike in ad rates,” said another industry source who did not wish to be named. "Advertisers rarely want to invest for a day's spike in viewership. Since, advertising does not give real-time returns, brand owners invest in TV advertising for long term impact and ROI," he added.