SonyLIV sees 20% ad rate hike for Shark Tank India: Overpriced?

SonyLIV’s Shark Tank India has reported a surge of 20-30% in advertising rates this season, driven by strong advertiser demand. Sponsorship packages range from ?12 crore to ?30 crore, offering customised solutions tailored to brand objectives.

Industry experts remarked the rates for Shark Tank Season 4 may be “overpriced”.

Explaining the ad prices, Ranjana Mangala, Senior VP & Head of Ad Revenue, SonyLIV, said sponsorship deals are customised beyond the ?30-crore range based on brand engagement levels. She highlighted Shark Tank's returning sponsors, including Acko, PokerBaazi, ICICI Direct, and Lenskart, are proof of its sustained brand value.

“The shift to OTT exclusivity has resulted in a 100% rise in engagement from 42 tier-2 towns, a 27% increase in watch time, and a 40% growth in CTV viewership. The overall reach has expanded by 22%, reinforcing Shark Tank India as a premium advertising platform,” she said.

However, industry leaders believe that sponsorship pricing seems inflated, as the rising costs do not proportionally align with the increase in audience reach.

Anita Nayyar, former COO, Patanjali Ayurved, noted a 20% hike in pricing compared to the last season. While CTV viewership has grown by over 40% year-on-year, she expressed uncertainty about a proportional increase in overall viewership.

“There is nearly a 20% hike in pricing. Can’t say if we can have a 20% or more increase in viewership but there has been a considerable growth in CTV viewership of the show year-on -year by nearly 45-48%,” she said.

Nayyar also observed that Shark Tank India primarily attracts an affluent, educated audience from India’s top 20 cities and continues to feature recurring advertisers like Acko, PokerBaazi, and Lenskart. However, she remarked that the sponsorship pricing appears overpriced, with incremental costs not aligning with incremental reach.

“The rates seem overpriced for sure. The incremental ask is nowhere close to the incremental delivery. However, there is always a difference between ask and closure,” she said.

About comparing Shark Tank India with other primetime shows in terms of cost-effectiveness for advertisers, Nayyar said it was not cost efficient.

“It surely isn't cost efficient. However, it is more to do with value being derived out of association and the hype being created and talked about socially. So, a bit of snob value there,” she said.

A senior media expert emphasised the show’s growing appeal across demographics, including older audiences. He noted that shifting exclusively to OTT hasn’t hindered its accessibility, as many older viewers are now OTT-savvy. However, he too observed that the sponsorship rates were overpriced.

Sharing a counterview, Anil Solanki, Senior Director, Media Lead, DentsuX, argued that while costs have risen, advertisers receive greater value too.

“This season Shark Tank India has increased ad rates compared to last year, but advertisers are also getting more value. The packages offer better brand integrations, stronger digital extensions, and higher visibility, making them a compelling proposition.

“The show's credibility and engagement with an entrepreneurial audience make it highly attractive for brands. The pricing reflects both its growing popularity and strong advertiser interest. This season, we’ve seen strong interest from FMCG, fintech, edtech, and new-age startups, as the show aligns well with business-minded and aspiring entrepreneur audiences,” he said.

Industry experts were of the view that with the transition to OTT-only streaming, Shark Tank India has managed to maintain its strong viewership base while adapting to the evolving digital consumption trends.

They noted that as OTT penetration in India has grown substantially, with an increasing number of urban and semi-urban audiences shifting away from traditional television, the platform provides a more targeted advertising approach, making sponsorships more valuable for brands seeking digital-savvy consumers.

The Connected TV (CTV) boom has significantly contributed to viewership growth, especially among premium audiences, they added.

Sharing from a brand's perspective, Ashish Mishra, CMO, ACKO, said: "We were the first of the sharks when Shark Tank India started in 2021. Our media style is different. We were always an eight-city CTV player. We have always been on CTV. We have not been on any big property on television. But we are big sponsors on Shark Tank and other shows like KBC. STI this season has been the same. Very impactful. The first week was the only week when it was behind paywall an it was a slow start. I think the show continues to have its appeal. Our media strategy primarily is that we go for something that has 60-90 episodes. That works for us."

Initially perceived as a show for Gen Z and millennials, Shark Tank India has broadened its audience base, said industry observers, adding that the entrepreneurial discussions, investment insights, and aspirational storytelling appeal to a wider demographic, including older viewers and family audiences.

An expert shared a personal anecdote, noting that even his 75-year-old mother watches the show, inspired by the young entrepreneurs and their business ideas, adding that this cross-generational appeal has contributed to the show’s enduring popularity and high engagement rates.

Compared to other primetime shows, Shark Tank India presents a unique value proposition for advertisers. Unlike traditional reality shows or scripted series, it fosters high engagement and credibility among audiences interested in business, innovation, and entrepreneurship. However, industry insiders argue that cost-effectiveness remains a concern, as the incremental price increase does not necessarily guarantee proportional viewership growth.

While premium advertisers and startups with large investor budgets find the sponsorship rates justifiable, smaller brands may struggle to justify the high costs. Analysts suggest that for advertisers, the decision to invest hinges on brand alignment with the show’s theme rather than pure reach metrics.

According to the rate card accessed by e4m, the Co-Presenting Sponsor package, priced at ?30 crore, provides branding across 50 episodes. The video inventory comprises 20-second pre-roll ads on mobile and web with 10 million impressions, mid-roll ads on mobile and web delivering 125 million impressions, and mid-roll ads on Connected TV & Live TV generating 35 million impressions.

The Co-Powered By Sponsor package, valued at ?18 crore, ensures branding visibility across 50 episodes. It includes 20-second ads on mobile, web, and Connected TV, delivering 98 million impressions. Sponsorship entitlements feature logo branding on ILU, brand tags in video promos, 25 contextual aston bands, and branded VOD elements such as an opening slate, 100% SOV on the first pre-roll, and in-show integrations. Additionally, social media and external promotions enhance visibility.

The Partner Sponsor package, priced at ?12 crore, also spans 50 episodes. The video inventory includes 20-second mid-roll ads on mobile, web, and Connected TV, accumulating 65 million impressions. Sponsorship entitlements consist of logo branding on the sponsor panel, brand tags in video promos, branded VOD integration, and social media promotions.