Business · Companies · 6 hrs ago
Reality TV and cricket attract advertisers during India TV ratings blackout
India’s TV ratings agency, BARC, has been barred from releasing viewership data since June because it did not meet parts of a new ratings policy.
The ratings blackout has made it harder for broadcasters to show how new programmes perform.
Advertisers are turning to familiar shows, including Bigg Boss and Kaun Banega Crorepati, which have a record of attracting audiences.
Bigg Boss has 95 sponsors across its language editions, while KBC has 25.
Cricket is also drawing brands, with the India-West Indies series getting a strong response and the India-New Zealand series expected to attract advertisers.
Established shows and India matches offer advertisers a safer way to reach large audiences during a second half of the year without major events such as the IPL or ICC tournaments.
Smaller broadcasters are being hit harder by the blackout, while TV advertising also faces pressure from audiences and ad spending shifting to digital.
BARC still needs to meet the policy’s requirements, including reaching 80,000 viewership meters from 77,596 and completing cross-media measurement.
Advertisers are favouring established reality shows and cricket during India’s television ratings blackout.
Bigg Boss has attracted 95 sponsors across its language editions, while Kaun Banega Crorepati has secured 25.
The India-West Indies cricket series has drawn a strong response from brands, and the India-New Zealand series is expected to attract interest.
The Ministry of Information and Broadcasting barred BARC from releasing viewership data in June after it failed to meet provisions of the 2026 TV Ratings Policy.
BARC has increased independent board members to 33% and its viewership meter count to 77,596, but cross-media measurement remains outstanding.
- Who
- Advertisers are backing established reality shows and cricket. BARC is the ratings agency barred from releasing data.
- What
- Advertisers are favouring established television properties during a ratings blackout.
- When
- The blackout began in June. The article was published on October 18, 2026.
- Where
- India.
- Why
- The Ministry of Information and Broadcasting barred BARC from releasing ratings after it failed to comply with provisions of the new TV Ratings Policy.
This story does not have two clearly opposing sides.
The Ministry of Information and Broadcasting barred BARC from releasing viewership data after it failed to comply with provisions of the new TV Ratings Policy.
BARC increased the share of independent board members to 33% and expanded its viewership meter count to 77,596.
The Economic Times reported that established reality shows and cricket were attracting advertisers during the blackout.
- Bigg Boss sponsors
- 95 across its language editions
- Kaun Banega Crorepati sponsors
- 25
- BARC independent board members
- 33%
- BARC viewership meter count
- 77,596, against a stipulated target of 80,000
- TV ad volumes
- Fell 7% in January-July 2026, according to TAM
What people are saying
During periods of uncertainty, such as a ratings blackout, brands have prioritised established properties with proven benchmarks to mitigate risk.
In a market navigating measurement uncertainty, the long-standing equity of television channels and properties becomes an important source of confidence for advertisers.