Advertisers get into TV shows

NEW DELHI: Advertisers and broadcasters are trying novel ways to grab attention of TV viewers who are increasingly tuning out commercial breaks.

Result: Emergence of ‘‘branded entertainment’’ and ‘‘product integration’’ within TV shows. Recent findings by AC Nielsen’s TAM have established the fact that brands weaved as backdrop ads or talked about by characters in TV serials are getting increasingly more attention than conventional 30-second ad spots.

Many broadcasters have begun setting revenue targets for their programming departments, which was
restricted so far to creative work. The ad fraternity feels the new development could change the dynamics of media buying.

Already, viewership of ads during commercial breaks is falling. ‘‘In 2002, 8% viewers in India skipped commercial ads and last year the number rose to 19%. This is expected to grow higher,’’ says TAM’s Atul Phadnis.

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