Firms rush to sell through religious channels

One would expect religious channels, spewing sermon after sermon, to find wide viewership only among the elderly and those high on abstinence. As a logical extension, they should therefore draw advertisers targeting this group.

The reality, however, is very different. TAM-AdEx India's list of the biggest advertisers on these channels "" Aastha, Sanskar, Sadhana, Zee Jagran, GOD, QTv et al "" packs in a number of surprises.

The 10 biggest advertising categories in the first four months of this year include furniture, corporate/brand image, publications, cellular phone services, transport and toothpastes.

In 2005, several unexpected categories joined the bandwagon, such as tyres, cement, surgical equipment, airlines and even public issues.

Obviously, there are the expected categories among the top 10, such as agarbatti (incense stick) makers and balm companies. But they are far outnumbered by the surprises.

The total advertising spend on the religious channels is expected to increase from the current Rs 45 crore to Rs 80 crore in just 18 months.

New programming "" as the channels no longer limit themselves to discourses "" has helped bring down the age profile of the viewers. The low cost of air time has helped too.

"We are trying to target the younger audiences, in the bracket of less than 45 years. Roughly 80 per cent of the spend in the advertisement industry is on this bracket only. By repositioning our programming, we have come on the radar of a lot more media buyers and advertisers," said Zee Jagran's business head Anil Anand.

The channel was among the first to launch shows on yoga, pranic healing, tarot card reading and astrology.

The TAM Peoplemeter System indicated that only 40 per cent of Jagran's viewers come from the "45 years plus" age group.

The "4-24 years" group contributes a significant 40 per cent. For Aastha and Sanskar too, only 54 and 58 per cent, respectively, of the viewers are in the "45 years plus" group.

Another factor drawing advertisers is the extremely low rates on this platform.

Sundar Raman, general manager of the country's largest media buyer, Mindshare, said "The 10-second ad slots cost Rs 200-300 only and there is so much ad inventory that every advertiser can find a slot."