Sony LIV Secures Over 20 Sponsors for KBC Season 18 Kaun Banega Crorepati (KBC) Season 18 has attracted more than 20 sponsors, including Google Gemini, Malkist, PhonePe, and Bharat Petroleum, marking a significant expansion of its digital sponsorship lineup. The season has reported an 80% year-on-year surge in advertising revenue on Sony LIV, alongside a 50% increase in premium cost per thousand (CPM) rates compared to the previous season. Sony LIV attributed this growth to heightened advertiser interest in digital entertainment platforms that offer immersive brand experiences beyond conventional ad placements. The 120-episode season incorporates a blend of in-show brand integrations, KBC Play Along, and connected TV (CTV) inventory to maximize advertiser reach across both large and small screens. Brands are strategically woven into various elements of the gameplay, such as Google Gemini powering one of the lifelines, Malkist linking to contestants' journeys toward the Hot Seat, Maruti Suzuki featuring as an aspirational prize, and Bharat Petroleum and PhonePe participating in conversations about road safety, sustainability, and financial goals. Sony LIV’s KBC Play Along initiative allows viewers to engage in real-time by answering questions as episodes air, creating additional touchpoints for brand interaction. The platform highlighted the expansion of connected TV viewing, which combines family-oriented television experiences with interactive participation on mobile devices. This integration is expected to enhance advertiser engagement by leveraging cross-screen opportunities. The digital sponsorship lineup for Season 18 includes Google Gemini, PhonePe, Malkist, Bharat Petroleum, and Maruti Suzuki as co-presenting sponsors.#sony_liv #amitabh_bachchan #kaun_banega_crorepati #google_gemini #malkist
