SynopsisA prolonged suspension of BARC television ratings could disrupt festive-season advertising, with marketers warning that reality shows such as Kaun Banega Crorepati, Bigg Boss and India Ke Top 1% may be the worst affected.iStockMumbai: A prolonged TV ratings blackout could disrupt festive-season advertising and marketers warned that reality shows could bear the brunt as broadcasters prepare to launch marquee properties such as Kaun Banega Crorepati, Bigg Boss and India Ke Top 1%.The August-December festive period is among television's busiest advertising windows, with advertisers relying on Broadcast Audience Research Council (BARC) ratings to negotiate CPRP (cost per rating point)-based deals. The absence of fresh audience data could lead to tougher negotiations, delayed commitments, and pressure on ad rates. The disruption follows the information and broadcasting ministry's direction to BARC to withhold ratings over non-compliance with the Television Rating Guidelines, 2026. The suspension comes just as broadcasters are gearing up for their biggest reality show launches of the year, a period that commands premium advertising rates."Reality shows are likely to be among the biggest casualties of the current TV ratings blackout. Media planning for these properties is driven by CPRP, and without current ratings, there is no objective benchmark for planning or pricing. Reality show ratings are inherently volatile-a show that delivered a 1 TVR last year may not repeat that performance this year and could perform either worse or better," said Mayank Shah, CMO, Parle Products."In the absence of fresh audience data, advertisers may have to negotiate flat CPRP deals at discounts of 30-40%. Currently, the average corporate rate for reality shows is around ₹1.75 lakh to ₹2 lakh, and that is likely to come under pressure," he added."If the ratings blackout continues for a prolonged period, it will most likely impact TV media planning. Reality shows are likely to feel the impact, as advertising deals for these properties are typically evaluated on an annual basis. That said, reality show viewership has been largely stagnant for some time now. Cricket, on the other hand, is unlikely to see a significant impact, as advertisers and broadcasters already have a reliable understanding of the reach each format typically delivers," said Dabur India VP and head of media Rajiv Dubey. A CMO at a leading aviation company said media buying is becoming increasingly fragmented, with advertisers choosing across linear TV, connected TV (CTV) and OTT platforms. Even within linear TV, audiences are split between standard-definition (SD) and high-definition (HD) channels."In such a fragmented market, data becomes even more critical. The BARC ratings blackout will have a greater impact on advertisers that rely heavily on linear TV. OTT, too, remains something of a black box, with limited transparency in data sharing. In this environment, relationships with advertisers will become even more important," the executive said.The blackout also comes at a time when television advertising is already under pressure. According to a FICCI-EY report, linear TV advertising revenue declined 10.3% in 2025, driven by an 11.5% fall in ad volumes. The number of TV advertisers fell 3% on-year to 7,275, while Hindi-language entertainment channels saw advertising revenue drop by 18%. Overall, TV ad spends are pegged up to ₹40,000 crore.An ad sales executive at a network said TV advertising had already been hit by the conflict in West Asia and a pullback in FMCG spending, historically the backbone of TV advertising. "FMCG ad spends on TV have declined 20-30%. They are shifting budgets to platforms such as CTV, OTT and quick commerce. The ratings blackout couldn't have come at a worse time, as the industry was hoping to see green shoots during the festive season," the executive said.Read More News on...moreless