HOW NTV, KIN KARIISA’S NBS MAKE A KILLING OFF ADVERTISING BIG DEALS
By Mulengera Reporters
A new report by regulator Uganda Communications Commission (UCC) has revealed how TV owners like NBS‘ Dr. Kin Kariisa make money through advertising which results from impressive viewership ratings. They make money off ‘spot adverts, squeeze backs, scroll messages, sponsored documentaries, sponsored talk shows, live broadcasts & pop up adverts.’
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Sponsored talk shows are ones where a client or brand pays up time for a talk show to promote themselves. The media house offers the platform through which the public is reached and the guy to moderate the show-basically asking questions. Pop up ads are visual messages prominently displayed during an ongoing very popular program. It will cover a fraction of the screen as the program is ongoing and it will run between 10 and 60 seconds. Live broadcasts could be something like a graduation ceremony, political party meeting etc being relayed live.
Sponsored documentaries is about an advertiser or client producing his or her own content which is delivered to the station and the media house is merely paid to air it out during the agreed time. Scroll messages are those promotional text messages which are continuously displayed at the bottom of the screen for a specific period of time.
Squeeze backs is where the TV screen is diminished or shrunk to share the space with the client’s message that is being promoted. Such paid for displays in most cases are scheduled to run for a maximum of 60 seconds which basically is 1 minute. This is common during prime time that comes with the station’s best programs e.g. Akawungeezi for NTV or even Frontline or Morning Breeze for NBS TV. And finally are the spot adverts which run during the commercial break in the middle of the station’s most popular program or talk show. They often run for between 15 and 60 seconds.
Below is how some of Uganda’s leading TV brands charge under each of these advertising segments. For the live broadcasting of an event, market leader NBS TV charges Shs22m per hour, NTV Shs15m, BBS Shs5m, NBS-Sports Shs17.7m, Sanyuka TV Shs10.6m, UCB Shs15m, Urban Shs6m, Bukedde 2 Shs6m, Baba TV Shs17.7m, MP Kazibwe Bashir’s NYCE TV Shs8.26m and TV West Shs6m.
When it comes to pop up ads, Bukedde TV charges between Shs118,000 and Shs236,000 depending on the program where it runs and the number of seconds. At BBS, its Shs120,000 for early prime time (for just seconds), Shs150,000 for prime time (7 seconds) and Shs120,000 for off peak (7 seconds). At NBS-Sport, its Shs590,000; Shs500,000 for UBC TV; Shs590,000 for Gugudde TV and between Shs100,000 and Shs200,000 for SK Mbuga’s STV.
When it comes to sponsoring talk shows, NBS will require a client to part with Shs20m if the show lasts 60 minutes and non-prime time (6am-12pm); Shs25.5m if it last 60 minutes and its prime time (12pm-9pm). For morning shows (9-10am), which aren’t that prime timed, a client has to part with Shs13m if the show they are sponsoring lasts for 60 minutes. At NTV Uganda, one desiring to sponsor a show that airs between 12am and 12pm has to part with Shs4.6m; Shs10m if it airs between 12pm and 7pm and Shs15m if it airs between 7pm and 12am.
At BBS its Shs2.5m-3m, Shs4m-Shs6m and Shs2.5m-2m for off peak sponsorships. This is applicable for shows running for between 30 and 60 minutes. For NBS-Sport, to sponsor a show that airs in morning hours, one has to part with Shs5.9m if it lasts 30 minutes and Shs8.26m if it lasts 60 minutes. In the evenings, it will cost Shs8.26m and Shs14.2m respectively. At Bukedde TV1, sponsoring any show that airs between 7am and 7pm goes at Shs3.54m and Shs7m for shows airing between 7pm and 12am. Off peak is between midnight and 7am in the morning. For that period, show sponsorship goes at Shs3.54m.
At Urban TV, the same categories go at Shs1m, Shs3m and Shs5m (for shows falling under 7pm-12am). On Bukedde TV, shows airing between 7pm and 12am, cost Shs5m for those wanting to sponsor; Shs3m for those between 12pm and 7pm and Shs1m for shows airing between 12am and 12pm/mid-day.
UBC charges Shs5m (12am-12pm), Shs8m (12pm-7pm) and Shs10m (7pm-12am/midnight). Similarly at TV West, it will cost Shs1m, Shs3m and Shs5m. Sanyuka TV charges between Shs3.54m and Shs6.49m for sponsorship of shows which air during morning hours which basically is 9am-12pm/midday and between Shs8.26m and Shs14.2m for shows airing between 4pm and 12am. The lower figure is for shows whose duration is 30 minutes and the upper one for those running for 60 minutes.
For sponsored documentaries, NTV charges Shs5m (for under 15 minutes) and Shs6m for those under 60 minutes. If the documentary is to air between midday and 7pm, one will be charged between Shs8m and Shs10m depending on how long it runs. For those airing between 7pm and 12am/midnight, a client will have to part with between Shs10m and Shs15m. In contrast, Dr. Kin Kariisa’s NBS charges between Shs16m and Shs30m if the documentary airs between midday/12pm and 9pm. For between 6am and 12pm, the client has to part with between Shs13m and Shs24.5m. It would depend on how long the program airs. At BBS, it would cost between Shs500,000 and Shs6m depending on the length and the exact time the sponsored program airs.
For scroll messages, which more corporate NTV and NBS don’t air, BBS charges between Shs50,000 and Shs80 000. These would be messages of not more than 50 words. It’s Shs177,000 at NBS-Sport and Shs300,000 at UBC.
And the following is how it goes for spot ads: At NTV, those airing immediately before the Akawungeezi will cost the client Shs690,000 (for 15 seconds); Shs1,207,500 (30 seconds) and Shs2,208,000 for 60 seconds. This is for those airing within the 10 minutes preceding the commencement of the Akawungeezi. Those which must run as the Akawungeezi airs too will cost between Shs756,000 (15 seconds) and Shs2,419,200 (60 seconds). For the NTV Tonight news which airs at 9pm, the same will cost Shs768,600 (15 seconds); Shs1,342,000 (60 seconds) and Shs2,459,520 (60 seconds). This applies for those which must run during the news. And for those during the 10 minutes before the 9pm news begins, the cost is Shs690,000; Shs1,207,500 and Shs2,208,000 respectively for between 15 and 60 seconds.
NTV‘s major rival NBS respectively charges Shs350,000; Shs550,000 and Shs900,000 regarding the Amasengejje news bulletin which airs at 7pm. This for the 10 minutes preceding the 7pm Luganda news. Those airing as the Amasengejje airs will go at Shs550,000; Shs880,000 and Shs1,145,000 respectively (15-60 seconds). For their 9pm news, one will have to part with Shs1.2m if his ad must run for 15 seconds during the first break; Shs1.6m for 30 seconds ad and Shs2.6m for the 60 seconds advert.
Those running under the second break, it will cost Shs1.05m; Shs1.45m and Shs2.45m respectively. If your advert must run during the Frontline (10pm-12am) on Thursdays, you have to part with Shs1.2m (15 seconds), Shs1.6m (30 seconds) and Shs2.6m (60 seconds). For the slots under the UNCUT program (which the station considers to be prime time), 15 seconds ad will cost Shs750,000; 30 seconds Shs1m and 60 seconds Shs1.323m. For BBS Terefayina, the same ranges between Shs220,000 and Shs850,000.
Pastor Aloysius Bugingo’s Salt TV ranges between Shs100,000 for the lowest and Shs700,000 for the highest under spot adverts category. Urban TV is even cheaper ranging between Shs65,000 and Shs570,000 for the highest. At Bukedde TV1, the lowest goes at Shs123,900 and Shs1.9m for the highest. Bukedde TV2 is at Shs33,000 for the lowest and Shs1m for the very highest. At UBC, the lowest is Shs112,500 and the highest is Shs1.8m. At NBS-SPORT, the lowest is Shs448,400 and the highest is Shs1m. At Sanyuka, the lowest is Shs5,900 per second and the highest slot goes at Shs2,124,000. At Baba TV, they charge 1.77m for 30 seconds ads (6am-4pm), Shs3.2m for 60 seconds ads (6am-4pm); Shs2.95m (4pm-11pm) for 30 seconds ads and Shs3.54m for 60 seconds ads running during the 4pm-11pm period. (For comments on this story, call, text or whatsapp us on 0705579994 [whatsapp line], 0779411734, 0200900416 or email us email@example.com).