In a rare show of interest by leading brands for the eyeballs trained on the national parliamentary proceedings broadcaster, the advertisement rates for PTV (Parliament) have swollen to the levels of those of the recent cricket Pakistan Super League.
“Yes, we’re looking at the rates that ARY and PTV were charging for the PSL semi-finals and finals,” said Babar Khan Javed, a leading advertising and media buying journalist.
“Since there hasn’t yet been any interest whatsoever in PTV Parliament otherwise, percent increases would be a flawed metric,” he said. “But if we _must_ use one, I’d say it’s a 100,000% increase in advertiser interest.”
“There are also marketing conditionalities and parleys,” he added. “Some of the ads have a built-in clause that would automatically increase the payout if something really interesting happens. We’re talking about fights here, parametrically defined as blood drawn. Also foul language. Not the sort that would offend grandmothers but proper, truck driver-sailor variety. Also if the PM, or opposition leader starts crying. Not the tears-in-eyes variety, but bawling, HUM TV soap bahu-style.”
“Those immediately lead to WhatsApp group messages asking folk to switch to PTV Parliament,” he added.
“If any of that happens, the ad rates, as per the contracts, will cross the WCT20 India-Pak rates.”
