Funding winter hits start-up advertising spend across properties

Start-ups, internet firms accounted for 13% of overall advertising expenditure in 2021

A long and bitter funding winter in the start-up world is beginning to take its toll on start-up advertising across properties. Earlier this week, Mastercard replaced Paytm as the title sponsor for all international and domestic cricket matches organised by the Board of Control for Cricket in India (BCCI).

But this is just one part of the story.

The other side is that organisers of high-impact shows and events on Hindi general entertainment channels, too, are feeling the winter chill.

The 14th edition of the game show Kaun Banega Crorepati (KBC) is scheduled for launch on August 7 on Sony Entertainment Television. Educational