Koffee With Karan, Indian television's long-running celebrity chat show, returns for its ninth and final season on Wednesday, streaming exclusively on The Peacock Hub on JioHotstar — with advertisers paying some of the highest rates in Indian digital video for a slice of the farewell.
According to a rate card accessed by Storyboard18, the show is commanding Rs 2,000 to Rs 2,200 per thousand impressions (CPM) for connected TV (CTV) video ads. The card lists two categories under HH + CTV: ROS at Rs 2,000 CPM and L1 at Rs 2,200 CPM, a 10 percent premium, both applying to video advertisements of up to 20 seconds.
Eight marquee brands board the finale
JioHotstar has secured eight brand partners for the final season, spanning payments, travel, home, food and consumer goods. Jaquar Bath + Light and Visa have joined as co-presenting partners, while Cadbury Bournville is the co-powered-by partner. Airbnb, FabriCare by D'decor, Parle Hide & Seek Caffe Mocha Cookies and Tata Gold Coffee have come on board as special partners, with Pantaloons joining as associate sponsor.
Bhaskar Ramesh, Head of Entertainment Sales, Digital at JioStar, said the lineup speaks to the show's enduring pull: "Koffee With Karan isn't just an iconic entertainment property, it is a shared cultural event for Indian viewers. As Karan takes the couch for the final season, the exceptional lineup of marquee brands joining us speaks to the enduring pull of high-engagement premium storytelling."
The end of a two-decade institution
Created and hosted by Karan Johar, the show first premiered in 2004 and has run for eight seasons and 161 episodes, building its identity around candid celebrity conversations, rapid-fire rounds and revelations that frequently spill into wider pop-culture discussion. According to viewership data from media consulting firm Ormax, the eighth season averaged six million viewers per episode after its premiere in October 2023.
Johar announced in September that season nine would be the show's last, closing the curtain on one of Indian entertainment's most recognisable formats.
Sources:
Storyboard18: Koffee With Karan Final Season Commands High CTV Ad Rates
According to a rate card accessed by Storyboard18, the show is commanding Rs 2,000 to Rs 2,200 per thousand impressions (CPM) for connected TV (CTV) video ads. The card lists two categories under HH + CTV: ROS at Rs 2,000 CPM and L1 at Rs 2,200 CPM, a 10 percent premium, both applying to video advertisements of up to 20 seconds.
Eight marquee brands board the finale
JioHotstar has secured eight brand partners for the final season, spanning payments, travel, home, food and consumer goods. Jaquar Bath + Light and Visa have joined as co-presenting partners, while Cadbury Bournville is the co-powered-by partner. Airbnb, FabriCare by D'decor, Parle Hide & Seek Caffe Mocha Cookies and Tata Gold Coffee have come on board as special partners, with Pantaloons joining as associate sponsor.
Bhaskar Ramesh, Head of Entertainment Sales, Digital at JioStar, said the lineup speaks to the show's enduring pull: "Koffee With Karan isn't just an iconic entertainment property, it is a shared cultural event for Indian viewers. As Karan takes the couch for the final season, the exceptional lineup of marquee brands joining us speaks to the enduring pull of high-engagement premium storytelling."
The end of a two-decade institution
Created and hosted by Karan Johar, the show first premiered in 2004 and has run for eight seasons and 161 episodes, building its identity around candid celebrity conversations, rapid-fire rounds and revelations that frequently spill into wider pop-culture discussion. According to viewership data from media consulting firm Ormax, the eighth season averaged six million viewers per episode after its premiere in October 2023.
Johar announced in September that season nine would be the show's last, closing the curtain on one of Indian entertainment's most recognisable formats.
Sources:
Storyboard18: Koffee With Karan Final Season Commands High CTV Ad Rates
