MAM
In-program ad tactics tackle clutter, but tick off viewers
MUMBAI: With the traditional advertising space on American television notching a record number of commercials per hour, advertisers and major US television networks are trying to break away from the prime time clutter by moving away from the advertising space and into the programming space.
As per the figures thrown up by a PhaseOne Communications study, American television has seen a record amount of traditional advertising including an average of over 45 commercials and promos each hour. This may sound like the advertising fraternity is minting money except that it also implies that the clutter in traditional advertising space has increased too.
Tackling the clutter
However, the study also notes that in three hours of prime time television, the four major networks in the US aired an average of six promotions for a total of 31 seconds during programming rather than in breaks. Clearly, there is a marked shift towards in-program placement.
“For the first time since our initial study in 1991, we are seeing ads and promos during actual programming,” says PhaseOne Communications director of analysis Terry Villines.
Each network had its own version of in-program advertising. NBC used an average of nine on-screen ‘pop-ups’ to promote other NBC programs. Although CBS did not use any on-screen promos, it used a program’s host to verbally promote other CBS shows an average of three times during prime time.
Fearing viewers’ tendency to tune out during commercial breaks, especially when facilitated with digital video recorders such as TiVo, it appears that marketers are now exploring new ways to reach their intended audience.
According to the study, each of the networks used at least one method of promotion during prime time programming, including on-screen text (pop-up) promos, program hosts or actors promoting an advertiser and the presence of sponsors’ corporate logos on-screen or within the show.
Ticking off the viewer?
While these new devices do not account for much time when compared to traditional advertising, they are noted for their encroachment on programming.
“Viewers have come to expect a certain amount of advertising during commercial breaks. However, we would caution the use of promotion during programming for fear of irritating and ultimately alienating viewers,” says Villines.
Indian television too is trying to jump out of the well – there are instances to support that – but is it showing? If yes, where? If not, why? For a lowdown on the Indian scene regarding in-program brand placement, click on the link below:
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
